International Marketing Report: Marriott Hotel's Global Strategies

This report provides a comprehensive analysis of Marriott's international marketing strategies. It begins with an introduction to international marketing, defining its scope and key concepts, and contrasts it with local marketing. The report then explores the rationale for international marketing, detailing various routes to market, including direct selling and online channels, while also examining the challenges and opportunities. It delves into the key criteria and selection processes for entering international markets, followed by a discussion of market entry strategies, such as exporting, licensing, and franchising, along with their respective advantages and disadvantages. The report concludes by evaluating international marketing approaches and comparing home and international orientations, providing recommendations for Marriott's global expansion. The report covers various international marketing approaches adopted by the company and compares home and international orientation, including ways to assess competitors and outlining implications of each approach.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and key concepts of international marketing..........................................................1
P2 Rationale for an organisation to want to market internationally and describe routes to
market.....................................................................................................................................3
P3 Key criteria and selection process that used by company to consider international market to
enter........................................................................................................................................4
P4 What market entry strategy is and example of different strategies that available to an
organisation and includes advantages and disadvantages......................................................5
TASK 2............................................................................................................................................7
TASK 3............................................................................................................................................7
P7 Various international marketing approaches which adopt by company...........................7
P8 Compare home and international orientation and ways to assess competitors, outlying
implications of each approach ...............................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
International marketing is most useful activity to promote operations and functions of
hotels on a global level. It focuses on creating experience and relationship with customers which
inspires customer loyalty to reach out new buyers. Hence, it assists to make hotel's success in
creative way (Cavusgil, Knight and Rose, 2014).
In the present report, Marriott hotel has been selected which leading in global lodging
company with more than 6700 properties in 130 nations. Therefore, new designs and
development of the business ascertain successful results.
For gaining insight information of the present report, it covers range of sources to define
international marketing and main differences that considered to local marketing. Furthermore,
scope and key concepts of international marketing also develop to successful operate in different
areas. Moreover, it contains market evaluation and strategies to make recommendation in the
business. At last, home and international orientation implement in each approach of marketing.
TASK 1
P1 Scope and key concepts of international marketing
Introduction to the organisation
Marriott is international hotel brand which lead in different areas of operations in several
countries. They have continuously invented ways through customer attraction can be build
successfully to provide several opportunities that are associated to grow business. There are
generally conduct operations on the basis of five core values such as put people first, pursue
excellence, embrace change, serve to the world and act with integrity. The chosen hotel consider
historic shift in 1957 so that world's first motor hotel opened by them. Leadership also transfer
successfully to hospitality industry in successful manner (About Marriott, 2018). They consider
different types of accommodation services with luxury and necessities. Management follow flat
structure through they can make appropriate communication level and deal in international areas.
More than 50000 employees work in all different areas and stores of the world. As a result, scale
of operations are very wide of the chosen business.
Difference to local marketing
In order to considers international marketing it defines as marketing action that are
interconnected and merged in multiple country markets (International marketing, 2018). In other
1

words, international marketing is the application of marketing principles to satisfy varied needs
and wants of different people across the national borders (International Marketing, 2018). Therefore,
it includes several programs that assists to deal with more profitable outcome (Richter, Sinkovics
and Schlaegel, 2016). Furthermore, it is determines as global approach of international marketing
which focusing on country markets that is differences due to physical location of customer
groups, managers concentrate on products, etc.
Difference between international and local marketing
Basis Local marketing International marketing
Area Local marketing consist in only single
market.
While, international marketing
consider deals with several
countries and markets.
Policies and
strategies
In local marketing of Marriott there
are same policies and strategies
adopted to operate functions and
operations (Asseraf, Lages and
Shoham, 2018).
However, in international
marketing there are different
policies and strategies adopted in
promotion of products and
services.
Barriers In this marketing, the chosen business
has no or less barriers to obtain and
interpreting data as per customer
demand and marketing trends. This is
because, they exists in same market so
that it assists to understand each other.
On the other hand, in this
perspective, Marriott face issue
and problem of language, policies,
etc. (Difference Between Domestic
and International Marketing,
2018).
Scope and key concepts of international marketing
International marketing defines as performance of business activities that are designed in
plan, price, promote and direct with flow of goods and services. In concept, it can be determines
as application of marketing principles to satisfy varied needs and wants of different people.
International marketing also consider higher scope because it assists to maintain peace in
particular country and reduce risks as well with development of opportunities.
2

