Individual Marketing Communication Plans

This report provides insights into individual marketing communication plans for businesses, focusing on the marketing plan for Hotel Marriott. It includes an analysis of the external and internal factors affecting the company, as well as the marketing strategy, market segmentation, positioning, and marketing mix used by Marriott. The report also discusses promotional campaigns and concludes with key findings.

Individual marketing
communication plans

Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing plan for Hotel Marriott...............................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is type of activity which is taken buy every organization in promoting their business
products and services. It also includes selling, delivering goods to customer, advertising or
another business (Camilleri, 2018). Marriott hotel is multinational varied hospitality company
that manages the function of hotels and lodging facilities. It was founded by J. Willard Marriott,
the largest hotel business in world with various number of availability in rooms. This report
evaluated about individual marketing communication plan for business.
Marketing plan for Hotel Marriott
Marriott corporation divided into two companies, Marriott international and hotel Marriott
corporation. It is first worldwide in offering to guest for booking their rooms online through
hotel website. The strategy of hotels believe that it could increase their sales a profit margin
against competitors and have doubtful chain with important number of loosing property or
money or hardly breaking equal (Hollensen 2019). The company is now running by J. Willard
sons and open its more hotels in developed countries.
External and Internal analysis of Marriott hotel-
Currently in making successfully have some efforts in growth and expansion of hotels revenue.
In developing more company has to analysis external factor which are as follows-
Political factor- The hotel dependent mostly on tourism and regulation of government fo
country. However, most world is travelling, the larger amount of taxes is taken from hotel
industry. They also have threat for terrorist attack in hotel. Marriott hotel welcome all the rules
and regulation which are given by government taxes and policy (Išoraitė, 2016). In political
factor, some hotel industry are performing poorly and have some bad impact towards the society.
Economic factor- Marriott is huge exchange rates for US dollar, which discourages people for
travelling America and tourists in foreign to visit US, high exchange rate can also disapprove the
business travel. Presently pandemic more peoples are avoiding travelling as their sources of
income is less and some have lost their jobs it is also big issue that faced by international hotels.
Long term fear inequality in growing income and human activity of middle class wages which
reduces the travelling opportunities or to stay in hotels.

Social factor- Social factor look good in future for Marriott hotel, because the number of
peoples are planned in travel internationally. The amount of people travelling are spending more
in hotels and travel that increase growth and revenue (Kreutzer, 2019). Different region people
demand for lodging experience with activity and culture functions.
Technology factor- This could have huge impact on Marriott hotel for providing online services,
booking. Impact on cost stricture for hotel lodging and uses of cabs with advance booking, while
fast speed in technological will give company more profitability
Legal factor- In some countries rules and regulation are not followed by international hotels that
could have direct impact on other hotels and enough to protect property rights of organization.
Marriott hotel have some legal factor in employment law, consumer protection and e-commerce,
discrimination laws, health and safety laws which are being given government for tourism
industry.
Environmental factor- Different countries market have different norms which impact the profit
for organization (Martín Moreno, 2017). Before hotel enter into new market the company should
analysis the environmental factor like climate changes, weather, air and pollution laws,
recycling, waste administration system and laws following environmental pollution.
Internal analysis of company-
Strengths- The world largest hotel chain globally which ensures in utilizing full of benefits of
economic scale. It has expanded revenues, profit through highly profitable brand. The services of
hotel are highly sensitive as compare to other hotels.
Weakness- Marriott have main focused on market of family and business structure and future of
hospitality comes under younger age group that can spoil the family focused. It requires to
follow the code letter for employee.
Opportunities- More demand in developing countries may increase services of hospitality and
satisfying customer which offering some basic services (Melara and Morales, 2020). They have
expanded their chain supply in catering business real estate and so on.
Threats- Due to global pandemic Marriott loss huge amount of profit from their customer and
big fear of terrorist affect the customer from different countries.

