Marketing Strategies of Melbourne Marriot Hotel

This case study analyzes the marketing strategies adopted by the Melbourne Marriot Hotel to enhance its business structure. It includes a comprehensive literature review, research methodology, and findings on the effectiveness of these strategies in improving customer engagement and business performance.

Marketing strategies adopted by an organisation to
improve business structure
A case study on Melbourne Marriot Hotel
1

Table of Contents
1. Introduction..................................................................................................................................3
1.1. Background of research........................................................................................................3
1.2. Research aim and objectives.................................................................................................3
1.3. Research questions................................................................................................................3
1.4. Research problem.................................................................................................................4
2. Literature review..........................................................................................................................4
2.1. Introduction...........................................................................................................................4
2.2. Concept of marketing strategy..............................................................................................4
2.3. Importance of marketing strategy in improving the business structure of Melbourne
Marriot Hotel...............................................................................................................................5
2.4. Impact of marketing strategy on the improvement of business structure of Melbourne
Marriot Hotel...............................................................................................................................5
2.5. Summary...............................................................................................................................6
3. Research methodology.................................................................................................................6
3.1. Research purpose..................................................................................................................6
3.2. Research philosophy.............................................................................................................6
3.3. Research approach................................................................................................................6
3.4. Research design....................................................................................................................7
3.5 Data collection.......................................................................................................................7
3.6. Sampling...............................................................................................................................7
4. Time Schedule.............................................................................................................................8
5. Conclusion...................................................................................................................................8
References........................................................................................................................................9
2

1. Introduction
1.1. Background of research
The study is associated with the marketing strategies adopted by a company for the purpose of
enhancing its business structure. Melbourne Marriot Hotel has been selected in this study to
obtain reliable and accurate information on a research topic. Melbourne Marriot Hotel is one of
the leading hotels in Australia, which offers quality hospitality services to its potential
customers. Experiences and activities available in Melbourne Marriot Hotel are 24 hours
reception, office service, entertainment, car parking, gymnasium, room service, restaurant
facility, car parking, dry cleaning, shopping, sports, spa, quality food and many. The hotel also
focused on implementing appropriate marketing strategies for different purpose such as
increasing brand awareness in the market, increasing customers, raising profit margin and market
share and successful promotion of products or services (Armstrong, et al., 2014).
1.2. Research aim and objectives
Based on a research topic, the aim of the following research study is to analyse the marketing
strategies adopted by Melbourne Marriot Hotel, Australia to improve the business structure. On
the basis of research, some specific research objectives have been developed here. Certain
research objectives will be:
 To understand the concept of market strategy
 To evaluate the importance of marketing strategy in improving the business structure of
Melbourne Marriot Hotel
 To assess the impact of marketing strategy on the improvement of business structure of
Melbourne Marriot Hotel
 To provide recommendations to enhance the marketing strategy of Melbourne Marriot
Hotel
1.3. Research questions
Depends on research aim and objectives, some research questions of the present study will be:
 What is the concept of market strategy?
 What is the importance of marketing strategy in improving the business structure of
Melbourne Marriot Hotel?
3

 What is the impact of marketing strategy on the improvement of the business structure of
Melbourne Marriot Hotel?
 What are the recommendations to enhance the marketing strategy of Melbourne Marriot
Hotel?
1.4. Research problem
The research problem is this study will be to evaluate that the marketing strategies adopted by
Melbourne Marriot Hotel are effective for the improvement of business structure or not. Various
marketing strategies applied by the management of Melbourne Marriot Hotel are to use effective
promotional tools, to develop a healthy and positive relationship with customers, to improve
service quality. These marketing strategies are beneficial the company to increase the customer
awareness towards its services and ensure the strong customer base in the market (Baker, 2014).
In this context, the research problem of the following study will be to assess the effectiveness of
these strategies in enhancing the structure of business of Melbourne Marriot Hotel.
2. Literature review
2.1. Introduction
The section of literature review would comprise of discussion of the concept of marketing
strategy along with the various marketing strategies applied by the management of Melbourne
Marriot Hotel. Importance and impact of the marketing strategies adopted by this hotel to
enhance the business structure would also be discussed in this section.
2.2. Concept of marketing strategy
According to Schmidt, et al. (2014), the concept of marketing strategy is defined as the overall
business plan, which helps the business organisation to reach to the target market and to draw the
attention of more number of customers along with raising the selling of products. Marketing
strategy is beneficial for every business firm to make sure the attainment of marketing goals and
enhancing the market share. Along with other organisation, Melbourne Marriot Hotel has also
adopted some effective marketing strategies such as maintaining a positive relationship with
customers and offering quality-based services and gaining their trust for the aim of improving the
business position in the market along with raising the brand awareness (Kanagal, 2016). Apart
4

