Achieving Business Objectives: Marriott's Marketing Mix Strategies

This report examines how organizations, specifically Marriott International, utilize the elements of the marketing mix (7 Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence) to achieve their overall business objectives. The report begins with an introduction to marketing and the company, followed by an analysis of Marriott's marketing mix compared to IBIS hotels, focusing on product offerings, pricing strategies, distribution channels, promotional activities, customer service, operational processes, and physical evidence. The report then delves into effective tactics employed by Marriott to demonstrate business objectives, emphasizing resource utilization, profit margin, and competitive advantages. A detailed marketing plan is presented, including a company overview, product and service offerings, vision, mission, objectives, SWOT analysis, competitor analysis, marketing strategies, STP process (Segmentation, Targeting, Positioning), financial information, marketing budget, and implementation and monitoring strategies. The report highlights the importance of marketing strategies, STP process and financial planning for achieving business goals.

Compare ways in which
organisations use elements of
the marketing mix seven P's to
achieve overall business
objectives

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 2............................................................................................................................................3
P3. Marketing Mix of different hospitality organisation with Marriott......................................3
M3 Effective tactics applied by organisation to demonstrate business objectives.....................5
TASK 3............................................................................................................................................5
P4 & M4 Marketing plan for Marriott international...................................................................5
D2 Strategic marketing plan that tactically applies use of 7P's..................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process in which company undertake the promotional activities to
achieve organisational goal. It include advertising, selling and delivering of product to different
consumers or other business activities (Achrol and Kotler, 2012). In other words, marketing
involves in planning action to maintain healthy relationship with customers. The present report is
on Marriott International which is an American multinational hospitality company. It was
founded by J.Willard Marriott and its headquarter is Bethesda, Maryland U.S. This report
explain different ways in which hospitality organisation can apply marketing mix to planning to
achieve desire goal. Elements of marketing mix are explained to gain competitive advantages
from rivals. At last this report explain about how to develop marketing plan in hospitality sector
in order to meet marketing objectives.
TASK 2
P3. Marketing Mix of different hospitality organisation with Marriott
Marketing mix is defined as placing the right product at right place and on right time. It is
mainly focus on the consumer satisfaction because they have different expectations regarding to
products and services. Through effective marketing plan analysis all the facilities and facts in
case of target market place. Thus, company introduce their products and services as per the
requirement of customer. There are defined marketing mix of Marriott hotel with the IBIS hotel
to comparing strategy and approaches in order to enhance productivity and profitability of
Marriott hotel.
Marketing mix Marriott IBIS
Product The core of Marriott is hotel rooms
and services. Company perform their
activities at international level as
have different hotel chain as JW
Marriott. They also provide different
cuisine as per the demand of
customers.
The IBIS hotel have homogeneous
product such as breakfast, gym and
transportation facilities along with
rooms.
Price The pricing polices are Marriott Every IBIS hotel set prices as per

charge high price as they have high
quality service. Price depend upon
the city and location where it is
situated (Aschemann-Witzel, de
Hooge and Normann, 2016).
their offering. Company is focusing
on skimming and pricing
penetration strategies for their
business. Firm some times reduce
their price is low if there is slow
down in market.
Place Marriott have their hotels in different
parts of country such as USA,
Thailand, Argentina and many more.
They are known for their quality
services to their respective
customers.
IBIS is situated in Greenwich it is
located in the heart of city near
Maritime Museum, Cutty Sark. The
hotel have worldwide presence and
operate around 1152 hotel
worldwide.
Promotion Marriott international hotel promote
itself on social media platform. They
are indulge in mass media promotion
in order to capture large market
share. Company also provide service
online where customers can book
rooms according the requirement.
Promotion strategies of IBIS is
different from Marriott as they are
focus on offering discounts and
extra services like membership
cards to attract more and more
customers.
Process The management of Marriott
international has adopted effective
business strategies to evaluate the
performance for booking (Blythe,
and Martin, 2019). They have made
website through which through
which customers gets actual image
of hotel. This will help organisation
to make comfortable stay for clients.
IBIS have business process which
involves internet, 24/7 call services
ans app to book rooms easily. The
process is simple and easy in IBIS to
make smooth and hassle free stay
for customers.
People Manager of Marriott hotel are known
for their service and relationship
Staff of IBIS hotel are focusing on
customers relations as people are

