Marriott Hotel UK: Evaluating Marketing Mix, Segmentation & Strategy

This essay provides a detailed analysis of Marriott Hotel UK's marketing strategies, focusing on market segmentation, the place element, the price element, and promotional activities. It examines how Marriott utilizes demographic, behavioral, and psychographic segmentation to target diverse customer groups, including business travelers and family vacationers. The analysis extends to Marriott's multi-channel distribution strategy, pricing approaches such as cost leadership, and promotional efforts that include digital marketing, social media engagement, and loyalty programs. The essay concludes that Marriott's comprehensive marketing mix and segmentation practices contribute to its competitive advantage and strong brand image in the hospitality industry. Desklib offers more resources for students seeking solved assignments and study materials.

Introduction to Marketing
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Contents
Introduction...........................................................................................................................................3
Market Segmentation.............................................................................................................................3
Market Segmentation of Marriot Hotel UK.......................................................................................3
Importance of Information to Marketers............................................................................................3
Typical Person...................................................................................................................................4
Key Target Audience and Key Stakeholders.....................................................................................4
Place Element of Marketing..................................................................................................................4
Key Elements of Place Strategy of Marriott Hotel.............................................................................4
Issues of Availability.........................................................................................................................4
Elements of Place to Overall Marketing............................................................................................4
Local, National and International area of Marriott Hotel...................................................................5
Supply Chain Factors to Consider.....................................................................................................5
Price Element of Marketing...................................................................................................................5
Prices by Marriott and Competitor’s Prices.......................................................................................5
Pricing Strategy.................................................................................................................................5
Create Value......................................................................................................................................5
Brand Impact Value of Marriott........................................................................................................6
Promotional Element of Marketing.......................................................................................................6
Promotional Activities.......................................................................................................................6
Use of Tools and Market Segmentation.............................................................................................6
Image and Status Creation.................................................................................................................6
Conclusion.............................................................................................................................................7
References.............................................................................................................................................8
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Introduction
There is no doubt that the tourism and hospitality industry is built on proactive goods and
service modernizers and often establish trends which developed diverse brands (Salman et al.
2017). It is noteworthy that marketing is deemed as the fundamental component to run any
company. Marketing indicates to the societal and supervisory procedure through which
people and businesses get what they require and desire via developing and exchanging value
with others (Krizanova et al. 2019). This essay is going to outline different areas of marketing
in respect to the Marriott Hotel in the UK. This will particularly entail areas such as
marketing segmentation, place element, price element and promotion element of marketing.
Market Segmentation
Market Segmentation of Marriot Hotel UK
Market segmentation indicates to the procedure to divide a market into different subsets of
clients differed from each other, with mutual needs or attributes and choosing one or more
segments to target, with a different marketing mix. It has been asserted that there are majorly
three types of segmentation named as demographic, behavioural and psychographic (Chu and
Xinye 2020). With regards to demographics, there are levels of hotels in definite areas
contingent on the desires and needs of the client. Moreover, there has been a level for each
income within the Marriott hotel. Also, every hotel chain of this company provides diverse
services for particular age groups. With regards to behavioural segmentation, this hotel
company provides a reward program with free nights, upgrades diverse third-party
promotions to attract to its faithful clients. With regards to psychographics, this hotel
accentuates the role of the hotel’s status and its capability to respond to the clients’ desires.
This hotel utilizes multi-stage segmentation and it has customized their brand named hotels to
cater to diversified targeted markets (George 2021).
Importance of Information to Marketers
The market segmentation information helps the marketers to establish highly targeted and
effectual marketing campaigns and schedules. Moreover, it assists marketers to be more
efficient with respect to time, capital and other resources. It enables the company’s marketing
department to learn about their clients. They attain a superior comprehending of clients’
desires and hence can customize campaigns to client segments most probable to buy products
(Hoi 2020).
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Typical Person
Businesses travellers and business professionals are deemed as the clients of the Marriott
hotel.
Key Target Audience and Key Stakeholders
Key target audience and stakeholders might include budget customers, exclusive spenders,
business travellers, family vacationers. These people have exclusively developed their brand
names to gratify the desires of each client. One of the example of market segmentation
approach by this hotel is seen on its webpage. The brand is targeting Football admirers who
are VISA card possessors (Wang et l. 2020).
Place Element of Marketing
Key Elements of Place Strategy of Marriott Hotel
The place mix in marketing encompasses numerous areas entailing channel distribution, its
types, distribution approaches, transport, storage and inventory management (Sudari et al.
