Sales Development and Merchandising Report: Marriott Hotel, UK Market

This report provides an in-depth analysis of sales development and merchandising strategies, focusing on the Marriott Hotel. It begins by examining the key components of product development, including core, actual, and augmented products, and then explores the significance of product mix in driving sales and profitability. The report further delves into market segmentation, identifying demographic, behavioral, psychographic, and geographic approaches. It then analyzes factors influencing consumer behavior, such as cultural, social, and psychological influences, along with brand and safety considerations. The assessment of advertising media effectiveness and the role of external merchandising techniques, including social media, are also discussed. The report concludes by highlighting the application of these strategies to enhance customer volume and market share within the hospitality industry.

Sales Development and Merchandising
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Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK 1.................................................................................................................................................3
1.1....................................................................................................................................................3
1.2....................................................................................................................................................4
1.3....................................................................................................................................................4
TASK 2.................................................................................................................................................5
2.1....................................................................................................................................................5
2.2....................................................................................................................................................6
2.3....................................................................................................................................................6
TASK 3.................................................................................................................................................7
3.1....................................................................................................................................................7
3.2....................................................................................................................................................7
3.3....................................................................................................................................................8
TASK 4.................................................................................................................................................8
4.1....................................................................................................................................................8
4.2....................................................................................................................................................9
4.3....................................................................................................................................................9
CONCLUSION .................................................................................................................................10
REFERENCES...................................................................................................................................11
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INTRODUCTION
Sales development is the crucial part of every business wherein needs and presences which
is recognised by the manager as per this they develops the goods and innovative services. In this
report, company focuses on the key factors of the products and employees uses the product mix
which helps to recognises the number of products at the work place. This research report is based on
the sales development and merchandising of the Marriott hotel Marble Arch. This report covers the
whole part, there are various factors affects the consumer behaviour towards the products and
services. Company uses the promotion activities which helps to advertising the products and
services in the market. External merchandising to maximise the customers volumes which is used
by the manager of the firm. Employees and manager focuses on the design and layout of the
products and services which is influenced by the customers towards the purchases the goods. There
are various techniques of the selling which is used by the organization. It helps customers to attracts
towards the products and services and they takes the decision about purchasing the products.
Accordingly, organization gain the share in hospitality industry and increasing the profit ratio as
well. In addition to this, company provides the training and development program to their
employees which assits to increasing the overall productivity as well.
TASK 1
1.1
There are various key components of the products is used by the company under which
employees produces the products. In this way, Marriott hotel Marble arch uses the 3 stages of the
product which includes the core product, actual product, augmented product that are described as
below:
Core product- It is the first stage of the product under which company produces the products as per
the consumer needs and wants etc (Bolander, Hughes and Ferris, 2015). In this way, the core
products gives the various benefits to their organization under which focuses on the availability of
the products at the work place. It helps consumer to easily purchases the products and services as
well. Moreover, the core products means company produces the products as per the needs of the
customers and this product provides the various benefits to the company.
Actual product- This is the second stage of the product under which organization produces the
products as per the market trends, quality and style etc. In this way, consumer wants to the
company for producing the high quality of products as per the market updates , fashion quality style
which helps buyers to attracts towards the products and they takes the decision for purchasing it.
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Moreover, customers focuses on the brand, fashion , quality of material and style under which
management of the organization requires to develops the products as per the these factor. In this
way, all these factor are followed by the company which positively affects the image of the
company in UK market (Peters, Holmbeck and Bugge, 2014).
Augmented product- It is the last stage of the product which includes the finance, delivery,
customer care, services and installation. In this way, organization focuses on all the these factor
under which they provides the various facility to their customers. It helps consumer to get the
product on time and if the any quires of the customers under which they solve via the customer care
services is provided by the firm.
1.2
Product mix is the important part of the every business under which company produces the
products as per the consumer needs and wants. In this way, in order to product mix highly
contributes in the sales and profit of the company (Strategic Selling Techniques, 2014 ).
Management of the Marriott hotel produces the wide range of the product and services to their
customers under which they focuses on the profit accordingly they provides the high range of the
product and innovative services to their customers. It helps buyers to attracts towards the products
and takes the decision for purchasing the products. Accordingly, company increases the sales and
maximizing the profit of the firm as well (Singh, Rhoads and Marinova, 2016). On the other hand,
if the organization not able to provides the wide range of products and services to their customers
which negatively affects performance of the firm. In this way, product mix is the important part of
the organization as well sales and profit under which if the product not available at the store.