from that, the company has also implemented certain marketing strategies, for instance, making
the business customer-oriented by ensuring the satisfaction level of customers.
2.3. Importance of marketing strategy in improving the business structure of Melbourne
Marriot Hotel
According to Huang, et al. (2014), one of the major importance of marketing strategy is it helps
in improving the communicating among employees of Melbourne Marriot Hotel based on which
business structure of this hotel can be enhanced. Marketing strategy also ensures the direct
communication between manager and employees through which they are capable of developing
the effective idea and planning for the purpose of improving the structure of business (Krush, et
al., 2015). Marketing strategy also facilitates in coordinating all activities related to business and
marketing, which leads to the enhancement of business structure of the hotel. Marketing strategy
also facilitates in maintaining the internal cost of business along with ensuring the continuous
improvement of business function (Clarke, et al., 2013). With the implementation of effective
marketing strategy, the management of this hotel is capable of improving the decision-making
process along with making an essential decision in favour of improvement of its business
structure.
2.4. Impact of marketing strategy on the improvement of business structure of Melbourne
Marriot Hotel
According to Hollensen (2015), marketing strategies adopted by Melbourne Marriot Hotel has a
significant impact on its business structure. Different marketing strategies implemented by the
hotel with the aim of improving the structure of business make the changes within organisational
structure and process, developing new business structure along with implementing online as well
as offline method. With the assistance of offline and online method, the hotel is capable of
attracting lots of customers and raising the customer base in the market (Blakeman, 2014). These
marketing strategies are beneficial for this hotel to enhance the business structure and making it
customer-oriented as the management of the hotel believe that by doing the business structure
customer-oriented it is possible to draw the attention of more customers along with raising sales
volume (Bianchi & Mathews, 2016). In this context, marketing strategy in relation online and
offline method has a positive impact on the enhancement of business structure and business
growth of Melbourne Marriot Hotel.
5

2.5. Summary
From the discussion of literature review, it has been summarised that marketing strategy is an
important aspect for every company as it facilitates in increasing sales volume as well as the
profit margin of the business. Melbourne Marriot Hotel has implemented effective strategies to
improve the business structure along with the business performance as well as marketing
performance. With the introduction of the online and offline method, the hotel is also capable of
influencing more customers and raising the same and make sure the strong customer base in the
market, which has a positive effect on make the business structure customer-oriented and
enhances the selling of products as well as profit margin.
3. Research methodology
3.1. Research purpose
To complete entire research work in an effective manner, it is important to outline the prime
purpose of the study. Research purpose also supports in attaining the desired objectives of this
study in a successful manner (Clarke, et al., 2013). The purpose of this research will be to
evaluate the proper marketing strategies implemented by the management of Melbourne Marriot
Hotel. To attain the main purpose of the present study some objectives have been taken into
consideration in this research, which has been discussed in the introduction chapter.
3.2. Research philosophy
According to research opinion, four types of research philosophy are positivism, interpretivism,
realism and pragmatism (Flick, 2015). Among these four research philosophies, positivism
philosophy will be effective for this study as it provides facts and logical information based on
observable and quantifiable data along with ensuring the attainment of research objectives in an
efficient manner.
3.3. Research approach
In accordance with there are two types of research approaches, which includes inductive and
deductive approach. The inductive approach helps in determining the lacking aspects related to
the study, where deductive approach facilitates in solving the issue related to the hypothesis
(Saunders, 2011). Inductive approach is deemed to be appropriate for this study as it helps in
finding the relationship among existing variables of the study and research topic. With the
6

