Marriott International's Growth Strategies

This assignment examines Marriott International's strategic approach to expansion within the global tourism market. Students are tasked with analyzing the company's growth strategies, paying particular attention to their market segmentation techniques and the role of digital marketing in achieving their goals. The analysis should draw upon relevant academic literature and industry examples provided in the sources listed.

Running Head: MARKETING PLAN 1
Marketing Plan: Melbourne Marriott
Hotel, Australia

MARKETING PLAN 2
Table of Contents
Introduction......................................................................................................................................3
Company Background.....................................................................................................................3
Mission statement........................................................................................................................4
Objectives.....................................................................................................................................4
Product/Service description.........................................................................................................5
Target Market..................................................................................................................................5
Market Segmentation.......................................................................................................................6
Psychographic Characteristics.....................................................................................................6
Behavioral Characteristics...........................................................................................................6
Demographic Characteristics.......................................................................................................7
Marketing Strategy..........................................................................................................................7
Marketing Mix.................................................................................................................................7
Product/service.............................................................................................................................7
Price.............................................................................................................................................8
Place.............................................................................................................................................8
Promotion.....................................................................................................................................8
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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Introduction
Marketing of any product or services can be very threatening, but at the same time it is very
interesting. Marketing is a wide concept and it includes different aspects to it. Marketing plan of
an organization is a comprehensive plan that includes all the processes and activities, when it
promotes its products and services in the market. When a company introduces of promotes its
products in market, it emphasizes on different aspects, like; mission, marketing objectives, target
market, segmentation, marketing strategies, marketing mix and other processes of promotion.
When it comes to the services organizations, the companies need to make extra efforts to
promote its services to the market.
The organization, which is taken into consideration for this report is Melbourne Marriott Hotel. It
is a service organization that is offering world class hospitality services to its customers. This
paper discusses about some significant elements of marketing plan of Melbourne Marriott
Hotel’s services, such as; its target market, market segmentation and marketing and positioning
strategy. Melbourne Marriott is a well-known hotel brand in Australia. The company is adopting
different strategies to bring its hotels and hospitality services to the market. It is also going for a
business expansion in international markets.
Company Background
Melbourne Marriott Hotel is a luxury hotel organization that is offering world class services and
incomparable elegance to the tourists in Australia. It is a comfortable five star hotel that provides
modern accommodation in the shopping location if Melbourne. It was founded in the year 1982
and went under a renovation process in year 2011. The hotel is redefining the travel by offering
best quality hospitality services (Cai, 2016). It is situated in the heart of Melbourne CBD,
Australia. It provides elegantly prearranged suites and rooms for the guests and tourists, which
showcase pillow-top bedding, marble bathrooms etc. The rooms and suites are non-smoking and
spacious and offer TV, minibar and high speed internet connection for the guests. The
Melbourne Marriott Hotel features a fitness center, swimming pool, and sauna for the guests.
The guests at hotels can also feel relax at the café, restaurant or bar. The hotel is only 400 meters
away from The Regent Theatre, Melbourne Museum and State Library of Victoria (Melbourne
Marriott Hotel, 2014). This hotel property of Marriott International Group is rated for the best

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value in the city. The tourists and guests are receiving more for their spending, if it is compared
to any other hotel in Melbourne. Since the year 2010, the organization is welcoming the guests
by using different online websites, like Booking.com.
In addition to hospitality services, the organization also offers excellent dining options, like;
essence on exhibition, Australian diner and a coffee house and vivacious lounge. In Melbourne
city, this hotel is the best place to stay alone or with the family. As a subsidiary of Marriott
International group, Melbourne Marriott Hotel is performing very well in the Australian hotel
and hospitality industry (Ryan, 2016).
Mission statement
The mission statement of the Melbourne Marriott is to offer excellent hotel and hospitality
services to the guests and tourists. The major objective of this statement is to follow high quality
standards in the rooms, suites, food and other facilities at services organization. This mission of
the company will support it enhancing the awareness of customers towards this hotel brand
(Melbourne Marriott Hotel, 2017). Addition, it will assist the organization in determining the
expectations and needs of the guests and customers.
Objectives
There are some specific objectives, which are established by Melbourne Marriott Hotel and
company is developing some marketing strategies and plan to attain these goals and objectives.
By following these goals and objectives, the company can establish and maintain its brand image
and reputation in competitive hospitality industry (Anderson, Narus & Narayandas, 2009). Some
of its major objectives are stated below;
 To offer excellent hospitality services in a specific location at affordable prices
 To offer effective and efficient hospitality services that can fulfil needs and desires of
customers and guests.
 To encourage the sustainable tourism via fostering the hospitality and its services that are
in full agreement with the economic, social, cultural, political and physical environment
in Australian region.