Marketing strategy-
Marriott hotel segmentation, targeting and positioning they refer in such way that company can
choose individual services and position that needs and aspire the company in the best possible
manner.
Generally market segmentation is divided into following parts-
Geographic segmentation- Targeting groups or individuals in geographic area of
internationally location (Pogorelova and et.al., 2016). Marriott focuses on developing hotels in
popular location with target customer segment.
Demographic- The set of variables used in demographic factor like gender, age, caste, life style,
income etc. customer target segment in middle or upper class level income and resorts mainly
target that individuals who belong to luxury lifestyle. Company charges its premium price in
products and services in very excellent quality.
Psycho graphic- It identifies how person feels, thinks and behaviour towards lifestyle and values
in luxury life (Sadeghpour and et.al., 2017). They involve high status of social class and who
thinks to stay at five star hotels rooms offered at premium prices.
Positioning-
Marriott hotel in luxury five star hotels which target the high or middle class people who have
high income sources and have full times services for customer.
Market objective-
Marriott objective in offering right product ot right price to existing customer or new customer.
They also use completive strategy which means their price of hotels depend on their competition
behaviour.
Marketing Mix-
Each brand is different in its own style and which makes more recognition from other brands.
Here, Marriott hotel some concepts are same with location, environment according to which
customer have more successful in all over world.
Price- This hotel varies from situational prices some other hotel price, location as their main
motive to deliver right product at right price (Thabit and Raewf, 2018). Prices in Marriott are
changes according to their customer demands and also maintain in product promotion with the
best prices and maintenance. As their prices changes according to situation and competitors
behaviour.

Place- Marriott developed itself in many other countries and also located in ore cities, states,
near airports, highway etc. For location more in popular area it can give advantage to hotel in
making more customer attraction (Camilleri, 2018). Growth of its hotel has adopted mix
channels strategy which consist of some direct and third party channel.
Promotion- It is international brand that promote their products digitally and have clearly
website with very good elaborated, allow pre booking of room in hotels for wedding, party etc.,
Marriott have tries up with loyal customer with different promotional tools and attracts more
customer in marketing of new product.
Product- The core product of marketing mix can be in the form of hospitality services. Each
brand has some different product as some company have same concepts of product, and they
have their own styles and theme based products, Marriott products to be developed in food items
in veg. Or non veg. and location and environment at international or national area which helps
them to develop more and making more loyal customer.
People- They give more importance to their guest, which comes under their strategy for
promoting brand (Hollensen, 2019). While delivering the services to customer in return hotel
earn some trust i.e. they trained their employee in such a way and always keep them motivating
to deliver the goods and services to customer.
Process- Their business ensure the best quality of services to customer, various number of
booking and comfortable zone for people. Marriott keep developing themselves by using
feedback from customer.
Physical evidence- Services are intangible but Marriott customer have great experience with
their services. Other physical evidence like branded towel, shampoo, booklets, pen etc. hence,
this give vision in marketing mix of Marriott hotel.
Promotional campaign means it is tried up for sales, require new customer and also take benefits
for seasonal opportunities (Kreutzer, 2019). It include short term marketing for business. Here
are some examples :-
Cheap sales which offers saving on product but only for short time. It takes less time for
shopping with less discount of percent. Many of them offers buy one get offers in attracting their
customer.

CONCLUSION
This report concluded about hospitality services of Marriott hotel with exterior and interior
analysis of environment factor while operating business. The report also examined Marketing
mix of company that helps customer to attract and make more loyal customer, while by using
advance technology and online website provided by company.

REFERENCES
Books and journals
Camilleri, M.A., 2018. Strategic planning and the marketing effectiveness audit. In Travel
marketing, tourism economics and the airline product (pp. 117-135). Springer, Cham.
Hollensen, S., 2019.Marketing management: A relationship approach. Pearson Education.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah.4(6). pp.25-37.
Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing and
Management(pp. 225-229). Springer, Cham.
Martín Moreno, M., 2017. Marketing Management.
Melara San Román, M.D.P. and Morales Mediano, J., 2020. Marketing Management.
Pogorelova, E. and et.al., 2016. Marketing Mix for E-commerce. International journal of
environmental & science education.11(14). pp.6744-6759.
Sadeghpour, F. and et.al., 2017. Marketing Strategic Planning and Choosing the Right Strategy
using AHP Technique (Case Study: Ghavamin Bank Mazandaran).Dutch Journal of
Finance and Management.1(2). p.45.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
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