2019). For the purpose of development of its hotels, Marriott Company has chosen a mix
channel approach that entails direct as well as third-party channel. It surges the pace to
maintain the inventory around the diverse infrastructure and lessening entire costs. Most of
the offerings of Marriott concentrates on city gateways which is a supplementary benefit to
the company. It further utilizes the globe’s most influential, effectual distribution networks
that have made clients to faith in their brand. The web is deemed as the unique means by
which this hotel distributes its offerings to clients who might smoothly review its menu,
location, produces and services virtually (Lee et al. 2022).
Issues of Availability
It can be said that being locality specific offer this hotel a benefit to appeal clients such as the
business professionals might acquire hotels neat airports while the visitors might wish to have
night stay in hotels near highway so that it is accessible easily.
Elements of Place to Overall Marketing
The elements of the place strategy contribute to hotel’s marketing by focusing on where the
business sells its goods so these are easily accessible to the target market. Moreover, the
diversified place channels are effective to provide hotel with negotiation power with the
retailers (Othman et al. 2019).
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Local, National and International area of Marriott Hotel
The Marriott Hotel has developed it in more than hundred nations all around the globe and its
hotels are too situated in numerous places around the city including near airports, highway,
central markets and more (Abdou et al. 2020).
Supply Chain Factors to Consider
The supply chain factors which should be considered by Marriott Hotel for its distribution or
place mix strategy entail customer perspective, distributor perspective, communication,
creating a culture, training and commitment, and implementation of right tools (Chu and Hsu
2021).
Price Element of Marketing
Prices by Marriott and Competitor’s Prices
With regards to pricing, the Marriott Company’s prices differ with diverse hotels, clients and
locations. The major purpose of the business is to offer a top-level experience which
surpasses client gratification for the prices they pay. Nevertheless, because of the rising
competition in the sector, the hotel has too announced numerous reward programs to appeal
and retain clients. This hotel brand also provides myriad of discounts on daily basis which
enable its visitors to save big on their accommodation in the premium properties across the
globe (Park and Lehto 2021).
Pricing Strategy
The Marriott Company has been effective to maintain pricing power notwithstanding
enormous competitive price discounting, capacity reduction and enhanced room supply. This
company follows cost leadership pricing approach to provide brands developed for the price
sensitive clients. The major notion of this approach is to offer premium level of
accommodation, by reducing operational costs, developing sustainable buildings, lessening
waste, executing effective lightning systems, and more (Cho et al. 2018).
Create Value
The pricing strategy has mainly effective because varied hotel brands have been capable to
preserve differentiated value propositions with regards to their brand potential and brand
attraction (Lladós-Masllorens et al. 2020).
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Brand Impact Value of Marriott
The pricing strategy of the brand impact value of hotel and it proves to be effective since via
technology the business might lessen costs and at the identical time provide an extraordinary
excellence of goods and services at a much low prices. This assisted to prevent clients from
shifting to intermediaries’ channels such as booking.com and hence utilize the same to attain
client faithfulness and engagement (Ampountolas et al. 2019).
Promotional Element of Marketing
Promotional Activities
Promotion is the means by which companies converses and appeals clients to purchase their
products and services (Eslami et al. 2021). The Marriott Company has initiates a novel
campaign which target young travellers whom competitors failed to appeal. It also launched
Canvas initiative which brought international chefs, and businesses to the UK for the drink
and food pitch (Linz et al. 2020). The intent was to put this hotel brand in the mindset of its
growing client base. The Marriott Company has collaborated with social platforms such as
Snapchat influencers to make series which resonates travel documentaries. It will attract the
customers (travellers) who are using social media channels to make choices and get appealed
to content resembling with their lifestyle. This brand has primarily been focusing on
endorsing it and its brands via digital means. It is having an extremely well-designed website
which demonstrates all its brands in a comprehensive way which appeals users to book the
rooms instantly. It workers on UGC (user-generated content) approach. Further, it has client
loyalty program named as Bonvoy that offers its clients with a range of benefits (Taylor
2019).
Use of Tools and Market Segmentation
The Marriott Company utilizes cobranding for the purpose of promotions. It is having multi-
year agreements with American Express and others for its US issues credit card associated
with its loyalty programs. This program was fruitful to generate repeated business for the
hospitality industry (Nyangwe and Buhalis 2018).
Image and Status Creation
The company emphasizes on sustainability and corporate social responsibility practices to
preserve a robust social image. This further utilizes social platforms to address client
complaints from numerous areas of the globe. This organization has attained numerous
rewards and recognition for its employment ideal activities and entire attempts to maintain a
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robust image. This company has been renowned by Newsweek as the nation’s most
responsive company (Aldehayyat 2021).
Conclusion
From the above discussion, it can be concluded that the entire marketing mix practices and
market segmentation of Marriott Brand are found to be sources of competitive advantage.
Moreover, it is inferred further that this company has been at the front of the virtual travel
marketing practices within the market.
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References
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