Marriott Hotel Marketing Strategies and Consumer Analysis

This report provides a comprehensive analysis of marketing strategies within the hospitality industry, using Marriott Hotel as a central case study. It begins with an introduction to marketing concepts and their relevance to the services sector, followed by an examination of the impact of the marketing environment, including political, economic, social, technological, ecological, legal, and ethical factors. The report evaluates the significance of consumer markets and explores market segmentation strategies based on demographic, geographic, psychographic, and behavioral factors. It assesses the importance of the marketing mix (product, price, place, and promotion) and analyzes pricing strategies. Furthermore, it evaluates the role of the promotional mix and outlines an advertising campaign. The report also discusses the importance of market research, including undertaking research for a suitable product or service, and analyzing the suitability of different media for marketing. Finally, it evaluates the implementation of a marketing plan, concluding with a summary of the key findings and recommendations for the hospitality industry.

Marketing in hospitality

Table of Contents
INTRODUCTION....................................................................................................................... 1
TASK 1....................................................................................................................................... 1
1.1 concept of marketing for a relevant services industry........................................................1
1.2 Impact of the marketing environment on the industry........................................................2
1.3 Evaluate the relevance of consumer markets in the industry..............................................2
1.4 Discuss the rationale for developing different market segments.........................................3
TASK 2....................................................................................................................................... 3
2.1 Assess the importance of components of the marketing mix to the industry......................3
2.2 Analyse pricing strategies and policies in relation to the industry......................................4
TASK 3....................................................................................................................................... 4
3.1 Evaluate the role of promotional mix................................................................................4
3.2 Plan an advertising campaign for a services industry operation.........................................5
4.1 Discuss the relevance of market research to services industry operation............................5
4.2 Undertake market research for an appropriate product service...........................................6
4.3 Analyse the suitability of different media for marketing an appropriate product and
services. .................................................................................................................................. 6
4.4 Evaluate the implementation of the marketing plan for an appropriate product or services.
................................................................................................................................................ 6
CONCLUSION............................................................................................................................ 7
lREFERENCES........................................................................................................................... 8

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·INTRODUCTION
Marketing play vital role in every kind of business for growth of business at large level
and this help in generating revenue as well as in attracting customers. This report in based on
hospitality industry and this sector is widest as well as having too much growth in business
sector. Because now a days people love travelling even they are spending their hard earned
money in luxury and foods while travelling (Bharwani and Jauhari, 2013). Company in this is
Marriot Hotel which is founded in 1927, 91 years ago. Headquarter is in Bethesda, Maryland,
U.S. Below mention report discuss concept of marketing used by the same company and impact
of marketing environment. Although relevance of customer markets in the same industry is
evaluate. It through light on marketing mix and its importance as well as pricing strategies and
policies of Marriot Hotel are analysed. Apart from all these marketing is important tool for the
given industry when it is implemented in proper manner.
·TASK 1
·1.1 concept of marketing for a relevant services industry.
Marketing is a tool used for gives knowledge about the products and services offered by
company to the target market and customers. This help in growth of business in present as well
as for future also and also help in attracting customers. This is the coordination of four elements
these are known as 4P's of marketing; product, price, place and promotion. Marketing of goods
and product are done after market research for identifying customers needs and wants.
Market concept related to Marriot Hotel- every industry have their own marketing strategies
and tool same as hospitality industry also have (Brotherton, 2012). For increasing demand of
their product and services offered by them as well as this help in maintaining brand image and
customers loyalty. The tools used for marketing in this industry are explained below-·Digital Presence & Social Media: every organisation have their website which help in
marketing of their products and services. Gives knowledge about Marriot Hotel to their
customers and even they can ask quarries related to anything. When client visit these websites
they get knowledge of everything and contact number of same company.
·OTAs as the right distribution channel: it gives knowledge about the product and services
price, attractive or discounted packages, seasonal or occasional deal these all are displayed in
OTAs.
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Marketing Concept which can be used by Marriot Hotel is given below:-
·Selling Concept- In this concept organisation take several new selling and promotional
concepts. Main aim of applying selling concept is to sell what they are making rather than what
market is waiting for or want. Marriot Hotel is applying same concept in their day to day
working for providing their services. When there is season or peak time Marriot Hotel can sell
their products like holiday etc. with help of online travelling agency like booking.com,
lastminute.com, expedia.com and many more.