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 Increase the role of tourism to the social and cultural development of the country.
 To enhance the brand awareness and brand value of Marriott International Group.
 To target the people those prefer to receive high quality services (Marriott International,
2017).
Product/Service description
At Melbourne Marriott Hotel, the products and services cover a variety of services. First, the
rooms and suites at hotel will have different styles, like; Greek style, Chinese style rooms etc. In
addition, the company will offer different types of food menus, from which the customers can
choose according to their choices and tastes. Additionally, Melbourne Marriott will provide gym,
seba, playing card room, snooker and some other fun and entertainment activities at hotel. The
guests can relax, when they return from their job or trip back to hotels. Moreover, the services
organization will supply rental cars for guests and tourists (Baum, 2016). These rental cars can
drive the guests to different places in Melbourne. Along with its accommodation services,
company will offer some complementary services, like; free breakfast, Wi-Fi services, spa etc.
The core products and services of the organization offer several benefits, which the customers
are looking for. In this industry, the core services are generally accommodation services, but
companies add some more services according to the needs and demands of the customers.
For promoting these hotel and hospitality services, Melbourne Marriott hotel is implementing
effective strategies and choosing a most suitable target market, which will be profitable for this
service organization. In the next paragraph of the report, there is an analysis of target market,
market segmentation and marketing strategies of Melbourne Marriott Hotel (Bordean, 2010).
Target Market
Target market is a specific marketplace that is targeted by an organization to offer its products
and services. This market includes a set of diverse customers, who have similar tastes and
preferences. Selection of target market is an essential step in marketing plan formulation. Target
market of any organization can be selected by looking at different characteristics, like;
psychographic, demographic, geographic and behavioral (Cunill, 2017).

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In this context, Melbourne Marriot Hotel is targeting young, business and leisure travellers, who
are travelling to Melbourne city. The organization is targeting different region like; New
Zealand, Australia and Pacific Region. In its target market, the household is revealing the higher
and average income level people, who are more interested in travelling to Melbourne City for
business and leisure purposes. As the company is offering five-star and luxury hotel services, so
it is targeting the people with higher income level and the people, who are expecting excellent
accommodation services with additional amenities (Evans, 2015).
Market Segmentation
Market segmentation is a mechanism by which a company targets a specific market segment
after considering some similar and specific characteristics, like; psychographic, behavioral,
demographic and geographic (Dibb & Simkin, 2013). Melbourne Marriott Hotel is focusing on
some particular characteristics in its marketing plan. It is creating the set of different customers
with similar characteristics; it will assist the organization in promoting its services in an effective
and efficient way.
Psychographic Characteristics
In this segmentation, the organization is dividing its customers on the basis of consumer
attitudes, personal traits, interests, lifestyle and values. This segmentation will allow the
organization to develop the luxury and five star hotels to fulfill the customers, who have different
attitudes, values, and lifestyle and personality traits (Kotler, 2011). The customers at Melbourne
Marriott will find the food menus with different tastes and preferences. It will also provide the
live music and entertainment shows at their hotels.
Behavioral Characteristics
In market segmentation, the company is targeting the market on the basis of behavioral
characteristics. In this, company will divide the customers according to the occasions and events.
Melbourne Marriott will offer the wedding services, which the customers can plan, their events
at Marriott. It offers its banquet hall and conference rooms for the meetings and other events (Li,
Wang and Yu, 2015).

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Demographic Characteristics
Demographic segmentation is a most popular base for targeting the customer base. For
Melbourne Marriott, the business travellers are one of the major groups. Under this
segmentation, the company is focusing on the people, who are in the business industry and
cannot avoid the travelling to Australia for the business purposes (FitzPatrick, Davey, Muller and
Davey, 2013). The rooms and hotels at hotel have free internet facilities and lobby facilities for
business and leisure travellers which are from different age group, income level etc.
Marketing Strategy
Marketing strategy of an organization is a practice that includes the processes and different
activities in a comprehensive plan. This marketing strategy will assist the organization in
growing its business among population (Morden, 2016). Marketing strategy plays an essential
role in organizational life and its objectives.
Melbourne Marriott is adopting and implementing effective marketing strategies and tactics that
can help the organization in promoting its services and increasing its presence among population.
By adopting these strategies, the company will be able to attain a significant market share in the
hotel and hospitality industry in Australia. Melbourne Marriott hotel is an Australian hospitality
organization that is aimed to provide excellent accommodation services to its potential customers
at both domestic and international level as well (Middleton, Victor, Morgan, Ashok, 2009). In its
market plan, the organization is adopting marketing mix to establish its brand image worldwide.
Marketing Mix
Product/service
Melbourne Marriott Hotel is in hospitality industry and manages a diversified services, like;
hotels and resorts. In the product mix of the hotel, it offers different benefits to the customers,
like; excellent accommodation and food services along with the location and room services. In
this aspect, company will convey to its target customers that they are offering hotel services,