Accordingly, company uable to provides the goods and work to their customers under which
manager do not fulfils the requirements of the buyers. It negatively impacts the presentation of the
firm as they clients and customers are dissatisfied his products and services is provided by the
employees of the firm. As per this , organization declining the overall productivity and minimizing
the sales of the firm as well as decreases the profit margin (Garrido-Morgado, Gonzalez-Benito and
Martos-Partal, 2015). Henceforth, company requires to effectively produces the products and they
need to focuses on the availability of the products in the corporation and it assists administrator to
fulfils the need of the customers. It positively affects image of the company in UK market and
increases the revenue margin well.
1.3
Market segmentation is the activity wherein company identify the target market which
includes the group of people accordingly they provides the products and services to their customers
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as well. There are mainly four types of market segmentation are demographic, Behavioral,
Psychographic and Geographic segmentation. Demographic segmentation it is widely used by most
companies this are generally divide on the basis of age , gender, sex, income group and race etc.
According to behavirol segmentation a population is divided into various aspects are buyers
behavioural as well as decision pattern and their usage. Another segmentation is Pyschographic
segmentation is on the basis of customer interest, lifestyle and their opinions and four market
segmentation is geographic is divide population on geographic conditions. In order to market
segmentation is the highly contributed to the maximise the sales of the company under which
company able to identify the needs and wants of the customers and they provides to their
customers. It helps consumer to easily identify the products and services and take the decision for
purchasing the products. On the other hand, market segment plays important role in the organization
and they highly contributing the sales of the company (Garrido-Morgado and et.al., 2015). In this
way, company identify the base of the market segment accordingly they provides the product and
services to their customers. In this way, if the company not able to select the target market and
employees do not reach the customer. It affects sales of the company under which employees not
properly sale the products and services to their customers. As per this, company decreases the sales
of the company and declining the profit margin as well. In the context, the market segmentation
presently deliver goods and services by the Marriott hotel is on geographic basis.
TASK 2
2.1
There are various factors that affects the consumer behaviour towards the products and
services which is provided by the organization (Strategic Selling Techniques, 2014 ). It includes the
social , personnel, cultural, psychological factors that are influenced the customers and their
behaviour and these uncontrollable factors are affecting the consumers behaviour of Marriott Hotel
and some of them are as follows :
Culture : This simply defines that from which family they belong. What are the upbringings of the
consumers (Yu, 2015). What is the opinion , attitude , behaviour of the buyer that will
automatically affect the buyers behaviour. There are some more factors like opinions of friends ,
group of people who is suggesting the hotels , judgements given by the peoples who already visited
the hotel.
Social and psychological factors- There are various factors that affect the customer buying
behaviour towards product and services . Social factor affect the buying behaviour due to attitude ,
religion and culture difference and life style of a people. And another one is Pychological factor
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affect due to change in attitude, values a, thoughts and belief of customers.
Status : Status of the buyer will automatically affect the buying behaviour. If he belongs to high
class society he will take decision according to luxury and comforts and will not think about money.
And if they belongs to middle class he will choose according to the budget they have decided so
status again is the important factor.
Brand : brand is also a factor which affects buyers behaviour. If the brand is popular many
consumers decide to go for a good brand as brand gives them quality.
Safety needs : Buyers needs 100% security. When buyers decide to choose a hotel they see the
location of hotel is safe or not. Is the environment safe. So safety measures also affects the buyers
behaviour.
Rivalries/ Substitution : If the buyers get more luxuries with the same investment in another hotel
he will go with that (Simic, Havelka and Vrhovcak, 2013). So its very necessary to do pricing
according to the current market situation.
2.2
In order to assessment of the advertising the media that is used by the management of the
Marriott hotel. In this way, organization uses the media for different situation at the work place
under which media is the crucial part of advertising. With the help of media, company effectively
advertises the products and services in the market. It help consumer to attracts towards the
advertising and they takes the decision related to the purchases the goods as well. On the other
hand, organization uses the social web sites media such as facebook and twitter etc. for advertising
the products and services in the market under which they select the this type of medium. In this
way, manager provides the information related to the products and they gives the offers to the mass
of people because number of customers touch with the media (Mayer, Melitz and Ottaviano, 2014).
