Marketing Essentials: A Comprehensive Analysis of Marriott's Marketing

This report provides a comprehensive analysis of Marriott's marketing essentials. It begins with an introduction to marketing essentials and focuses on Marriott as a case study. The report details Marriott's market research plan, including primary and secondary research methods. It then explores how Marriott creates customer value and engagement. The core of the report examines Marriott's marketing mix (product, price, place, promotion), STP analysis, and marketing information system. A significant portion is dedicated to digital marketing strategies employed by Marriott. Furthermore, the report analyzes Marriott's micro and macro marketing environments using SWOT and PESTEL analyses, respectively. The SWOT analysis examines strengths, weaknesses, opportunities, and threats, while the PESTEL analysis explores political, economic, social, technological, environmental, and legal factors influencing Marriott. The report concludes by summarizing the key findings and implications for Marriott's marketing strategies.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
Market Research Plan......................................................................................................................1
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing essentials refers to those tools and techniques which execute in endorsing,
promotion and sales tools which are included like marketing. It is based on the certainty that
marketing starts after the manufactured goods and a facility is premeditated, manufactured and is
prepared for sales and deliverance. For the completion of this document, Marriott is the firm
which is considered (Kruja, 2018). It is an American multinational diversified hospitality firm
which administrates and franchises a broad portfolio of hotels and associated accommodation
services. It was incorporated in 1927 and is headquartered in Bethesda, Maryland, US. The
report will consider information about market research plan and macro and micro environment of
organisation.
Market Research Plan
Market research- It is an organised effort or effectiveness to collect information about
target markets and consumers: know about them, starting with who they are. It is most essential
aspect of business strategy and a key factor in managing rivalry and competiveness.
Research methods and their advantages and disadvantages
Primary and secondary research tools are main research methods and data gathering
techniques which are crucial for gathering important information from market by considering
different methods like surveys, interviews, focus groups, observations and many more which can
be considered by Marriott in term of doing market research. Primary method is crucial to offer
fresh information and help in gathering more specific data but the weaknesses of this method is
that is very time taking and cost consuming. In secondary method, information is cheaper and
more rapidly accessible than the primary and also may be accessible when primary information
can be acquired at all. But the data which is collected by this method is something that seldom
fits in the structure of the marketing investigation aspects and the accurateness of information is
not acknowledged.
Creating customer value and engagement
Marketing is a process of engaging consumers and administrating profitable customer
relationships. Value for consumers and build immense customer relationship in order to capture
value from consumers in return (Grimmer, 2018). In Marriott, the administration can engage
them by offering quality services and facilities so that they can provide satisfaction as well as
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help in creating customer value and help in making effective relation with customer till long
term.
Marketing mix of Marriott
Marketing mix Marriott
Product This firm is one of the most recognised luxury hotel chains in
the world. It provides accommodation services under quality,
choose and timeshare classes. Along with this, Marriott
provides residences and timeshare possessions (Perreault,
Cannon and McCarthy, 2019).
Price Marriott offer good facilities at fair cost and has accepted a
premium pricing policy as it provides value based process and
facilities. Due to offering luxury services, the cost of facilities
is high in compare to other hospitality firm.
Place Marriott operate in more than 110 nations with approx 5700
properties. All its hotels are situated at prime locations to
manage its distinctive quality.
Promotion To promote its goods and services, the enterprise use social
media tools, web ads, TV etc. Along with this, it considers
campaigns and targeted particular consumers to maximise its
brand awareness.
STP analysis of Marriott
It refers to the process of segmentation, targeting and positioning the business on the
basis of demographic, behavioural, geographic and psycho graphic factors of this analysis. In
Marriott, the management categories market demographic and psychographic in term of all
gender, occupation, all age group people, good lifestyle etc. In targeting phase, they target
professional, business person and families (Kekane, 2020). In positioning, they considered
marketing tools like social media tools, online booking and many more services to position its
brand in marketplace.
Marketing information system
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It is a MIS (Management information system) which is intended to hold up marketing
determination devising. In Marriott is used by the firm to formally collected, stored, analysed
and distributed to administrators in according to their informational demands on a normal base.
By using this kind of system, the firm manage and stored collected market information so that
they can offer services and facilities as per consumer’s demand.
Effective use of Digital marketing
In Marriott, the management of organisation use and considered digital marketing tools
and techniques in term of promotion, booking, offering services and offering customer services
and many more form. They offer online booking services through their company website and
mobile application. In term of promotion, they use social medial tools, internet, web ads and
many more (Febriansyah, 2019). To make effective relation with customers and resolving their
queries, they considered customer services systems and techniques so that can provide them
effective information about the brand and its facilities.
Marketing environment (Micro)
SWOT analysis
It is a strategic tool which is used by a business firm in term of analysing the strength,
weaknesses, opportunities and threats of the firm which create impact over business growth and
its other area.
Strengths Weaknesses
 The company make focus on
innovation which is the main strengths
of the firm.
 Marriott international has an existence
in 122 nations approximately the globe
and has 600 possessions under its
umbrella with 1.2 million rooms to its
credit.
