Marriott Hotel Marketing: From Transactional to Brexit Challenges

This report examines Marriott Hotel's marketing strategies, highlighting the evolution from transactional to relationship-based marketing. It explores how Marriott utilizes relationship marketing, social media advertising, viral marketing, and seasonal marketing to retain customers and expand its business. The report also evaluates the potential impact of the UK's decision to leave the EU on Marriott's marketing strategies, considering challenges to international trade and customer relations. Furthermore, it identifies and analyzes the current pricing policies employed by the organization, emphasizing differentiated services based on customer financial stability and a commitment to providing standard quality services through well-trained employees focused on customer service. Desklib offers a wealth of similar solved assignments and study resources for students.

Principal of practicing
marketing

Table of content
Introduction.................................................................................................................................................3
1...................................................................................................................................................................4
2...................................................................................................................................................................5
3...................................................................................................................................................................6
Conclusion...................................................................................................................................................7
References...................................................................................................................................................9

Introduction
The marketing is a management process through which products and services deliver to
customer . The marketing strategy is a process through which firm want to increase a goals and
gain a sustainable competitive advantage. The present report is based on Marriott hotel, is
provide a unique services to its customer and create a relationship with them for retaining them a
for a longer period of time. The present report covers, the way of marketing developed form
transactional to relationship and how the Marriott hotel have developed it marketing orientation
policy has been explained. Along with this, the potential impact of the UK’s decision to leave the
EU on Marriott hotel marketing strategies is evaluated. Apart from that, the current pricing
policy used by the organization is identified and analyzed.
Background of Marriot hotel
Marriott hotel is one of the international diversified hospitality company. The goal of the
organization is to grow and manage a business in sustainable way. They also want to program
and opportunity which not only benefits there communities but also help to strength the business
(Perreault Jr, Cannon, and McCarthy, 2013). For the success and fro increasing a sales Marriott
hotel is currently using a various marketing strategy that are as follow
 Relationship marketing: Now a days Marriott hotel is trying to retaining a relationship
with a customer not trying to sell them anything. If the customer like your brand, then
they will spend more money on brand (Berthon, Pitt, and Shapiro, 2012). By making a
good relation with customer, Marriott hotel can easily retain he customer for longer
period of time.
 Advertisement o social media: Most of the people all over the world spending their time
on using a facebook, twitter , whatsapp, instagram, etc Marriott hotel can advertise their
products and services on the social media (Armstrong, Kotler and Brennan, 2012).
Through this many of people came to know about their unique products and services. It is
a best marketing strategy for seeking a attention of the customer. Through this company
can tell their customer about the discount and offers which company provide on any
occasion and at the times of off session. ‘
 Viral marketing: in this type of marketing strategy Marriott hotel create a new business
ideas to keep the products and service in the customer mind of the global consumer
(Leonidou, Fotiadis and Zeriti, 2013). by delivering a new products each time to their
customer they can give reason to dream about a future purchase. It is more important
that products are liked by customer for the growing awareness of their business.
 Seasonal marketing: it is a another type of marketing in which Marriott hotel offers a
great to meet a new customers on seasonal events. With the changes off weather and or
national holiday encourage customer to move in other country or state of spending a
holiday (Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012). The Marriott hotel can
provide them a various range of products and services at discount price, so that customer
like to stay in their hotel.

Marriott hotel is currently using this type of marketing strategies for seeking the attention
of the customer for expanding its business all over the world. They also want to become one of
the most best Brand in the world and want to gain a competitive advantage. Moreover Marriott
hotel is using various pricing strategy by differentiating a customer of middle class and upper
class. They are providing a services according to their financial stability (Kumar, Mirchandan
and Shah, 2013). Moreover, they are also providing a standard quality of services which is liked
by each customer. Employee of their organization a well trained and it mainly focus on providing
a best customer services.
1.
The marketing is developed from a transactional to relationship. The marketing is
developed and becomes a multi faceted over a period of time. Now in marketing the 4p’s not
anymore involved. The customer segments , geographies etc have changed to complex network
and relationship. Now, for increasing a customer base and for expanding the depth of customer
base by using a relationship marketing. By understanding more about the relationship marketing
Marriott hotel is getting more benefits form it. Before it trading is done through a silk route, the
basis of trading was but on trust loyalty and with previous history of transaction (Wei, Samie and
Lee, 2014). Before a year ago, people are trading from one to country to another it consumes a
lot of time. There was no advance technology for the marketing, people cannot buy anything by
sitting online, moreover, advertisement of products and services is done through newspaper so
many of people cannot came to know about the brand and it services, now a days with the
changes of time, new technologies are developed and its makes marketing more easy for the
Marriott hotel and other brand. Through online marketing customers came to know about the
product detailed information and they can easily buy it by paying through debit card or credit
card.
Marriott hotel has developed its market orientation policy by “Transactional to relationship”
for the success and earning profit. Transactional marketing only focused on single objective
which is only sale. In this organization not only focus on building a relationship instead of this
they use to proved a discount and offer to its customer for increasing a sales. On the other hand,
in relationship marketing is don for long term goals. In this Marriott hotel is started focusing a on
crating a relationship with this customer for securing a sales for the future (Chaffey and Ellis-
Chadwick, 2012). In this marketing orientation policy firm try to understand the needs and want
of consumer. which is useful for earning a profit. It can be stated that relationship marketing
helps in achieving a customer satisfaction and retention. Marriott hotel started using relationship
marketing strategies in which it includes customer serve training, social media, referral program,
newsletter, branding, etc. this all marketing efforts are for the long term sales. The organization
can create a relationship with the marketing orientation policy. Making a relationship with
customer helps in increasing the sale of the company and it also help in increasing overall
profitability.
 creating a high quality websites: it is essential for the Marriott hotel to create a high
quality websites. Existing clients will visits to firms websites for finding a quick
information while new customer will see the website for seeing which type of services

