Marriott Hotel: Service Marketing Mix, 7Ps, and New Strategies

This presentation provides an overview of Marriott Hotel's service marketing strategies, focusing on the four key elements of service: service culture, employee engagement, service quality, and customer experience. It discusses the characteristics of service businesses, including intangibility, perishability, simultaneity, and heterogeneity, and analyzes Marriott's current service marketing mix using the 7Ps framework (Product, Price, Place, Promotion, People, Process, and Physical Evidence). The presentation concludes with recommendations for Marriott to maintain reciprocal customer relationships, improve employee engagement, focus on the service delivery process, and refine promotional and pricing strategies to enhance its competitive position in the global market. The presentation highlights how Marriott uses marketing mix strategies to attain competitive benefits, and suggests improvements to the hotel's service offerings.

Marketing

Table of content
Overview
Elements of service
Service business characteristics
Current service marketing mix and 7Ps
Recommendations and propose new
strategies
Conclusion
References

Overview
Mariott was incorporated in 15th may
1927(Mariott,2018).
Marioot is a leading and growing company with
more than 6,700 properties across 130 countries.
The revenue of Mariott was $22 billion in 2017
(Mariott,2018).
Integrity, dignity, excellence, and embrace
change are included in the core values of Mariott.
Mariott has standing partnerships with approx 30
diversity organization (Mariott,2018).

Elements of service
There are four elements of service in hotel industry. The four
elements include service culture, service quality, employee
engagement and customer experience. The four key
elements of service in Hotel Mariott have been discussed
below.
Service culture
 Culture is a set of value, customs and principles that helps
in attracting guests in the global market. The success and
growth of hotel is dependent on the velocity and quality of
hotel.
 Mariott uses snackable and shareable framework to meet
the needs and requirements of clients (Lovelock and
Patterson, 2015).

Employee engagement
The employee engagement includes
leadership, attitude and activities of people in
the hotel. If employee engagement is carried
out by Mariott effectively then it can attract
maximum number of customers widely. It is
one of the significant core services of hotel
Mariott.
Service quality
 Service quality is also considered as core
service of hotel Mariott.
 The hotel provides innovative and unique
services to the clients for maximizing their
level of satisfaction.

The core services also include revenue
management, hotel online presence,
internet marketing and sales.
Customer experience:
The customer experience include
continuous improvement, customer
intelligence and account management.
Hotel Mariott also provides supplementary
services such as special offers, packages
and discount on food (Han,Kim and
Hyun,2011).

Service business characteristics
It is true that hotel Mariott uses intangibility,
perishability, simultaneity and heterogeneity.
Intangibility is used by hotel in marketing to
explain the inability to assess the value
attained from engaging in an action using any
tangible evidence.
 Perishability is another characteristic of
service offered by Mariott. In this feature,
service capacity cannot be stored in near
future (Shaw, Bailey and Williams, 2011).

simultaneity is essential in services which
being offered by Hotel Mariott to the
customers. It helps in consuming the
service at the same time.
 Along with this, heterogeneity is also
significant in hotel Mariott. Heterogeneity
arise through interactions. It is vital
characteristic of core services in hotel.

Current service marketing mix and
7Ps
Marketing mix is essential for hotel services to gain
competitive benefits in the global market. It is
significant strategy to overcome the competitors
globally. The 7Ps for hotel Mariott has been detailed
below.
Product: Hotel mariott divides its services in the 3
parts such as actual, core and augmented which
entails different services like resorts, hotels, lodgings
and hospitality management.
Price: Mariott follows competitive pricing strategy to
cope up with rivalries and to make a dynamic image in
the minds of clients (Bowie et al, 2016).

Place: Hotel Mariott has set up itself in more than
120 countries across the world (Bhasin, 2017).
The hotel follows distribution strategy for
increasing revenue and profitability.
Promotion: The hotel focuses on the digital
promotional channels and advertisement to
promote and improve the services in the market.
People: People is important to serve its guests or
clients in the global market (Edmunds, 2018).
Process: Effective and transparent process is
followed by the hotel in the marketplace.
Physical evidence: Services are intangible but the
hotel provides physical experience to the
customers.