Management: Hotel Management

This report discusses the corporate mission of Marriott International and the defining features of their new product, Marriott Blues. It also explores the target market, pricing strategy, and brand effectiveness.

Running head: MANAGEMENT
Hotel Management
Name of the student
Name of the university
Author Note:

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Table of Content
Context:......................................................................................................................................3
Corporate Mission..................................................................................................................3
Defining features of the new product.....................................................................................3
Brand Effectiveness...............................................................................................................4
Need:..........................................................................................................................................5
Target Market.........................................................................................................................5
Basic Demographics...............................................................................................................5
Other Target Market...............................................................................................................6
Want or Need.........................................................................................................................7
Pricing:.......................................................................................................................................7
Costs.......................................................................................................................................7
Pay..........................................................................................................................................8
Preferences.............................................................................................................................8
Strategy for Pricing................................................................................................................9
References................................................................................................................................10

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Context:
Corporate Mission
Before directly moving into the main requirements of the report it is better to provide
a short yet compact details about Marriott International Company. The Marriott International
is an American multinational diversified hospitality company that manages as well as
engages itself in franchisee strategy for establishing a number of different kinds of
hospitality, hotel and lodging facilities (marriott.com, 2019). The company which was
founded by J. Willard Marriott is a public limited company whose main products and services
belonging to the hotels and the hospitality industry (marriott.com, 2019). This includes
different kinds of the hotels and resorts. The company currently is spread across more than
6300 different locations (marriott.com, 2019).
The mission of the organization is to become a premiere provider and the facilitator of
the leisure and vacation experiences in the world. On the other hand, the other mission of the
company is to enhance the lives of the customers by creating and enabling the unsurpassed
vacation and leisure experiences (marriott.com, 2019). The corporate mission of the company
thus enables the organization to ensure the best of the company in a proper and effective
manner.
Defining features of the new product
The management of the business organization has been in talks with its stakeholders
for quite a long time back about the possibility of creating a new product to meet the
changing demands of the customers and also the changing demands of the business
organizations to ensure the success of the business accordingly (Abrate & Viglia, 2016). The
management of the company has revealed its ambitious strategic plans to elevate the brand
into the premium end of the international luxury market of hotels. The brand clearly aims to
become a new global reference in international luxury hotels in the coming few years. The

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program to be undertaken has been named as “Marriott Transformed”. The main aim of the
product will be to make JW Marriott one of the first five luxury hotel brands in the global
hotel and hospitality industry. The new product will be creating unique contemporary luxury
hotels in the most attractive and sough after destinations of the globe. These hotels will be
created by the mix of the US origin culture of the business organization and the local culture
of the host country of the business organization. The blending of both the cultures in the
creation of the new brand will make the product more attractive to the different kinds of the
people who will be visiting them and will be using the services offered by these brands. The
new brand will be named “Marriott Blues”. The new product is basically the collection of a
number of unique legendary properties to be used for the purpose of hotel services
(marriott.com, 2019). These properties of the company will be destined for the travellers who
wishes to experience the ultimate hotel experience.
According to, dos Santos, Méxas & Meiriño (2017) the product will be marketed
internationally by means of attractive advertisements which will feature the endorsement of
international advertisement agencies to make the most of the market. The pricing of the new
brands and the services will also be in order of the new demands and will be strategically
fixed after a thorough analysis of the market which will involve the competitive analysis of
the market and will ensure the proper implementation of the business strategy. The
implementation of the strategy will ensure the best of the organization.
Brand Effectiveness
The management of Marriott group of hotels has worked relentlessly in order to
redefine different kinds of the elements of the new brand. The major focus of the company is
to offer new luxury services and standards with special food and beverage offering,
innovation and design offering along with the likes of the development of different kinds of
the unique spas. According to, Enz, Canina & van der Rest (2015) this will ensure a