with customers. They are constantly
trying to gain trust and loyalty of
customers in order to gain
competitive advantages (Bai and
Chang, 2015).
important to run business and to
generate profit organisation must
constantly think about to improving
services and quality to satisfy
customers.
Physical Evidence: The hotel have building as well as
resorts for physical evidence. They
have large layouts where 500
customers can avail services.
In the context of IBIS hotel,
company have its own staff and
who are available 24/7 for customer
service.
M3 Effective tactics applied by organisation to demonstrate business objectives
Marketing mix of Marriott hotel sure about the different services that provided by them in
luxury and qualitative manner by the customers. To achieve business objectives require to proper
utilisation of resources and variables as per the marketing requirement. As a result it helps to
increase productivity, profit margin and controlling the dominance of rivals and increasing sales
margin. Marriott hotel can achieve acknowledgement by all over the world and has also seen
improve sales and profitability in present time. To get growth and success hotel was related with
the utilisation of effective promotional strategies like emails, social media etc. They are mainly
prefer to advertising method as well as tactics that aids in relating with customer's way of
compilation content and with brand image.
TASK 3
P4 & M4 Marketing plan for Marriott international
Marketing plan : Marketing plan is formal documents, which are prepared by managers
of company to describe marketing activities for generate profit. For Marriott management have
to create marketing plan which include, mission, vision objective of the organisation. Manager
develop plan to achieve yearly targets and expand business at lager scale (Baker and Magnini,
2016).
Company overview: Marriott international is an American multinational hospitality
company which provide services like lodging and boarding to respective customers. It was
founded by J.Willard Marriott in year 1927. Company headquarter is located in Bethesda,
Maryland U.S. It was ranked 33 in fortune 100 best companies to work for.

Product and services: Marriott international have various offering such as cocoon style
room, free Wi-Fi, 24/7 customer services, velle parking ans many more. Company offer best in
class services to their respective clients which make Marriott unique, and to gain sense of trust in
mind of customers. Company also have spa and gym facilities for fitness freak. There are several
yoga sessions of customers.
Vision: The vision of Marriott is to become the leading hospitality company coming five
years.
Mission: The mission statement of company is to provide high quality services and to
their respective customers.
Objective of company: Marriott company have to increase the sales and expand market
share. Company is indulging in profit making attracting more and more customers. Marriott
international, management team prime objective is to increase its sales by 20% by opening
maximum hotel chain in different parts of the country (Blythe and Martin, 2019).
SWOT Analysis: It is a process to figure out the strengths and weakness of business
environment. In another words, it strategic planning technique which is used to help a person or
company to identify various opportunities and threats related to business activities. Here is the
SWOT analysis of Marriott :
Strength Weakness
 Strength of Marriott is that it offer
quality services to their respective
customers. They have made brand in
goodwill by providing best in class
services to their clients.
 Another strength of Marriott is it an
multinational brand and comes under
100 fortune companies around the
world.
 They also have large and diverse
customers base across the world.
 Weakness of Marriott is that they are
not focusing on new technology in their
business. Company charge high price
for their offering so middle class are
unable to afford hotels.
 The organisation have no
diversification in hospitality sector
which is a major weakness for Marriott.
Opportunities Threats

 The main opportunities of Marriott to
enter in new market to expand their
business at larger scale (Burns, Bush
and Sinha, 2014).
 Company must focus on customers
relationship which cam positive impact
on the minds of customers.
 Marriott should move towards digital
innovation which facilitates firm to
gain competitive advantages in market.
 The major threats are rivals which are
constantly try to capture large market
share.
 Currency fluctuation may be a threat as
Marriott have hotel in different parts of
the world.
Competitors: The Marriott hotel has created healthy competition in hospitality industry
for gaining more and more customers. It has number of rivals which are hotel.com.
Thresusell.com and expedia.com and many small and big competitors.
Marketing Strategies: Marketing strategies plays an vital role in marketing plan, which
help the management to promote their offering in well defined manner. It will help to make
future plans for expanding business operation which is useful for gaining competitive
advantages. Manager can adopt different tool for marketing like, social media, platform, ads on
television in order to attract more and more customers.
STP Process: It refers to segments, Targeting, Positioning for making effective market
segmentation. This technique is used by marketing mangers, to figure out the market and also
help in segmentation to develop profitable market. This method guide business towards
strategies which are more likely to be successful in future.
Segmentation: In this approach it facilitates manager for segmenting the market. It
divide the customer based of needs and wants (Clow and James, 2014). Beside this it help
company to make effective decision to generate profit . The segmentation of Marriott have been
done accordingly the factors which are explained below:
 Demographic: In this segment the company divide its customers according to their age,
financial status, gender , ethnicity etc.

