Report: Sales Development, Merchandising Strategies for Marriott Hotel

This report provides a comprehensive analysis of Marriott Hotel's sales development and merchandising strategies. It begins with an introduction to the importance of sales and profitability in the competitive hospitality industry, focusing on product mix and its contribution to sales and profit, exploring elements like width, length, depth, and consistency within the context of Marriott. The report then examines the role of market segmentation, including demographic, geographic, psychographic, and behavioral segmentation, in maximizing sales. Furthermore, it delves into the factors influencing buyer behavior, such as personal and psychological factors, providing insights into consumer decision-making. The report also evaluates various personal selling techniques and assesses the influence of operational design on sales revenue, offering a holistic view of the strategies employed by Marriott Hotel to enhance its market position and achieve its business objectives. The report concludes with a summary of the key findings and implications for the company's future sales and merchandising efforts.

Sales development
and merchandising

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK A ..........................................................................................................................................1
A) The contribution of product mix on sales and profit of firm.............................................1
B) Contribution of Market Segmentation on Sales Maximisation.........................................3
TASK B ..........................................................................................................................................4
A) the factors affecting buyer behaviour................................................................................4
TASK C ..........................................................................................................................................6
A) Evaluation of Various Personal Techniques.....................................................................6
B) Influence of operational design on sales revenue..............................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
In this modern and competitive era the basic purpose of each business organisation is to
enhancing organisational sales and profitability through offering variety of goods and services to
their significant buyers. Product can be considered as an most essential element for each business
enterprises as the growth and success of firm are based on products and its higher quality
features (Aurier and Séré de Lanauze, 2011). It is required for each business organisation to
attract large number of customers towards their firm or offered goods and services as it is
beneficial for growth of firm. The sales development consist to the operations and activities of
push merchandising for enhancing the base of buyers in the product and service firms. Marriott
Hotel is the chosen company for this particular report. It is a most popular hotel industry which
deals in variety of luxury goods and services in efficient manner. The major purpose of this firm
is to expand its business operations globally in respect to gaining high profit and growth at
market place. This report contents the study about contribution of product mix and market
segmentation in developing sales and profitability of firm, various factors that are affecting
buyers behaviour at market area, the evaluation of personal selling techniques within an
organisation and the influence of operational design on sales and revenue of firm will also be
discussed in detailed manner.
TASK A
A) The contribution of product mix on sales and profit of firm.
In the market place each business organisation is concern on enhancing organisational
sales and revenue through implementing its operations at wide scale. Product is considered as an
essential element of firm as it helps in developing organisational productivity and performance
of firm. As a large service industry Marriott Hotel is focused on offering variety of products and
services to their significant customers as to increasing sales and profitability of firm. Increasing
level of sales helps in reducing the dependence of one product that can lead to firm closure if
demand for that product and service ends or wanes enough (Benanshiya and bai, 2017). Product
mix is consist as a product assortment which refers to the total number of product lines which is
offered by a company to their potential customers. Product mix helps in clarifying the all product
and service detail of firm as and it also helps in providing a significant direction to the people
who are willing to taking benefits of offered products and services of firm as to satisfying the
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needs and wants. This can be homogeneous with the products and services of other hotel
industry, so it is required for each small as well a large business enter[prises to implement
appropriate changes in their product line in order to making their service stand out at market
area. There are various element of product mix in which some are described as below:
Width: Number of Product Lines: It describes the number of products which are offered by a
company in regard to increasing their sales and revenue (Bloore, 2012). As a large business
enterprises Marriott Hotel has wide range of products and services and they are applying various
technologies as to explore its activities at wide area build effective image at market place.
Length: Total Product: It consist to the total number of products that are available in the product
mix of an organisation. As a large service firm Marriott Hotel has multiple product line, so it is
required for them to keep track of their average length per product line.
Depth: Product Variation: It pertains to the average number of variation for each product and
service. Variation includes various elements such as Size, colour and many distinguishing
characteristics.
Consistency: Product mix consistency determine the relationship to analyse nearness one
product line to the other in respect to the element of production and distribution.
Marriott Hotel deals in variety of luxury products and services such as accommodation,
high quality food, beverage and other facilities which helps in establishing effective image in
front of public as to gaining high profitability through satisfying their needs and wants.
