Marketing Plan for Launching a Luxury Hotel: Analysis of Marriott International's 7Ps Strategy

In this report we will discuss about marketing essentials and below are the summaries point:- This is a report on developing a marketing plan for launching a new luxury hotel by Marriott International, a top lodging service provider in the UK. The report includes an analysis of the environmental factors of Marriott International and the use of the 7Ps marketing mix for successful implementation of the plan. The five concepts of marketing, including production, product, selling, marketing, and social marketing concepts, are also discussed in the report.

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Unit Name: Marketing Essentials
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Table of Content
Title Page Number
Introduction to the marketing trend and concept adopted by the chosen
organization
03
Current trends of marketing 04
Future trends of marketing 04
Overview of different marketing processes 05
An explanation of the role and responsibilities of a marketing functions
in the context of the organisation
06
Analysis of how marketing influences and interrelates with other
functional departments of the organisation
07
Analyze the roles and responsibilities of marketing in the context of the
marketing environment
08
Explain the different ways Hotels (hospitality organisations) use the
marketing mix(7Ps) to achieve company objectives and include the
different tactical methods used in achieving set goals
10
Evaluate different tactics applied by hospitality organizations to
demonstrate how business objectives are achieve
12
Produce a basic marketing plan for a hospitality organization to meet
marketing objectives
14
Produce a detailed, coherent, evidence-based marketing plan that applies
the marketing mix to meet marketing objectives for a hospitality
organization
17
Design a strategic marketing plan that tactically applies the use of the
7Ps and includes measures for monitoring and evaluation to achieve
overall marketing objectives
19
Conclusion 22
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Introduction
Marriott international is the top lodging service provider company in UK. Marriott operates its
business in worldwide and provide lodging services in various segments including premium,
select and time share categories. Beside this Marriott offers residence and timeshare properties.
This report is going to develop a marketing plan for launching a brand-new luxury hotel for the
travelers. For this environmental factor of Marriott international are analyzed here and 7Ps
marketing mix has been used for the successful implementation of plan.
“Introduction to the marketing trend and concept adopted by the chosen organization.”
Marketing is the promotional activities of an organization used for the promoting of their
products or services for selling or buying. Marketing function design their activities which are
performed by the others department of the organization to achieve the design goals of the
organization.
According to Garcia (2020) marketing concept is the application of marketing data to give
concentration on the consumer needs and requirements for developing marketing strategies
which used for satisfying the consumers’ needs along with accomplishing the organization goals.
There are five concepts of marketing. These are production concept, product concept, selling
concept, marketing concept and social marketing concept.
Production concept: customer favor the products or services which are better, affordable and
accessible. This is one of the oldest marketing concepts which provide guide to the provider.
Moreover, production concept of marketing lead to the marketing myopia.
Product concept: customers need the products or services which are better, highly affordable
and accessible. Beside this the quality of the services, product performance and products features
are most important for appealing customers. Continuous improvement of the services is the
main focusing center of marketing strategies.
Selling concept: Selling concept defines that customers won’t taking the organization products
or services unless the organization take sufficient renting and promotion activities of the
services. Both products. Marriott international use different promotional strategies for their
service promotion.
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Marketing concept: marketing concept defines that success of the hospitality organization rely
on the identification of the travelers needs and delivering the products or services according to
traveler needs better than their business competitor does for their customer.
Social marketing concept: this is the most progressive marketing concept at present which
believes on the providing back to the society by offering quality products or services. Marriott
international deliver their products and services which are good for both of the community and
community peoples.
Current trends of marketing
Content is everything: this is an effective communication way by which hospitality organization
build trust and accomplish advertising of their products or services. To engage new travelers
with the organization it is important for the organization to identify the traveler’s emotion and
the things which encourage or discourage the travelers.
Security: lodging provider organization need to assure their travelers abouts their information or
opinion. At present travelers in the European union are very conscious how hospitality
organization treat and handle their opinion or data. This information enables the business
organization to defines their customer emotion and choices and fulfil their demand.
Marketing funnel: it defines the conversion of marketing system from traditional to digital. It
also defines the journey of the travelers with the business organization. Travelers want to create a
sustainable relationship with the business organization. To create an effective relation
organization should also provide the services which contain update features and that meet their
customer requirement.