 Geographic: In this customers are segmented according the region, state, city and
location. It is important for Marriott to have unique location to capture large audience and
also to generate profit.
 Behavioural: In this segment, company have to separate customers according to
individual behaviour and attitude.
Targeting: Manager of Marriott is focusing on effective and profitable customers
through which company can enhance their market share in effectively manner. Along with this,
they target who are willing to pay high price for better experience. The main objective of the
company capture those audience who are more likely to spend money.
Positioning: This help in identify the current position of product and services in target
market. It is important for Marriott to understand customers changing mood in order to grab
large market share. Presently Marriott is serving in different continent such as Europe, Asia and
Latin America. The management is using different marketing strategies to make effective
positioning in market. It can be done by offering quality services to their respective customers
(Ellis-Chadwick and Doherty, 2012).
Financial information: Finance plays an vital role in every business enterprise to
achieve its target. For Marriott management is required large amount of capital for promoting
their product and services to larger audience. For execution of this marketing plan the manager
of Marriott is required to have huge amount of resources for development of plan in effectively
manner.
Marketing budget:
Particulars 1 Year 2 Year 3 Year 4 Year 5 Year
Initial Money 4000 8000 13000 10000 10000
Investment 10000 12000 5000 7000 20000
TOTAL 14000 20000 18000 17000 30000
Promotion 6000 2000 4000 3000 2000
Sales publicity 2000 2000 3500 2500 1000
Direct Selling 4150 1500 2000 3000 5000
TOTAL 12150 5500 9500 8500 8000

Implementing and Monitoring: In this present plan, marketing team has to focuses on
plan and keep track on business activities in well defined manner (Gummesson, Kuusela and
Närvänen, 2014). For this top level management have to focus on surroundings which help in
minimizing the errors and flaws occur in company while generating business.
As per the marketing plan it is important for Marriott, to figure out what aim and
objective of company to increase its market share by 25% as well as customers base. Company is
planning to focus on creating brand image by offering quality service so it can gain trust of
customers. Manager and top level team is focusing on developing unique marketing strategies
which to promote their product and services, to make high level of customer interaction which
help in generating profit. As it will help to increase customer base and sales in future.
D2 Strategic marketing plan that tactically applies use of 7P's
Due to follow particular marketing plan id based on the Marriott to accomplish their
targets as well as objectives after implementation of marketing mix:
Elements of marketing mix Marriott Hotel
Product Effective accommodation products & services of Marriott hotel
introduce in hospitality sector to attract customers and also
provide luxury and most stylish look to become enrich the
experience of customers.
Price Marriott hotel can target to only rich customer for the hotel
services so according to that keep price and apply premium
pricing strategy so set one room price $1507.41
Place The hotel has been provided services into different nations but
most probably in own country because there are reducing risk
effectively.
Promotion To promotion for the hotel services company use different
promotion channel like social media, emails and others. It helps
to direct communicate with clients and provide effective offers.
People The hotel can provide friendly environment and provide up to

date services on time to customers as well as their other countries
people who arrived in hotel. To increase the sales of products &
services in order to inform by Marriott hotel inform very polite
and genuine way (Hansson, Wrangmo and Solberg Søilen, 2013).
Process The Marriott hotel is popular for effective room services by
robots and good food to people that has provided traditional but
most exclusive look for the rooms and proper space and
ventilation that helps to stay customers.
Physical evidence For this apply position techniques and set good brand image to
develop physical evidence for the new rooms that based on
couples. The aim of the hotel to provide effective services in
order to increase publicity.
CONCLUSION
From the above mentioned report it has been figure out that, marketing is important in
every aspect of business activity. It help in promotion of product and services in organisation. In
this report roles and responsibilities along with management of Marriott is using marketing mix
to make business operation smooth. Beside this, marketing manager of Marriott has developed
effective marketing plan which facilitates management in attaining the department effectively
and efficiently.

REFERENCES
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