BMIH4005 Marketing Essentials: Marriott Marketing Plan Analysis

This report provides a detailed analysis of Marriott International's marketing plan. It begins with an introduction to the hospitality industry and then focuses on Marriott's marketing mix, including product, price, place, and promotion strategies. The report examines how Marriott creates customer value and engagement through various services and personalized experiences. Furthermore, it explores the marketing environment, specifically the micro-environment, and utilizes a SWOT analysis to assess Marriott's strengths, weaknesses, opportunities, and threats. The report concludes with a summary of the key findings and references relevant literature to support the analysis. The report highlights Marriott's strategies for attracting customers, maintaining brand image, and adapting to the competitive landscape of the international hotel industry.

International Hotel Management

Table of Contents
Introduction......................................................................................................................................3
Marketing Plan of Marriott..............................................................................................................3
Marketing Mix........................................................................................................................3
Creating Customer Value and Engagement...........................................................................4
The Marketing Environment (Micro).....................................................................................4
Conclusion.......................................................................................................................................6
REFERENCES................................................................................................................................7

Introduction
Hospitality Industry is one of the largest industry that includes accommodation services,
food and beverages services, logistic, etc. In this report a discussion on International Hotel
management and its marketing plan are explained. The Chosen Organisation is one of the
renowned Hospitality Industry Marriott International. The Hotel have its existence in various
countries and was established in 1927.
Marketing Plan of Marriott
Marketing Mix
Product-
Marriott is a Multinational Hospitality Industry that manages a large chain of resorts and
Hotels. The one of the main product of Marriott is their Hotels, they earn huge profit by this core
product (Vives, Jacob and Payeras, 2018). They divide their services in three types actual,
augmented and core which includes different services such as Resorts, Hotels, Lodgings,
Hospitality Management, etc. From all these products a huge income is generated by Hotels.
They have various types of Hotels like Marriott Hotels and Resorts, Fairfield Inn, TownePlace
Suites, Marriott Vacation Club, JW Marriott Hotels and Resorts, Courtyard Residence Inn, etc.
They provide excellent services in Hotel that satisfy needs and demands of Customers. The
Services include medical facilities, secretary on demand, 24*7 Internet, Credit Card Facility, etc.
The Each Brand of Hotel is Unique and recognised in Market.
Price
Marriott Hotel adopts premium pricing strategy to attract customers, they target upper
class segment which includes, families, corporate, travellers and Honeymooners. According to
their premium pricing strategy they also offers value based services and product to their
customers that increases the Brand Image of Hotel. Marriott Hotel provides Excellent Services to
their customers and charges premium rates. The Customers are ready to pay high amount if Hotel
provide best services according to them (Wood, 2017). The main aim of Hotel is to satisfy the
demand of customers that enable them to gain maximum revenue.
Place
The presence of Marriott Hotel is in various countries across World and it is located in
several places such as near central parks, highways and airports. The Location also attracts

customers, such as if Hotel is located near by airport it attracts business people as they prefer
Hotel near by airport and Travellers require Hotel for Night Stay near by Highways (Hodari,
Balla and Aroul, 2017). They make strategy to select a place which is at prime locations that
attracts more and more customers to visit and enjoy the services of Hotel.
Promotion
Marriott Hotel promotes their brand by using digital platform, they have their own
website through which customer can gain information related to the facilities provided by Hotel.
Through Online website of Marriott customers can easily avail the information related to facility
and bookings in Hotel. They provide excellent and affordable services to customers that enables
them to book their rooms early without waiting for hours in Hotel. They promote their Brand on
different social media sites they have presence on Facebook, Instagram and YouTube. With the
help of Social Media Sites they have gain many popularity and their profit and productivity also
increases.
Creating Customer Value and Engagement
The Customer Value is created when Hotel provide High quality of services with
affordable price. It is a responsibility of Hotel to make feel their customers valuable, The staff
members must respect and provide personalise facility to its clients. Marriott Hotel must listen
the complaints and opinions of customers they should not neglect the issues related to customers.
The employees must take feedback of their services that helps in making changes and
improvement if necessary (Melissen, van Ginneken, and Wood, 2016). For making their
customers engage and value Marriott can provide discounts and offers that attract customers to
book their room and enjoy the services provided by Hotel. The visitor engagement can be
develop by asking feedback, making them add in social media channel of Hotel, conduct
surveys, etc. For reaching more and more customers Hotel Marriott can go through with Social
Media marketing channel it helps in increasing the growth of company with improving its
Market Shares.
The Marketing Environment (Micro)
With the help of SWOT Analysis Marriott Hotel can do situational analysis for
understanding the current situation of Business Environment.
Strength

