Marketing Essentials Report: Marriott International Analysis

This report delves into the marketing strategies employed by Marriott International, a leading multinational hospitality company. It begins by defining the key roles and responsibilities of marketing functions within an organization, emphasizing brand management, strategy development, customer relationship management, social media monitoring, and employee management. The report then explores the application of the marketing mix across different hospitality organizations, contrasting Marriott's approach with that of IBIS hotels. Finally, it outlines a comprehensive marketing plan specifically tailored for Marriott International, including an overview of the company, its mission, vision, and objectives, providing insights into how Marriott can achieve its yearly targets and expand its business. The report also includes an analysis of the relationship between marketing and other departments like production, finance, human resources, and sales within Marriott International. The report highlights the importance of marketing in achieving organizational goals, capturing a larger audience, and promoting products and services effectively.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Define the key roles and responsibility of marketing functions within organisation.............3
Explain how roles and responsibilities of marketing are related to the organisation.............5
LO 2.................................................................................................................................................7
Marketing Mix of different hospitality organisation with Marriott........................................7
LO 3...............................................................................................................................................10
Marketing plan for Marriott international............................................................................10
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is the process in which company undertake the promotional activities to
achieve organisational goal. It include advertising, selling and delivering of product to different
consumers or other business activities (Jüttner, and Christopher, 2013). In other words,
marketing involves in planning action to maintain healthy relationship with customers.
Marketing is the way of attracting the people which is used by organisation to sale their products
and services. This helps to maximize the productivity and profitability of organisation. The
present report is on Marriott International which is an American multinational hospitality
company. It was founded by J.Willard Marriott and its headquarter is Bethesda , Maryland U.S.
This report explain about various roles and responsibility of marketing functions in organisation.
It also compare different ways in which hospitality organisation can apply marketing mix to
planning to achieve desire goal. Elements of marketing mix are explained to gain competitive
advantages from rivals. on At last this report explain about how to develop marketing plan in
hospitality sector in order to meet marketing objectives.
LO 1
Define the key roles and responsibility of marketing functions within organisation
Marketing is the process which is used by business organisation to collect the people and
sale them products effectively. It uses different types of technique which helps to attracts the
people and sale them products. Marketing officers mainly focused on practical application to
meet organisation objective and aims. It is essential for company to make efficient strategies to
develop marketing functions which have excellent communication and analytical skills to
perform activities smoothly. There are various functions of marketing are research, product
development plan and customer service. Here are some roles and responsibilities of marketing
officers which are explained below:
Defining and managing the brand: This function is main function of marketing which
helps to recognise the brand effectively and create a brand image by selling the products in wide
range. Marriott is well known brand is hospitality sector around the world. The marketing
manger of Marriott have to work constantly for promoting and making goodwill in market. It is
important to manage and define the brand which help in expansion and growth. Marriott is an
hotel chain thus it has to focus on carving need of youngsters and adults in hospitality sector.

Develop marketing strategies: Marketing strategies are those strategy which helps to
attract the people by using different activities. Marketing manager are responsible for creating
marketing strategies for the company. It help to identify new market opportunities, helping
company to make niche market for its product and services. For Marriott, manger should develop
new market plan so that capture large market. It will help Marriott to gain competitive
advantages which will company to gain profitability.
Customer relationship Management: Customer relations are important for any business
organisation which helps to deal further more in order to sale the products and services more. If
an organisation is having good relations with customers then only it can increase business
activities which helps to increase the production and profitability. If an organisation behave good
and answers the customer's question then they feel good and make decision to purchase more. It
is crucial for Marriott manager to develop a healthy relationship among customers to for
attracting the larger audience. The marketing manager collects the information from customers
and feedback. Further collected data are analysed and changes are made as per the requirement.
Monitoring and managing social media: This means an organisation can attracts people
by using social media and monitoring all the activities which helps to deal the difficulties
effectively. The marketing department must control and manage social media and should be
active on social sites to gain customers attraction (Ko, E., Hwang, and Kim, 2013.). Marketing
head should post update regarding new product to aware buyers about new launch. This
techniques will help company to attract larger public towards themselves.
Employee management: Employees are the integral part of organisation who understand
the goals of business organisation and make efforts to complete them. It helps to work effectively
in order to attain organisational goals. Marketing managers of Marriott have responsibility assign
duties and responsibility to employees to achieve organisation goal. Company should manage
employees effectively and efficiently to achieve organisational goals. Managers should also
check performance of employees and provide proper training to operate business smoothly.
Responsibilities of marketing:
Fixing price of product: The marketing manager of Marriott international is responsible
for setting up the price of service which is offered by organisation. Price help in determining the
monetary value of service and also help in generating profit. In the current scenario company is
thinking about increasing the sales of company so the price are kept low in order to capture large