Future trends of marketing
Change in customer segment: at present traveler are more conscious and fastidious about their
choice and requirement. For this hospitality organization should develop both online and offline
promotional activities for their services to capture more customer.
Develop mobile communication: organization need to develop their mobile communication
facilities for their products or services promotion. Beside this mobile communication develops
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organizational alignment, improve efficiency, improves staff engagement and increase
productivity.
Personalization of products and design: personalization and customization are important part of
marketing stem. It defines the modification of the products or services based on the past
customer behavior or response.
Personalized data: personalization defines the investment which make better customer
experiences. Organization should communicate with their customer in effective way to get more
information about customer choice and taste and works for meeting customer satisfaction.
“Overview of different marketing processes”
According to Dibb and Simkin (2013), marketing process is a series of activities which enables
the business organization to identify their consumer problems, analyze opportunities of the
market and develop essential marketing materials for reaching desired segment of customer.
There are five basic steps in marketing process. these are described below.
Source: Dibb and Simkin (2013),
Mission: mission is a statement which represent that why a business organization is in business
and how it can have benefited consumers (Dibb and Simkin, 2013). To enhance the lives of their
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consumers by making and empowering fantastic get away and relaxation experience is the
mission statement of Marriott international.
Situation analysis: this is the next step of mission. situation analysis is the analysis of external
and internal factor of an organization. This analysis provides the information about the market
condition and customer patterns.
Marketing strategy: Marriott international believes that hospitality industries should focus on
the social media strategy. Marriott use twitter as a marketing flatform to solve customer queries
and to share their new service or existing services.
Marketing mix: Marriott international hotel use marketing mix for analyzing their brand or
company and this marketing analysis analyze their marketing strategy (Lim, 2018). Marketing
mix of 4Ps cover the products, price, place and promotion of Marriott international. Marriott
international hotel use 4Ps marketing mix strategy for their organizational growth and
development.
Implementation and control: this is the last steps in marketing process which determine the
designed plan launching time, implement the plan into action. It also adds allocation of the
resources in right place. It helps the organization to find out the actual results of their marketing
plan.
“An explanation of the role and responsibilities of a marketing functions in the context of the
organisation”
According to Reid and Bojanic (2009) marketing is the promotional activities of a business
organization used for the promoting of their products or services for selling or buying. Marketing
department of organization plays an important role for the growth of their organization or
company. Marketing function design their activities which are performed by the others
department of the organization to achieve the design goals of the organization. Key roles and
responsibility of marketing function of Marriott international hotel is given below.
Conducting market research: customer choose their hotel based on different factors including
location, access to road, its meeting facilities, reputation or prices of products or services. It is
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responsibility of the marketing function to define the factors which gives the shape of hotel to
appeal the customers (Cavusgil and Riesenberger, 2009). Monitoring review on their website or
hotel booking sites to define the strength and weakness of their hotel is another responsibility of
marketing function.
Customer awareness increase: it is the role of marketing function to develop their website for
appealing customers and include up to date information about their hotel facilities and prices,
travel and location information for the new customer. Marriott develops their Post hotel details
and online booking site to reach new target audience.
Brand management: to make royal & reliable customer and brand management marketing
function gives their best effort. Brand portfolio includes all the things which are offered by the
organization in a products category. A good brand portfolio increases brand equity.
Customer relationship management: to make a stable revenue and to ensure high level of
business repeat marketing department need to develop solid relationship with the customer. A
customer program of loyalty which offers reward the customers who regularly book the hotel.
Promoting facilities: in hotel marketing developing promotions is an important part. Marriott
international hotel use promotion mix strategy for their products or services promotion. Marriott
use internal or social media flatform for their promotion. It also develops its website which gives
clear information about their products or services, price and position.
“Analysis of how marketing influences and interrelates with other functional departments of the
organisation”
According to Garcia (2020) marketing is the promotional activities of a business organization
used for the promoting of their products or services for selling or buying. Promotional activities
increase customer’s numbers and attach more consumer with the organization. Thus, sales and
revenue of the business organization is increase and it’s also develops brand image of the
organization. Marketing function interrelates with the several functional units of the organization
including sales unit, finance unit, research & development unit and customer service unit. All of
this units works together to achieve a sustainable organization goal. Interrelationship and
influence on several functional units of the organization is described below.
