The Role of Marketing Strategies for Marriott's Global Market Entry

This research project investigates the marketing strategies employed by Marriott Hotel to enter global markets, with a specific focus on the emerging market of Chad. The report begins with an overview of the research, background of the company, rationale, objectives, and research questions, including a Gantt chart outlining the project timeline. Chapter 2 provides a literature review, examining the relationship between emerging markets and globalization, various marketing strategies, and their importance. Chapter 3 details the research methodology, followed by data analysis and interpretation in Chapter 4, including findings and communication methods. The report concludes with recommendations, conclusions, and a reflection on the research process. The study emphasizes the importance of understanding target consumers, communicating value, and adapting strategies to local market conditions, highlighting the role of social media, bloggers, sponsorship programs, and e-mail marketing in reaching consumers.

Research Project

Contents
TITLE:.............................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview of research..............................................................................................................3
Background of company.........................................................................................................3
Rationale of the study.............................................................................................................4
Research aim..........................................................................................................................4
Research objectives................................................................................................................4
Research questions.................................................................................................................4
Gantt chart..............................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Relation between emerging market and globalisation............................................................6
Several marketing strategies and its importance adopted by company while entering into
emerging market.....................................................................................................................7
Effective strategy (s) and its importance for the given organisation to enter into emerging
market.....................................................................................................................................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
CHAPTER 4: DATA ANALYSIS................................................................................................14
Data interpretation................................................................................................................16
Method of communication...................................................................................................26
Findings................................................................................................................................26
CHAPTER5: CONCLUSION, RECOMMENDATION AND REFLECTION............................27
Conclusions..........................................................................................................................27
Recommendations................................................................................................................27
Research findings.................................................................................................................28
Reflection.............................................................................................................................29
REFERENCES..............................................................................................................................30

TITLE:
The role of marketing strategies to enter into a global market. A study on Hotel
Marriott, Glasgow.
CHAPTER 1: INTRODUCTION
Overview of research
Marketing is the process through which information about product and services can be
communicated to society (Sahaf, 2019). There are some specific ways of communication which
managers select after analysing and evaluating changes in appropriate and specific manner. In
current market marketing is important because these days, many organisations are dealing in
hotel industry, so it is important for managers to communicate workers in appropriate and
specific manner (Iankova and et. al., 2019). There is requirement of proper study which makes it
easy to understand and determine requirements of consumers. When business operations are
expanded at international level, then marketing strategies has to be renovated because of change
in working efficiency and operations. This investigation is based on Hotel Marriott which
operates in different countries and serves hospitality services at international level. Now Hotel
Marriott wants to operate in Chad which is country in Central Africa.
Background of company
Hotel Marriott is one of the fast-growing organisations in hospitality industry because of
increment in demand for hotels among consumers. But there is difference in demand of
consumers as per change in geographical region, demographical basis, etc. so it is responsibility
of managers to understand it and plan operations in specified manner (Sakas and Tomaras,
2019). Hotel Marriott is performing better and wants to expand in Chad which is country in
Central South Africa. In order to expand business at new destination, it is essential that managers
have to perform marketing activities in innovative manner so consumers are attracted and their
desire gets converted into requirement. Marketing strategies plays crucial role in improving sales
and revenues of Hotel Marriott; hence this is the best way to make business successful (Papadas
and et. al., 2019).

Rationale of the study
The main aim behind selecting this topic is that it is related with practical example and
people can understand information properly (Chaffey and Ellis-Chadwick, 2019). This topic is
related with study field of researcher, so this is interesting for workers as well. As marketing is
one of the interesting areas, so primary information collected is also relevant. In order to access
and determine changes properly, then they can evaluate and understand policies properly. This
study also assists knowledge of researcher to collect information about marketing strategies and
best among them. Hence if there is requirement of planning some marketing strategies, then
researcher can perform it properly because of this study (Noci, 2019).
Research aim
To gather knowledge about the importance of marketing strategies employed by business
to enter emerging market.
Research objectives
 To analyse the relation between emerging market and globalisation.
 To identify the major factors of marketing which has to be considered while managers of
organisation is planning to enter in emerging market.
 To analyse the effective strategy (s) and its importance for the given organisation to enter
into emerging market.
Research questions
 What is the relation between emerging market and globalisation ?
 What are the several marketing strategies and its importance adopted by company while
entering into emerging market ?
 What are the effective strategy (s) and its importance for the given organisation to enter
into emerging market.
Gantt chart
Gantt chart is the technique with which time required to complete the study is clear.
There is representation of activity wise time to complete it. This assist in completing whole study
within specified time (Samiee and Chirapanda, 2019).

