Marketing Strategies for Marriott

This assignment examines the influence of marketing strategies on the operations of Marriott West India Quay, a hotel in the service industry. It delves into various elements of the marketing plan, such as product development, pricing strategy (penetration pricing), and communication channels (social media and digital advertising). The report highlights the importance of these strategies for achieving business objectives like increasing market share by 20% within the next quarter. Additionally, it emphasizes the significance of customer satisfaction in driving success within the competitive hospitality sector.

MARKETING IN
HOSPITALITY

Marketing in Hospitality
Table of Contents
Introduction ................................................................................................................................................3
Task A .........................................................................................................................................................3
1.1Concept of Marketing relevant to the service industry......................................................................3
1.2Impact of marketing environment......................................................................................................3
1.3Relevance of Consumer market..........................................................................................................4
1.4Justification for the development of differential market fractions.....................................................4
2.1Importance of the components of marketing mix..............................................................................5
2.2Analysis of the pricing strategies and policies.....................................................................................6
2.3Implementation of the marketing plan...............................................................................................7
Task C ..........................................................................................................................................................7
4.1Relevance of market research in the services industry operation......................................................7
4.2Market research for a particular product...........................................................................................8
4.4 Implementation of marketing plan....................................................................................................9
Conclusion ................................................................................................................................................10
Reference List............................................................................................................................................11
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Introduction
Hospitality and Tourism industry is highly aligned to the variances in the consumer desires in
order to relate the projection of the services profile. The report demonstrates the influence of
effective marketing strategy by intercepting the operational procedure of Marriott West India
Quay.
Task A
1.1Concept of Marketing relevant to the service industry
Identification of the demand of the integral stakeholders of business activities can be considered
as an influence to the achievement of the sustainability objectives specifically for the projection
of a service profile (Chathoth, 2016). The acquisition of market information in the course of
business operations or prior to market investment can be escalated through the influence of
marketing in the service industry. The influence of active protocol enhancing the decision-
making framework for organizational management is immense concerning the achievement of
the production standards. The integration of the identified components of a business environment
is an essential factor, which can be achieved through a segregation of marketing strategies. The
relatives of a business analogue can be justified through implementation of marketing
embellishes and various propositions on modern day trade management.
The concept of marketing usually involves 4 P's I.e product, place, price and promotion. It shows
that how a particular product or service is been marketed. But in services industry the 3 P's
people, physical evidence and process are most important as it shows how services are provided
to people. People include employees related to services, process involves delivering the service
to customer and physical evidence means quality of service.
1.2Impact of marketing environment
The achievement of the sustainable standards in business can be considered as a through blend of
the various influential. Internal and external stakeholders promote an acute conflux in the
nomination of the business standards, which are to be achieved specific intervals. The acquisition
of effective information of the market can be integrated to the course of business management,
which bears a proportionate relationship to the achievement of sales margins.
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Marriott West India Quay has been operating in the UK market as a pioneer. The average
disposable income of the UK consumer base justifies its services projection which has been
applauded by the same consumer (Bowie et al. 2016). The identification of the consumer
demand traits and an exceptional resemblance of the same to the projection of the service line
can be intercepted as an impact of the marketing environment on the trade procedure of Marriott
West India Quay. Marketing environment consists of internal and external factors that affect
business strategies and decisions. Its impacts service industry by providing extra benefits to
people. Any change in set standards made by government influence the entire service industry to
change their strategies.
1.3Relevance of Consumer market
Consumers are usually exposed to a wide scope of opportunities in the genre of a similar product
or service requirement. However, the buying potential of the consumers are influenced by their
respective disposal income limits and the perceptions on a particular brand. Therefore, it can be
indicated that the achievement of sustainable objectives of trade is proportionate relate to the
analytical capabilities of the producer concerning the demand traits intercepted from the
consumer profile. The acquisition of business strategies and the analogue implemented for the
development of a market credential can be considered as the differentials of the consumer
market. The relatives of the business environment along with an overview of the influences of
the business strategies can be indicated in the thorough course market creation. The identification
of the consumer capabilities and the variances in the demand traits reflected by the target market
is indispensable concerning the development of a service profile. Consumers are the king of
service industry. Service industry is entirely dependent on consumer needs and demands as it
decides what type of services must be provided. A slight change in these will force industry to
change their services. Moreover, consumer shifts from one service to another if their demands
gets fulfilled. They never get stick to one specific service.