·Marketing Concept- It is rest on four pillars such as: target market, customer needs, integrated
marketing and profitability. Marketing concept focus on need and want of customers. As well
main motive of the same concept is to satisfy need and want of customers. Marriot Hotel render
such services to their guest which make them satisfied and this can be possible after doing
market research.
·Societal Concept- this concept says that work of company is to first determine the interest,
need and want of customers to make them satisfy in better manner compare to their competitor.
Societal concept is used by Marriot Hotel for satisfying their customers.
·1.2 Impact of the marketing environment on the industry.
Marketing environment play vital role in the failure or success of marketing plan decided
by the Marriot Hotel. The same company operates in macro and micro environment both which
is dynamic in nature as well as flexible. staff of the same company have to take care and analyse
micro and macro environment before creating marketing strategies (Chan and Guillet, 2011).
Micro environment includes suppliers, analysing competitors, arranging finance and attracting
customers coordination of all these help in smooth running of business. Impact of marketing
environment can be analyses with the help of PESTELE which is explained below:-
·Political factors- these can be tax policies, changes in rules and regulations related to
hospitality industry as per these changes Marriot hotel also have to modify their marketing
strategies. The same having their branches in many country and according to that nation policies
and laws organisation have to make marketing strategies.
·Economical Factor- economy is growing and this force Marriot to invest more in themselves
and also in opening their more branches. The same organisation use such products which are not
high in cost and gives same results.
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·Social Environment- now a days people love travelling and exploring new places. So for that
given company expanding their travelling networks in Africa, Asia, Australia, America and
Europe. Travelling in abroad is easy in now a days because of advancement in facilities of
transportation (He, Li and Keung Lai,2011). Marriot is taking advantages of these things and
attract peoples and market.
·Technological environment- technologies help in doing many things easily like reservation for
travelling, payment and many more. The same company adopt many technologies which help
them in competing in this competitive environment.
·Ecological Environment- Environment is dynamic in nature and it make several changes when
these are made it give wide impact on profitability and working of business. Factors like climate
changes, weather, laws and legislation changes because of government, waste management in
service sector and many more. As per these Marriot Hotel have to modify their own strategy and
policy also.
·Legal Environment- while entering in new market Marrriot Hotel have to consider several
factors such as health and safety law, data protection, employment law, consumer protection and
many more. These all should be kept in mind because in numbers of nation legal frame work are
not enough for protecting intellectual property rights of company.
·Ethical Environment- Company have to take care of several ethical environment factors like:
food wastage should be properly destroy and recycling wastage also must be properly recycled,
pool water when require cleaning should be use for harvesting proper and there are many other
ethical responsibilities also which Marriot Hotel have to fulfil.
Analysing of Micro environmental Factors is explained below:-
·Customers : target customer for Marriot hotel is that person who want luxury and high class.
Along with this people who love to travelling can also stay in such hotel. As well main
customers are luxury travellers.
·Suppliers : For meeting day to day activity of business there is requirement of raw material for
cooking food, housekeeping and many other also.
·Competitors : hospitality is wide industry having lots of companies which are existing and
new. This is main reason of huge competition in this sector entry of new firms as well every
organisation is rendering same kind of services. These enterprise can compete in terms of
service, price, facilities and cost of their products.
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·Employees : for rendering services to customers according to their need and want employees
are required. Along with this for doing day to day activity of business also personnels are
needed.
·Local government : every country have their own laws and legislation which must be followed
by each and every company while establishing their business in new nation.
·Local, National, International and global communities : Marriot Hotel is doing their
business globally for this they have to follow all the rules and regulation given by government
for hospitality industry.
·1.3 Evaluate the relevance of consumer markets in the industry.
Customer are they key for success in hospitality industry. Marriot provides such services,
facilities and food to customer that satisfy them. There are different type of customer segment
which is divided according to their age, preferences, thoughts and many more factors. In Marriot
Hotel guest can be Families, students, senior citizens and all these have different needs. Because
satisfaction of customers are necessary for survival in this competitive environment. The person
who take decision to use these services and product they are the end users of that. These are
several factors that can influence purchasing decision of customer so for all such thing given
company have to analyse current market trend, need and wants of customers so they can satisfy
them.