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significant investment in staff training in order to upgrade the different kinds of the service
levels of the business. The network of the company is being completely reviewed through the
means of the organizational changes. The changes are being made to ensure the success of the
business organization in the future and develop the organization to fit into the different types
of the demands made by the customers. The main target of the company is to increase the
brand effectiveness of the organization. The enhancement of the different kinds of the
services, pushing in marketing and promotion, offering the customers with brand new
products has been the major reason behind the enhancement of the brand effectiveness of the
business organization. The success of the brand will thus help the business to ensure the best
services accordingly. Thus it can be said the enhancement of the brand name of JW Marriott
can work in favour of the hotel and make it one of the best hotels of the globe.
Need:
Target Market
The target market of a company is one of the most important elements that needs a
consideration as each and every business organization needs to have a proper target market to
market and promote its goods and services. The target market for Marriott International for
the new product will be basically the new and opening markets especially in the developing
countries of South East Asia and a number of Middle Eastern countries especially Qatar
(Fraj, Matute & Melero, 2015). The management of the company has put its focus especially
in Qatar because of the upcoming football tournament (Fifa 2022 World Cup) to be hosted
by the country (marriott.com, 2019). Being the host nation the country will experience a
major sprout in the number of visitors. The following reason makes Qatar the most important
target market.

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Basic Demographics
The people who are the major customers of the product generally satisfy their needs
and the demands with the business organization. The major concept of the following product
is basically not limited to the physical objects but it is capable of ensuring the nonphysical
traits of the business which are the major characteristics of the business organization. The
nature of the products are unique and exclusive and are designed to attract the people (Lee,
2015). The new product will continue with the inclusion of some old brands like Marriott
vacation club international, Marriott’s time share resort division, and focuses on creating
customer experiences. Customers remember vacation experiences. Marriot differentiates
itself by creating guest experiences (Melissen et al. 2016). For example a water rafting trip
for its Utah property. Marriott uses the resources of the destination to create guest
experiences the guest member for lifetime. Therefore it can be said that the demographics of
the product includes much more than the physical goods and services. The consumers
generally decide on which events to experience and what kinds of tourist destination to visit.
Another major consideration on the demographics of the new product is the analysis of the
demands and taste of the customers accordingly. The product must adhere to all the different
demands of the customers which can be the only criterion for the success and sustainability of
the products.
Other Target Market
As said earlier that Qatar will be the main focus for the management of the business
organization for the future development of the business market. Apart from Qatar the
company has plans to operate more hotels in China, Japan and countries like Vietnam and
Thailand to tap the ever expanding market of the developing countries and increase the
profitability of the business (marriott.com, 2019). The shift of the company towards the East
Asian and South East Asian countries has been mainly because of the different kinds of the

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upcoming events of the business (Melissen et al. 2016). The countries like Japan and China
will receive special focus because of the upcoming summer and winter Olympics and also as
a result of the Eastern Policy of the Company. The management of the company has been
trying to increase its foothold in the Asian countries for a long time to ensure their growth of
business in the developing economies of Asia. The company has also increased its business in
India and has turned the market into one of the most profitable for them.
Want or Need
The change management of the company is being implemented by the management of
the company in order to meet the changing needs of the people every now and then. The
providence of unlimited luxury and the ability of the people to spend unlimited amount has
prompted the management of the companies to offer the best in class services and goods to
the customers of the business organization. The organization has thus started to provide the
best services and make the most of the business in order to ensure the best services. The
major needs of the people is thus to enjoy a quality experience or a quality stay from the new
products and services.
Pricing:
Costs
As mentioned earlier, the cost of the product has been to ensure the success of the
business in a proper and successful manner. The cost of the product will basically depend on
the prices of the similar range of products that are offered by the competitors of JW Marriott.
The JW Marriott will have to analyse the market and find out and research on the appropriate
cost for the new product (Nieves & Diaz-Meneses, 2016). The management of the company
can use the niche market strategy to fix the cost for some of the brands offered under the
product category. The use of the niche market strategy will ensure less expense and more