they provide and decide, that they would like to stay in their hotel or not (Karlin, and
Cross, 2014). they can present the value of firms and services in clear manner, so that
customer can easily came to know about its unique services. It is one of the most
powerful marketing tool for the Marriott hotel.
 Face to face time; Marriott hotel can communicate with its customer face to face and
listen their problem related to service and products they provide it help the customer to
feel valued. The Marriott hotel ask to it customer about its services whether they like it or
not (Maes, Braat and Bidoglio, 2013.). What change they need to make in their services
etc. it makes customer to feel that they really care their customers. They also offer them a
gift at the time of their departure which is attracts the customers.
 Build a brand identity: If the brand memorable then it can be easy for the customers to
find the products. Customer will not forget the unique services which Marriott hotel give
them. And it helps in developing a relationship further (Ackrill, Kay and Zahariadis,
2013). If the brand is know by the every one in the world then customer will not take
suggestion from others for staying in their hotel. So company required to build its brand
identity for attracting more customer.
In a hotel industry making a relationship with a customer is important, so that the like to stay
in their hotel again when they came in their state. There should be a good relation of honesty,
transparency and not differentiate between foreign customers and their country customers. The
relationship can be developed by building a personal relation or by word mouth of relation
(Delcour and Wolczuk, 2014). In the Marriott hotel sales team try to build a relation with
customers and manager who take care of the accounts of them. In relationship marketing
customer retention is very important part. It includes loyalty program, direct marketing, guest
relationship , direct mail etc. the relationship marketing efforts give a feedback to Marriott hotel
for taking strategic decision such as opening of new hotel and starting anew advertisement
campaign.
Marriott hotel can provide service to the customers according to their needs and demand such
as if any customer wants a room services for full day then they will provide them at reasonable
price on the other hand of any customer wants a luxurious service manager of Marriott hotel
provide them luxurious comfort. At the time of checking out of customer they can take a
feedback from them and came to know what problem they face in their hotel (Delcour and
Wolczuk, 2014). They will make sure them that in future they will not face such kind of problem
and improve it on time. Moreover, they can also send offers and discount through news letter to
its existing customer, so that relationship is maintained for longer time.
2.
The European union is an economic and political union which is consist of 28 countries.
UK is also the part of EU, it allows UK been a part of single market and allow a free movement
of Products and services ,capital and between member sates. The countries which are a part of
European union are independent and trade under the agreements made by both the nations. The
European policy made easy for trade for the Marriott hotel it can trade 27 other member states
(Di Lucia, Ahlgren, and Ericsson, 2012). It also deals with this states of legislation , and EU

