Marketing and management of Marriott

Running head: MANAGEMENT
Marketing and management of The Marriott
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Executive summary
Management is crucial for all companies and organizations in terms of regulating the
operations. Within this, strategies are vital for adding focus into the business activities.
Corporate level strategies attain limelight in this assignment through the example of
marketing and management in Marriott. Differentiation and cost leadership strategy seems
beneficial in terms of attracting the customers on a large scale basis. Technology is the
cornerstone for adding value to the supply chain. Integration strategies would help Marriott in
expanding the scope and arena of the business. However, financial assessment is a wise step
for averting any kind of exigency, which can spoil the reputation.

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Table of contents
Introduction................................................................................................................................3
Corporate level strategies of The Marriott.................................................................................3
Evaluation of the strategies........................................................................................................5
Recommendations......................................................................................................................6
Conclusion..................................................................................................................................8
References..................................................................................................................................9
Bibliography.............................................................................................................................11

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Introduction
Management is a crucial parameter for the companies and organizations, which helps
in maintaining the efficiency within the business operations. Regulation of the operations is
assistance in terms of estimating the effectiveness of the current strategic position. This
estimation, in turn, helps in developing strategies for adding value to the business operations
in the different departmental units (Engert, Rauter & Baumgartner, 2016). This assignment,
takes up the aspect of corporate level strategies, which shapes the business operations of The
Mariott. Evaluation of these strategies is assistance in terms of estimating its feasibility
towards fulfilling the identified and specified objectives. Along with this, recommendation is
proposed for upgrading the standards and quality of the decision-making process towards
developing the strategies.
Corporate level strategies of The Marriott
Incorporation of multiple generic strategic enhances the widespread reputation of
Marriott. Being a worldwide franchisor, corporate level strategies enhances the standards and
quality of the hotel and lodging facilities. Typical components of the strategies are
competitive advantages, uniqueness, cost and breadth of the competitive scope (Marriott.com,
2019). Distinctive competency is reflected from the infusion of differentiation and cost
leadership strategy.
Differentiation strategy
As achieving customer satisfaction is the primary agent for achieving success,
therefore Marriott plans to display differentiation within the products and services. This
differentiation helps in enjoying competitive advantage over the contemporary brands. Along
with this, differentiation is assistance in terms of influencing the purchasing power of the

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customers (Furrer, 2016). Mention can be made of Autograph Collection, which provided a
better placement to Marriott on a technological platform. This was done under a new brand,
which was promoted for providing a unique experience to the customers seeking five star
hotel services.
Along with this, reference can be cited of the luxury brand, The Ritz Carlton, which
exposed the customers and guest to exquisite dining options (Marriott.com, 2019). Apart
from this, provision of the facilities like sports, spa, one bedroom apartments, penthouses
serve as an efficient means for developing value for money. Rationality in this approach is
cornerstone of achieving brand loyalty.
Cost leadership strategy
Strategic approach is exposed by Marriott to the clients, who are price sensitive.
Target segment helps in maintaining stability in the financial parameter. For example brands
like Spring Hill, Suites, Courtyard plans to attract the customers through moderate pricing
methods. On the contrary, Fairland Inn uses lower to moderate pricing methods for selling the
services to the clients. According to Durand, Grant & Madsen, (2017), low production cost
helps Marriott in enjoying a greater competitive advantage over the customers. The major
drives behind this are green building, waste reduction programs and eco-friendly supply
chains (Marriott.com, 2019).
In order to preserve the ecological biodiversity, Marriott has taken the initiative to
attain sustain development. Within this, the aim is to reduce the operational cost further.
Mention can be made of 25% reduction in water and energy consumption of the hotels in
Bethesda, Maryland, which noticeably reduced the operational cost. Reference can also be
cited of the initiative towards waste reduction, contributing to the reduction in the emission of
the greenhouse gases (Jarzabkowski & Kaplan, 2015). Alliance with the trade union members

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proved beneficial in terms of contributing $10 billion expenses of the supply chain for
obtaining greener resource (Marriott.com, 2019). Typical examples of the resources are low
energy light bulbs, water efficient showerheads and toilets among others.
Evaluation of the strategies
Differentiation strategies help Marriott to enhance the diversity within the services
and products. This product diversification is an efficient means for attracting the customers
across the globe. Along with this, Hickman and Silva, (2018) are of the view that different
and wide ranging product is assistance in terms of creating strong and flexible market
presence, especially in the hospitality industry. Alliance with the research and development
team adds innovation into the products and services. This innovation further is an agent in
terms of catering to the specific needs and demands of the customers. On the contrary,
Shaukat, Qiu and Trojanowski, (2016) argues that consciousness of the price factor in the
packages reflects an alignment with the lifestyle of the customers. This consciousness is in
turn, a support in terms of influencing the purchasing decisions of the customers.
High premium charge of the services helps Marriott in creating value for the products
and services. This is especially in case of the hotels and the supermarkets. Market
segmentation is assistance in terms of gaining an insight into the prospective source for
increasing the sales revenue and profit margin. As per the arguments of Hickman & Silva,
(2018), divisional organizational structure proves fruitful in terms of exposing collaboration
towards conducting the sales and marketing operations. Differentiation strategy is highly
productive for the hotels in terms of widening the scope and arena of their business. Variety
of services to the clients enhances the parameter of product diversification (Abratt &
Mingione, 2017).