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Sales unit and Marketing
Marketing department of Marriott internationals develops sales forecast for the company and
sales department design sales strategies to achieve those goals. Marketing department of Marriott
internationals develops long term strategy and sales department split those strategies in small
segments to achieve ultimate goals. Marketing department of Marriott internationals makes a
solid bond with their customers and assist the organization to gain their business goals and gain
customers loyalty. In Marriott organization sales department provides information to the
marketing department to set product pricing
Research and development department
R & D unit and marketing unit works together for expanding their business in new territory.
Marriott international develops and build their new hotel in a place which is highly accessible
and affordable for their customer.
Finance department
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Relationship and coordination between marketing unit and finance unit is important for operating
activities accordingly. Financial unit provides financial support and helps the organization to
relay on the track. Beside this marketing department requires sufficient financial support to run
the organization properly.
“Analyze the roles and responsibilities of marketing in the context of the marketing
environment.”
According to Varadarajan, Jayachandran and Malhotra (2018), An innovative marketing strategy
is important for the hospitality industry to building a brand, appealing new customers and
maintaining with of the consumer. These marketing activities includes printing and digital
collateral which is used to target former guests and attracting new consumers. Due to complex
marketing condition different organization use different marketing strategy. Marketing
department coordinate with others functional department of the organization for offering quality
goods to their consumers and to retain their position in market. In the context of marketing
environment roles and responsibility of marketing function for Marriott international hotel is
given below.
Dealing with competition: Marriott international has several strong market competitors
including Four season, Hilton worldwide and Hyatt hotels etc. it is a global operator and has
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timeshare properties. For dealing with the competition Marriott need to conduct several activities
which are given below.
Research market division: advertising officer divide marketplace to meet the requirement
appropriately and to gain organization core business goals. Information about the customer’s
choice helps the organization to meet their consumer request.
Environment monitoring: promoting situation increases the requirement for respective
advertising officers to analyze the existing variables present in the outside of the environment
which influence the advertising activities of Marriott international hotel.
“Explain the different ways Hotels (hospitality organisations) use the marketing mix(7Ps) to
achieve company objectives and include the different tactical methods used in achieving set
goals”
According to Palmer (2012) the hospitality industry is a large category of inside the
administration business that incorporates housing, food and drinks facilities, occasion arranging,
amusement parks, and transportation. It incorporates hotel and restaurants.
According to Bowie et all (2016) marketing mix a set of tactics used by the business organization
to promote their brands or services. 7Ps marketing mix comprised by seven vital mix elements
including product, place, promotion, price, packaging, people and politics.
Comparison between Marriott international and Hilton hospitality industry about their marketing
mix strategy.
Elements Marriott international Hilton
Products Marriott international provides
lodging services in various segments
including premium, select and time
share categories. Beside this Marriott
offers residence and timeshare
Hilton provide lodging facilities to
the customer.
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properties
Place Marriott is a location specific
organization. Maximum of its hotels
are near to the airport, highways and
near to the central market
Hilton hotels are near to the airport,
highways and near to the central
market.
Promotion Marriott focused on the digital
promotion system for their promotion
and advertising strategy
Hilton use promotion mix strategy
for their hotel promotion. Its also
use pubic relation, personal selling
and advertising strategy.
Price Marriott is offering quality products at
the right price. Marriott use demand
and supply pricing strategy for their
products or service pricing. Beside
this Marriott follow competitive
pricing strategy.
Hilton use midscale to luxury
pricing strategy to their customers.
People Sales team of Marriott play a
important role for customer
engagement and retention. Peoples
involved in the customer service
department conduct with the
customers and resolve their issues.
Hilton has 69000 workers and
maintain excellence work
environment for their people. It also
offered several benefits to their
people.
Process Marriott international ensure the
products availability in their stores. It
also provides online delivery service
Hilton provides website or app
facilities to the customers can book
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to their customer their hotels.
Physical
evidence
physical evidence of Marriott
international represents their
properties and amenities.
Bills is the physical evidence of
Hilton hotel.