ACTIVITES WEEK
1
WEEK
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WEEK
3
WEEK
4
WEEK
5
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WEEK
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Submission of
research
proposal
Complete
background
information for
research project
Collect secondary
sources of
information for
research project
Complete research
methodology and collect
primary and secondary
sources of information
Complete
collecting data for
study and
present the result
Determining
Budget
Data
Interpretation and
analysis
Evaluating results
and findings
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Complete the
report and submit
the final report
CHAPTER 2: LITERATURE REVIEW
Literature review is the section under which information collected from secondary
sources are studied. With the help of secondary data, researcher have complete overview view
about topic and can explain in more specific manner (Valos, Mavondo and Nyadzayo, 2019).
Secondary information is analysis of information, which is already gathered such as newspaper,
journals, books, etc. In this study, this information is collected only from internet sources, hence
only authentic and relevant sources are selected (Brege and Kindström, 2019).
Relation between emerging market and globalisation
In order to expand in international market, there is requirement of proper planning
through which operations are performed and it is not easy to maintain same image in the
organisation (Baena, 2019).There will requirement of managing and determining changes proper
through which activities are conveyed properly. There is change in operations because of
difference in geographical region. It is not specific and relevant for people establish and maintain
proper relations because if activities are not performed properly, then it is through to manage
and retain in international market. If association wants to expand in market, then scope of growth
and development for association while globalising will be in emerging market such as Chad,
South Africa, Greece, etc.
As per view of KIMBERLY AMADEO, 2019 Emerging market refers to the economy
which is in developing stage. These are the countries which are invested and invites to invest in
them regarding productive capacity. There are many countries which are performing operations
for concluding and determining ways through which economy can be developed. In order to
develop economy, traditional working areas has to be renovated such as agricultural operations,
raw material investment, etc. Government of developing economies are investing in sector which
gives high return through which they can improve living standards of people residing in local
areas. In emerging economy, per capita income is lower than average, economic growth rate is
lower, current rate is also low, etc. and they are not able to compete with developed countries.
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These countries get affected because of developed countries. Korea, Greece, Peru, Morocco,
Chad, Kuwait, Saudi Arab, etc. are countries which falls in the category of emerging markets.
According to Anne Sraders, 2019 With determination and understanding the ways
through which economy can be developed, political parties are working of its better. There is
requirement of support from local people as well through which they can improve their living
standards. Government supports other countries to invest in them through which their Growth
Domestic Product rate and foreign currency reserve can be improved (Palmatier and Crecelius,
2019).
Several marketing strategies and its importance adopted by company while entering into
emerging market
Marketing is one of the major factors with the help of which business organisation can
grow and communicate with local people. There is requirement of proper understanding and
evaluation which makes changes in their working style as well. As managers of association are
thinking to launch their outlet at Chad, which is situated in South Africa, then they have to
analyse and make changes in business operations as well. Marketing is not core activity, it is
important to understand which strategy and marketing tool is best. As there are many changes
taking place in business environment, so it is essential for managers of Hotel to determine which
is the best way to communicate with consumers. There are many marketing stunts such as social
media, television advertisements, hoardings, etc. with change in working operations (Boora and
Gupta, 2019). There are possibilities that there is requirement of change in working operations
through which it is easy to enter in emerging markets. As per view of R. L. Adams, 2019 there is
requirement of proper planning required to work in emerging market because there are many
local vendors with which individual have to deal. Some marketing strategies which Hotel
Marriott can use are as under-
Use of social media- There are many social media platforms such as Instagram, you tube,
Pinterest, etc. which is used by organisation to understand and determine changes in appropriate
and specific manner. With use of these platforms, it is easy to communicate with local people
and provide them information about what new is present in their hotel. With change in working
style, it will be easy and specific for workers to understand changes in better and appropriate
manner (Swaminathan, 2019). This platform is better because this can be accessed easily and
young generation acquire knowledge about hotels through this source.
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Bloggers- Managers of Hotel Marriott can take help of bloggers as well because they post
props and positive points about hotel and its services. These days, people become travel
bloggers, so it will be easy for them to understand and determine ways to understand changes.
Hotel Marriott have to pay some commission and make proper and best services to consumers to
make changes properly. This method is important because bloggers shares their personal
experience which gives positive impact over consumers (Gamble, McAdam and Brennan, 2019).
Sponsorship programs- In emerging market Chad, there are some social programs such
as business fairs, exhibitions, etc. so in order to provide presence of Hotel Marriott in market,
managers can set some target for sponsorship program. At exhibitions and fairs, there are many
people arrives, hence it is easy to get knowledge about it. There is requirement of legal norms as
CSR activity, so manager can contribute towards social development as well.
E- mail marketing- These days, there are many people which is using changes, there is
use of mail id of consumers to communicate about offers, new services, etc. to consumers. If
there is change in business activities, then it will be easy for managers to understand and get
positive outcome with it. When people are getting mail, they search about it, so there is
increment in rating of company as well (Ghibanu, 2019).
With the help of above-mentioned strategies, it will be easy for managers of Hotel