1.4Justification for the development of differential market fractions
The collective nomination of the consumer traits can be promoted as an essential factor in
justifying the projection of the service profile. It can be indicated that the Marriott West India
Quay has an effective segregation of the target market that can be justified by the achievement of
the marketing standards along with the elimination of the components based on the buying
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Marketing in Hospitality
potential of the consumers (Kim et al. 2015). The low disposable sects of the consumers cannot
buy an expensive service, which indicates that the production procedure may not reflect the
achievement of the projected sales trends. The inclusion of marketing profile through the
denominations of the consumer protocols can be projected as the relatives of the variances in the
market segment. The acquisition of demand traits of the various markets can be escalated
through the concept of market segregation and achievement of business objectives. The
utilization of the resources in accordance with their respective capabilities on the production
procedure can be considered in through the blend of business management and acquisition of
trade objectives.
Further, there are various valid reason have been taken in to consideration due to which there the
organization needs to expand its business operations in different segments of hospitality industry.
Increasing customer's expectation and change in their preference is considered as major reason
behind development of new products and service for customers.
2.1Importance of the components of marketing mix
The components of marketing mix emphasizes on acquisition of specific information on the
various influential of business environment. The identification of the magnitude of the Political,
Social, Cultural, Economical traits of a targeted market place can be considered as an effective
element of market sustainability. The acquisition of information based on a particular knowledge
of the subjects as the components of a marketing procedure can be treated as an influence to the
course of business (Radojevic et al. 2015). The promotion of the various events along with the
nomination of the components of marketing can be related as an intercept of the protocols of
marketing mix. The basics of an operational procedure in the relative course of business
management have been escalated in the procedure for identification of the stakeholder demands.
The virtual elements of market sustainability and an acute knowledge on the stakeholder abilities
may be intercepted in the through course of marketing mix.
Marketing mix elements like product have been used by organization to differentiate their
products in market and also useful to determine the qualities of products developed by
organization. Price elements is considered as significant because it provides complete
understanding about strategies which is used by customer's to influence the customers. Elements
of market mix place provides understanding about the location and effective place at which
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company has its outlets. Promotion elements is essential in provides information sources or
channel used by organization to promote its products and service in market like social media,
digital advertising and e commerce websites etc. Thus, it can be said these elements are useful in
determination of effectiveness of brand of organization in market.
2.2Analysis of the pricing strategies and policies
The price of a product determines the magnitude of its business scales within the domains of the
target market. The influence of the marketing profile in the projection of the product portfolio
can be achieved through the variances in procedure of consumer and business management. The
combination of the various elements and the projection of the profit margins can be considered
as differentiated reflections of the pricing strategies and policies implemented in Marriott West
India Quay. The relationship of the business procedure along with management of the consumer
credentials can be intercepted as the fundamentals of pricing strategy. The acquisition of
business resources along with the nomination of the business fundamentals can be promoted as
intercepts of services provided in Marriott West India Quay. The escalated analogues of
business operations along with a strategic achievement of the proportionate magnitude can be
promoted in the eventual course of the pricing strategies and policies.
There are various pricing policies strategies and policies are available which can used by
the organization in order adopt effective pricing policies so that they will increase their
customers base in market. In this, organization will use the penetration pricing policy in which
they will keep the prices of their products at low level as compared to rivals. After achievement
of positive response from customer's they will tend to increase the prices.
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2.3Implementation of the marketing plan
The implementation of a marketing plan reflects the essential need of acceptable modules of
stakeholder capabilities along the management of the activities proposed in business module.
The acquisition of the resources and an alignment of the resources to the productivity procedures
can be promoted as an escalated protocol of a suitable marketing plan (Tsai et al. 2015). The
influence of consumers and the other stakeholders in the business activities can be promoted in
the through course of marketing and business management. An integration of the business
variable in through the basic modules of business operations can be treated as a essential element
of the marketing protocol. The establishment of a sustainable market and the achievement of the
trade objectives along with desired sales margins can be collectively projected as an impact of
marketing plan on business environment.
Task C
4.1Relevance of market research in the services industry operation
A service industry escalates the standards oif variations concerning the demand traits of the
consumers. The relatives of a business procedure along with the influence of a marketing profile
can be projected in the course of business operations aligned to the achievement of the
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(Source:Marketing Pricing Strategy, 2017)

Marketing in Hospitality
sustainability objectives. The relatives of business along with the projection of the service profile
can be projected as an exposure of expanded scopes. The influence of marketing management
and the consideration of the components of a market procedure can be combined as an acute
component of research basics that can be promoted in course of business research. A contrastive
analysis of the prevailing and the projected trends of the market can be promoted as an event of
business sustainability (Rosman and Stuhura, 2013). The acquisition of business trends can be
promoted as a protocol that defines the alignment of the marketing objectives to the capabilities
of the stakeholders. The analytical skills and abilities of a business procedure is expected to
relate to the virtues of consumer management and simultaneous identification of the business
resources.