Accordingly, this term used in the sales development situation wherein number of customers
attracts towards the products which helps organization to increase the market share in hospitality
industry and maximizing the profit as well. Apart from this, sales development includes various
things marketing function and identify the needs and wants of the customers. In this way,
management of the organization meet the sales person and potential customers with the analyses the
high profitability of the products as well. Through the advertising tool like media, company
increasing the visibility of the products and services in front of the customers and easily promote
the products and services in the market. Henceforth, media is the best tool for advertising which is
used by the manager in sales development situations (Das and Chowdhury, 2012).
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2.3
External merchandising is the technique of the promotion wherein company promote the
products and services in the market. It includes the social media, Facebook and LinkedIn etc under
which these factors increasing the number of the customers (Strategic Selling Techniques, 2014 ). In
this way, in order to evaluation of uses the external merchandising to maximise the customer
volumes wherein organization uses the all these factor which helps to effectively provides the
information to their customers. Management of the corporation provides the information to their
customers through the social media wherein number of customer touch with the social media. It
assists company to increasing the number of the customers and visibility of the products and
services in the market. With the help of external merchandising, manager promote the good and
services and provides the various offers to their consumer which helps to maintains the relation with
the customers (Romauch and Klemmt, 2015). Moreover, company also includes the email
marketing which helps to providing the information related to market trends to their customers.
Consumer easily get the update with the market treads related to the products and services which
helps manager to develops the good relation with the buyers and they are influences for purchasing
the products. Accordingly, organization increases the market share and increasing the number of the
consumer. For example, Marriott hotel use promotional tools by using social media on facebook and
twiiter its deliver best offers and service to attract a large number of customers worldwide. They
booked online anywhere in the world that helps them to increase a large revenue.
TASK 3
3.1
Design and layout is the important part of the product under which company requires to
focuses on the product design and layout (Oliver, 2014). In this way, creativity influences the
customers to purchasing the product and services which helps manager to increasing the sales of the
products and maximizing the profit margin. Moreover, company identify the needs and preference
about the product and services under which manager takes the feedback about the demand and
preference is provided by the organization (7 Principals of Successful Sales Training
Programs ,2015 ). In this context, if the Marriott hotel not able to focuses on the structure and
layout of the products and services which negatively affects the consumer and they are unable to
influences towards the products. As per this, company decreases the sales turn over and declining
the brand image of the firm as well. Apart from this, management of the corporation uses the
various methods to making the effective products and services and set the layout which helps to
attracts towards the innovative products (Shiau and Luo, 2012). Consumer influence towards the
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design and layout of the products and take the decision for purchasing the products and employment
is is given by the company. It assists manager to gain the visibility of the goods in front of the
customers and expanding the production. Henceforth, company increases the overall productivity
and maximizing the sales turn over of the company as well. In addition to this, creative products
design and layout which helps company to gain the share and maximizing the sales.
3.2
Internal merchandising material includes display the products, banner advertising, poster
and POP etc (Wang and Hsiao, 2014). In this way, manager of the Marriott hotel is required to
properly display the product at the work place which helps customers to easily select the goods and
they takes the decision for purchasing the products. Accordingly, manger able to accomplishing the
demand of the customers and attain the goals and objective of the firm. In order to effectiveness of
the internal merchandising material like poster under which company advertise the products with
the help of poster. It helps consumer to attracts towards the good and buy it. Employees are able to
fulfils the demand of the customers on time and render the best amount of work to their buyers. It
positively impacts on the presentation of the firm as they clients and customers are satisfied his
services is provide by the workers (Samli,, 2015). Company increasing the corporate image in UK
market and maximizing the profit of the firm as well.
3.3
There are many types of different situations in which Marriott Hotel needs to use different
kind of promotional strategies so as create demand or aware the consumers and some of them are
as follow :
Creating Brand Awareness : When hotel is creating the brand awareness among the consumers
there are different types of promotional activities that can be used by Marriott hotel to promote his
brand. Some of them are as follows :
 Through social media
 Through advertising
 Through public relations
 By creating Logo , symbols and jingles
 By publishing an article in recognized newspaper and magazines
Creating Demand : When Marriott hotel wants to create demand among the consumers as demand
is very necessary for the hotel to stay in the market for run as the demand will increase the brand
and goodwill will also increase among the consumer there are many promotional activities that can
be used just like (Fawcett, Phillips and Taylor, Invue Security Products Inc., 2015):
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Through featuring the customer reviews on the official website of hotel
 By creating the discount deals for the consumers
 By providing special rate to the special or fixed consumers
 By providing complementary services with the actual service
 When Goodwill is Created : when the hotel is very popular among the consumers for
providing good services that is goodwill when there is huge goodwill among consumers
hotel can go for visual and audio advertising as consumers are already aware of the hotels.
