Marketing Strategies for Marriott Hotel

The assignment is based on a case study that analyzes the marketing strategies employed by Marriott Hotel to target business class customers. The document provides an in-depth examination of how the hotel uses technology, meeting rooms, and e-conferencing services to cater to its clients' needs. It also discusses the demographic, psychographic, and behavioral segmentation approaches used by the hotel to identify its target market. The assignment requires students to critically analyze the marketing strategies used by Marriott Hotel and provide recommendations for improvement.

Marketing & Management
Marriott Hotel

Marketing & Management 1
Question- 1
Marriott hotel made use of the different technology while offering the services to their business
class customers. Moreover, after considering the need of the customer the company introduced
meeting rooms and e-conferencing services. Most of the business customer needs a separate
meeting room so that they can accomplish their objective of visit effectively. It is suggested to
the company to add 86,000 square feet of meeting space that include the ballroom in it (Marriott
International, 2016).
Considering the data analysis done by the hotel in the case study it has been analyzed that
business travellers who are concern about the environment are sizable these days. The company
has already developed the prototype green hotels. After considering the case study, it is
suggested to the company to form the tie-ups with the suppliers who operate in the
environmentally friendly ways. These suppliers offer pads that are made from recycled paper for
attendees of the business meetings. Marriott can get the key cards made up of recycled plastic as
through this the company can contribute to the conserving environment. The pillow available in
the guest room will be made from recycled plastic bottles. In addition, this will reflect that the
company is following the obligation of the US environment protection Agency.
Question- 2
An iron ore company has signed the contract for fly in and fly out a business customer for three
years. FIFO is the method of hiring people in remote areas by flying them temporarily to work
site. After analyzing the case study it can be said that Marriott could use different research
techniques for identifying the needs of the customers so that the company can offer those

Marketing & Management 2
facilities and services that can meet the needs. The techniques include focus group, online
surveys, and in-room questionnaires. These survey and focus groups help the Hotel in
understanding the need so that they can design the facilities according. For instance, considering
focus group analysis given in the case study; most of the visitors like rooms from which they can
see the beauty of nature. Considering the data, the Marriott can allocate those rooms that provide
view towards nature.
According to the case study analysis, Marriot could set the central database system with the help
of which they can capture the details regarding the visits of the customers. Basically, it includes
how long the customers stayed in Hotel, how many times they visited and many others. This
helps in understanding the past experience and preference of visitors. In the form of internal data,
the company can make use of ERP system in which the managers (finance director, manager,
etc.) have to log in and can track the data (Marriott International, Inc. Hospitality, Travel and
Leisure, 2018). It is suggested to the company to conduct a meeting with their staff so that they
can share the lope holes in facilities as staff interacts with the customer on regular basis.
Question- 3
Marriott hotel has built the advanced conference facilities at Perth and Hobart. This helps the
onshore and offshore business stakeholders to communicate effectively. The approach of market
segmentation refers to a process of dividing a broad customer or business market. Through this
approach, the Hotel can identify the target market for the Perth and Hobart cities.
Demographic- It includes the customer of different age, income, family size and others. Marriott
generally focuses on the Business people or business travelers.

Marketing & Management 3
Psychographic- These segments include the customers belongs to the different lifestyle, class,
values, and interests. Maximum businessmen believe belong to the high class and follow the
modern lifestyle.
Behavioral- It includes the people having a different perception of the products and services
offered by the company. Marriott is known in the market because of its services and business
visitor who visit frequently because they find that the company is able to fulfill their
requirements.
Considering the segmentation approach, the hotel makes use of differentiate targeting in which
they focus on business travellers who belong to higher income groups and who believe in class
and status according to case study.
Strategies to create customer value
 The hotel can bring the changes in their interiors of the business classrooms according to
the client preferences which will make them feel valuable.
 The hotel can provide them laptop or desktop facility in rooms.
 Personalise business travellers and can check their frequency of visit in a hotel according
to that they can make complementary for their clients considering their preference.

Marketing & Management 4
References
Marriott International (2016) Marriott International to Expand and Improve Offerings to
Business Travel Professionals [Online]. Available from:
http://news.marriott.com/2016/07/marriott-international-expand-improve-offerings-business-
travel-professionals/ [Accessed on 23rd March 2018]
Marriott International, Inc. Hospitality, Travel, and Leisure (2018) Marriott Transforms Key
Finance Processes [Online]. Available from:
https://www.xerox.com/downloads/gbr/en/gdo/casestudies/MarriottInternational-UKEnglish.pdf
[Accessed on 23rd March 2018]