 Imports: It is one of the easiest form that can be adopted by Marriott to deal with other
nations. Companies can localise imported products that are depends upon needs of the
market (Hapsari, Stoffers and Gunawan, 2017). Exports: Marriott can export their finalised products in international areas and their
franchises where they can sell the products to generate huge revenues.
 Contractual agreements: When business moves beyond the domestic boundaries, scope
in international areas exposes with greater chance to do more operations. Hence, market
expands with volume and profit expansion. Consequently, contractual agreements build
with several partners (Tajeddini, Elg and Ghauri, 2015).
P2 Rationale for an organisation to want to market internationally and describe routes to market
Marriott emphasizes on the local attraction and events around the hotel. This is because,
location is one of the most important factors travellers that take into account in booking process.
The chosen organisation wants to increase their customers so that they consider different kinds of
products and services at international level which helps to target large number of audience. Apart
from this, strong availability of finance is also helpful to deal in international areas. International
guests not easily familiar with local areas but they conduct prior research of particular place
which they like to visit before booking (Shin, Noh and Lee, 2017). Routes to market can be
consider in following perspective in the chosen enterprise: What thing consider before choose: Firstly, Marriott need to assess market needs that are
suited to customers to shop and sell their products. It consists needs to match budget and
ability that distributed in products or services. Direct selling: Direct selling is determines as sell of products straight to customer
without middleman. It helps to build personal relationship with customer. Marriott can
directly contact with customers through online channels. As a result, in international
areas they have no require of any intermediaries. Selling wholesale: With respect to sell wholesale, large amount of products share at
lower rate with certain group of people. Distance selling: Distance sales to customers usually through a website, telesales or
direct mail with catalogues and brochures. It is best selling method for repeat orders.
3

 Online selling: There are different ways to sell product online with using website and
marketing. Marriott consider 24/7 services to reach wider customer base. For instance,
Facebook, Instagram, Twitter, etc.
 Combination of channels: Different combination of channels give greater chance to
reach and target more audience which develop sales strategy. For example, Marriott can
use social media and public relations as well.
Opportunities and challenges that marketing internationally presents to an organisation
Challenges
International marketing is opportunity and challenging endeavour for the enterprise.
Culture is one of the major challenging aspect for Marriott to deal outside domestic boundary.
Every country has different culture so that it influence to operate functions and operations in
international areas with difficulties.
Opportunities
Beside this, in international areas the selected business has several opportunities. In this
context, effective utilisation of surplus domestic production, introduction of new varieties of
goods, improvement in quality of production and promotion develop with co-operation among
countries (Hapsari, Stoffers and Gunawan, 2017).
Critically evaluate international marketing context and how organisation should adapt
marketing strategies for various markets
In order to consider international marketing, Marriott need to adopt relationship
marketing to build relationship with their customers. With the help of relationship marketing,
customer loyalty can be gain with appropriate information. Therefore, they can easily implement
more money with brand. However, when business easily deal with customers secrets cannot be
easily kept. As per critical evaluation, the chosen firm must consider transactional marketing
which drive sales and it is challenging for retailers and consistently sell many services in high
volume to their consumers. They need to adopt several criteria to encourage consumers such as
coupons, discount, liquidations, etc. (8 Types of Marketing Strategies and Definition, 2018).
P3 Key criteria and selection process that used by company to consider international market to
enter
In order to deal in international market, there are five steps must be consider by Marriott.
They are as follows:
4

Country identification: With respect to consider operations in international market, it is
important to choose country. For instance, the chosen enterprise consider Canada to export their
functions.
Preliminary screening: In the second step, preliminary screening undergoing that are
based upon the macro economic factors. Political instability and reward for risk also assess on
the basis of currency stability, exchange rates, level of domestic consumption, etc.
In-depth screening: In the country, feasible for market entry also assess which provides
detailed information and assess its effectiveness. As a result, Marriott can easily deal with
marketing mix to conduct research.
Final selection: With respect to consider final selection, managers need to look upon
strategic goals and match it with overall nation. The chosen business need to compare it with
other competitors and domestic companies as well that are already enter in market (The
International Market Entry Evaluation Process, 2018).
Direct experience: At last, personal experience is also important so that manager of
marketing must travel in particular nation. It increases experience first as per culture and
business practices. Careful discussion must be consider which based on appropriate judgement.
P4 What market entry strategy is and example of different strategies that available to an
organisation and includes advantages and disadvantages
Market entry strategy is planned method to deliver services in new target market by
Marriott. Importing or exporting services also establishes to manage contracts in foreign nations.
Following are different market entry strategies exists in front of Marriott:
Exporting: Exporting is the most traditional and well established strategy form of
marketing. Marriott can determine this strategy to obtain tendency for detailed marketing
information. With their own websites, hospitality organisation can easily develop exporting in
different areas of the world.
Advantages
 Advantage of this strategy is that it is less risky.
Disadvantages Disadvantage of this strategy is that lack of control weighed against the advantages
(Gillespie and Riddle, 2015).
5