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which are unique, special and with better value (Mok, Sparks & Kadampully, 2013). It will
provide special services to differentiate its services from competitors.
Price
Price is an important element in developing a marketing plan. Under its services, Melbourne
Marriott provides different packages according to the income level of people. In this context, the
strategy will be for medium income level and it will not charge higher prices for their services.
For its regular customers, it will give discount to retain and attract customers (O'Guinn, Allen &
Semenik, 2011).
Place
As a part of Marriott International Group, the organization has international presence. It is very
much popular all over the world. Melbourne Marriott is situated in prime location of the city.
Now, it is targeting to expand the business in some specific regions like; New Zealand and
Pacific region. It is working with an effective and efficient workforce to serve the guests with
higher standard and quality services (Phillips & Moutinho, 2014).
Promotion
Melbourne Marriott Hotel will promote its services on TV, Internet, and social media networking
sites, newspaper, magazines and public transports. In addition, the organization will sponsor
public activities, events and sports events to promote their services (Peppard and Ward, 2016).
With this, the company will engage in marketing and promotional campaign, which will increase
the physical presence of company’s services among people.
Conclusion
Melbourne Marriott Hotel is a well-established hotel organization that is offering excellent
accommodation and food services to its potential customers. Company is targeting the people by
considering different types of characteristics in competitive business environment. The above
analysis concludes that advertising and promotional plan plays a vital role for an organization’s
services. These marketing processes and activities assist the companies in enhancing its brand

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reputation. From the above report, it can be stated that Melbourne Marriott hotel is serving
different set of customers, like; business and leisure travellers to Melbourne city. This analysis
consists of description about the company and its services. Moreover, it includes the discussion
about the market segmentation and market strategies of Melbourne Marriott hotel in Australia.
By adopting and implementing effective marketing strategies and marketing mix, the hotel
organization can enhance its presence in the market and establish a better brand image against its
leading competitors.
At the end, there are some recommendations for the organization, which can be followed by
Melbourne Marriott to bring its services to the market. In addition to marketing mix, the
organization should implement some effective strategies, like; cost leadership, product
differentiation etc. These strategies will help the firm in increasing its revenues and market share
in Australian Hospitality industry.

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References
Anderson, J. C., Narus, J. A., & Narayandas, D, 2009, Business market management:
Understanding, creating, and delivering value. Pearson Prentice Hall.
Baum, T. ed., 2016. Human resource issues in international tourism. Elsevier.
Bordean, O., 2010, Managerial strategies of the tourism companies. Risoprint, Cluj-Napoca.
Cai, J., 2016, Marriott International Targets Australia, New Zealand and Pacific Region to
Reach 50 Hotels by End of 2020, retrieved from http://news.marriott.com/2016/11/marriott-
international-targets-australia-new-zealand-pacific-region-reach-50-hotels-end-2020/.
Cunill, O.M, 2017, The Growth Strategies of Hotel Chains: Best Business Practices.
Retrievedfrom http://lib.dtc.ac.th/ebook/Hotel/the%20growth%20strategies%20of%20hotel
%20chains%20%5B0789026643%5D.pdf.
Dibb, S, & Simkin, L, 2013, Market Segmentation Success: Making It Happen, Routledge, New
York.
Evans, N, 2015, Strategic management for tourism, hospitality and events. Routledge.
Kotler, P, 2011, Principles of Marketing, Pearson Education.
FitzPatrick, M., Davey, J., Muller, L. and Davey, H., 2013. Value-creating assets in tourism
management: Applying marketing's service-dominant logic in the hotel industry. Tourism
Management, 36, pp.86-98.
Li, X., Wang, Y. and Yu, Y., 2015. Present and future hotel website marketing activities:
Change propensity analysis. International Journal of Hospitality Management, 47, pp.131-
139.
Middleton, Victor TC, Morgan, FA, Ashok, MR, 2009, Marketing in travel and tourism. Fourth
edition, Elsevier Ltd, London.
Melbourne Marriott Hotel, 2014, Luxury Hotel Melbourne, Melbourne Marriott Hotel, Retrieved
from Marriott.com.

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Melbourne Marriott Hotel, 2017, Hotel Overview, Retrieved from http://melbourne-marriott-
hotel.allmelbournehotels.com/en/.
Marriott International, 2017, Marriott International Announces 2020 Growth Vision in Europe Post
Starwood Acquisition, Retrieved from http://news.marriott.com/2017/03/marriott-international-
announces-2020-growth-vision-europe-post-starwood-acquisition/.
Morden, T., 2016. Principles of strategic management. Routledge.
Mok, C., Sparks, B., & Kadampully, J, 2013, Service quality management in hospitality, tourism,
and leisure. Routledge.
O'Guinn, T, Allen, C, & Semenik, R, 2011, Advertising and Integrated Brand Promotion, Cengage
Learning
Phillips, P., & Moutinho, L, 2014, Critical review of strategic planning research in hospitality and
tourism. Annals of Tourism Research, 48, 96-120.
Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a
digital strategy. John Wiley & Sons.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.

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