The operational protocol of the service industry can be reflected as a relative of the business
strategies and the procedures implemented for marketing operations. The segmentation of market
along with a contrastive overview of consumer preferences can be escalated in the terms of
accessibility. The relatives of a business procedure can be projected as an external influential to
the acquisition of business resources and the consideration of the sustainable strategies in
business.
4.2Market research for a particular product
The nomination of a particular product among the variances offered in the services profile of
Marriott West India Quay is critical. A specific focus on the enhancing the comfort of stay at
attractable prices is expected to provide a boost to the elements of consumer satisfaction. The
utilization of the various issues and its combination with the elements of market satisfaction can
be promoted in the through course of business management and market research. A combined
projection of the Deluxe Room and Deluxe Superior Room is expected to develop the
magnitudes of consumer attraction. The interception of the business traits along with a
nomination of the components relevant to consumer demands can be promoted as an event of
product development (Nieves and Segarra-Ciprés, 2015). The influence of marketing profile
along with a segmentation of the business resources can be promoted in the through course of
business management. The identification of the critical components along with relatives of a
business procedure can be promoted in the blend of market research along with an interaction of
the relatives of business strategies.
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The prevailing consumer demands justifies the need of an extended luxurious stay, which can be
justified by the influence of pricing and product promotion modules. The influence of the
business strategies along with an identification of the market segments can be promoted in the
through course of business operations and market management. The identification of consumer
traits and simultaneous projection of the services within the permissible disposable limits of the
consumers is expected to facilitate the integration of consumer management. The identification
of consumer traits along with an acquisition of market information concerning the achievement
of sustainable objectives of business is an essential protocol for product promotion. The
influence of marketing strategies along with the rejection of gaps in the product protocol can be
nominated as an event of market sustainability. The relative modules of business management
and market sustainability can be projected in the through course of business sustainability and
acquisition of market information. The considerable limits of business management along with
the nomination of the virtual protocols of resource modules are essential in the case of a product
penetration (Slivar and Bayer, 2017). The inclusion of management strategies in the course of the
promotional events and the relatives of the consumer desires can be related to the achievement of
the sustainability objectives of trade and management. The influence of a consumer influx on the
proportionate standards of business management can be projected in a through an individual
course of business management.
An influence of the pricing strategies with an acute resemblance to the demand traits of the
consumers can be promoted as modules of service integration. The analysis of the various events
of consumer and market management can be promoted as similar terms with various propositions
in the course of implementation. The relatives of the business procedure along with an alignment
to the achievement of the marketing standards have been promoted in the through course of
business research and the attainment of the objectives of sustainability. The integration of the
various elements of the operational protocol can be considered as the variables of business
management. The influences of management and marketing in the inclusion of a product can be
promoted as the variances of business sustainability and acquisition of the trade objectives.
4.4 Implementation of marketing plan
As per the academic research, it has been considered that Marriott West India Quay needs
to use the appropriate marketing plan in which they have to develop new products and service in
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market having appropriate quality and as per expectation of customers so that they will able
achieve their objectives of increasing the market share by 20% in next quarter. They also need to
use the effective channel of communication like social media and digital advertising in order
increase their brand and promotion in overseas nations. They also need to adopt penetration
pricing policy in order to provide satisfaction to customers.
Conclusion
The report can be promoted as an influence of marketing strategies on the operational domains of
the service industry. The combination of the various elements that can be reflected by the
procedures of marketing and management can be reflected as essential outcomes of the report.
The relation between the various influential of a business environment can be ensured in the
course of strategic achievement of trade objectives.
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Reference List
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Taylor &
Francis.
Chathoth, P.K., 2016. Historical evolution of hotel chains. The Routledge Handbook of Hotel
Chain Management, p.27.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
Nieves, J. and Segarra-Ciprés, M., 2015. Management innovation in the hotel industry. Tourism
Management, 46, pp.51-58.
Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management, 51, pp.13-21.
Rosman, R. and Stuhura, K., 2013. The implications of social media on customer relationship
management and the hospitality industry. Journal of Management Policy and Practice, 14(3),
p.18.
Slivar, I. and Bayer, R.U., 2017. Online Referrals Categorization and Performance of the
Hospitality Industry: The Case of International Hotel Brands in Europe. Business & Economics
Research Journal, 8(4).
Tsai, Y.L., Dev, C.S. and Chintagunta, P., 2015. What’s in a brand name? Assessing the impact
of rebranding in the hospitality industry. Journal of Marketing Research, 52(6), pp.865-878.
Online
Marketing Pricing Strategy, 2017. [Online]. Available
through:<https://aviationbusinessconsultants.com/2010/02/a-word-about-pricing-strategy-for-
aviation-products/>
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