Licensing and franchising: It is simple way to enter in international market. With
government agreement, Marriott can operate in foreign areas. In international areas, the company
requires following rules and regulations as per country norms so that licensing is one of the
important perspective for hospitality business.
Advantages
 With the help of license, gaining entry contain little risk.
Disadvantages
 Firm has lees control which is potential disadvantage (Zhao and Priporas, 2017).
Marriott adopted exporting strategy because it is the best way to set up domestic business
in new areas of the world.
Market evaluation criteria, entry strategies and recommendation for the organisation
With respect to evaluate market, it can be stated that licensing is most suitable way for
the organisation. High investment and risks consider greater in this strategy to gain return.
Marriott should implement this strategy with foreign based agents on the behalf of company.
Branch of the sales office determines establishment of foreign market so that legal entity not
authorised to sign agreements itself. Furthermore, franchising strategy is the important form of
technology that determine principle of buying and selling knowledge. Trademarks, design,
patent, etc. assists to increase operational experience and marketing methodology.
Moreover, joint venture is one of the important method of entering new market. With the
help of this perspective, Marriott can produce services in foreign market. It differs from direct
investment in which association formed with several activities. There are different types of joint
venture strategies consider such as licensing, contract manufacturing, management contracting,
etc. (Hapsari, Stoffers and Gunawan, 2017).
Evaluate international marketing context and how organisation should adapt their
marketing strategies for various market
There are variety of ways through the company can easily enter in foreign market.
Licensing is one of the appropriate strategy while another need to set up joint venture, license,
etc. However, there are several numbers of factors influence Marriott to deal in international
areas. It is the strategy that helps to selling directly into the market which selected by the
business. Establishment of sales program turn to agent which represent for further operations. As
6

a result, it is important to choice agents and distributors to handle functions and hire key staff
person (Gnizy and Shoham, 2014).
TASK 2
Covered in ppt
TASK 3
P7 Various international marketing approaches which adopt by company
There are two types of international marketing approaches that can be adopted by the
Marriott. They are as follows: Centralised approach to international marketing: In centralised approach of
international marketing team need to consider decisions that are plan and execute with
most effective marketing program (Amankwah-Amoah, Boso and Debrah, 2018). With
the help of this approach, Marriott can highly competent and experience to work in
international areas. Hence, they are able to find country experts those helps to localise
team at right levels. For instance, Hilton hotel using this approach to take decisions and
execute appropriate plan with experienced work.
 Decentralised approach to international marketing: According to this approach,
marketing functions and decision-making primarily pushed into field. Independent
distributors or representatives rely on own local in-country sales office. This approach is
used by the chosen enterprise when they significantly localised in other market. Very
limited resources contain to make effective marketing (Jean, Deng and Yuan, 2016). Ritz
Carlton using this approach with taking independent distributors in decision-making.
P8 Compare home and international orientation and ways to assess competitors, outlying
implications of each approach
With respect to compare home and international orientation, following description
included: Home orientation: In this perspective, Marriott consider implications of their operations
within the boundary of the nation. Therefore, it consists assessment of competitors in
local boundaries (Gomes, Sousa and Vendrell-Herrero, 2017). It assists to look upon
execute effective program of the chosen business. In the domestic market, competitors
can be assessed through customer feedback and survey.
7

 International orientation: However, in international orientation, Marriott need to
conduct survey to assess competition and implement their operations in different areas of
the world. On the basis of decentralised approach, the chosen organisation will produce
their operations and functions in creative manner (Samiee, Chabowski and Hult, 2015).
They need to know about competition of international level which create major impact on
the output of the hotel industry. Furthermore, it helps to maintain more appropriate
implications which assists to look upon outlying implications.
Evaluation of various marketing approaches which chosen and operate by organisation
With respect to consider effective marketing approach, there are two options in front of
Marriott such as push and pull. Push marketing is when the organisation speak with their
potential customers with using advertisement and other communication tactics. It is typically
mass and direct marketing. On the other hand, pull approach enticing customers to seek products
and services of the enterprise with informational content and other measures (Leonidou,
Katsikeas and Aykol, 2018).
In the selected enterprise, push marketing approach which assists to attract customers
with using advertising and other communication tactics with specific action in mind.
Conclusion and recommendation which assist in organisation to maximise opportunities in
international context
In order to conclude present analysis, it can be stated that the chosen organisation well
performing to operate in international areas. It assists to look upon several opportunities that
exists in front of the Marriott. Furthermore, marketing mix of the enterprise also assists to
develop creative results in systematic manner to get several benefits. However, in order to
recommend towards the enterprise, it can be said that Marriott should consider different kinds of
opportunities through they will easily communicate their international market operations
(Papadopoulos and Heslop, 2014). As per effectiveness, they will easily deal with several
activities and goals to promote more desired level results. It increases desired level efficiency to
promote business in international areas.
CONCLUSION
From the above report, it can be concluded that international marketing consider several
innovative outcomes with developing more activities and tasks. In this regard, report summarised
about difference between international and local marketing which would be beneficial to attain
8