market share. The marketing officer of Marriott company playing a role of price fixer which
helps to set the prices of their product and services which customers wants. Herein, responsibility
of marketing officer is to set the prices of products and maintain the productivity.
Sales of the product: Another function of marketing department is increase the sales of
company and fulfil customers needs. Marriott international is taking effective measures for
generating brand image in market. The customers are attracted by various promotional activities
such as offers, discounts and by offering quality services.
Market research: This is important for marketing department of Marriott to conduct
market research to understand the current and future trends of market. It will help organisation to
identify different opportunities in market and fulfil the demand present in industry. Research
facilities finance department to making effective budget fro company to utilize resources
effectively ( Hwang, and Kim, 2013).
Explain how roles and responsibilities of marketing are related to the organisation
The roles and responsibilities of marketing is important for achieving organisational
goals. Marketing function help organisation to operate business activities smoothly and help to
capture larger audience. It also handle activities which are related to advertising and promoting
the products and services in well defined manner. The main purpose of Marriott is to provide
quality services to their respective customers. The inter-relation between various department of
Marriott are given below:
Marketing and Production Department: Marketing department of Marriott analyse the
customers needs and demand to make larger profit. Marketing team identify the current and
future trends for making quality services and offer best in class services to their respective
customers. Whereas production department role is to develop products according the needs and
wants of consumers. It is crucial for production department to maintain the supply and demands
for smoothly functioning.
Marketing and Finance Department: For Marriott international marketing department
plays an vital role in developing brand image in market. Finance team provide appropriate
budget so that marketing team can use resources effectively in future. Marketing provide insight
for setting pricing of Marriott to finance department to make effective allotments of resources in
organisation.

Marketing and Human Resource Department: The prime objective of human
resources is to hire the best talent which increase productivity as well as efficiency of company.
The marketing department of Marriott international explain the requirement of employees to
human resource team to effective outcomes (Ellis-Chadwick, and Doherty, 2012). Human
resource manager of Marriott help in hiring right person so that marketing department can
perform operation smoothly. The common goal for both department is growth and expansion of
business. Beside this human resource department make use of various tools and techniques for
increasing motivations of employees to enhance profit and market share.
Marketing and sales department: The relationship between sales and marketing are
totally different. In marketing, manager will help in identifying new market for generating
profits. Sales team of Marriott international can close the deals effectively and generate revenues
to ensure that marketing team efforts are not wasted. It is important that sales and marketing
team of Marriott value each other and recognize the potential of every task while performing
activities together. Its all about effective communications and between sales and marketing in
order to capture large market share and profitability.

LO 2
Marketing Mix of different hospitality organisation with Marriott
The objective of Hotel Marriott is to make strategies with which they can attract
consumers and providing them high value outcome. While IBIS hotel objective is to maintain
good brand image with modernity, simplicity and well being of society. With the help of
maintaining inter- relationship in departments of the association, it will be easy for mangers to
complete the task and perform activities to get positive outcome. This assist in maintaining
quality of products and services offered by Hotels to maintaining loyal and long term relations
with them.
Marketing mix Marriott IBIS
Product The core of Marriott is hotel
rooms and services. Company
perform their activities at
international level as have
different hotel chain as JW
Marriott. They also provide
different cuisine as per the
demand of customers.
The IBIS hotel have
homogeneous product such as
breakfast, gym and
transportation facilities along
with rooms.
Price The pricing polices are
Marriott charge high price as
they have high quality service.
Price depend upon the city and
location where it is situated.
Every IBIS hotel set prices as
per their offering. Company is
focusing on skimming and
pricing penetration strategies
for their business. Firm some
times reduce their price is low
if there is slow down in
market.
Place Marriott have their hotels in
different parts of country such
as USA, Thailand, Argentina
IBIS is situated in Greenwich
it is located in the heart of city
near Maritime Museum, Cutty