 Customers mistrust and circumvent
organisations that are unsuccessful to
defend their information. In 2018, the
guest stipulation catalogue of Marriott
was hacked.
 One of the weaknesses is that the firm
obstruction of individual wi-fi of
consumers positioning privacy risks.
Opportunities Threats
 The hotel chain business is connected
to wide range if sector like tourism to
catering, real state etc. so it can make
 The firm suffers a lot of rivalry from
brands like Hilton Novotel etc. that are
in a steady chase to become market
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expansion in its business.
 By focusing on emerging economies
the firm can make development as the
demand of high end hospitality services
in developing nations.
leaders (Malhotra, 2018).
 In current era, COVID 19 pandemic is
the main threat which affects the
business of hospitality and affects the
sales as they are unable to generate
revenue.
Marketing environment (Macro)
PESTEL analysis of Marriott
This analysis is a useful method to examine the influence of influencers such as political,
economic, social, and technological and many more on Marriott company model, development
trajectory, its commerce case and market plan.
Political- The main political components which could influence Marriott are the danger of
terrorism, global relationships and the political environment in trendy traveller locations (Lu,
Poon and Weng, 2018). The biggest threat here is a terrorist attack or a military issue that could
interrupt global air travel or terrify individual away from travelling. Uncertain political landscape
of EU is another factor which affects the business of Marriott.
Economical- The key financial aspects that will influence Marriott’s business are the
sluggishing of economic development in China and the constant fiscal turmoil in Europe. In
current era, due to Brexit and COVID 19 pandemic the revenue and economic system of thus
firm affect in negative form. A long term financial risk is developing income dissimilarity and
stagnation of middle class wages in the US that minimises individual’s capability to travel and
stay at hotels.
Social- Cultural modifes that could influence Marriott consider maximised number of
Chinese and other Asian travellers. Population in the US and Europe that are developing older
could maximise the need for convinced types of travel experiences like packages tours and
luxury resorts. In term of retaining its consumers, the firm offers a Loyalty program named
Marriott Bonvoy that objectives to offer its consumers with free hotel stays and extra discounts.
Technological- The appearance of the third party facility offers is a reason if concern for the
hotel chain. The reserving of their hotels by circumlocutory reservation tools can maximise their
overall price and hence direct to a reduction in its fertility (Nikiforova, 2018). Marriott should
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also centre on keeping a velocity with the technology to minimise their functioning costs and
consumer preservation.
Environmental- Marriott claims to abide through several ecological laws and rules existing
in the nations where it functions. The respective organisation, in key step regarding sustainability
determined to get rid of the use of all plastic straws in all its hotels crosswise the world by 2019.
Legal- The information security confrontation that is happened in 2018 has made Marriott
subject to diverse lawsuits. The event led to the revelation of the private data of more than 380
million travellers and guests (Marriott PESTLE Analysis. 2019). After this event, the ICO
London set a observe to Marriott stating an enquiry will be completed on the firm’s privacy
policy. These kinds of researchs can direct to bulky fined and penalties. Along with this, it can
get worse organisation’s standing that can shudder its consumer’s coolness.
CONCLUSION
This has been concluded from the above defined information that marketing essentials are
effective techniques and tools which assist a business in marketing of its goods and services. By
considering research methods the venture can collect information about market and STP analysis
is crucial for segmenting, targeting and positioning of business as per consumers. SWOT
analysis and PESTEL analysis are effective techniques to determine the impact of external and
internal factors of environment on business.
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REFERENCES
Books & Journals
Kruja, D., 2018. Destination marketing research. In The Routledge handbook of destination
marketing (pp. 35-48). Routledge.
Grimmer, L., 2018. Convenience and service key essentials of retailing: Interview with Jennifer
Stackhouse.
Perreault, Cannon, J.P. and McCarthy, E.J., 2019. Essentials of Marketing: A Marketing Strategy
Planning Approach. McGraw-Hill education..
Kekane, M., 2020. Question Bank (Englsih) Marketing Management Paper-II, TY BCOM (2013
PATTERN-Regular).
Febriansyah, R., 2019. Marketing Mix 7Ps in Islamic Perspective. KnE Social Sciences, pp.619-
625.
Malhotra, N.K., 2018. Marketing research: current state and next steps. Brazilian Journal of
Marketing-BJMkt Revista Brasileira de Marketing–ReMark Special Issue, 17, pp.18-41.
Lu, C.S., Poon, H.Y. and Weng, H.K., 2018. A safety marketing stimuli-response model of
passenger behaviour in the ferry
Nikiforova, S., 2018. The study of the correspondence of marketing instruments to the stages of
the start-up life cycle. In MATEC Web of Conferences (Vol. 239, p. 07004). EDP
Sciences.
Online
Marketing Mix of Marriott. 2020. [Online]. Available Through: <
https://www.marketing91.com/marketing-mix-marriott/>.
SWOT analysis of Marriott International Inc. 2020. [Online]. Available Through: <
https://www.marketing91.com/swot-analysis-marriott/>.
Marriott PESTLE Analysis. 2019. [Online]. Available Through: <
https://www.mbaskool.com/pestle-analysis/companies/17988-marriott.html>.
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