Hospitality Marketing Essentials: Marriott Marketing Plan

This report provides a comprehensive overview of hospitality marketing essentials, focusing on the marketing strategies of Marriott. It begins with an introduction to marketing principles, emphasizing the importance of customer relationships and market analysis. The report then delves into a comparison of the marketing mixes of Marriott and Hilltop hotels, examining the 7Ps (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and how they are applied by each company. A significant portion of the report is dedicated to analyzing Marriott's marketing plan, including its vision, mission, and the STP (Segmentation, Targeting, and Positioning) process. Furthermore, a SWOT analysis is conducted to evaluate Marriott's strengths, weaknesses, opportunities, and threats. The report concludes by summarizing the key findings and highlighting the role of marketing managers in the hospitality industry, underscoring the importance of adapting to market trends and customer needs.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
COVERED IN PPT................................................................................................................3
TASK 2............................................................................................................................................3
P3. Difference between marketing mix of 2 companies.........................................................3
TASK 3............................................................................................................................................5
P4 Marketing plan for Marriott..............................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is defined as promotional course of action that is undertaken by various
corporations for the purpose of purchase as well as sale of their organisational offerings for
fulfilment of requirements of customers. Advertisement, promotion of product and services and
selling of products all are included in marketing (Achrol and Kotler, 2012). Marketing help a
organisation to maintain a healthy relationship between organisation and customers. Through
marking organisation introduce its product and services to their customers. It also help in
increasing productivity of an organisation. Marketing is focus on increasing the demand of
product which is helpful in the organisation development. For the batter production, marketing
team should focus on the new methods which are helpful in inflating the share in marketplace as
well as total profitability of corporation. Mostly organisations do marketing research before
launching their product as through this, they find the requirement of customers. This analysis is
done on nation and international level. Apart from this marketing helps in many sector which is
important for the growth of an organisation. This report is based on the Marriott hotel which
provides its services on international level. This is situated in 1927 and they provide luxury
services to customers.
TASK 1
COVERED IN PPT
TASK 2
P3. Difference between marketing mix of 2 companies
It is helpful to achieve organisational goal and target and marketing mix produce the
product and services of an organisation and provide strategies to explore its business. Market
place is the main point where the organisation introduces its product and services (Jüttner and
Christopher, 2013). Marketing mix include many activities like promotion, price, place, product
and many other thing. 7Ps are involved in it. They are focusing on the tangible part of the
organisational offering. Elaborate of 7Ps are as following.
Price: It is the cost of the product and this element attracts the customer. It attracts the
customer in a effective manner. It is totally depends on the paying will of the customer. Marriott

hotel have a pricing plan which is too much costly because they provide luxury services for there
customers and provide high quality that's by their charges are too much high. Normal people
can't effort these services.
Product: An organisation offers some services to the customer that is its product.
Maintain the balance through beat the market is necessary for the growth of an organisation.
Marriott provide luxury series, high quality food and restaurant services and many other things.
Place: It is essential for a company to come up with unique organisational offerings at
right place and can say that according to the demand of product. They should choose that place
where target market easily can collect it. Location is important for increase the sale of the
product. It maximise the profit of an organisation in a effective manner.
Promotion: It is the only way to attract more customer form a effective promotion
technique. It is true that every product want different way of promotion. Organisations symbols,
logos also have a significant role to play in relation to marketing of company. Main purpose of
the promotion is to earn more profit and growth of the organisation.
People: Customers who able the services of the organisation, they are the important part
of the organisation. It is important to choose a target market and focus on those requirements.
Every organisation has different target market.
Physical evidence: It is known as the product image in-font of customers. Through this
they can attract the customer in effectual way (Ko, Hwang and Kim, 2013).
Process: The process of producing as well as introducing new offerings at marketplace
impacts on the customers in an effective manner. They focus on the skills of employees. Provide
motivation secession to increase their performance for a quality work.
Comparison between Marriott and hill-tin hotel are as following.
Particular Marriott Hilltop
Promotion This hotel using promotion
through social media which
directly effective the target
market.
It is also using same technique
but they are product it in
different manner.
Price Price strategy of Marriott is
depends on there services and
Its pricing strategy is based on
the requirement of the

quality which they provi9de in
a attractive manner.
customer. They change it
according to the demand.
Place They provide there services in
a attractive area. Location of
the hotel is the main priority of
this hotel.
They also focus on this
strategy but they provide
services where more people
can intact.
TASK 3
P4 Marketing plan for Marriott
Plan of an organisation includes different elements which assist in effectively carrying
out marketing activities. It is also known as the blueprint of the plan which provide ll the
i9nformation about each activity for manger and employees of this hotel. Target achievement is
the main purpose of this. Marriott hotel also elaborate the market plan and it is as given.
Marketing plan: Marriott is five star hotel which provide its services on international
level. They provide luxury services to there country. They earn 60% profit from United
kingdom. They effective the marketplace by its quality. It differentiate there services from other
organisations.
Vision: To provide best experience of vacations with the all facilities in the world.
Mission: Provide luxury services for the customer and the purpose of this hoteln is
provide best holiday experience in the world (Kotler and et. al., 2017).
STP process: This is regarded as the most crucial component of marketing which
provides aid in development of a corporation and accomplishment of corporate goals.
Segmentation: This process of marketing is design for the safety of the customers. All
the roles and responsibility of the organisation is included in it. Many approaches are included in
this like demographical, geographical, behavioural, in the context of Marriott company market
place up to geographical approach.
Targeting: In this approach organisation focus on the target market of this hotel. They
achieve there organisation target through the target market. Company use all effective
approaches for effect the market. Marriott hotel choose its target market and they are focusing on
the high income customer because they can effort it (Lipsman and et. al., 2012)

Positioning: Every organisation wants to be on good position in the market. Through a
strong brand image, a corporation can attain extensive goodwill at market place. Quality and
proceed of the corporation show its postulation. Increasing demand of product and services also
provide a effective position in the market. Marriott hotel haver a good poison in the market
because of its strong brand image.
SWOT of Marriott:
Marriott hotel holds extensive goodwill and value at market place. They promote their
service with the help of social media. They launch different advisement according to the target
market. Their products and services affect the marketplace in effectual way and the it show its
position in the market.
Strength of Marriott hotel
 This hotel achieve many awards related toi the highest brand equity.
 This hotel cover a large market share of market.
 They have a strong marketing plan to achieve there target
Weakness of Marriott hotel:
 The biggest competitor of this hotel is hilltop and it is the main weakness of this hotel.
 Price of the product is also differentiate its product but somewhere it also a weak point
for this.
 Luxury services of this hotel is also work as a weakness because they provide high
services and normal people cannot afford it.
Opportunity of Marriott hotel:
 Marriott hotel also can increase services like the tourism services with there current
services.
 Trust of this hotel is also work as a opportunity for it.
Threats of Marriott hotel:
 Other competitor which increases day by day it is the biggest threat of this hotel.
 Many time preferences of the customers also work as a threat for this hotel.
CONCLUSION
As per the above mentioned report, it has been concluded that a marketing manager plays a
crucial role within the confines of a corporation. Along with this, it has been identified that in the
present report, 7P's are also discussed which helps in identifying the requirements. It has been

concluded that in the present report, STP approach is adopted in order to segment, target and
position the products and services. Along with this, it is the report, which includes SWOT
analysis, in order to examine internal strength and weakness along with external opportunities
and threats. At last, this is the report of market essentials which includes marketing plan of the
report.

REFERENCES
Books and Journals