Customers are the one who can build image of firm in market as well as can decrease
also. For hospitality industries customers are the one who can help in success of the same. For
marketing team this is necessary that they have to take care of consumer and also have to
understand them. Different customers and their expectations are given below:-
·Families: people who comes in family for stay or dinner, lunch it could be anything they want
proper safety and security. Because if there is no proper security of everything they not feel safe
for staying in such hotel because their may be chances of any losses.
·Students: mostly students are those who don't earn or unemployed. So they want such services
which are affordable for them because they can't spend huge amount on food and
accommodation.
·Senior Citizens: they want comfort and better facilities because senior citizens are must
Pensioners. As well they are not able to do their work by themselves because for them comfort
zone matters a lot.
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·1.4 Discuss the rationale for developing different market segments.
Market segment is simply dividing of market in some small groups that having person of
same taste and preferences. By examine and analysing need and demands of these groups
Marriot design their marketing strategies including need of every group (Kandampully, Zhang
and Bilgihan, 2015). These segmentation help in easy identifying things and then working on it
and as per needs and want marketing strategies are decided gives success in competitive market
because hospitality sector is wide. Segmentation can be done on the following basis:-
·Demographic: in this customers are divided as their age, gender, family size, income and
occupation. So that their taste and preferences can be identified in easy ways.
·Geographical: in this groups are formed on the basis of nation, cities, region, states and in this
behaviour of customers are also included attitude, knowledge and response.
·Psychographic: In this customers are divided according to their lifestyle, personality and
attitude. Because these all influence the buying habits of customer. Everyone purchase goods
and services according to own selves living style and many more things.
·Behavioural: Behavioural segmentation is done on the basis of target audience usage,
preferences, choice, behaviour and decision making. Customers are divided on the basis of the
goods and its usage.
Market segment can be prepare with the help of above explained points. The same also help in
understanding the market condition structure. This help the given company in providing goods
and services as the need and demand of particular segment peoples.
l壱TASK 2
l弐2.1 Assess the importance of components of the marketing mix to the industry.
Marketing mix also called 4Ps of marketing. These includes product, price, place and
promotional but also known as 7Ps these are process, people and physical evidence. The same
help organisation in deciding when they have to launch new product in market and do some
innovation in existing. Importance of these components in the favour of Marriot Hotel are
explained below:-
·Product: the goods are offering by the given company should be attractive in design,
packaging, quality, warranties. These such be produced to satisfy need and wants of customers.
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·Price: it is simply the amount of product which is paid by customer for it. These should be as
per the quality offer by the Marriot Hotel to their guest or client.
·Place: the given company have to target the area in which they want to start their hotel. This
can be done after examine market and targeting the customer and place.
·Promotion: when launching new product there is requirement of various promotional tool and
techniques. Promotion can be with mouth publicity also but it take place with the help of loyal
customers (LawLeungAu and Lee, 2013).
·People: these are target people who are in demand of goods and services offered by company.
These are important because if there is no demand then no one will their for buying products.
·Process: this is related to sales which requires entire procedure for distribution of products in
market.
·Physical Evidence: everything in hotel have their physical evidence related to employees,
customers and operation management.
·2.2 Analyse pricing strategies and policies in relation to the industry.
Price is an competitive advantages for deciding price of services and product Marriot use
various pricing strategies and policies. Because there are many hotels near to the same prices of
these directly affect gives company. If prices is adjusted with the help of nearby hotel or their
competitors. Whereas, pricing policies are settled on the demand and supply condition that make
hotel decrease or increase in prices. Some pricing strategies followed by Marriot are given
below-
Premium pricing: unique brand use high price of their products and services. This
approach is mainly used where advantages of substantial competitive exist and there is safety of
marketer so they can charge high price.
Along with these there is fluctuation in prices of Marriot is the occasional and seasonal
time that can be increase or decrease. Because in hospitality industry boom comes at the time of
travelling season or in the weeding.
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l弐TASK 3
l弐3.1 Evaluate the role of promotional mix.
Promotional mix play crucial role in giving knowledge about the product to the target
customers. This includes direct marketing, personal selling, advertisement, public relation and
sales promotion these are explained below-
·Personal Selling: this help in building direct relationship with customer so that Marriot can
satisfy them and also identify need and demand.
