Marriott International's Marketing Strategies: A Case Study Report

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Marketing Essential

TABLE OF CONTENTS
Introduction..............................................................................................................................1
Task 1........................................................................................................................................2
P1 Explaining the role and responsibility of marketing functions in Marriott international. 2
P2, M2, D1 Explaining the responsibilities and roles of marketing related to the wider
business context.....................................................................................................................3
Task 2........................................................................................................................................6
P3, M3, D2 Comparing ways in which businesses apply marketing mix to marketing
planning..................................................................................................................................6
Task 3........................................................................................................................................9
P4, M4 Evaluating and producing marketing plan for business............................................9
Conclusion...............................................................................................................................12
References...............................................................................................................................13

LIST OF FIGURE
Figure 1: Financial Figures of Hotel Marriott............................................................................2

Introduction
Marriott International is an American multinational diversified hospitality company that
manages and franchises a broad portfolio of hotels and related lodging facilities. Marriott
International is the largest hotel chain in the world. The report will cover role and
responsibility of marketing functions in Marriott international including the responsibilities
and roles of marketing related to the wider business context. The report will also compare
ways in which businesses apply marketing mix to marketing planning to raise their
profitability and production. Finally, a marketing plan for business will be made in order to
achieve desired goals and objectives effectively.
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Task 1
P1 Explaining the role and responsibility of marketing functions in Marriott international
In the competitive business world, marketing plays significant role in order to accomplish the
goals and objectives of business organisation. Marketing is simple promoting and selling the
goods and services of the organisation with proper research and advertising. It can be said
that marketing has distant functions that are very effective for a company to perform. The
functions of marketing are role which helps a company to determine the potential product in
the marketplace (Elrod and Fortenberry, 2018).As Marriott international is a large company,
it includes several marketing functions such as marketing research, preparing marketing plan
and product development and different strategies including advertising, pricing selling etc.
However, this marketing function plays huge roles in Marriott international operations. It can
be said that the main aim of the marketing function in organisation is to enhance the
profitability of business through increasing the sales with promoting the services of Marriott
efficiently. The major roles and responsibility of marketing function in Marriott international
are as follows:
Branding: It can be describe and the image of the company in market. It is a process which
assists the customers to differentiate the company from its different competitors in market. it
is the prime responsibility of marketing department to create and maintain the brand of hotel
in market through adopting various measures such as promoting, engaging the company in
social welfare work.
Communicating with other department: It is one of the most essential functions of
marketing which helps to have regularcommunication with other department of organisation.
This includes operations, human resource, IT department etc. It can be said that all other
departments in organisation and marketing functions are inter-dependable.Other departments
should be aware about the marketing activitiesand works as per the marketing ethics and
customer relationship.
Promotional and marketing material: Marketing function of Marriott is also responsible
for creating the material or idea which can describe the core elements of business which are
quality of services and customer satisfaction (Tozer and Rowland, 2016).The marketing
departments ensure to properly update these services in order to promote them in market.
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Marketing research: It is the major responsibility of marketing to do effective research of
the market scenario, as it assists the management to make plans and strategies for the further
operations of the business. Marketing research is essential to determine the business
opportunity and target market including consumer for accessing the services of hotel
effectively and efficiently. The marketing research assist in determine technology
advancement, customers need for the services in hotel.
Managing and monitoring social media: The promotional department of Marriott
international is responsible for managing and monitoring social media in order to manage the
effectiveness of brand image in the market towards consumers. In addition, this will also help
to enhance attraction of consumers towards brand and will increase sales. The major benefit
of managing and monitoring social media is that it helps to increase customer awareness and
competitive advantage for business (Bryson and Daniels, 2015). In this regards, the
management can promote products and services offered by firm on various platforms such as
Facebook, Instagram, twitter etc. effectively.