Marketing mix helps in defining the merits and demerits of firm and its products in effective
manner, so the elements of marketing mix are described as below:
Product: This can be described as the fundamental objective of firm which helps in increasing
organisational sales and revenue at market place (Carenys and Sales, 2012). As a large business
enterprises the product line of Marriott Hotel offers variety of products and services such as
luxury accommodation, meeting rooms, food, beverage, play ground, transportation, check in
and check out facilities. Company attaining high growth through satisfying the needs and wants
of customers through offering them high quality goods and services.
Price: Marriott hotel is one of the prestigious five star hotel which is famous for its high quality
products and services that are offered by the firm in reasonable prices. The company is charging
less price for its products and services or provide offers and discounts to their potential
customers who are regularly taking benefits of organisational products.
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Place: This is also an another essential element of market mix. Which plays a vast role in
analysing the market in which organisation can attain high profitability through offering wide
range of products and services.
Promotion: This is also an another essential element of product mix which helps in creating
awarenesses among people about the product and services that are offered by firm. The
company is widely concern on promoting western culture as to gaining attention of customers
towards the firm and its offered products and services (Curwen, Park and Sarkar, 2013). As a
large service industry Marriott Hotel is having high brand image at market place and they are
concern on gaining attention of people through creating awareness about the product on social
media, Television, radio, newspaper etc.
B) Contribution of Market Segmentation on Sales Maximisation
Market segmentation is a marketing technique adopted by top management of an
organization in order to categorise its consumer base according to their needs and wants, they are
segregated based on their demands and an organisation tries to make changes in its products and
try to mould them in accordance with their needs and demands. The company try to split its
clients into different segment in order to maximise revenue through providing desired features
and specifications in goods and services. Hotel Marriott is a multinational company involved in
Hospitality industries, it has its properties around the world which is engaged in providing Hotel
services to various consumers all over the globe. Management of Marriott hotel has divided its
client profile on following basis :
 Demographic segmentation : Under this the religion, attitude, culture and other
demographic factors are taken into consideration for the purpose of segmenting
customers on the basis of demographic region. This helps company in achieving sales
maximization because the company would be aware of its customers and how their
demands needs to be treated (Frazier and Cheek, 2016). Company makes strategies to
consider religions which are prevailing in that particular region and if there is any festival
or a big event within that country, if such things happen within that city or state company
prepares itself well to serve customers well for maximising its sales in that period as
much as possible.
 Geographic Segmentation : It means dividing consumers and customers on the basis of
geographical locations where they reside like consumers of United states would want a
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different kind of product and specifications whereas, consumers of Asian countries would
have certain different demands. Therefore these are segmented on the basis of
geographical locations in which they live (Fulton and Lee, 2013.). It is a very common
way of segmenting consumers as most of the companies believe in making products
based on consumers of a particular country rather than going into too much specification.
Marriott hotel divide its customer base based on the geographic locations in which they
reside, company is a five star luxury hotel service provider and hence it aims to open its
hotels only where people can afford these high end services for example metro, Urban
and Sub-urban cities all over the world.
 Psychographic Segmentation : Under this kind of segmentation, The company tries to
segment its customers on the basis of their lifestyle,their income,tastes, preferences etc
overall the psychology of consumers are read by management of company and then they
manufacture their products and put features in it based on their psyche and demands. This
helps company in making their market wider as company can now properly asses its
consumers. On the basis of their psyche, it will try to do marketing of these products in
that specific way that will attract them and hence will lead to an increment in the sales of
company.
 Behavioural Segmentation : This is yet another approach of segmentation, under this
attribute and behavioural aspect of an individual is taken into consideration.
These strategies has widely contributed in effective sales growth for company and therefore the
marketing strategies are continue to remain same for the company for quite a few years now. It
also increased sales of companies in various countries which were not a big part of its business
portfolio and was not contributing to company's revenue (Gupta, 2013). These policies are
internationally recognised by some of the MNC's as well, who are operating in various countries
and aim as maximising their revenue through capturing their respective market and increasing
their revenue and profitability.