“Evaluate different tactics applied by hospitality organizations to demonstrate how business
objectives are achieve”
According to Bowie and Buttle (2013) defining and application of effective strategy is
important for the hospitality organization to gain business goals. To perform
organizational activities effectively organization could follow several techniques for
achieving business goal.
Senior managers: According to Lindell (2016) senior manager basically define the goals
and objectives of the organization according to their planning process. They show the
direction and implement the strategy and maintain communication & coordination with all
other units of the organization and analyze the functional activities to achieve their set
goals.
People: skilled and innovative peoples are the asset for the organization. They contribute
effectively and gives their best effort for successful functioning of the industry. hospitality
Organization like Marriott use several tactics to encourage their employee and offer proper
training facilities to their stuff. This facility enables the employee to know and works for
achieving the organizational set goal.
Group: General business and joint ventures have different specific business objectives.
Joint ventures could help each other to use formal methodology. This helps the
organization to reach their desired destination. For launching new services or hotel
Marriott should works with joint venture to use their methodology.
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Execution management: execution management system is an application used by the
organization to represent their market data and offer fast access for trading. Executive
manager represents market data for launching and trading.
“Produce a basic marketing plan for a hospitality organization to meet marketing objectives”
According to (Pike, 2015) marketing plan is a vital guide that organizations use to coordinate,
execute, and track their promoting system throughout a given time span. Marketing plan includes
separate showcasing methodologies for the different marketing units over the organization,
however every one of them pursue similar business objectives.
The marketing plan of Marriott international is given below.
Market overview
Marriott international is a multinational hospitality company. Marriott international manages a
wide portfolio of hotels and offers lodging facilities to the customer. They provide their service
based on their customer requirement and budge. Marriott international is the top lodging provider
company in UK and it operates its business in 131 countries. Beside this it has 30 brands along
with 7484 properties.
Description of products or services
Marriott international deals in lodging sector and amuse park. It provides an array of
accommodations, attractiveness and conveyances for enjoyment.it also maintain a solid corporate
culture which is the key factor for their business growth and customer satisfaction.
Internal analysis of Marriott international hotel is given bellow
Strength The brand image of the company is good.
They have strong organizational culture.
They operate their business globally.
Extremely modern and strict decorum.
Merged their business with others ventures.
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Weakness Useless data security and poor positioning.
Negative publicity can cause economic damage and damage brand
name& reputation.
Marriott do not compromise on the code of conduct and too strict in
the employee performance.
Opportunity Demographic shifting and change in the habitual services can lead
to the modification and innovation is hospitality.
Diversify offerings can develop brand image and profits.
Threats Global pandemic is a great threat for Marriott international.
Hard competition and alarming recession can damage the profits.
External analysis of Marriott international hotel is given below
Political factor Political factors have strong influence on the lodging industry.it
determines the sustainability and profitability of Marriott
international. Before launching any products or services Marriott
should consider political stability of that country. It also should
follow contract law imposed by the local government.
Economic factor Low minimum wage generates higher profit which ultimately
increase the chance of survival. Before launching products
Marriott should consider the economic system of the region, rate
of GDP, interest rate and exchange rate of that country.
Social factor The impacts of social factors are important for both of the
operation aspects and organization aspects. For designing any
products or services Marriott should analyze the demographic
trends of the population.
Technological factor Technology can swiftly dismantle service or products price and
industry competitive landscape in a very short time.
Technological support not only increase the profit but also helps
the organization to prevent obsolescence.
Legal factor Legal framework and institutions are sometimes unable to protect
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the intellectual property rights of the business organization.
Marriott should analyze the market before entering in new
market. Marriott should follow the employment law, health &
safety law and consumer protection law.
Environmental factor Environmental standard show impacts on the organization profit.
Before entering new market and launching new products Marriott
need to consider, climate change, environmental laws, recycling
and waste management services for proper business growth.
Develop marketing objectives.
According to Chernev (2018) marketing objective is the specific goals of a brand which
represent the aims of marketing plan and gives strategic direction to others department and gives
information for executives to feedback and support. Marketing objective have influence in the
team work in meeting industry goals. SMART is a technique use by the business organization to
examine the suitability of the objectives. SMART stands for Specific, Measurable w/
Measurement, achievable, relevant and time oriented and this tool used for the product or service
launching for Marriott international in the market.