·Direct Marketing: this use such technologies which help in direct interaction with target
customers such as telephone calls, E-mails, catalogues and many more.
·Public Relation: this is important for every business because if given company have positive
relation with their customers then they can increase business easily. Satisfy and good relation
customers help in promotion of the same brand (Leung Baiand Stahura, 2015).
·Sales Promotion: this help in getting customers to purchase goods and services easily. This is
an attracting factor which help in attracting customers and also in giving knowledge about the
things the respective company is offering.
·Advertisement: this can be done with the help of radio, television, social media, newspaper
and many more. It is the tool which help in promoting business and the way through which
customers are targeted and for gaining response of them.
·3.2 Plan an advertising campaign for a services industry operation.
Systematic code of conduct is required for effectual marketing and the requirement for a
different as well as focussed on the need kind of advertisement is needed. Marriot hotel is
opening new restaurant for this planning is required which is done with the help of advertising
campaigning.
Advertising strategies should be used by given company to do promotion of their new
opening. Marketing mix 7Ps can be used product, price, place, promotion, process, people and
physical evidence. Instead of this promotional mix also can be used like advertising, personal
selling, public relation and direct marketing. This is the tool and technique used for publicity of
hotel and the same company have some existing customer these are mouth publisher as well as
promotional tool for the respective organisation. As already discussed Marriot have their brand
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image in market and loyal customers which help in launching and in promotion of this is new
area or country.
l弐4.1 Discuss the relevance of market research to services industry operation.
Market research is technique done by the company for identifying current market trend
or for needs and wants of customers. It is the process of collecting information which assist in
identifying that this is the correct time for launching new branch of Marriot or not. The same
help entrepreneur in taking profitable decision related to their company and market research is
the key for success in the business.
Market research help in setting area in which they can bring their new hotel and set target
customers. This can be done for finding needs and wants of the customer instead of this it help in
knowing that this is right time of launching new hotel or not. For every kind of business it is
necessary and for given company which already have loyal customers and brand image in
market and the price strategy use by them is premium pricing because they gives quality
according to the amount they are charging (Ong, 2012). Price of such brand is competitive
advantage which gives them differentiation from other. Market research is important because it
help in identifying several things which assist in generating revenue, growth and development.
But all these things must be done when there is no peak time in hospitality industry. So these
services can be provided to customers. In how many ways market research help Marriot Hotel is
Given below:-
·Current Market trend: business environment is dynamic in nature and it change because of
many factors which gives direct impact on organisation. Thus, Marriot Hotel do market research
when there is no market trend so they can provide better services to their guest when it is
required.
·healthy lifestyle: if goods and services provided to customers is according to their standard and
lifestyle. Market research help in identifying lifestyle of guest because everyone have their own
way of living which is different from others. In this situation market research help a lot.
·need and wants of customers: identifying need and wants of customer is important so Marriot
can serve them in such manner which satisfy their guest and convert into loyal. This can be
possible only when there is no peak time because in season time everyone in Hotel is busy in
serving their customers.
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l弐4.2 Undertake market research for an appropriate product service.
When company launch new product they firstly have to do market research for
identifying need and want of customers so that they can satisfy them. Because it is the key
element for success of the business satisfied customer are they mouth publisher and promoter of
goods which are newly launched by firm.
Target market and customer are required for launching latest product so that according to
that quality as well price of goods offering. New or latest product want fixed customer as well as
area for launching them.
Questionnaire
What is the present scale of competition prevailing the hospitality industry?
·No competition
·Close competition
Is customer familiar with the brand name of Marriott’s?
·Yes
·No
How clients get to know about the brand name
·Written media
·Social media
·Mouth publicity
Is customer satisfied with the quality standards marinated in Marriott’s?
·Yes
·No
Do Marriott’s need to review its present price which is offered in the market?
·Yes
·No
Do Marriott’s need to modify their management style to bring more effectiveness?
·Yes
·No
How successful Marriott’s is in achieving the competitive advantage?
·To a great extent
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·Not successful
·Fully successful
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l弐4.3 Analyse the suitability of different media for marketing an appropriate product and
services.
