HNC/D Hospitality Marketing: Marriott Hotel Marketing Plan Report

This report presents a marketing plan developed for the Marriott Hotel, specifically focusing on its London location. The report begins with an introduction to the concept of a marketing plan, followed by an overview of the hotel's mission and vision. A market analysis, including PESTLE and SWOT analyses, is conducted to evaluate the external and internal environments. Based on the analysis, the report outlines marketing objectives and proposes marketing strategies, including segmentation, targeting, and diversification. The marketing mix, encompassing price, place, promotion, product, physical evidence, process, and people, is then discussed in detail. The report also compares Marriott's marketing mix with that of its competitor, Hilton Hotel. Finally, the report concludes by summarizing the challenges and strategies for Marriott in the London market, emphasizing the importance of adapting to changing consumer preferences. References are provided to support the analysis.

Marketing

MARKETING 1
Introduction
The main aim of this report is to understand the concept of marketing plan. In this report,
marketing plan will be developed. The marketing plan of Marriott will be developed on the basis
of market environment. Hotel Marriott is operates in most of the locations in the world. In this
report, Hotel Marriott London has been taken into consideration to develop the marketing plan.
Mission and Vision of the company
Vision of Hotel Marriott is to become the premier deliver and facilitator of accommodation
services in the world. Mission of the hotel is to enhance the life style of customers by creating
and delivering the services which is incomparable from others (Marriott, 2018).
Marketing Objective
 The marketing objective of the company is to become the first priority of guest during the
vacation period
 The other objective of the company is to provide the world best services to consumers
(Kerin, and Hartley, 2015).
Market Analysis
Before generating the marketing plan or strategies to achieve the objective, it is required to
evaluate the marketing environment of the organization. In the report, the market of London has
been evaluated below:
PEST Analysis

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Political
Government of London supports the hotel
industry as to enhance the economy.
Hotel of London has demonstrated once
again their resilience especially increases in
supply (Neweconomy, 2017).
Economical
London produced £408 billion or $765 billion,
over 22% of UK GDP (Uncsbrp, 2018).
The tourism and hospitality industry is the
major industry in London as it is highly
contribute in developing the economy.
Social
London is one of the world leading tourism
destinations which is famous for tourist
attraction.
The best place for hotels to attain the
objectives (De Mooij, 2018).
Technology
The advance technology is implemented at the
workplace of hotels of London as the country
is highly developed in terms of technology
(Dibrell, Fairclough, nd Davis, 2015).
SWOT Analysis
Strength
Strong Network
Strong position in the market
Highly satisfies the consumers (Zinovieva,
Kuznetsova, Dorfman, Limarev, and Limareva,
2016)
Weaknesses
Changing choices of guest
High debts due to which facing the financial
issues
Opportunity Threat

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Enhancing or spreading the services
It has to merge with the other hotels especially
in the country of Europe as it is also famous
for tourism
High threat of competitors
High fluctuation of prices in the industry
Marketing Strategy
It is required for the hotel to develop the strategies to grasp the opportunity or to overcome the
weaknesses and threat. Marketing strategy of the company is developed and these are below:
Segmentation and targeting
The company has target the specified category of guest to attract them towards the hotel.
Segmentation Type
Segmentation Criteria
Target Customer Segment
Geographic Region The Hotel can target those places
where the tourist visit the place in
huge percentage as compare to the
others such as Tower of London and
Tower Bridge, The British Museum,
Big Ben and Parliament and the

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others (Planetware, 2018).
The company has to establish the
hotel or its packages in these are
area to attain the high success.
Density The company can target the tourist
or the outsiders of cities.
Age No specific age of consumer is
target
But the company can target the
consumers of age of 18 or above 18
as the main target.
Demographic Gender Youngsters, Men, Women, families
and others
Occupation Professionals, highly qualified
Youngsters
Life Cycle Stage Lifetime
Customer Satisfaction Hotels should be providing the high
services to guest for highly
satisfaction.
Behavioral Behavior Hotel Marriott has to target the
guests those have high standard of
life style.

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Guest those are ready to pay the
high amount for excellent services
Psychographic
Social class
Hotel has to attend the guest of
middle class or upper class
Diversification
As discussed above, the hotel has high threat of competitors as the other hotels also provide the
similar services to guest. The hotel has to implement this strategy at the workplace just to
diversify its services as compare to its competitors (Stead, and Hastings, 2018). The hotel can
also provide theater facilities and also provides the packages in free for one or two place such as
beaches and the others. It helps to diversify the services of hotel in London.
Positioning
High Price
Low
level of
services
High
level
of
servic
es
Marrio
tt
Dorsett
City
Holiday
Inn