TASK B
A) the factors affecting buyer behaviour
In order to generate large amount of revenue and increase the rate sales of products by
determining various factors of consumer. For attaining benefits of Mariote hotel in order to
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increase various promotional activities which helps to attain goal and objectives of company. For
this organisation have to understand buying behaviour of customer and organisation should
provide different products to customer in order to increase sales of different products. There are
various promotional activities can be done by the manger of organisation. In order to attract large
number for customers. Manger of hotel implement new and innovation facilities in order to give
portable facilities to its loyal customer. It helps to attain goals and objectives of organisation.
Factors: the buying behaviours of customer depends upon the consumption of various types of
goods by consumers (Isaenko and Degtyar, 2015 ). Availing different types of services by
customers, desire of customer. These are factors which can be determine by the manager of
Mariote hotel in order to increase sales of products and services of organisation.
Personal Factor:
it is concerned with personal choice of customer their trait which are followed by
customers. Determining lifestyle, ages of customer it also deals with occupation of customer
which influence the buying capacity of consumer. It is related to buying different services by
customers.
These personal preferences of consumer in buying behaviour of customer. The management of
hotel focuses over those people who are good businessman have good family status, specially
foreigner who come from abroad to visit place.
Psychological factor: This factor concerned with the psychological understanding of people
which are related to motivation in order to take service of hotel, determine their values in order
to provide better service to the customer, understand their values , their attitude and according to
these factor manger of hotel provide various types of products and services to its loyal customer.
It help attain goals and objectives of organisation. Sometimes these factors are not determine by
manager of hotel which reduce rate of sales of products and services of hotel Marriote.
There are various motivational and stimulation theories which are used by the manger of hotel in
order to compete its rivals in marketplace (Johnston and Marshall, 2016). The management of
hotel implement Hierarchy theory of motivation of Maslow who have determine the various
needs of human being into different categories which are described as below:
Psychological needs: it is concerned with food, sex, water, air heat and salary in order to live in
stable condition
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Safety need: It concerned with safety from poison, violence, freedom, etc: security of job, health
insurance etc.
Self actualisation Needs: it is related with religion, education, hobbies, etc: Advancement,
training, innovativeness and development.
Esteem Need: Friends, family etc. High status, responsibilities etc:
Belonging Needs: Clubs, friends, family: workers of different department, subordinates, teams
etc.
As per theory of Maslow's priority of needs set by the clients in order to purchase different type
products and services acquired by the customers. Manger of hotel should these methods to
enhance rate of sales of hotel Marriott.
Motivation theory: there are various elements which are diversify by the manger in order to
motivate the customer to take various types of products and services by customers (Lapoule and
Colla, 2016). various thoughts and ideas are implemented I order to increase the sales of
different services provided by the hotel.
The Purchase Decision Process: there are different processes of buying decision which is
made by customer which is utilised by customer. Customer analyses the different services in
order to avail it on the basis of quality and price. Customer determine those services which are
valuable and satisfy the desire of customer. Hotel implement different strategies in order to
increase rate of sales of Hotel Marriott.
TASK C
A) Evaluation of Various Personal Techniques
There are various personal selling techniques which are being evolved from past. The
company has become aware that it is not enough to market products only on the basis of
campaigns and advertising, the consumer might see those advertisement and may also ignore
them, this will not be enough for company to maximise its sales growth. Hence companies
overtime has realised that the only way to make people aware of the products is by personally
selling them to consumers and customers (Morrison, 2013). This happens by going door to door
of customers and telling them various features as well as benefits of using the products. The
various personal selling techniques are being discussed as follows :
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 Non verbal technique: It is a technique of selling under which customers are
approached directly by 'selling personnels' of company. There are various types of skills
which are required for this kind of selling on an individual level and it includes active
listening and interpretation of non verbal cues. It involves summary of what customer
thinks of that particular product and service and a note of the same should also be made,
if it is possible. Various non verbal cues includes facial expression, eye contacts, gestures
etc.. It is the responsibility of company to train its personal selling staff well which would
include training of these gestures and non verbal communication skills, so that it can
communicate with its clients and customers in an effective manner and which can
increase its sales and profitability.