Marriott to make good image in emerging markets. With changes in trends, it is essential to alter
their working policies and make flexible working environment (Kiráľová, 2019).
Effective strategy (s) and its importance for the given organisation to enter into emerging market
Marketing is an art these days, because this assist in attracting people and they have to
determine changes properly (Batzer, 2019). People compares services of Hotel Marriott with
other organisations, so it is essential for managers to come with sometime new and innovative.
When consumers are getting new and different, they are ready to avail hospitality services. As
per view of Steve Olenski, 2019 There is difference in cultural values of destinations of different
countries, this is core factor which as to be concern. This makes proper change in operations and
gives positive impact to consumers. There are some factors which must be concerned while
planning marketing strategies for emerging market which are discussed as under-
Understanding target consumers- Consumers are the people for whom marketing
strategies are learned. This is the best way through which operations are performed and it is easy
to evaluate the changes in better and appropriate manner. With change in business operation,
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there is requirement of analysing and evaluating changes in appropriate and specific manner. So,
primer factor is to understand consumers and then frame marketing policies. Business class
consumers requires A class services; hence they must communicate about such services only
(Gregory, Ngo and Karavdic, 2019).
Communicating value to consumers- The main focus of marketing must be on providing
information for which they are communicating to consumers. If Hotel Marriott is famous of their
lavish services, then they have to show lavishness and comfortable environment to consumers.
Hence this is the reason for which people are ready to get services from them. There is proper
understanding and changes about services offered, then it will be easy for people to identify what
are their requirements and it gets satisfied or not.
Competitor's action- Apart from this , there must be check over actions which are taken
by other organisation. While entering in Chad emerging market, Hotel Marriott have to face
different challenges and competition with local vendors, so it is essential to evaluate their
working style and implement to their organisation (Snyder, and Schaffer, 2019).
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CHAPTER 3: RESEARCH METHODOLOGY
This is the chapter in which tools and techniques used in conducting whole study are
studied. As there are many tools but it is essential to select best out of them, so researcher
provides justification as well for using it. In order to make study appropriate and relevant, there
is use of tools and techniques and researcher have to provide justification behind it (Ibrahim and
Harrison, 2019).
Research philosophy- This is the criteria which provides information about
understanding and determining the ways with which it will be easy to understand and evaluate
appropriate way to conduct the activities. Positivism, interpretivism and pragmatism philosophy
is used. Best philosophy used in this study is positivism. This is best method because in this
approach, researcher get to know about systematic way to acquire knowledge about marketing
strategies for entering in emerging markets. Use of Positivism research philosophy is made as it
yield main focus on scientific techniques and provide a measurable evaluation to understand the
value and behaviour of people.
Research approach- There are mainly two type of approaches that are used within an
investigation such as inductive and deductive which is used by a researcher in order to gather in-
depth information about the study. For performing this investigation and research, inductive
approach is used as it support the investigation and gathering of information in more effective
and in a detailed manner which support in brining most favourable outcome for investigation
(Paul, 2015).
Research design- It is basically an effective structure or plan of a research that contains a
procedure for organising and controlling the research project. The researcher design support in
determining the manner in which the investigation will be presented. There are mainly three type
of investigation such as exploratory, experimental and descriptive. In order to perform this
investigation descriptive design will be used which support in portraying the proper information
regarding the situation, event or issue. This help in getting in-depth evaluation of elements and
variables. To perform this research report use of descriptive type of research design is made as it
facilitates proper information about the considered situation and topic and also yield a in depth
analysis and evaluation of each element and aspect of research.
Research method- There are two type of research methods that can be used within
investigation such as qualitative and quantitative. Among them qualitative mean of investigation
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will be consider as it supported with a theoretical framework which help in performing and
presenting data in more detailed manner. It is also suitable and valuable as it support investigator
in determining the correct response from the selected participants. Qualitative research method is
using in this investigation, through which reader get to know about what is the views of
individuals with pictorial and graphical representation.
Sources of collecting data- It is defined as the sources that are used or approached by the
investigator in order to gather the information for a particular are of study (Bheekharry and
Singh, 2019). The sources of data are of two type such as primary and secondary. Among them
primary sources are one which support in gathering fresh and new information. On other hand
secondary sources are one where information regarding the area of concern is already presented
by some another person. In order to conduct this investigation both primary and secondary
sources will be used where primary information will be gathered through making use of
questionnaire and secondary information will be collected through books, journals and articles
which then evaluated to perform literature review. 50 workers of Hotel Marriott are selected
randomly who form a part of lower management of Hotel Marriott with the aim of collecting
primary information. Use of questionnaire is made to get information from them about the
marketing strategies used for making good image in new market as they are the ones who are
having most relevant and reliable information regrading the operations and marketing functions
of Hotel Marriott .
Questionnaire
Name:
Gender:
Department:
Employee Id (Optional) :
Q1. Is there any relation between globalisation of business and entering in emerging markets
?
Yes
No
Q2. Are you aware about marketing strategies which can be used in order to enter in
emerging markets ?
Yes
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