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profits for the business organization. The fixed cost of some of the brands under the new
product will be decided by the management whereas there will be some specific set of brands
under the new product like that of the food offered by the new chain of restaurants which will
have a variable cost. The variable set of costs will ensure the success of the business in a
proper and efficient manner. The Hilton, Hyatt and Taj group of hotels have made a great
presence in the said market and thus the management of the hotel must carry out an effective
competitive analysis to get the best out of the market.
Pay
The payment of the products refer to the specific amount of price that the customers
are willing to pay for the new product. The payment of the customers for the new products
will clearly depend on the quality as well as the quantity of the products. According to,
Nieves & Quintana (2018) the quality of the services will be one of the major considerations
for the selection of the price of the organization. The major aims of the organization is to
ensure the offering of the best price to the customers. The offering of the best price will help
in the growth of the market and the loyalty of the customers.
Preferences
The modern market of the globe has seen a major transformation due to the process of
business globalization. The globalization process has thus ensured the best of the
organization in a positive manner. The new product that is to be offered by the organization
has to meet each and every demand of the business organization and has to be one step ahead
of the other offerings of other companies. The new preferences of the customers include best
cuisine, luxurious stay, discount on spa, gym sessions, yoga sessions, local cultural delights
and events and many more as such (marriott.com, 2019). The management of JW Marriott
has to ensure the best in the same manner to satisfy and fulfil the needs of the customers.

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Strategy for Pricing
The management of the business has selected the niche marketing strategy as well as
the open marketing strategy for the different kinds of the brands to be offered by them under
the new “Marriott Blues” product line. The strategies will be the major say for the success
of the brand in the near future and will also ensure the stability of the company for the future.

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References
Abrate, G., & Viglia, G. (2016). Strategic and tactical price decisions in hotel revenue
management. Tourism Management, 55, 123-132.
dos Santos, R. A., Méxas, M. P., & Meiriño, M. J. (2017). Sustainability and hotel business:
criteria for holistic, integrated and participative development. Journal of cleaner
production, 142, 217-224.
Dzhandzhugazova, E. A., Blinova, E. A., Orlova, L. N., & Romanova, M. M. (2016).
Innovations in hospitality industry. International Journal of Environmental and
Science Education, 11(17), 10387-10400.
Enz, C. A., Canina Ph D, L., & van der Rest Ph, D. (2015). Competitive hotel pricing in
Europe: An exploration of strategic positioning.
Fraj, E., Matute, J., & Melero, I. (2015). Environmental strategies and organizational
competitiveness in the hotel industry: The role of learning and innovation as
determinants of environmental success. Tourism Management, 46, 30-42.
Hotels & Resorts | Book your Hotel directly with Marriott Bonvoy. (2019). Retrieved from
https://www.marriott.com/default.mi
Lee, S. K. (2015). Quality differentiation and conditional spatial price competition among
hotels. Tourism Management, 46, 114-122.
Melissen, F., Cavagnaro, E., Damen, M., & Düweke, A. (2016). Is the hotel industry prepared
to face the challenge of sustainable development?. Journal of Vacation
Marketing, 22(3), 227-238.

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Nieves, J., & Diaz-Meneses, G. (2016). Antecedents and outcomes of marketing innovation:
An empirical analysis in the hotel industry. International Journal of Contemporary
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Nieves, J., & Quintana, A. (2018). Human resource practices and innovation in the hotel
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Nieves, J., Quintana, A., & Osorio, J. (2016). Organizational knowledge, dynamic
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Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource
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Oyner, O., & Korelina, A. (2016). The influence of customer engagement in value co-
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Russian hotel industry. Worldwide Hospitality and Tourism Themes, 8(3), 327-345.
Úbeda-García, M., Claver-Cortés, E., Marco-Lajara, B., García-Lillo, F., & Zaragoza-Sáez,
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Viglia, G., Mauri, A., & Carricano, M. (2016). The exploration of hotel reference prices
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