1. To improve organizational service to attract new customers
2. To increase customer’s awareness about health and safety issues
3. To develop sales volume of the organization and increase 5% in next years.
“Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix
to meet marketing objectives for a hospitality organization”
For internal analysis porters value chain analysis and SWOT analysis can be used.
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Porters value chain analysis
porters value chain analysis holds the set of activities which are works for delivering the
products or services to the target consumer. Five primary activities are including in value chain
analysis including inbound and outbound logistic activities, operational activities, marketing &
sales and services of the company. Marriott international apply these strategic approaches to give
the structure of their products or services and finally offers the products to the target market.
There are three respective stages in porter’s value chain analysis which are product related
activities, market related activities and support service. Market related activities defines the
outbound logistic and sales and marketing. Beside this product related activities are the inbound
logistic, operation and services. Support service include development of technology, HRM and
firm infrastructure development. To formulate this desired product, it is essential for the Marriott
organization to add value for each activity that are related to the products or service lifecycle.
Value management system and efficient management of all activities helps Marriott business
organization in meeting this objective.
Porters five forces model
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This is an analyzing tool used by the business organization for understanding the forces which
gives and influence the shape of competition within a hospitality organization. It can be also used
for identifying the competitive environment.
Fig 3: porters five forces model
Power of supplier: in case of Marriott suppliers’ power is moderate because Marriott create
benefits for the suppliers. Supplier form variety position from owners of the property, developer
and real estate company etc.
Power of customers: In case of Marriott international power of customer is moderate because
their player are constantly works for reducing it.
Threat of substitution: in case of Tesco plc threat of substitution is low. For the Tesco plc small
convenience stores are the main threat.
Threat of new entry: in case of Marriott threat of new entry is low due to the high entry barriers
in the market. Moreover, present market is dominated by the several large organizations.
Rivalry: in case of Marriott international rivalry power is high due to the many organizations
compete over price, goods and in promotional activities.
Marriott international will use power of the customers and strategies will design accordingly so
that it could achieve sustainable advantage within the market.
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STP analysis
STP analysis is three step model used by the business organization to examine their services as
well as the way they communicate with their specific customer segment. Chernev (2020) this
three steps are described below.
Segmentation: segmentation defines delivering products or services to the right customer in
effective way. It also enables the hospitality and tourism organization to identify their customer
characteristics. Marriott international collect their customer information from the loyalty card
system and notify customer purchasing habits and behavioral pattern and this information are
used for segmenting consumers based on their requirement. Business persons will be targeted for
this marketing plan with age range of 35 years and above. Again the customers who has high
income will also have targeted for this marketing process.
Targeting: There are three different types of targeting strategies like, undifferentiated,
concentrated and differentiated. It will apply concentrated segmentation strategy for the
implementation of marketing strategy to target one or more segments of the customers. Mainly
the business persons will be targeted. Marriott use marketing mix strategy to identify their target
market. Here new travelers are the target audience for the new products of Marriott international.
Positioning: it is an interactive and important process for tourism and hospitality organization.
The aim of this strategic planning is to develop and form a remarkable place in the market for the
organization and their service. In terms of quality and price Marriott hotel will use high product
pricing strategy for the customers.
Ansoff matrix
This is an analyzing tool used by the organization for analyzing and designing strategies for
business growth. This matrix also called product/market expansion grid. There are four strategies
in Ansoff matrix which are market penetration, product development, market development and
diversification.
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Fig 4: porters five forces model, Source: (Chernev, 2020)
Market penetration strategies: Market penetration strategy focus on rising the product sales in
market.
Product development strategy: Product development strategy focus on launching new products in
existing market.
Market development strategy: it finds the effective way to enter new market by using existing
products or service of the organization.
Diversification strategy: it focusses on entering new market with new products or new service.
In this case Marriott will follow product development strategy so it will improve its product and
services for attracting the customers.
Porters generic model
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This is a strategies model used by the hospitality and tourism business organization to gain
competitive advantage. There are four basic part in this generic model including cost leadership
strategy, cost focus, differentiation leadership and differentiation focus strategy. This generic is
discussed here for the Marriott international
Fig5: porters’ generic model. Source (Chernev, 2010)
Cost leadership strategy: it involves in achieving competitive advantage by reducing service
cost. Tesco use different consumers market for gaining competitive advantage. The main goal of
using this strategy is the preserving the market leadership position by using the value chain
management system.
Differentiation strategies: This strategy in combination with cost leadership strategy to achieve
business objectives. For market differentiation and customer attraction Marriott use this strategy.
Focus strategy: this is the third generic strategy of the generic model. This strategy enables
the business organization to gather their resources and allocate this resource on targeted
segment.
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Differentiation focus strategy: this is final strategy of the generic model.in this strategic
approach business organization look forward for developing their product or services and
differentiation in small market segment.
Marriott will apply focus strategy so that it would allocated their resources to give shape
this new product for their new traveler target customer
Plan for resource utilization including budgets.
To implement the design plan resource assessment and resource allocation are important. Here
the things and budget for implementing the plan of Marriott is given below.
Items Amount
Cost for market research £ 20,000
Service development cost £1,00,000
Labor cost £60,000
Advertisement cost £10,000
Promotional cost £15,000
Infrastructure development cost £1,00,000
Decoration cost £1,00,000
Electronics gadget cost £ 50,000
Total £455,000
To implement the plan £455000 amount is required.
Monitoring & Control plan
According to Chernev (2020) monitoring and controlling system defines the all activities and
provide the assurance to the organization that all functional activities will be completed in due
time and within fixed budget. Key Performance Indicators (KPIs) is an indicator of improving
toward a targeted set goal. KPIs concentrated on operational development, make an explanatory
reason for dynamic and help center consideration around what is important most for the
hospitality organization. In order to gain optimum success monitoring the design activity is
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crucial for organization for protecting from any challenges that are related to the functional
activities. Marriott international should monitor their target market regularly for the effectiveness
of the plan and success. To sustain in the top position of the market for long period of time
Marriott need to be more strategic and innovative in their marketing to formulating activities.
Marriott industry should analyze market trend and customer needs for their products or service
development and should provide more concentration on meeting travelers satisfaction.
Action Plan
Company Objective Strategy Tactics Control / Measures
Improve
organizational service
Receive customers
feedback over social
media platform
Conduct online
survey to get
customers feedback
Conduct survey after
three months to find
out their satisfaction.
Customer’s
awareness about
health and safety
issues
Participate in mega
events for developing
customers awareness
Provide 500ml water
bottle and 250 juice
bottle free
It will increase sales
and acquire new
customers
Develop sales volume
of the organization
Offer discount for
family trip
It could offer price
discount
It will increase
quarterly sale
“Design a strategic marketing plan that tactically applies the use of the 7Ps and includes
measures for monitoring and evaluation to achieve overall marketing objectives”
The main aim of this work is to identify market condition of Marriott international company and
determination of their threats and opportunities for launching new products for increasing their
business growth. To launch new luxury hotel Marriott organization at first, need to control the
threats related to their business and effective utilization of those opportunities for their success.
Marriott international is top lodging service provider industry in UK and it operate their business
in 131countries is a renowned retailer organization in UK and its operate their business in several
countries. To launch this new product Marriott, analyze internal and external factor related to
their organization. Marriott use PESTLE and SWOT analysis for identification of the required
market data. After that Marriott use 7Ps marketing mix strategy for products development and
marketing.
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Launching new products in the market brings new customers to the organization. To capture
more travelers Marriott, use strategic approaches and IT support for their promotional activities.
Customer satisfaction is also important for the growth of the business organization.
Conclusion
From the above discussion it can be said that to achieve business objective and to meet customer
satisfaction roles and responsibility of marketing unit is very important. An strategic market
analysis and effective planning can meet the organization business objectives. Role of marketer
also crucial for ensuring the accomplishment of the allocated activities within given deadline
which ultimately increase the productivity and profitability of the organization. Marriott
international industry should carefully analyze the environmental factors, customer behaviors
and market trends to design effective plan which are important for their success in business.
Marriott also should take effective market audit to identify their customer behaviors.
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