Strength means a capability to remain strong in Market, Marriott is one of the valuable
and recognised Brand in World. The one of the Strength of Marriott Hotel is that it is most
renowned brand in Hospitality Industry known for its amazing services. The Hotel have its own
rules and regulation which is followed by employees. They ensures that their customer may not
face any problem related to cleanliness and quality of Hotel. There are various chain of Hotel
that have presence in all over the World (Yeoman and McMahon-Beattie, 2016) . Marriott is a
competitive brand have various competitors, for competing with them Hotel is focusing on
reinvesting in new technologies and innovation that helps in increasing customer base. By
providing optimum quality of services they gain loyalty of customers, if customers are loyal they
are not going to replace Marriott Hotel.
Weaknesses
Weakness are the areas in which Marriott Hotel needs improvement or changes. Marriott
have various Chain of resorts and hotels that create an impact on maintaining standards of
services in their each Hotel which creates an impact on performance of Brand. Marriott Hotel
follows strict rules and regulation which make employees feel suffocated. The Staff Members
fell that they are not valuable for Company it influences their performance, job satisfaction and
productivity. Many hackers has also broke the security system of Marriott for which they have
compromised the personal data of clients. For Overcoming the weakness Marriott have to invest
lot in security system for storing data of their customers so that they may not face any problem
(Goryushkina and et. al., 2016). They have to make their employee feel valuable so that they can
contribute their best in giving quality services to customers.
Opportunities
Opportunities are the ways by which Marriott Hotel can increase its returns. Customers
needs premium services that can make there trip enjoyable and memorable they can grab this
opportunity to provide better facilities to customers in respect of their competitors. The Hotel can
attract more customers by diversifying their services in tourism, transportation, lodging and real
state by which they can earn huge profit with increase in their growth. Marriott can expand their
business in developing economy as they have enough luxurious hotels for providing services to
business class people they must open chain hotels in developing countries (Nikolskaya, 2019).
By Focusing on Personalisation Marriott can attract more customers as they want attention fro

which they are ready to pay. The Hotel can take advantage of these opportunities for increasing
their Growth and productivity in Market.
Threats
Threat are the factors which create an impact on the performance and growth of
Company. There are various competitors of Marriott which are one of the main threat of Hotel.
They face a heavy competition from its competitors such as Novotel and Hilton. The Services of
Marriott is Qualified with 5 Star rating due to there excellent accommodation services they may
face a risk of Terrorist Attack as they target the Hotel which is recognised and valuable in
Market (Nikolskaya and et. al., 2017). For addressing these threats Hotel Marriott have to
arrange a tight security that helps in providing security to customers and employees. The
Company can compete with their competitors by investing more in innovate technologies and
making their services better than its competitors.
Conclusion
From the above information it is being concluded that Hotel Industry have to make
marketing plan for achieving their goals and objectives. They have to identify the actions
through which Hotel industry can promote their brand in Market. For increasing the performance
and productivity of Company they must conduct SWOT Analysis that helps in identifying
factors that could influence the functioning of Business.

REFERENCES
Books and Journals
Goryushkina, N.Y and et. al., 2016. Marketing management in the sphere of hotel and tourist
services. International review of management and marketing. 6(6S).
Hodari, D., Balla, P. J. and Aroul, R. R., 2017. The matter of encumbrance: How management
structure affects hotel value. Cornell Hospitality Quarterly. 58(3). pp.293-311.
Melissen, F., van Ginneken, R. and Wood, R. C., 2016. Sustainability challenges and
opportunities arising from the owner-operator split in hotels. International Journal of
Hospitality Management. 54. pp.35-42.
Nikolskaya, E. Y and et. al., 2017. Boosting the competitiveness of hotel business operators in
current conditions. Journal of Environmental Management & Tourism, 8(8 (24)),
pp.1617-1622.
Nikolskaya, E. Y., 2019. Staff management at international hotel chains. International Journal of
Innovative Technology and Exploring Engineering. 8(12). pp.3797-3800.
Vives, A., Jacob, M. and Payeras, M., 2018. Revenue management and price optimization
techniques in the hotel sector: A critical literature review. Tourism economics. 24(6).
pp.720-752.
Wood, R. C. ed., 2017. Hotel Accommodation Management. Routledge.
Yeoman, I. and McMahon-Beattie, U., 2016, February. An ontological classification of tourism
futures. In 26th Annual Conference Council for Australasian University Tourism and
Hospitality Education (CAUTHE) (pp. 244-259). Blue Mountains International Hotel
Management School.