and many more. They are
known for their quality
services to their respective
customers.
Sark. The hotel have
worldwide presence and
operate around 1152 hotel
worldwide.
Promotion Marriott international hotel
promote itself on social media
platform. They are indulge in
mass media promotion in order
to capture large market share.
Company also provide service
online where customers can
book rooms according the
requirement.
Promotion strategies of IBIS is
different from Marriott as they
are focus on offering discounts
and extra services like
membership cards to attract
more and more customers.
Process The management of Marriott
international has adopted
effective business strategies to
evaluate the performance for
booking (Blythe, and Martin,
2019). They have made
website through which through
which customers gets actual
image of hotel. This will help
organisation to make
comfortable stay for clients.
IBIS have business process
which involves internet, 24/7
call services ans app to book
rooms easily. The process is
simple and easy in IBIS to
make smooth and hassle free
stay for customers.
People Manager of Marriott hotel are
known for their service and
relationship with customers.
They are constantly trying to
gain trust and loyalty of
customers in order to gain
Staff of IBIS hotel are focusing
on customers relations as
people are important to run
business and to generate profit
organisation must constantly
think about to improving

competitive advantages. services and quality to satisfy
customers.
Physical Evidence: The hotel have building as
well as resorts for physical
evidence. They have large
layouts where 500 customers
can avail services.
In the context of IBIS hotel,
company have its own staff
and who are available 24/7 for
customer service.

LO 3
Marketing plan for Marriott international
Marketing plan: Marketing plan is formal documents, which are prepared by managers
of company to describe marketing activities for generate profit (Gummesson, Kuusela, and
Närvänen, 2014). For Marriott management have to create marketing plan which include,
mission, vision objective of the organisation. Manager develop plan to achieve yearly targets and
expand business at lager scale.

Company overview:
Marriott international is an American multinational hospitality company which provide services like
lodging and boarding to respective customers. It was founded by J. Willard Marriott in year 1927.
Company headquarter is located in Bethesda, Maryland U.S. It was ranked 33 in fortune 100 best
companies to work for.
Product and services:
Marriott international have various offering such as cocoon style room, free Wi-Fi, 24/7 customer
services, valet parking and many more. Company offer best in class services to their respective
clients which make Marriott unique, and to gain sense of trust in mind of customers. Company also
have spa and gym facilities for fitness freak. There are several yoga sessions of customers. Other
services of Marriott will include:
(Source: Marriott, 2019)
Vision:
The vision of Marriott is to become the leading hospitality company coming five years.
Mission:
The mission statement of company is to provide high quality services and to their respective
customers.
Objective of company:
Marriott international hotel’s objective is to increase its sales by 20% through opening 6 new hotels
in different parts of United Kingdom within 2 years.
SWOT Analysis:
It is a process to figure out the strengths and weakness of business environment. In another words, it
strategic planning technique which is used to help a person or company to identify various
opportunities and threats related to business activities. Here is the SWOT analysis of Marriott:
Strength Weakness
 Strength of Marriott is that it offers
quality services to their respective
 Weakness of Marriott is that they are
not focusing on new technology in their

customers. They have made brand in
goodwill by providing best in class
services to their clients.
 Another strength of Marriott is it a
multinational brand and comes under
100 fortune companies around the
world.
 They also have large and diverse
customers base across the world.
business. Company charge high price
for their offering so middle class are
unable to afford hotels.
 The organisation have no
diversification in hospitality sector
which is a major weakness for Marriott.
Opportunities Threats
 The main opportunities of Marriott to
enter in new market to expand their
business at larger scale (Baker, and
Magnini, 2016).
 Company must focus on customers’
relationship which can positive impact
on the minds of customers.
 Marriott should move towards digital
innovation which facilitates firm to
gain competitive advantages in market.
 The major threats are rivals which are
constantly try to capture large market
share.
 Currency fluctuation may be a threat as
Marriott have hotel in different parts of
the world.
General strategies from SWOT:
 Marriott can use its strength of effective brand image and can market their brand name to
promote new established hotels.
 Marriott can use social media and digital marketing techniques to promote their upcoming
project of establishing 6 new hotels.
Competitors:
The Marriott hotel has created healthy competition in hospitality industry for gaining more and more
customers. It has number of rivals which are hotel.com. Thresusell.com and expedia.com and many
small and big competitors.
Marketing Strategies: