Marketing Essentials: Marriott Hotel's MIS Effectiveness Report

This report provides a comprehensive analysis of Marriott's Marketing Information System (MIS). It begins by defining MIS and outlining its four key components: internal records, marketing intelligence systems, marketing research, and market decision support systems. The report then delves into how Marriott utilizes various tools within these systems for marketing, information gathering, and communication. A detailed evaluation of the effectiveness of each tool, including internal records, marketing intelligence systems, marketing research, and market decision support systems, is presented, highlighting their respective advantages and disadvantages. The report further emphasizes the strategic reasons for implementing MIS within Marriott, such as enhancing channel management, understanding consumer behavior, and enabling effective competitive analysis and demand forecasting. The analysis concludes by summarizing the importance of MIS in facilitating efficient marketing, communication, and decision-making processes within the hotel industry. The report uses the Marriott hotel chain as a case study to exemplify the real-world application of marketing information systems.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
MIS and its tools used for marketing, gathering information and communication....................3
Evaluation of the effectiveness of the company's use of MIS for marketing, information
gathering and communication.....................................................................................................5
Highlight the reasons of MIS for marketing, information gathering and communication..........7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The systematic collection, of marketing information and then analysing it and storing it
for both external and internal sources to the marketers on regular basis for efficient marketing
function is known as marketing information system. This system distributes relevant information
to the marketers for making efficient and effective decision making related to pricing, packaging,
promotion and distribution of products and services. MIS contains of four components which are
internal records, marketing system based on intelligence, marketing decision support system and
marketing research. For better understanding of report, it will take hotel Marriott which offers
the most powerful portfolio in the industry and deals in hotel industry in providing
accommodation and food to the customers. The report will include MIS and its tools that can be
used for marketing, gathering information and communication. Further, it will include evaluation
of effective tools which the company will be using and will highlight the reasons of MIS.
MAIN BODY
MIS and its tools used for marketing, gathering information and communication
Marketing information system is a tool itself that can be used by Marriott Hotel industries
in order to market its product and services to the customers. It helps the marketer of the group in
knowing the important information that includes decisions regarding pricing, packaging,
promotion etc. the tools it uses for marketing, gathering information and communication are:
Internal records – MIS with this tool can help the hotel in collecting information through
its internal records which comprises of data of sales, database of customers, product database and
financial data. The information can be collected from various documents like billing documents
once they receive orders from the customers, dealers and representatives of sales. It helps the
group in maintaining sales data on regular basis (Pike, 2015). The report on current sales and the
inventory levels will help the management in deciding it as objectives and can help the hotel in
making future strategy. It helps in maintaining customer database which includes complete
information about the customers like their name, address, phone number, email address etc.
which helps the management of hotel in retaining its customers and attracting them for new
offers. At last it provides product and salesperson information about features of product,
salesperson information including their name, address, phone number etc. This tool converts all
the meaningful information that gives facts and figures. These records help in internal
communication as with the help of customer data base it communicates to the internal staff of the

hotel about current need of the customers and also their visits which helps the employees of the
hotel in communicating with the potential customers to invite them for stay.
Marketing intelligence system – This tool provides the data to the hotel about what is
happening in the market. It gives information about data that is related with marketing
environment that is external to the organisation (Pappas, 2017). It helps the hotel in finding out
the information about changing market trends, pricing strategy of the competitors, taste and
preferences of the customers, launching of new hotels in the industry along with their product
and service offerings, and their promotional strategy etc. The hotel need to train and motivate its
employees so that they can check on sales trends and changes in the taste and preferences of the
customers and can give suggestions for the same. The hotel needs to focus on gathering the
information about its competitors and the Marriott hotel can be done by booking rooms and
having dinner and lunch in competitor's hotel to get a better idea about what the competitor
offers to others. It can also be improved by taking feedbacks from the loyal customers who
always visits to the hotel and can give advice to the new potential customers. This system
communicates the workers and directors of Marriott about current market trends, competitors’
schemes and discounts etc. which helps it in taking effective decisions regarding their strategies
to be better than the competition.
Marketing research – It is systematic collection, organisation and analysis of primary
and secondary data which helps in solving the marketing related issues (Akbar and et.al, 2017).
The market research will help the company in analysing the market environment and the hotels
residing in that sector which comprises of change in taste and preferences, strategies of
competitors etc. by applying few tools. It collects primary data or secondary data by using
interviews, questionnaires etc. and contributes a lot in marketing information system as it
provides data with facts which are tested by the researchers that leads to accuracy.
Market decision support system – This system helps software programs that can be used
by marketers to analyse the data to take decisions based on that data. With the use of computer,
the mangers of marketing department save the data in table form so that they can easily apply
statistical programs to analyse the data and make decisions (Gillespie, 2015). For this purpose,
the marketers of the hotel have to keep an eye on both internal as well as external environment so
that new strategies of the hotel can be implemented. It helps in designing a persuasive message

and help the hotel management in receiving feedbacks from the customers. It helps in developing
model which ca lead to effective marketing communication.
Evaluation of the effectiveness of the company's use of MIS for marketing, information
gathering and communication
Internal records
Advantages Disadvantages
It is less expensive and costs and resources
under this can be monitored and controlled by
conducting investigations (Martell, ,2018).
Internal employees tap product, development
for deep knowledge and advice. It helps the
hotel in customizing and maximising search
efforts. It helps the marketing staff in
discussing features of product and services to
establish it in the eyes of the customers.
The internal records are managed by internal
marketing tea which might not be impartial and
can create a disadvantage.
This Hotel lacks in expertise to have effective
staff. It requires deep knowledge to maintain
all the records and unless there is no expert to
consult, records are of no use.
Relying on internal records may create biases
and inadequate customer satisfaction.
It gets difficult to conduct research in all the
markets where their services are being
distributed.
Marketing intelligence system
Advantages Disadvantages
It can provide better view of actionable data as
it helps in segregating the customers of
Marriott and based on their values make
competitive and product strategies.
It can boost selling opportunities of the
company as it helps Marriott in selecting
customer segment (Goncharov, 2015).
In case if the employees are not motivated it is
of no use to use it in the hotel.
The information related to competitors in terms
of what kind of food they offer, what services
they provide, how well they present their
rooms etc. need to be accurate in order to make
strategies else it can fire back on the Hotel.

It can improve capabilities of the hotel and
other companies in retaining its customers.
Marketing research
Advantages Disadvantages
It can help Marriott in strengthening their
positions and to stay ahead of the competition
(Gillespie, 2015).
It can identify threats and opportunities by
doing primary or secondary research.
It can help the hotel in analysing and spotting
tends that are emerging in the market (MIS,
2019).
It can help the hotel company in revenue
projection and focusing in customer needs.
It helps in setting benchmarks against different
companies in hotel industry and do employees
surveys sop find out the issue if any.
It consumes a lot of cost and efforts it includes
the cost of questionnaires, surveys etc.
it is time consuming method as time associated
with performing research questionnaires and
surveys.
It is based on opinion of people therefore lack
of respondent can be a disadvantage for market
research.
Market decision support system
Advantages Disadvantages
It can save time and can increase productivity
of the employees working in the Mariot as
when the decision is clear. It removes
confusion.
It can enhance effectiveness in decision
making which lead to better decisions which
ultimately benefits the company like providing
discounts to the customers would be beneficial
A DSS system relies on quantitative data
which creates issue as its difficult to analyse
indefinable data and especially in hotel
industry when customer's feedback, taste of
food matters more than anything. (Bell, 2015).
It makes decisions without considering
uncontrollable factors which can cause
problem like recession in food supplying

or not, complementary dinner etc.
It can reduce cost of technology and
infrastructure which are need to be used by
Mariot and can provide competitive advantage.
As when decisions are accurate, there is no
need of heavy investments.
industry, seasonality etc.
Many decision- makers find it difficult to use
DSS system and hence lack of technology
knowledge remains the issue. Not many people
in hotel are good at technology as that is not
their field therefore knowledgable person is
need to be hire for that purpose.
Highlight the reasons of MIS for marketing, information gathering and communication
Yes, MIS is an effective system that can be implemented in Marriott as it helps the
organisation in creating effective channel management (Iskoskov, 2019). It can help the
organisation in maintaining the database of customer who have visited the hotel and has availed
its services. It can help in understanding the purchasing habits of the consumers which will help
it in making product strategies. It can provide information about competitors and their strategies
which will help the organisation in changing their strategies as per the strategy of the
competitors.
It can help in demand forecasting which is critical and most important part of marketing
analysis and with the help of marketing information system it can be achieved. The customers
can easily be updated based on the information which is kept in MIS. The dealers involved in
selling rooms and other services on the behalf of Hotel can also be monitored and can help in
enhancing revenues of the hotel.
MIS helps in communication effective information to the staff of hotel, its directors
related to competitor's discounts and services that they are providing to the customers. it helps in
making strategies and the communication it to the hotel's management for implementation. It
helps the hotel in knowing the promotional techniques that its competitor are suing for the
purpose of increasing their sales and profits.
MIS helps in making decision, communication and marketing of the products and
services efficiently and effectively (Muller, 2019). It helps in gathering information that helps in
communicating the strategies of the competitors to the whole organisation.

CONCLUSION
The report concluded the definition of marketing information system along with its tools
that helps the organisation in marketing their products and services effectively. Further the report
evaluates the advantages and disadvantages of different tools of marketing information system
which includes marketing research, internal records etc. that can help the organisation in
understanding the strategies of different organisation. At last the report depicted the reason for
using MIS systems in the organisations and has showed if it’s important or not.

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Online
MIS, 2019. [Online]. Available through: <https://sites.google.com/site/misprojectkickoff/what-is-
marketing-information-systems-mkis/-benefits-of-marketing-information-systems>