AB368B8 Research Project: Globalization's Impact on Marriott Marketing

This research project investigates the effects of globalization on the marketing function of the hospitality industry, using Marriott as a case study. The research aims to identify both positive and negative impacts of globalization on Marriott's marketing strategies. The project includes an analysis of various factors influencing Marriott's business functions, challenges faced in international marketing, and recommendations for improvement. Key themes explored include productivity increases, negative impacts on marketing, major negative impacts and environmental concerns, factors impacting marketing, major challenges faced by the company, the role of marketing functions, and the impact of national culture on marketing strategies. The research utilizes a survey-based approach to gather insights from Marriott managers, presenting findings through frequency analysis and providing strategic recommendations. The recommendations include focusing on digital marketing, addressing cultural diversity, improving environmental practices, and enhancing relationships with political entities to mitigate risks and improve performance.

RESEARCH PROJECT
TITLE:
“To identify the positive and negative impacts of
globalization on Marketing function of hospitality industry - A
case study of Marriott”

Aim of the research:
Aim:
“To identify the positive and negative impacts of globalization on Marketing function of
hospitality industry”
Objectives of the research:
 To ascertain the concept of globalization in the context of business.
 To analyse the factors of globalization that affect business function of Marriott.
 To identify the challenges faces by Marriott while implementing the marketing plan at
international level.
 To recommend or suggest ways of marketing which company should follow.

Theme 1: Increasing productivity has a
positive impact on Marriott hotel.
What is the major
positive impact of
globalisation on your
Marriott hotel?
Frequency
Increasing productivity 13
Survive in
International
competition
4
Ease in all processes 3
Increasing productivity
Survive in International competition
Ease in all processes
0 2 4 6 8 10 12 14
Column B

Theme 2: NNegative impact on marketing
functions of the company
Is globalisation having
negative impacts on your
company's marketing
strategies?
Frequency
Yes 5
No 4
Partially 11
Yes
No
Partially

Theme 3: Major negative impacts and
Environment affects from globalization
Major negative impacts of
globalisation on your
hotel's marketing
functions?
Frequency
Increasing marketing
costs
8
Misuse of environment 12 Increasing marketing costs Misuse of environment
0
2
4
6
8
10
12
Column B

Theme 4: factor impacts the most on
marketing functions
Which factor contribute
and impacts the most on
marketing functions?
Frequency
Fluctuation of prices 16
Increasing cost of
technologies
4
Fluctuation of prices
Increasing cost of
technologies

Theme 5: Main challenge faced by the
company.
Major challenge faced
by Marriott hotel while
operating in various
countries?
Frequency
Workplace diversity 5
Political instability 12
Corruption 3
Workplace diversity Political instability Corruption
0
2
4
6
8
10
12
Column B

Theme 6: Role of marketing functions
Role of marketing
functions on your
company?
Frequency
Attracts wider range
of customers
12
Increases costs 5
Increases sales 3 Attracts wider range of customers
Increases costs
Increases sales
0
2
4
6
8
10
12
Column B

Theme 7:Impact of national culture on
marketing strategy
Is national culture
put negative impact
on your company's
marketing strategy?
Frequency
Yes 12
No 8
Yes
No
0 2 4 6 8 10 12
Column B

RECOMMENDATIONS
From the above study it can be recommended that, Marriott hotel should focus on digital and online marketing strategy as it
can make them able to reach globally as it does not require of investing too much money. From the interpretation and the
questions which was being asked from managers of Marriott hotel, it found out that they have different views and opinion
and they said that national culture and cultural diversity has negative impacts on their functions and performance. So it can
be recommended that they should focus on behaving ethically and have the proper knowledge of different culture, language
in order to reduce this problem.
It can also be recommended that manager of Marriott hotel require to more focus on environmental issues. Their marketing
strategies have greater negative impacts on environment. They use natural resources for operating in different countries and
for earning money. They do not use resources in an effective manner, so it can be suggested that they should maintain
responsibly and sustainability for the future generation. It is also important for them to solve all the environmental issues
and increasing customers' loyalty towards their brand and products.
The other thing which has been found from the above study and research that political instability put pressure and negative
impacts on their marketing strategies and performance which make them weak to perform globally and it also becomes the
barrier in their path of success. So it can be recommended that they should focus on improving relationship with people of
different countries and with political parties. It can prevent them from riots and disputes. If they focus on maintaining
relationship with people and political parties then they can become the market leader.