MARKETING 6
Marketing Mix of Marriott
The hotel can achieve the objective by developing the marketing plan. The marketing and
business objectives of hotel can attain to properly implement the strategies at the workplace.
Marketing mix is the plan which defines the areas in which the hotel can attain its objectives and
these are discussed below:
Price:
The Marriott hotel has to provide the services to guest at the high prices. As the company target
the middle and upper class or the guest those have high standard of life style that is why; it is
recommending that the company has to implement the premium price strategy. Premium price
strategy helps to earn the high revenue so that it can spread the operation in wide range.
Place:
The hotel is operated in different locations or mostly probably in every country of the world. In
London, it is suggested that the company has to establish the hotels in the areas where the huge
number of tourist comes to visit the place.
Promotion:
The hotel has to aware the people by using the promotion tools such as social media
advertisement, tradition advertisement. Marketing department plays the important role in
spreading the awareness among the people (Chaffey, and Ellis-Chadwick, 2019). It also has to
Low price

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provide the packages by implementing the discount rate so that the more or more guest comes to
visit or to stay at the hotel.
Product:
The hotel has to provide the wide range of services to guest just to differentiate it with the other
competitors. Theater, swimming pool, and exhibitions are the services that are provided by the
hotel to its guest just to diversify it from the others.
Physical evidence
Hotel has to offers or delivers the excellence quality of services to guest so that the objective to
become the first priority will attain easily. The hotel has to gives the good experience and also
makes their vacations memorable by providing the physical evidence of the company (Datta,
Ailawadi, and Van Heerde, 2017).
Process:
The hotel has to improve its service and also it has to provide some different services as compare
to the other companies. Although, the hotel delivers the lifestyle experience to guest but it has to
improve their process. The hotel has to follow the procedure of providing the high quality of
services to guest. It has to separate the departments with the different responsibilities for smooth
operation. Employees are also divided as per the authorities and responsibilities according to the
departments. For example- Finance experts handle the all work under the finance department;
Marketing department handle all the marketing functions such as promotion, market
development and the others.

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People:
As per the above discussion, it is observed that the hotel target the people who are highly
qualified and have good lifestyle. It is required for the hotel to provide the excellence services in
wide range to guest. It has to hire those people who have the capability or talent to attend the
guest so that the guest gets the excellent services. The hotel has to organize the training and
development strategy to employees so that they perform well their services and the guest gets the
excellence services.
Marketing Mix of Marriott and Hilton
Hotel Hilton is the main competitor of Marriott Hotel. It is observed that the Hilton does not
have specific pricing strategy as it provides the services to consumers on the basis of
segmentation. But Hilton implements the premium pricing strategy that helps to earn the high
profit. Hilton specified its products in three categories such as core, actual and augmented.
Although, both the hotels provides similar services to guest but it has been seen that the Marriott
hotel mainly focuses on the quality and satisfaction of guest. Both the hotels have similar
promotion techniques to promote the services as it helps to attract the people towards their
accommodations.
Conclusion
From the above analysis, it has been found that Hotel Marriott facing challenges in the market of
London as the demand or choices of consumers is changing in a quick manner with the passage
of time. It has been seen that the company has to implement the strategy to attain the objectives
such as diversification, segmentation, and positioning. The marketing plan of Marriott has been

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developed in this report. Hotel Hilton is the major competitor of the Marriott hotel(Marriott,
2018). By comparing the marketing mix, it is observed that both the hotel have specified in
different categories and both provide excellence services.
References
Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing. Pearson UK.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J. (2017) How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of Marketing,
81(3), pp.1-20.
De Mooij, M. (2018) Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Dibrell, C., Fairclough, S. and Davis, P.S. (2015) The impact of external and internal
entrainment on firm innovativeness: A test of moderation. Journal of Business Research, 68(1),
pp.19-26.
Kerin, R. and Hartley, S. (2015) Marketing: the core. McGraw-Hill.
Kraja, Y.B. and Osmani, E. (2015) Importance of external and internal environment in creation
of competitive advantage to SMEs.(Case of SMEs, in the Northern Region of Albania).
European Scientific Journal, 11(13).
Marriott. (2018) Explore Our Brands. [online] Available from;
https://www.marriott.com/marriott-brands.mi [Accessed 24/08/19].
Stead, M. and Hastings, G. (2018) Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.

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Zinovieva, C.G., Kuznetsova, M.V., Dorfman, T.V., Limarev, P.V. and Limareva, J.A. (2016)
Study of external and internal factors affecting enterprise’s stability. Advances in Systems
Science and Applications, 16(1), pp.62-71.
Neweconomy. (2017) The hotel industry continues to grow amid political and economic
challenges. [online] Available from; https://neweconomy.bdo.co.uk/hotel-britain-2017/
[Accessed 24/08/19].
Planetware. (2018) 7 Top-Rated Tourist Attractions in London. [online] Available from;
https://www.planetware.com/tourist-attractions-/london-eng-l-lon.htm [Accessed 24/08/19].
uncsbrp. (2018) London's Tourism Industry. [online] Available from;
http://www.uncsbrp.org/tourism.htm [Accessed 24/08/19].