P2, M2, D1 Explaining the responsibilities and roles of marketing related to the wider
business context
It can be said that there are various services provided by marketing manager and function of
firm according to their roles and responsibilities. The work diligently so that business can
improve operations in order to raise profitability and productivity. In this regards, some of the
roles and responsibilities managed by marketing manager and functions are described below:
Marketing and operation management: Operational management is crucial for business
that it helps to increase potentiality and competitive advantage. It also helps to improve
quality and effectiveness of products and services offered by firm in the market to increase
profits. In this regards, marketing manager is responsible for making collaboration between
employees so that they can perform their individual roles effectively for the accomplishment
of business objectives. This helps to deliver quality services to customers and provide
satisfaction and loyalty towards brand. It is important for the marketing manager to align
marketing functions with operational department to enhance its effectiveness. In this regards,
they can set deadlines for the working staff to accomplish goals (Babin and Zikmund, 2015).
This helps business to enhance chances of increasing operations in terms of promotional and
expansion.
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Marketing and human resource management: Human resource is one of the major
functions of business which should be managed and controlled well in order to increase
manpower. Human resource management not only helps to improve promotional activities
but also enhance productivity and profitability.HRM plays an important role within business
in terms of recruitment and selection, allocating resources and training and development. The
marketing department must work closely with HRM department in order to ensure that
employees are providing their best for the completion of task. Quality staff is managed by
HRM department to ensure productivity and profitability. This also helps business to achieve
their desired goals of making an effective position in the market.
Marketing and finance management: Finance department is a major function of business
which helps to manage financial activities such as effective utilisation of available resources,
controlling budget and other promotional and finance related activities. The film needs to
make extra investment in research and development process to remain effective in the market.
In this regards, marketing manager ensure that no additional cost is exposed for such
activities (Faßmann and Moss, 2016). Marketing manager is responsible for controlling
financial activities and produce opportunity from which business can grow and develop
effectively. In addition, strategies and planning must be made by them focusing on goals. The
management of Marriott international can develop budget plan for the financial growth.
Key Elements of Marketing Function
Research: Marketing research plays a vital role in conducting research towards vision
admission of business. It also helps to deliver valuable information regarding business
activities such as finance, logistics, organisation prospects and raw materials effectively.
Strategy: The firm should formulate strategies in order to collect information that is
appropriate and effective for management through marketing research. It helps to identify the
weaknesses and strengths of operational activities that help to enhance competitive
advantage. Strategies guide employees towards their work so that they can perform better in
their tasks.
Tactics: Tactics are defined as short term plans managed by management in order to attract
number of consumers in the market. It helps to increase customer awareness so that brand can
improve its sales and revenues (Hamlin, Knight and Cuthbert, 2016). In this regards, tactics
such a giving discount on old stock, buy one get one free scheme etc. will help management
to retail consumer’s attraction and loyalty towards brand.
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Planning: Planning is a stage where management determine and other marketing activities
that are helpful in order to provide best results. This includes promotional, sales, financial,
communication and distribution strategies. The strategy must be effective enough to deliver
positive results within Marriott such as for the growth and development of business.
Thus, it can be said that marketing functions requires working collaboratively with
operational, human resource management and financial department to improve overall
performance of business. This will also help to increase sales and revenues.
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Task 2
P3, M3, D2 Comparing ways in which businesses apply marketing mix to marketing planning
Marketing mix is a strategy for marketing elements that helps to allocate resources properly
within firm. It also helps to provide benefits to both consumers and business. In this regards,
7ps of marketing mix model can be used by management of Marriott international in order to
enhance sales, customer awareness, productivity and profitability.
In this regards, the marketing mix model is used for two businesses Marriott international
and Hilton hotel which both are international hospitality companies.
Product: Products and services delivered by Marriott international must be effective in terms
of quality in order to retail customer satisfaction and loyalty. This will helps to enhance their
repetitive behaviour towards brand and will enhance sales and profitability. In this regards,
various services can be delivered by business such as free Wi-Fi, room services, taxi,
additional services including laundry and mechanical etc. strategy should be prepared by the
management so that the staff can work accordingly to deliver happiness to consumers
(Chernev, 2018). On the other hand, Hilton Hotel is also one of the well-known hospitality
organisation provides quality services to their consumers in order to enhance their
competitive advantage and profitability.
Price: Pricing strategy must be managed by business in order to provide best services with
effective process. It can be said that customers always looking for services that are better in
quality with low prices. It attracts consumers and also provides a chance to experience the
brand services. High prices of services can cause negative impact on their mind whereas a
low price creates an assumption of low quality services. Thus, it is important for the
management to manage pricing strategies in order to achieve desired profitability goals.