assistance of inductive approach, it is also possible to examine the current progress facts related
to the study.
3.4. Research design
Three kinds research design are exploratory, descriptive and explanatory. Descriptive research
design provides thorough and detail information with the help of authentic sources. Explanatory
research design helps in executing collected data in an explained manner. Moreover, exploratory
research design explores the new information with the assistance of existing variables related to
the study (Fayolle & Liñán, 2014). Based on research purpose, descriptive research design would
be suitable for this study as it facilitates in analysing the marketing strategies implemented by
Melbourne Marriot Hotel including the importance of these strategies and ensure the completion
of study without any problem.
3.5 Data collection
Two types of data are primary and secondary data. Both primary, as well as secondary data
collection, have been considered in this study to collect essential primary and secondary data. To
gather secondary data, various secondary sources such as literature studies, articles, journals and
books have been used in this research work (Bello & Kostova, 2012). To acquire required
primary data qualitative and quantitative research along with the survey as well as interview have
been taken into consideration in the following study.
3.6. Sampling
To conduct survey 70 employees from Melbourne Marriot Hotel have been approached. 50
employees have been selected out of 70 to acquire reliable information. In addition, 3 managers
from Melbourne Marriot Hotel have been chosen to gain information marketing strategies
adopted by this organisation. Simple random sampling methods have been selected here to
choose appropriate respondents from a wide range of population and reduce the issue of biases
by providing equal opportunity of being part of the sample. In this regard, the sample size of this
research is 53.
7

4. Time Schedule
Particulars Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7
Introduction
Development of research aim and objectives
Research questions
Literature review
Research methodology
Conclusion
From the above time schedule, it has been mentioned that seven weeks would require completing
overall study in a proper way. All activities are divided into subsection to ensure the completion
of entire work and achievement of research purpose.
5. Conclusion
Based on the overall discussion it has been concluded that marketing strategies adopted by the
management of Melbourne Marriot Hotel are efficient to make the changes within the business
structure and enhance the same as the requirement of business. Positivism philosophy, inductive
approach, descriptive research design would be effective for this study to acquire reliable and
accurate information. Apart from that primary as well as secondary data collection along with the
qualitative and quantitative research would also consider to obtain essential information and
make sure the completion of the overall study in an appropriate manner.
8

References
Armstrong, G., Adam, S. D. S. & Kotler, P., 2014. Principles of marketing. Australia: Pearson .
Baker, M. J., 2014. Marketing strategy and management. London: Palgrave Macmillan.
Bello, D. & Kostova, T., 2012. From the Editors: Conducting high impact international business
research: The role of theory. Journal of International Business Studies, 43(6), pp. 537-543.
Bianchi, C. & Mathews, S., 2016. Internet marketing and export market growth in Chile. Journal
of Business Research, 69(2), pp. 426-434.
Blakeman, R., 2014. Integrated marketing communication: creative strategy from idea to
implementation. London: Rowman & Littlefield.
Clarke, J., Tamaschke, R. & Liesch, P., 2013. International experience in international business
research: A conceptualization and exploration of key themes. International Journal of
Management Reviews, 15(3), pp. 265-279.
Fayolle, A. & Liñán, F., 2014. The future of research on entrepreneurial intentions. Journal of
Business Research, 67(5), pp. 663-666.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. 1 ed. London: Sage.
Hollensen, S., 2015. Marketing management: A relationship approach. London: Pearson
Education.
Huang, L., Zhang, J., Liu, H. & Liang, L., 2014. The effect of online and offline word-of-mouth
on new product diffusion. Journal of Strategic Marketing, 22(2), pp. 177-189.
Kanagal, N., 2016. Issues in Marketing Strategy Implementation. International Business
Research, 9(11), p. 16.
Krush, M., Sohi, R. & Saini, A., 2015. Dispersion of marketing capabilities: impact on
marketing’s influence and business unit outcomes. Journal of the Academy of Marketing
Science, 43(1), pp. 32-51.
9

Saunders, M., 2011. Research methods for business students. United Kingdom: Pearson
Education.
Schmidt, K., Spann, M. & Zeithammer, R., 2014. Pay what you want as a marketing strategy in
monopolistic and competitive markets. Management Science, 61(6), pp. 1217-1236.
10