BUS 8510: JW Marriott Marketing Report and Analysis

This report analyzes the marketing strategies of JW Marriott, focusing on its strengths, weaknesses, opportunities, and threats (SWOT) in the context of bidding for a 2022 conference. The report examines JW Marriott's brand recognition, operational norms, and global presence, while also highlighting weaknesses such as over-expansion and adherence to strict regulations. Opportunities include expansion in developing countries and personalized services, while threats involve increased competition and a lack of innovative products. The report compares JW Marriott's offerings to competitors like IHG, Hyatt, Hilton and Starwood Hotels and Resorts, focusing on lodging, food and beverage, and conference facilities, as well as loyalty programs and booking engines. The conclusion emphasizes JW Marriott's suitability for large conferences, skilled employees, and customer loyalty programs, positioning it as a leader in the market with a large inventory of hotel rooms.

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Marketing

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Contents
Introduction.................................................................................................................................................2
SWOT analysis............................................................................................................................................2
Product........................................................................................................................................................3
Conclusion...................................................................................................................................................4
Reference....................................................................................................................................................5

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Introduction
JW Marriott hotel is a part of the Marriott international chain. It was founded by J.Willard
Marriott who is a founder of Marriott Corporation. It provides more luxurious services and
amenities. It was established in 1984 and its headquarter is in Bethesda, Maryland, United States.
It provides services in 84 locations across the world and includes 4200 properties. The location
of JW Marriott is considered Hybrid and multi-channels which are prime location and luxury
living. The brands of JW Marriott are Gaylord Hotels, Courtyard Marriott, Fairfield Inn,
Renaissance Hotels and Resort and Marriott Execustay (Marriott, 2019).
Social Media Strategy of JW Marriott includes the pages on Facebook, Twitter, Instagram,
youtube channels and LinkedIn accounts. It helps in reminding the customers that they have
services that care for people. Latest trend of JW Marriott is to listen the customers through
twitter feeds and posts on facebook. They had initiated the campaign #TravelBrilliantly for
encouraging the customers for submitting the Ideas for improving the experience of Hotel
(Marriott, 2019). They had included the key metrics for analysing the brand performance through
social media.
SWOT analysis
Strengths
JW Marriott is high brand recognition and recall. It is a strength of the hotel that they follow the
operational norms strictly. Top management design the code of conduct.
Marriott international includes the presence in more than 122 countries and provides more than
1.2 million rooms to customers. They focus on innovation in operations for which they integrate
the commitments and innovation which ensures the money value. It provides a wide range of
satisfying products and services (Caccamo, et al., 2018).
Weaknesses
The Weakness of Hotel is that they excessively focus on expanding which causes the problem of
maintaining standards in services. Marriott is a system-oriented company, and every employee

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can work according to a set of procedures. Strict adherence to regulations reduces employee
morale (TAKACS and VADUVA, 2017).
Opportunities
It is an opportunity for the organization to expand the luxury hotels in developing countries as
people are traveling for tourism. The hotel can tie-ups with an airline hotel chain for exploiting
the opportunities. Today, customers want personalized attention, and most of the time they are
willing to pay for it. This means that the hotel may charge an additional fee for each personalized
service they provide (Kahn, 2014).
New technologies provide Marriott International with the opportunity to implement
differentiated pricing strategies in new markets. This will enable the company to maintain loyal
customers with quality services and attract new customers through other value-oriented
propositions.
Threats
The increase in the competition is becoming a threat to the JW Marriott. The number of other
Hotels like Novotel, Hilton, etc. is providing luxury services and they are also using the strategic
approaches for attracting the customers. A high range of substitutes for the customers is a threat
to the hotel (Andreani, et al. 2012).
No innovative products are provided on a regular basis – over the years, the company has
developed many products, but these products are usually the response of other participants to
product development. Secondly, the supply of new products is irregular, which leads to
fluctuations in the sales volume over a period of time (O’Neill and Mattila, 2010).
The competitors of JW Marriott are IHG, Hyatt, Hilton and Starwood Hotels and Resorts. JW
Marriott includes the facilities of hospitality, hotels, resorts, vacation rental, and competitor IHG
Hotel only provides the hotels and resorts services to customers. Hyatt Hotels does not include
the residential real estate of vocation rental like JW Marriott. Twitter followers of JW Marriott
are more than the competitors (Jang, et al., 2012).

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Product
The main products of Marriott are to provide the facility of lodging which includes luxury
rooms, food and beverages, executive lounges, resorts, conference facilities, party halls, and
parking facilities. It offers different category rooms at different prices also with the different
services (O’Neill and Mattila, 2010).
All the hotel facilities are provided by the JW Marriott which includes the Express
Check-in/Check-out, meeting rooms, secretarial services, Limousine services and many more.
Health and recreational facilities which are provided are the fitness center, tennis, florist, Salon
and Jogging Trail.
The conference hall size of JW Marriott is the 2000 person capacity in one hall. In IHG hotel
conference hall capacity is approx. 800-1000 person. JW Marriott provides value pricing and
offers the high prices for high services. For the yield management, the hotel also offers the
discount on limited early purchase. Different restaurants are also available at the location which
attracts the customers (Jang, et al., 2012).
It provides a loyalty program to customers. Member rates are different from the regular rates.
The membership program provides the various yearly benefits to the customers. For the
competitive advantages, the Marriott Rewards, Ritz-Carlton Rewards, and Starwood referred
guests are used by the Marriott. Booking engines are the key competitive advantages for the
organization as the guest can book the hotel directly through websites, call centers or app (Björn,
2013).
Conclusion
In order to conclude, JW Marriott in Canada provides luxury facilities to the customers. JW
Marriott includes the various strengths which help in making the business effective in the global
market. JW Marriott provides the various services which the competitors do not provide. For the
conference in 2022, JW Marriott is suitable as the large space conference hall will be provided
along with all the other facilities which are required for the success of the event. JW Marriott
includes highly skilled employees for dealing with the customers. The loyalty program is an
advantage for the customer over the competitor. They consider the revenue per available room as

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an incremental lift. Marriott maintains the largest inventory of hotel rooms which is a
competitive advantage for the hotel to lead in the market.
Reference
Andreani, F., Sumargo, Y., & Lie, C. (2012). The influence of customer relationship
management (CRM) on customer loyalty in JW Marriott hotel surabaya. Jurnal
manajemen dan kewirausahaan, 14(2), 156-163.
Björn, A. (2013). The needs and wants of business and leisure guests at Marriott Brussels.
Caccamo, A., Taylor, J. Z., Daniel, D., & Bulatovic-Schumer, R. (2018). Measuring and
improving food safety culture in a five-star hotel: a case study. Worldwide Hospitality
and Tourism Themes.
Jang, S., Prasad, A., & Ratchford, B. T. (2012). How consumers use product reviews in the
purchase decision process. Marketing Letters, 23(3), 825-838.
Kahn, K. B. (2014). Product planning essentials. Routledge.
Marriott, 2019. J.W.Marriott Annual Report 2019.
https://marriott.gcs-web.com/static-files/b82978a6-9d28-4e38-9855-fc4ae2cebe11
O'Neill, J. W., & Mattila, A. S. (2010). Hotel brand strategy. Cornell Hospitality
Quarterly, 51(1), 27-34.
TAKACS, J., & VADUVA, S. A. (2017). A swot analysis of the global hospitality
industry. Revista Economica, 69(6).