Hilton hotel also use pricing strategies to manage prices of their services as compared to
others. This helps to deliver quality services with effective process in order to attract
consumers in the market.
Place: Place is where the consumer interact with the services and brand.Marriott international
is an international hospitality business provides different services at various part of the world.
In the global market, the firm has an effective reputation towards consumers. The firm is able
to enhance their operations in other areas in order to increase its market share effectively.
This helps to generate high sales and revenues for the company (Kyambalesa, 2017). This
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will also help to compete with other in the market that it helps to increase competitive
advantage. Hilton hotel also provide its services worldwide so that more consumers can enjoy
the services. In this regards, management is planning to open more outlets in some other
areas.
Promotion: Promotional activities have their own importance within business. It can be said
that there are a lot of hospitality firms are operating in both domestic and global market. It is
essential for the management of Marriott international to promote their services so that they
can retain customer attraction. Promotional activities such as managing social media
platform, creating impression in the market through banners and other online activities is
helpful to attract customers. Digital medial plays an essential role in the promotional
activities that it is helpful to deliver valuable information regarding operations of business to
customers. The Hilton hotel is also making effective use of promotional activities through
digital marketing functions in order to promote their services effective. It is helping them to
increase customer awareness towards brand.
People: Human resource management plays an important role within business that quality
staff is managed by HRM department to ensure productivity and profitability. This also helps
business to achieve their desired goals of making an effective position in the market. In
hospitality business, employees have their own importance that they are the one who interact
with customers (Zackariasson and Dymek, 2016). The behaviour and attitude must be
positive of employees so that they can deliver satisfaction and loyalty to them. In this regards,
management can organise training and development programs for them so that they can
improve their skills and knowledge accordingly. Employees of Hilton hotel are so effective
that they always wear the same formal uniform which shows the respect towards brand and
customers. Employees improve and develop their skills through training and development
programs.
Physical Evidence: Physical evidence refers to the organisation interaction with the
customers in terms of products and services which must be effective in nature. Effective
outlets and attractive banners will help business to attract number of customers in the market.
In this regards, management of Marriott international must provide complete information
regarding operations of business in order to enhance sales and revenues. Providing
opportunity to outsiders and general suggestion given by them must be considered by
management. Hilton hotel is also providing their customer a chance to show their hard work
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and working environment in order to improve their loyalty. This is helping them to enhance
satisfaction of their consumers towards services.
Process: Process refers to the operations managed by business in terms of providing services
such as food products, laundry services etc. The firm must visible these services to customers
so that they can understand that quality services are provided by them through working hard.
This will help to improve customer satisfaction and loyalty with brand effectively. The firm
is making the process visible to their consumers so that they can understand the hard work
committed by employees and management. In this regard, strategies and plans are managed
by management team to accomplish their goals and targets effectively.
Thus, it can be analysed that both Marriott international and Hilton hotel is making effective
use of 7ps included in marketing mix model in order to improve their overall performance to
accomplish desired goals.
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Task 3
P4, M4 Evaluating and producing marketing plan for business
Marketing plan can be described as a documentary process which helps to operate various
functions including operational, financial and human resource department. It also helps to
evaluate and determine the current and future needs of business. This helps management to
take actions accordingly for the achievement of goals and objectives.
SWOT analysis of Marriott international
Strengths: The main strength of business is that
it is one of the leading businesses in hospitality
sector providing quality and effective services to
their consumers. Wide range of services helps to
attract customers and the brand name and equity
also make a positive impact on their mind. The
distribution system and marketing management is
also very strong.
Weaknesses: There are some weaknesses
associated with the organisation that the prices
are too high that a normal or average person
cannot use services. The quality of services is
also affected by the consumer perception and
tastes. It is very crucial for the management to
manage their prices according to the effectiveness
and quality of products and services.
Opportunities: In hospitality service sector,
Marriott international has a lot of opportunity to
develop and grow its operations. The market is so
big and there are a lot of chances of business
expansion to improve profits and production. In
this regards, the management can provide
services that are different from others.
Threats: The major threat of business is that it is
affected by the demand of tourism within
country. There are a lot of organisations
providing services that are well compatible to
Marriott international. This affect the business
operations and its vision to be best hospitality
firm in the market.
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