Analysis of Marketing Environment for Marriott Hotel in the UK Report

This report provides an in-depth analysis of Marriott Hotel's marketing strategies, focusing on promotion, market segmentation, place, and pricing within the UK market. It outlines the project's aim to study these four key areas of the marketing environment, along with specific objectives to understand Marriott's segmentation, promotional practices, and pricing/place strategies. The report includes a detailed breakdown of information sources, encompassing academic textbooks, journal articles, and websites. A Gantt chart illustrates the time management plan for the research, spanning activities from research questions to conclusions. The personal reflection section highlights the learning process, challenges faced (topic selection, data collection), and insights gained, emphasizing the importance of a well-defined research plan and the need for resourcefulness in the research process. The report concludes with a focus on the practical application of the research plan as a foundation for future studies.

Annotated Reference List
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Contents
Organization Chosen.............................................................................................................................3
Aim of Project.......................................................................................................................................3
Objectives..............................................................................................................................................3
Information Sources..............................................................................................................................3
Academic Text Books.......................................................................................................................3
Academic Journal Articles.................................................................................................................3
Websites............................................................................................................................................4
Time Management.................................................................................................................................4
Personal Reflection................................................................................................................................5
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Organization Chosen
The chosen organization is named as Marriott Hotel. The particular areas of marketing that
will be focused for next assignment entail promotion, market segmentation, place, and price.
Aim of Project
It is noteworthy that the marketing mix is deemed as a range of controllable, strategic
marketing techniques which a business utilizes to generate an intended reaction from the
target marketplace. It is supposed as a technique to assist marketing planning and
implementation. Marketing segmentation indicates to the approach in which chosen sets of
clients are recognized so some goods might be demonstrated to them which attracts to their
interests. The major purpose of the research will to study four areas of marketing
environment with respect to Marriott Hotel in the UK.
Objectives
The research objectives to fulfil the primary aim are mentioned below:
 To understand the marketing segmentation practices of Marriott Hotel.
 To know the promotional practices of Marriott Hotel.
 To understand pricing and place strategies of Marriott Hotel.
Information Sources
Academic Text Books
Kavoura, A., Kefallonitis, E. and Theodoridis, P., 2019. Strategic innovative marketing and
tourism. Springer Proceedings in Business and Economics, seen at https://doi.
org/10.1007/978-3-030-12453-3_101.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing. Routledge.
Madhok, R. and Doherty, T., 2020. Evolving Hotel Segmentation. In Hospitality Revenue
Management (pp. 61-83). Apple Academic Press.
Solomon, M.R. and Mrad, M., 2022. Fashion & Luxury Marketing. SAGE.
Academic Journal Articles
George, R., 2021. Market Segmentation, Targeting, and Positioning. In Marketing Tourism
and Hospitality (pp. 221-246). Palgrave Macmillan, Cham.
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Sufi, T., 2019. A Case Study on Market Segmentation, Positioning and Classification of
Multi-Brand Hotel Chains. Emerging Trends in Indian Tourism and Hospitality:
Transformation and Innovation, p.73.
Gbadamosi, A., 2019. Marketing: the paradigm shift. Contemporary Issues in Marketing:
Principles and Practice, 1.
Polat, E., 2022. Digital Marketing and Digital Marketing Applications in the Asian Tourism
Industry. Handbook of Technology Application in Tourism in Asia, p.115.
Sufi, T., 2019. A Case Study on Market Segmentation, Positioning and Classification of
Multi-Brand Hotel Chains. Emerging Trends in Indian Tourism and Hospitality:
Transformation and Innovation, p.73.
Websites
Softinn 2019. How hotels can learn from Marriott marketing strategy. [Online] Available at
https://page.mysoftinn.com/en/how-hotels-can-learn-from-marriott-marketing-strategy
Accessed on 10 August 2022
Barrett, R. 2020. Marriott hotels: why their marketing strategy helps them survive the
competition within the hotel industry. [Online] Available at https://medium.com/digital-
society/marriott-hotels-c841d2642784 Accessed on 10 August 2022
Campbell, K. 2022. 30 stays, 300 days: inside Marriott’s viral marketing campaign. [Online]
Available at https://www.cvent.com/en/blog/hospitality/30-stays-300-days-marriott-
marketing-campaign Accessed on 10 August 2022
Time Management
The time management along with the activities of entire research plan is demonstrated below
using Gantt Chart.
Activities W1 W2 W3 W4 W5 W6 W7 W8 W9
2022
Research Purpose and
Questions
Theoretical Framework
Research Method
Analysis and Findings
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Conclusion
Recommendations
Scope of Future Study
The above activities are designed for completing assignment 1 along with required time to
accomplish them week wise. The plan for completing assignment 2 is total of 5 weeks.
Personal Reflection
I learned that the research plan gave me a significant opportunity to discuss proposed study,
mentioning its purpose, relevance and how it might be carried out. I understood that the
specific purpose and objectives should be written in the research plan to describe what the
intended study proposes to complete. It is found that the purpose must state briefly the goals
of the intended study. These must further elucidate the expected outcomes of the study, list
concisely the definite objectives of the proposed study and so more.
I understood that having defined how I intend to accomplish the research project, I now
require to pin it to a realistic and attainable timeframe. Also, it is learnt that to know the
entire timeframe of the research, I require to work out how lengthy every portion of the
research is probable to consider, whether any task relies on the accomplishment of other and
whether activities might be performed simultaneously. It further learnt that Gantt chart is a
useful technique to make timeline for each activity of the project. This chart demonstrates
every activity in the project as a time restricted line which can facilitate me to understand at a
glimpse which activities must be performed when to accomplish the project on agenda.
Moreover, it might be useful at this phase to recognize milestones, or mainly essential
accomplishment themes.
It is noteworthy that research, through its nature, is deemed as a critical challenging activity
which needs depth-in awareness of the subject matter, development, upkeep and hard work.
In the entire task, I found certain things as extremely challenging and tricky. Firstly, I found
complexity in selecting the right topic based on the marketing areas of company. It is
noteworthy that the research topic is deemed as the basis on which everything rests and hence
it is vital to select it diligently. This challenge restricted me to do anything without figuring
out the basic emphasis of the topic. Another challenge was to collect data from the secondary
sources available on web since I came across the articles which were not accessible to
everyone and required subscription. Also, I was having lack of motivation while writing this
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research plan and lack of decent knowledge in specialization of marketing due to which I
found complexity.
If I were to do this assessment again, I would like to firstly do preliminary research in the
chosen areas of marketing which will be focus of the study. I perceived that my research plan
will be the map for my career as a research science professional. This will too offer me an
opportunity to start to depict the innovative and independent thinking needed of a successful
scientist. It is noteworthy that the preliminary data and research provides the most substantial
argument for the feasibility of my study. Also, I felt that to succeed as a researcher through
this study, I need to be resourceful. Moreover, I should more precisely focus on the problem
which I intend to solve through the study rather than on a particular approach.
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