Marketing Essentials: Marriott's Strategy and Plan for the UK Market

This report provides a detailed analysis of Marriott's marketing plan in the United Kingdom, focusing on strategies to increase market share and improve its position among affluent customers. It outlines Marriott's objectives, including increasing profit share and market ranking in London's hotel sector. The report delves into customer value and engagement, highlighting Marriott's direct connection with customers and strategic location choices. It examines the marketing mix (product, place, price, promotion), segmentation, targeting, and positioning (STP) strategies, and the use of a marketing information system enhanced by artificial intelligence. Furthermore, it includes a SWOT analysis identifying Marriott's strengths, weaknesses, opportunities, and threats, as well as a PESTLE analysis considering political, economic, social, technological, environmental, and legal factors affecting Marriott's business in the UK. The report concludes by emphasizing the importance of monitoring and controlling mechanisms like key performance indicators and benchmarking to ensure the marketing plan's effectiveness.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Task..................................................................................................................................................3
Marketing Plan.............................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing essential can be described as a set of activities that are used by markets to
increase revenue of firm and improve position in Market. Report emphasizes on marketing plan
of Marriott and the way various factors can influence.
Task
Marketing Plan
Marriott is one of well know hospitality firm all around the world and focuses on
providing best class services all around the world. Presently it is focusing on United Kingdom’s
crowded cities such as London, Edinburg etc.
Aim
Marriott focuses on increase in market share as well as position by attracting influence
rich classes customers in United Kingdom.
Objectives
1. To increase in profit share of Mariott in United Kingdom by 8% with the help of effective
planning.
2. To Increase Mariott market ranking as well as its share in London by 15% in hotel sector.
3. To improves financial position of organisation by increase in revenue by 2021 compare
to 2020.
4. To emphasizes on proving best quality services to upper classes customers in UK.
In this plan primary as well as secondary research will be done to understand the need of
customers and hence firm will be able to provide quality services on time and increase profit
share in changing business (Armstrong and Matters, 2016). Both the method will gives better
outcomes and help in analysis travellers as well as tourist. However, it will take time and
increase expenditure of firm.
Customer Value and Engagement
Customer providing best quality services as well as comfortable environment which
increase customer satisfaction level and increase market share of firm. Firm select location which
are close to Airports, tourist places etc. and hence influence customer satisfaction level. Marriott
directly connect with customer and didn’t allow mediator role in business.
Marketing Mix
Product
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Marriott provides hospitality services all around the world and hence make it one of
biggest hotel chain group in world. It has number of Hotels, Hospitability management, Resorts,
lodgings etc. at various location in United Kingdom. Most of services are premium in nature and
firm focuses on attracting elite classes of Britain. It is divided into different brands namely The
Ritz-Carlton, JW Marriott, Courtyard hotels, BULGARI, St. Regis, Westin, Renaissance hotels,
Gaylord hotels, Le MERIDIEN, Fourpoints, Spring hill suites etc.
Place
Marriott establishes Business in 12 countries around the world which make it one of
largest hotel chain. It focuses on choosing location which is near to airport, central market etc.
and hence reduces time of busy customers (French, 2018). Marriott select premium location such
as truism site so that travelling can also support firm’ business.
Price
Organisation follows premium price strategy as maximum customers belong to elite
classes. Firm provided best quality services but prices remain high which attract higher classes.
However, firm provide membership cards, discount coupons etc. to loyal customers.
Promotion
Firm promote product on multiple channels such as media (Newspaper, Radio etc.),
Digital marketing (Social media platform namely Facebook, Instagram etc.) and hence it helps in
attracting large number of customers. Firm has collaborated with number of celebrities which
helps in influencing customers.
Segmentation, Targeting and Positioning (STP)
Segmentation
Marriott selects demographic as well as geographical segment In United Kingdom.
London will be the city for opening business and attracting business classes’ age between 18-50
years.
Targeting
Firm will target customers which influence by luxury and hence providing services in will
increase profit share as well as market position. Marriott also check if customers cycle for its
services and hence able to understand if they are following proper strategy. Location will be near
to Airport from where business classes easily influence travellers as well as tourist.
Positioning
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Firm will allow online as well as offline booking of hospitality services and promote
brand development by attracting Business classes’ customers in London in age between 12-50
years.