Marriot is using several media techniques which is helpful in promoting and expanding
their business in several other nations also. Media help in easy publicity of goods and services as
well as in attracting customers. There are several media which can be used for marketing a
product and services are given below:-
·Magazines: this includes several magazines, newspaper for giving knowledge to customers
about product and services which is newly launching by company or for doing some innovation
in existing. These can be more creative when it includes some combo pack or discount coupons
(Šerić, Gil-Saura and Ruiz-Molina,2014).
·Social media: this includes advertisement on social media like FB, Instagram, Tweeter etc. as
well as some e-mails and other tools are also used for giving information to customers about
product and services newly launched by company in market. These are more attractive when it
includes images and some links in it.
·4.4 Evaluate the implementation of the marketing plan for an appropriate product or services.
Every company have their own marketing plan which help them in advertising their
product and services in market. This is explained below:
·Mission statement: It is that for which company want to stand in future. Mission is important
term which must be decided in advance for future growth and development.
·corporate objectives: To maximise the satisfaction level of customers as well profit
maximisation also.
·marketing audit: this is done for identifying current market trend, need and wants of
customers.
·SWOT analysis: this is micro environment analysis which should be identified in proper
manner. So their will be no problem in future.
·Marketing objectives and strategies: For promoting and advertising product of Marriot Hotel
there is requirement of several marketing strategy and policies.
·Estimated expected marketing result: in this step expected results are decided after that
standard and expected should be compare so gap between both can be easily filled.

·alternative marketing plans and marketing mix: their should be always a backup plan so if
first one is failed than they can apply second one. Along with marketing mix play important role
in planning.
·marketing budget: budget is important to see that which department of Marriot Hotel required
how much money to meet their day to day activity.
·implementation of marketing plan/ program: In last step entire market plan should be
implemented which where decided in all the above steps.
·Market Analysis- this includes market problems, solution and opportunities. Apart from this it
help in identifying current market trend, need and wants.
·Service Strategy- this help in making business plan for a particular goods and services that has
to be launched in market.
·Service planning- sales channel, customer life cycle analysis (Zervas, Proserpio and Byers,
2017).
·Marketing Program- buyer profiles, client engagement, lead generation and many more.
·Sales Readiness- sales training, sales support tool, competitive positioning, presentation and
demos etc.
·CONCLUSION
From the above assignment it has been concluded that marketing play crucial role
hospitality industry. For promoting product and services offered by the company there is
requirement of promotion mix and marketing mix. The report is based on Marriot Hotel which
play important role in their own sector. Apart from this it through light on various marketing
techniques and tools.
l壱

l壱REFERENCES
Books and Journals
Bharwani, S. and Jauhari, V., 2013. An exploratory study of competencies required to co-create
memorable customer experiences in the hospitality industry. International Journal of
Contemporary Hospitality Management. 25(6). pp.823-843.
Brotherton, B. ed., 2012. International Hospitality Industry. Routledge.
Chan, N.L. and Guillet, B.D., 2011. Investigation of social media marketing: how does the hotel
industry in Hong Kong perform in marketing on social media websites?. Journal of
Travel & Tourism Marketing. 28(4). pp.345-368.
He, Y., Li, W. and Keung Lai, K., 2011. Service climate, employee commitment and customer
satisfaction: evidence from the hospitality industry in China. International Journal of
Contemporary Hospitality Management. 23(5). pp.592-607.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Law, R., Leung, D., Au, N. and Lee, H.A., 2013. Progress and development of information
technology in the hospitality industry: Evidence from Cornell Hospitality
Quarterly. Cornell Hospitality Quarterly. 54(1). pp.10-24.
Leung, X.Y., Bai, B. and Stahura, K.A., 2015. The marketing effectiveness of social media in
the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality &
Tourism Research.39(2). pp.147-169.
Ong, B.S., 2012. The perceived influence of user reviews in the hospitality industry. Journal of
Hospitality Marketing & Management. 21(5). pp.463-485.
Šerić, M., Gil-Saura, I. and Ruiz-Molina, M.E., 2014. How can integrated marketing
communications and advanced technology influence the creation of customer-based
brand equity? Evidence from the hospitality industry. International Journal of
Hospitality Management. 39. pp.144-156.
Zervas, G., Proserpio, D. and Byers, J.W., 2017. The rise of the sharing economy: Estimating
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pp.687-705.