more growth and effectiveness in domestic and global areas. Report consist discussion on
Marriott which ascertained several tasks in international areas to regulate functions and
operations. Furthermore, report articulated about different approaches of marketing which would
be beneficial to gain desired level efficiency such as centralised and decentralised. The chosen
organisation mainly consider direct exporting marketing activity that assists to meet with
innovative characteristics in different areas. At last, report discussed about home and
international orientation which is beneficial to develop more significant advantages in desired
manner. From the both, international orientation mainly regulated by the business to perform
functions and operations.
9

REFERENCES
Books and Journals
Amankwah-Amoah, J., Boso, N. and Debrah, Y.A., 2018. Africa rising in an emerging world: an
international marketing perspective. International Marketing Review. 35(4). pp.550-
559.
Asseraf, Y., Lages, L.F. and Shoham, A., 2018. Assessing the drivers and impact of international
marketing agility. International Marketing Review.
Cavusgil, S.T., Knight, G. and Rose, E.L., 2014. International business. Pearson Australia.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Gnizy, I. and Shoham, A., 2014. Uncovering the influence of the international marketing
function in international firms. International Marketing Review. 31(1). pp.51-78.
Gomes, E., Sousa, C. and Vendrell-Herrero, F., 2017. International marketing agility.
International Marketing Review.
Hapsari, C., Stoffers, J. and Gunawan, A., 2017. The Influence of Perceived Cultural and
Business Distance on International Marketing Strategy Decisions; A Case study of
Telkom Indonesia International. International Review of Management and Marketing.
7(3). pp.238-245.
Jean, R.J.B., Deng, Z. and Yuan, X., 2016. Assessing endogeneity issues in international
marketing research. International Marketing Review. 33(3). pp.483-512.
Leonidou, L.C., Katsikeas, C.S. and Aykol, B., 2018. International marketing research: A state-
of-the-art review and the way forward. In Advances in Global Marketing (pp. 3-33).
Springer, Cham.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Richter, N.F., Sinkovics, R.R. and Schlaegel, C., 2016. A critical look at the use of SEM in
international business research. International Marketing Review. 33(3). pp.376-404.
Samiee, S., Chabowski, B.R. and Hult, G.T.M., 2015. International relationship marketing:
Intellectual foundations and avenues for further research. Journal of International
Marketing. 23(4). pp.1-21.
Shin, M.M., Noh, E.J. and Lee, J., 2017. Erratum to: Study abroad programs as a service
convergence: an international marketing approach. Service Business. 11(3). pp.693-693.
Tajeddini, K., Elg, U. and Ghauri, P.N., 2015. Enhancing organizational performance of
international SMEs through inter-firm marketing collaborations. In International
Marketing in the Fast Changing World (pp. 109-133). Emerald Group Publishing
Limited.
Zhao, S. and Priporas, C.V., 2017. Information technology and marketing performance within
international market-entry alliances: A review and an integrated conceptual framework.
International marketing review. 34(1). pp.5-28.
Online
8 Types of Marketing Strategies and Definition. 2018. [Online] Available through:
<https://www.yodiz.com/blog/8-types-of-marketing-strategies-and-definition/>.
About Marriott. 2018. [Online] Available through: <https://www.marriott.com/about/culture-
and-values/history.mi>.
10

Difference Between Domestic and International Marketing. 2018. [Online] Available through:
<http://www.differencebetween.net/business/difference-between-domestic-and-
international-marketing/>.
International marketing. 2018. [Online] Available through:
<http://www.marketing-schools.org/types-of-marketing/international-marketing.html>.
International Marketing. 2018. [Online] Available through: <https://businessjargons.com/international-
marketing.html>.
The International Market Entry Evaluation Process. 2018. [Online] Available through:
<http://www.marketingteacher.com/the-international-market-entry-evaluation-process/
>.
11