International Marketing Strategies: A Case Study of Marriott Hotel

This report analyzes the international marketing methods adopted by Marriott Hotels, focusing on direct mail, direct marketing, and social media marketing. It compares international and home orientation, highlighting differences in regulatory clarity, stakeholder understanding, market size, and operational scope. The report assesses how Marriott can evaluate its competitors in both domestic and international markets. It concludes that using social media and direct mail marketing methods has helped Marriott gain competitive advantages and expand its customer base from local to international levels. Desklib provides access to similar solved assignments and resources for students.

INTERNATIONAL MARKETING

Table of content
 Introduction
 LO 4
 P7- Explaining various international marketing methods companies can adopt
 P8- Comparing international and home orientation & ways to assess competitors
 Conclusion
 References

INTRODUCTION
 International marketing is the only source that a company utilize
and adapt, to grow in rapid and productive manner, with
utilization of existing resources.
 The current presentation will be based on Marriott, which falls
under the list of leading Hotels in the UK.
 The study will explain different global marketing approaches and
also define comparison between home & international
orientation.
 It will justify the way to assess rivals outline implications of each
method.

Explaining various international marketing methods
companies can adopt
Direct
mail
Direct marketing
Social media marketing

Cont.
Social media marketing-
 According to this method, firms may take approach to create own profile in the most
popular social media channel that help to gain the attention of potential buyers.
Evaluation
 It can be said that this form of approach may provide a lot of benefits to users in certain
manner such as to generate revenue more than last few years or months. While it may affect negatively,
when a guest put negative comment on similar profile.
Direct marketing-
 This approach may include promotions and leaflets that provide a lot of benefits to
promoter and its brand.

Cont.
Evaluation-
 It may help to save the time and efforts of marketer, but also affect negatively in term of
conducting a lot of research to select the best digital marketing tool that people trust on that.
Direct mail-
 The best international marketing method is current one that help to promote venture and its
services internationally, which taking any step out of the premise.
Evaluation-
 It may encompass key benefit such as time saving element, but also include some drawback
such as lack of customers awareness and consideration.

Comparing international and home
orientation & ways to assess competitors
 Domestic advertising is defined as process
of carrying out promotional activities
within national edge.
 While global marketing refer to procedure
of conducting advertising practices outside
the home boundaries.

Cont..
In the context of domestic orientation, the laws and
regulatory terms are clear and specified.
On the other hand, the rules and laws are unclear in
international market orientation context.
In domestic orientation, the understanding related to
potential stakeholders are clear.
While, in international orientation, in order to develop
understanding of key stakeholders company may require a lot
of time.
The area of home orientation if quite small. While the area under a company serve their services in
international market is large.
Home orientation may enable companies to operate in
single market or country.
On the other hand, in global orientation, organizations run
their ventures more than one nation.
The process of domestic orientation encompasses those
activities that differ international orientation as it may
consume less efforts.
On the other side, international orientation included multiple
practices like global business environment analysis, etc.

CONCLUSION
 By summing up above discussion, it has been summarized that by using social media
and direct mail marketing methods, firm has gained competitive benefits.
 It has build wide customer base, among which guest is able to promote venture from
local to international level.

REFERENCES
 Baumgartner, H. and Weijters, B., 2021. EXPRESS: Dealing with Common Method
Variance in International Marketing Research. Journal of International Marketing.
p.0022242921997081.
 Donthu, N and et.al., 2021. Research constituents, intellectual structure, and
collaboration patterns in Journal of International Marketing: An analytical
retrospective. Journal of International Marketing. 29(2). pp.1-25.