membership allow the firm to freely access 505 million potential customers. If the UK leave the
EU means that they cannot avoid a extra charge and obscure customs which is involved in
trading with EU. Marriott hotel is free to elect a candidates’ from a regard to employment and it
can takes employee workers from any member states but if they leave EU then it cannot obtain a
work permit from other states. Further UK wants to leave a EU because of many reason that are
there are two man rules inflicted on EU business.
The Switzerland and Norway are both non EU countries and export far more per capita .
UK argue that it is a evidence of EU membership is not important for having a strong trade
relationship with European market. But UK have to still follow the EU legislation if they want to
continue a trading in UK. Moreover of the UK eave a European union it means that Marriott
hotel require to negotiate international trade deal (Eising, Rasch and Rozbicka, 2015).Thus
negotiate has a advantage but the lot of vested of interest. The marketing strategy will also be
affected if UK leave a European union. That is they cannot trade on international level freely.
Through social media that cannot attract the customer for selling tis products and services
because in return no profit can be earned by them. Marriott hotel is focusing on making a
relationship with customers but leaving a EU policy it breaks the relation with many Europeans
states. Moreover, it cannot contact with its customers directly and cannot keep a continuous
relation with them , it leads to decrease in sales of its products and services. There are many
negative effect of leaving a EU. Further, the organization not able to sale its products online
because it have to pay tax and custom according to the other country legislation. They have to
suffer from many barriers fro trading internationally ad it has a potential impact on Marriott
hotel strategy.
3.
There are different type of policy is applied by the Marriott hotel for its customer. The firm is
providing a high quality of service to its customer and according to their demand. So the
organization is set the price high. Pricing policy is set by the Marriott hotel according to its
demand , it also determine which products and services they can sell at different price. They
make figure out which services is more demandable and increase their firm profit (Perreault Jr,
Canno and McCarthy, 2013) . In this pricing policy with the demand price is set not by the to
materiel. If the product and services have a unique attribute then company charge form them a
premium price because its services are not available in other firm. Marriott hotel can set the price
according to the standard of living of customers, that is they can easily target the high income
customers by providing them a luxurious service in their hotel and can charge a high price while
on the other hand customer of middle class that can provide them a reasonable price service.
It helps in retaining the customers for longer period of time. On the other hand in competition
based pricing company can lower the price of those product and service which competitor is also
providing to the customers. It helps in switching those customers to their firms products. With
the changes of time needs and taste of people changes they want something new every time
(Berthon, Plangger and Shapiro, 2012). So Marriott hotel always try to make a changes in its
services which retain it customer for longer time. Ofenly it also give discount on the services
and products on some occasion and festival which always attract the customer. Discounts and
offer are always like by a customer and company a also give them discount on staying in their
hotel at off season or in summer vacation. At the time of recession Marriott hotel also lower it

price of products and services because buying power of cosustmer goes down. It is necessary to
do so that they can survive at the time of inflation and recession. There are various type of
pricing policy which Marriott hotel is using currently are as follow:
 Pricing at premium: Marriott hotel charge a premium price from its customer who
wants a luxurious services in their hotel such as they want a luxurious room. Or any other
extra services which not came under their free services (Armstrong, Kotler, and Brennan,
2012). They also provide a spa, pool facility for the enjoyment of their customers and
they charge for it’s a premium price. The customer who’s standard of living is high only
take the services.
 Demand based pricing: if the demand of Marriott hotel products and services is high
then they charge a high price from its customer and if the demand of the prod is lower
then they charge a low price. Sometimes customer switch to other brand products because
service which is provide by them is of high cost and same as other brand services
(Leonidou, Leonidou, and Zeriti, 2013). By keeping this point in mind company sets the
price lower and also provide a holiday package to its customers so that they can easily
grab them. So company change the price by seeing its price in market.
 Price skimming: It is a another pricing policy which is used by the Marriott hotel. In this
pricing policy it keep the price of products high at the time of introductory phase and
lower the price when competitor start selling the same products and services in market. It
has a great benefits to the Marriott hotel that is it allow a business to maximize the profit
in the starting and then drop the price to attract the more price sensitive customers
(Kumar, V. Mirchandani and Shah, 2013). The customers of high class will buy the
products at first and the lower and middle class people buy the products when price get
down.
By a market segmentation Marriott hotel also set it price. The Mange of firm determine whet
motivates particular market and what is the difference is in exist market. However man y
customers motivates by the price and other motivates by the utility and functionality. It sets the
prices by seeing the age, income lifestyle of the people (Chaffey and Ellis-Chadwick, 2012).
According to the age if the customer is old they take more care of it in hotel and charge
additional from them. The quality of the products and services also effects the price because
company put lot of efforts and cost in making a superior quality product and it charge a price
according to it.
Conclusion
From the above report it can be concluded that marketing strategies used by the Marriott
hotel such as Social media advertisements, viral marketing etc are very effective for increasing a
sales and profitability of the organization. By providing a products and service of with unique
attribute firm can easily retain a customer for longer period of time. Further it can be concluded
that Marriott hotel is now focusing on creating a relationship with customer instead of
transactional marketing. By making a relationship with customer firm can gain a competitive
advantage and also become of the most reputed Brand in the world. There are many pricing
strategy which is used by the Marriott hotel for increasing its profitability. With the premium

pricing strategy company can easily set a high price of products which are different from other
company products and services.

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