 Product Knowledge : For the purpose of selling directly to consumers it is very crucial
that the person who is responsible for selling products to customers as well as consumers
have the proper knowledge about all the products of companies (Pandey and
Maheshwari, 2017). The person should know each and every details and features of
various products which will makes it easier for them to convince customers to purchase
their products, if the person would be having proper knowledge the customers would be
attracted with his communication and knowledge and therefore it will be more likely that
the consumer might end up in purchasing the concerned product. For the purpose of
having proper knowledge of products, the company should make sure that proper training
is being provided to various personal selling staff, it will ensure that the staff is having
proper knowledge of products of companies and it can sell its products to consumers and
it will result in higher sales and growth for company. It is the responsibility of selling
personnels to infuse trust among customers who purchase products of companies and this
is only possible by having a comprehensive 360 degree knowledge of company and its
products.
 Customers needs and wants : For a company to grow and prosper it should know its
customer well, this is done by proper knowledge of customers and their various needs
and tasks. Hotel Marriott is continuously transforming its capabilities for serving its
customer well (Rosenau and Wilson, 2014). For this company has been conducting
various surveys and analysis of consumer's behaviour towards company. The company is
looking for making more investment in training and development of its sales force for
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proper understanding of needs and wants of people. By doing so company will be able to
target and segment its market well which in turn helps in growth and development of
company's business. The aim of company is also to increase its popularity by way of high
end and effective marketing of its already well recognised brand. Whole hotel industry is
influenced by customers needs and demands and their preferences therefore, without
properly understanding it, a company can not operate and succeed in the market.
B) Influence of operational design on sales revenue
It is fundamental for an organisation to develop an effective planning so that they will
manage entire operational activities in an effective manner. Therefore, they will be able to
provide qualitative products and services to clients appropriately. Marriott Hotel is operating
their business in services industry; thus, it is not easy for them to separate business procedure as
well as design (Russell, 2015). Like an example: they are providing rooms to clients so that they
will stay at hotel, this is considered part of their process of business, whereas, as they are using
services of over there which cannot be apart from procedure. If each and everything is planned
appropriately then, this will help to reduce unwanted cost and manager will be able to render
qualitative services to visitors. As a result, they will improve sales and in addition profits
effectually. Process designer of Marriott Hotel need to consider some factors, such as safety,
quality, reliability and so on.
There are some operations related to organisational design of hotel which are stated as
beneath:
Performance: It is must to set some standard, like quality, flexibility etc. so that
performance of staff members will be managed effectively.
Mapping: It will comprise determination of activities and in addition set the input
flow.
Execution: This will comprise how design will be developed or carry out.
Follow up: It is needed to acquire response from clients, find out the gap of service
quality and restructure the procedure.
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There are many kinds of methods or tools of operational design which will be utilized by
manager of hotel so that their profits will get improved (Santini, and et. al., 2016). These will be
discussed as beneath: Ergonomics: This is considered as most appropriate enhancement model which will be
used by employer for operational design (Smith and Zook, 2011). It is must to manage
entire activities so that company will enhance their production and in addition diminish
unwanted cost. Workflow: It is required for superior to manage workflow at workplace in an appropriate
manner. To do it significantly, they will provide some training sessions to staff members;
therefore, they will face any kind of situation effectively and efficiently. By formulating
proper planning, manager will render direction to employees. Equipment: With assistance of this, manager will design entire operational activities in a
significant manner.
 Staff level: It is required for superior to provide task to each employees as per their skill
as well as abilities. Therefore, they will accomplish their task within limited period of
time. It works as a motivation for them because they know that how to do work.
Rather than this, it is must for staff members of Marriott Hotel to maintain an effective
cooperation as well as coordination amongst them. Operational design of firm is much effective
so that they are able to provide best services to clients. They are much able to maintain their
working standard in a significant manner (Smiley, 2013). It has been understood that, if firm
wants to enhance their revenues and sales then. It is fundamental for them to provide services to
consumers timely. It will assist them to gain their trust as well as loyalty. It has been analysed
that, well trained employees are having proper skills and abilities to complete their work in an
effective and efficient way. It enables them to reduce unwanted cost and wastage from business
procedure. As a result, enterprise will be able to accomplish their desired targets within limited
period of time (Varley, 2014). Along with, they will take benefits from competitors at
competitive place. Therefore, it has been comprehended that operational design will provide
impact to sales and in addition revenues in a positive manner.
CONCLUSION
As per above mentioned report it has been assumed that manager of hotel should analyse
the demand which is made by the manager. Organisation needs to determine the buying
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