Marketing Information system
After Primary as well as secondary data firm will able to frame strategy which can be
best suitable for attracting customers and increase profit share of Marriott. It will be store in
computer system and by the use of Artificial intelligence will depth study of market and also
store for future research.
Digital marketing
Organisation hired professional social media handler as well as collaborate with number
of celebrities for digital marketing which helps in attracting customers and increase market share
of organisation in time if globalization.
SWOT Analysis
Strength
Marriott is working in hotel industry and hence most of business classes are its loyal
customers. It remain alert for any changes in hospitality business and accordingly set plans as
well as strategy which helps in influencing customers.
Weakness
Firm has focusing on particular classes while other firm focuses on every section of
society and hence able to increase market share. COVID has affected business and premium
price strategy decrease profit share of firm.
Opportunities
Marriott has a long fame and hence providing hospitality services near to untouched
tourist sports can helps in gaining customers and improves market position. Investment in eco-
friendly can help firm sustain development (Eissner and Gannon, 2018).
Threat
There are number of small hotels started which have innovative as well as creative idea
and hence influence customer easily. Less investment in IT sector and cyber security can give
chances of hacking and leaking of firm strategy.
PESTLE
Political factors
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UK political stability highly effected after BREXIT and hence new government
announces different guidelines for industrial sector which effected hospitality business. COVID
lockdown again decrease revenue of Marriott and further expansion process.
Economical factor
Unemployment and inflation rate in United Kingdom continuously increasing because of
COVID and BREXIT and hence effecting business of Marriott. However, government
announced that it will give half of customers bill which are visiting hotels, restaurant etc. to
maintain tourism business in country
Social factors
Taste and trend of travellers as well as business classes in UK continuously changes
which increase expenditure of Marriott and hence effecting financial stability of firm. However,
alerting towards customers’ demand increase its profit share.
Technological factors
Britain is technological advance country in Britain which helps Marriott in adopting new
system at work station and increase customer satisfaction level in changing business. However, it
increase cost of training and development programs and hence increase expenditure of firm.
Environmental factors
Organisation support environment and focuses on sustainable business development. It
also invests in CSR which contribute in conserving biodiversity. Marriott also ban plastic use in
premises. It also started campaign that firm will grow plants in different places near to premises
so atmosphere can b improves and hence able to improve good-will.
Legal factors
Marriott has implement all key legislation according to government line which help in
gaining loyalty of customers (Kotera, Adhikari and Van Gordon, 2018). Workers do not feel
isolated or discriminated add hence increase efficiency, quality and productivity of work.
Monitoring and controlling
Key Performance indicator, benchmarking, 360 degree feedback etc. will help
organisation in analysing performance of workers and hence able to understand if marketing plan
is working accordingly or not. It helps in firm making quick changes and hence able to gain
competitive advantage. Comparing between past year as well as present year record after market
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plan, gives a better understanding of growth of market and improve performance of workers as
well as business.
CONCLUSION
It can be evaluated from report that marketing plan helps targeting customers as well as
increase market share in time of globalization. However, it affected from external as internal
factors which can effect on its growth for example: After COVD, customers avoided unnecessary
travelling and hence effecting firm’s business.
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REFERENCES
Books and Journals
Armstrong, R. and Matters, R.T., 2016. Modern slavery: risks for the UK hospitality industry.
Progress in Responsible Tourism.5.(1).pp.67-78.
French, S., 2018. Between globalisation and Brexit: Migration, pay and the road to modern
slavery in the UK hospitality industry. Research in Hospitality Management.8.(1).pp.23-
31.
Eissner, S. and Gannon, J., 2018. Experiences of mentoring in the UK hospitality sector. Journal
of Human Resources in Hospitality & Tourism.17.(3).pp.296-313.
Kotera, Y., Adhikari, P. and Van Gordon, W., 2018. The relationship between work motivation
and worker profile in UK hospitality workers.
Teyssedou, P. and Lacramioara, C.S., 2016. The Current State of the Hospitality Industry in the
UK. Journal of Academic.p.62.
Williams, C.C. and Horodnic, I.A., 2017. Regulating the sharing economy to prevent the growth
of the informal sector in the hospitality industry. International Journal of Contemporary
Hospitality Management.
Online
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