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Collaboration of price, services and the customers helps Marriott in maintaining the
balance between the operations. For example, Fairland Inn believes in attracting the
customers through the provision of high quality services. However, the customers belonging
to the middle class cannot afford these services. One of the positive points is the budgets,
which is prepared keeping in mind the income and lifestyle of the customers. This is the
reason why none of the customers is depressed upon availing the services of Marriott.
According to Wheelen et al. (2017), segmentation helps in catering to the different kinds of
customers. This is possible through the financial stability.
Strategic approach includes indulging in meeting with the trade union and the
government agencies for gaining awareness about the inflation, high exchange rates and the
tax regulations. Reference can be cited of the alliance with Ritz Carlon in terms of catering to
the appetite needs of the aristocratic. Cost leadership approach is reflected from serving lip
smacking delicacies at low prices for attracting the customers across the globe (Babafemi,
2015).
Recommendations
Marriott can adopt integration strategies for enhancing its popularity. As a matter of
specification, vertical integration (forward) would help in escalating the profit margin. For
this, stable relationship needs to be established with the suppliers and buyers. Offshore
management can be an effective option for this. Market research would support the personnel
in gaining awareness about the technologies, which would upgrade the value chain. Mergers
and acquisitions would safeguard Marriott at the times of emergencies. Along with this, it
would provide financial aid and assistance to Marriott for catering to the needs, demands and
requirements of the clients. These mergers would help in the development of new stocks,
adding to the product diversification.

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Marriott can also incorporate diversification strategies in their business operations.
These strategies would create new value chains. However, this would require revisions in the
financial structure, which is not possible if there is inadequate infrastructure. Revisions and
audits in the policies and procedures would help Marriott in upgrading the standards and
quality of business. This can be achieved through expanding the network channels. For this,
two components need to be adhered: concentric diversification and conglomerate
diversification. Concentric diversification would require profound clarification regarding the
prospective sources of investment. This is possible through comparative market study. On the
contrary, indulging in extracurricular activities, like sponsoring business events, parties and
others, would enhance the brand image. For this, social media marketing can be adopted,
which would strengthen the customer base for Marriott. Within this, security cookies and
policies are crucial in terms of maintaining the security of the confidential tenders and
records.
Evaluation is needed in terms of assessing the effectiveness of the developed
strategies. Meetings with the higher authorities are an effective option in this regards. Making
presentation through the statistical data would prove beneficial in terms of creating journey
mapping of the achievements till date. This mapping is vital in terms of assessing the need for
additional resources. For this, budget is a crucial document, which would enhance the
awareness about the cash flows regarding the performance of the activities. Maintaining
consistency in the evaluation would seem fruitful for upgrading the standards and quality of
the services. Training is essential in terms of adding focus into the operations. Technological
training would be effective in terms of automatizing the business dynamics. Post training
tests is needed in terms of assessing whether the employees are capable of making practical
application of the learnt skills in performing the tasks.

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Conclusion
Differentiation strategies enables The Marriott in enhancing the diversity within the
products and services. This product diversification is the primary agent towards attracting
large number of customers. Within this, price is an important factor. Alliance with the trade
union members supports Marriott to conduct proper implementation of the cost leadership
strategies. Integration strategies can be adopted by Marriott in terms of enhancing the brand
image. However, for this financial flexibility is necessary. Incorporation of diversification
strategies need flexible infrastructure for catering to the specific needs, demands and
requirements for all kinds of clients and customers. Consistent evaluation is needed in terms
of detecting the drawbacks and modifying them for increasing the sales revenue and profit
margin.

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References
Abratt, R., & Mingione, M. (2017). Corporate identity, strategy and change. Journal of
Brand Management, 24(2), 129-139.
Babafemi, I. D. (2015). Corporate strategy, planning and performance evaluation: A survey
of literature. Journal of Management, 3(1), 43-49.
Durand, R., Grant, R.M. and Madsen, T.L., 2017. The expanding domain of strategic
management research and the quest for integration. Strategic Management
Journal, 38(1), pp.4-16.
Engert, S., Rauter, R. and Baumgartner, R.J., 2016. Exploring the integration of corporate
sustainability into strategic management: a literature review. Journal of cleaner
production, 112, pp.2833-2850.
Furrer, O. (2016). Corporate level strategy: Theory and applications. Routledge.
Hickman, C. R., & Silva, M. A. (2018). Creating excellence: Managing corporate culture,
strategy, and change in the new age. Routledge.
Jarzabkowski, P. and Kaplan, S., 2015. Strategy tools‐in‐use: A framework for understanding
“technologies of rationality” in practice. Strategic Management Journal, 36(4),
pp.537-558.
Marriott.com (2019). About us. [online] Retrieved 12th Jan 2019 from
https://www.marriott.com/default.mi

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Shaukat, A., Qiu, Y., & Trojanowski, G. (2016). Board attributes, corporate social
responsibility strategy, and corporate environmental and social performance. Journal
of Business Ethics, 135(3), 569-585.
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic
management and business policy. pearson.

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Bibliography
Andersen, T.J. and Andersson, U., (2017). Multinational Corporate Strategy-Making:
Integrating International Business and Strategic Management. In The Responsive
Global Organization: New Insights from Global Strategy and International
Business (pp. 13-34). Emerald Publishing Limited.
Brewster, C. (2017). The integration of human resource management and corporate strategy.
In Policy and practice in European human resource management (pp. 22-35).
Routledge.
Hill, T. (2017). Manufacturing strategy: the strategic management of the manufacturing
function. Macmillan International Higher Education.