Hotel can also promote existing customers by asking them for providing reviews.
TASK 4
4.1
There are different types of the personal selling techniques which is used by the manager of
the Marriott hotel (7 Principals of Successful Sales Training Programs ,2015 ). In this way, personal
techniques is the important for the organization under which the sales person face to face interact
with the customers and provides the products and services to them. Organization uses this technique
for increasing the sales of the products and render the good quality of products to their customers. It
assists buyers to attracts towards the products and services is given by the firm which helps
increasing the sales of the firm (Sanford and et.al 2015). On the other hand, company requires to
provides the training related to the personal training which includes the effective communication. In
this way, if the employees effectively communicate with the customer under which they influence to
them for delivering the good services to their customers. It assists organization to gain the
productivity and maintains the brand image in the UK market. In addition to this, company uses the
personal selling technique under which requires to provide the relevant information to their
consumer which creates the brand loyal. Customers are satisfied his products and services is
provided by the company which helps to increasing the brand image in the market (Bolander,
Hughes. and Ferris, 2015).
4.2
Management of the Marriott hotel focuses on the operational activities which includes the
manufacturing of the product, distributing channels, marketing and selling of the products and
services in the market. In this context, organization follows operational activities and manager
easily manager their day to day work and produces the produces and services. Employees of the
firm take the responsibility for fulfilling the needs and wants of the customers and provides the best
result to their customers (Peters, Holmbeck and Bugge, 2014). Company appoints the right
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employees for delivering the products and services on time and attain the satisfaction level of the
customer. Henceforth, all these activities easily followed by the company which helps to increasing
the satisfaction level of the consumer. Corporation increases the sales revenue and maximizing the
profit of the firm as well. On the other hand, company effectively decision the activities related to
the operation under which if the management fail to all these activities. As per this, it negative
impacts on the image of the firm and decline the sales turn over as well. Organization requires to
appoints the delivery men which helps to selling the products and services on time and attain the
goals and objectives of the firm as well (Simic Havelka and Vrhovcak, 2013).
4.3
There are various key principals includes in the sales training programme under which
company requires to develops the training program. In this way, manager responsible for providing
the employees behave in well manner so that they conduct the training programmes which helps to
improving the knowledge and skills. Sales person able to deliver the best services to their customers
and fulfils the demand of the clients (Mayer, Melitz and Ottaviano, 2014). It positive impacts on
the firm because trained employees gives the best services to their customers which creates the
satisfaction of them towards the services and products. Accordingly, corporation increases the sales
margin and maximizing the profit in the market. On the other hand, sales person takes the action for
reducing the barriers which is occurred at the work place which affects the consumer because
employees not able to deliver the best services to their customers (Oliver, 2014). Henceforth,
through the sales training programmes employees able to reducing the barriers and creates the
positive environment in the organization. Manager of the Marriott hotel requires to recognises the
training requirements of the employees accordingly they provides to them. It helps manager to
easily manage their work and attain the goals and objective of the firm as well as effectively
develops the sales (7 Principals of Successful Sales Training Programs ,2015 ). In this way,
company needs to involve the customers in decision making process under which manager easily
find out the needs and wants of the company. AS per this, they produces the products and available
at the store of the firm.
CONCLUSION
From the above report, different stages of the product which is followed by the company and
products mix highly contributes in the sales and profit of the company. Organization select the
target market under which they focuses on the deliver of products and services to their consumer.
There are various factors that affects the customers buying behaviour towards the products and
services accordingly company produces goods. Manager uses the advertising medium like media
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under which they increasing the product visibility in the market. Corporation uses the internal and
external merchandising which helps to maintaining the relation with the customers and promoting
the product. Organization focuses on the product decision and layout which helps customer to
attracts towards the products and purchase it. Various key principals which is included the training
of the sales person.
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REFERENCES
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sensor and method for protecting an item of merchandise. U.S. Patent 8,994,531.
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