An Analysis of Sales Development and Merchandising for Marriott Hotels

This report examines sales development and merchandising strategies within the context of Marriott International hotels. It begins by outlining the key components of a product in the hospitality industry, including core, facilitating, supporting, and augmented products, and analyzes how the product mix contributes to sales and profitability. The report also assesses the impact of market segmentation on maximizing sales, discussing demographic, geographic, and psychographic segmentation approaches. External sales development techniques are explored, including factors affecting buyer behavior, the use of advertising media, and external merchandising strategies. Internal sales promotion and merchandising are also addressed, focusing on the influence of design and layout on customer spending and the effectiveness of internal merchandising materials and promotional activities. The report concludes by evaluating the role of staff in maximizing sales, including personal selling techniques, the influence of operational design, and key principles for sales training programs, providing a comprehensive overview of strategies to enhance sales and revenue.

SALES DEVELOPMENT
AND
MERCHANDISING
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Table of Contents
Introduction..........................................................................................................................................3
Task A Describe the elements of the product in a business and services context.................................3
a) A discussion about the key components of the product and how the product mix contributes to
sales and profit (1.1 and 1.2)............................................................................................................3
b) An assessment on how market segmentation contribute to maximize sales (1.3).......................4
Task B Describe the external sales development techniques ..............................................................5
a) A discussion about the factors affecting buyer behavior (2.1).....................................................5
b) An assessment of the advertising media that could be used for sales development situations
(2.2)..................................................................................................................................................6
c) An evaluation of the use of external merchandising to maximize customer volumes (2.3)........7
Task C Describe the internal sales promotion and merchandising ......................................................8
a) An assessment of the influence of design and layout on customer spending (3.1).....................8
b) A review and evaluation of the effectiveness of internal merchandising materials (3.2)............9
c) An evaluation of different promotional activities according to different scenarios (3.3)..........10
Task D Describe the role of staff in maximizing sales.......................................................................10
a) An evaluation of personal selling techniques (4.1)....................................................................10
b) A discussion about the influence of operational design on sales revenue (4.2).........................11
c) Key principles that should be included in a sales training programme (4.3)............................12
Conclusion..........................................................................................................................................13
References..........................................................................................................................................14
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INTRODUCTION
All the business entities have been working in competitive scenario where in they face huge
competition; thus according to that they develop business and strategic plans. Sales development
can be considered as the main motive of the organization where in business entity has to augment
sales percentage through delivering adequate services to the clients (Waller, 2014). Thus, in such
context, the present research study has been made on Marriott International hotel which is one of
the most effectual brands in hospitality industry of UK. In order to enhance the degree of sales and
profitability, business entities have to emphasize on effective promotional strategies.
Market segmentation criteria helps the business entity to acquire maximum profits because
through segmentation process, organization can focus only on potential customers who shows
loyalty towards business products (Wacker and Lummus, 2012). Further, researcher has also
discussed factors that affects buyer and that influences to change their purchase decision of any
product. Media and advertisement both are prominent tools of promoting the products at market
place and both contributes in sales enhancement aspects. Researcher has also discussed influence of
design and layout on customer spending and along with that discussion has also been made
regarding different personal selling techniques. All the operations of Marriott International hotel
have been managed in proper manner which encourages the ratio of sales and revenue.
TASK A DESCRIBE THE ELEMENTS OF THE PRODUCT IN A BUSINESS AND SERVICES
CONTEXT
a) A discussion about the key components of the product and how the product mix contributes to
sales and profit (1.1 and 1.2)
The main aim of Marriott International hotel is to provide quality and adequate services to
the clients as per the needs and expectations. Marriott is one of the largest hotel chains in hospitality
industry which delivers wide range of services to the customers such as accommodation, food and
beverages and etc (Trehan, 2007). There are chiefly 4 components of every product such as core
product, facilitating product, supporting product and augmented products. The categories of
components of the product are mentioned in the below section:
Core products: Core products are the basic products that satisfies the needs and demands of
customers; hence Marriott International has different core products such as accommodation
services, food and beverage services and restaurant services. With the help of proper
accommodation services, customer's basic requirements can be fulfilled and they can be retained for
longer period. For the purpose of enhancing the ratio of sales, Marriott International hotel has to
emphasize on quality services because customers are always retained when they are delivered
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prominent services by the business entity (Thome and et.al, 2014).
Facilitating products: The other significant component of product is the facilitating product
which supports the core product and which enhances the ratio of sales and profitability. Marriott
International hotel should emphasize on serving appropriate services to the clients; moreover, all the
services should be in complete package so that from one entity, customer can get all the services. In
such respect, the subsequent hotel is also delivering variety of food services to the clients which
makes the customers satisfied. As per the targeted segments, customer services are delivered and
this aids the hotel to accelerate the ratio of sales and revenue.
Supporting products: Supporting products are those which are provided to the clients with
the core products and which also plays crucial role in enhancing the ratio of sales and revenue
(Tavares Thomé and et.al., 2012). Marriott International hotel has been delivering variety of
products to the clients; however to support the same service, Marriott ensures that staff services are
better and prominent. The serving system is quite innovative and useful; hence it assists the
customers to get satisfied after deriving complete package. Moreover, spa and other recreational
services are also delivered to the clients according to the time period of staying in the hotel (Reilly
and et. al., 2015).
Augmented products: Augmented products include extra and additional services in the
service provision. Marriott International hotel seems to have adopted numerous additional services
in hotel's operations for persuading more number of clients. Further, online services are also
provided to the customers where in customers can make reservation for the services.
Product mix contributes in encouraging the ratio of sales and profitability because it meets
needs of clients from every dimension (Surgrue, 2015). At the time of bringing any product at the
market place, it is essential for Marriott International to test the concept and according to that, the
overall service delivery process should be managed.
b) An assessment on how market segmentation contribute to maximize sales (1.3)
Segmentation is the process through which company selects the potential customers whom it
wishes to sell the products and services. The process also helps the business entity to target essential
people who have the purchase ability to get the services from the hotel. Marriott International hotel
has segmented the market on the basis of needs and demands of customers and due to this
segmentation criteria, services are adequately delivered to the clients (Stratman and Roth, 2002).
There are basically three types through which market can be segmented such as demographic,
geographic and psychographic and among these categories, Marriott segments people on the basis
of demographic criteria. The main emphasis has been given towards income age and lifestyle; thus
business class and high profile customers are selected for the current service provision (Wu, Kim
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and Koo, 2015).
This also aids the hotel entity to identify the needs and demands of customers; thus as per
their needs services can be delivered. In order to target high class people, Marriott International
hotel delivers premium and luxury services to the clients as per the requirements. This is another
way of acquiring competitive advantage at the market place; however customer satisfaction has also
been accomplished through the same. Marriott also segments customers on the basis of geographic
segmentation in which main targeted customers are from UK and USA because those clients have
the purchase ability to pay for luxury products (Shipley and Kleiner, 2005). Nonetheless, on the
contrary, Marriott also targets local customers and businessman who can participate in occasions
and events of the hotel.
Brand image of Marriott International hotel has been improving because all the services of
the hotel are quality concerned and all are able to meet the needs and demands of clients. However,
in the contemporary scenario, changes are prevailing in the needs and demands of customers and all
such changes could impact existing market share of Marriott International hotel (Lamb, Hair and
McDaniel, 2011). The problem can be resolved by targeting higher class customers who can acquire
hotel's products and services. Proper segmentation contributes in sales maximization because as per
the criteria, the business entity has to emphasize only upon the potential and targeted customers.
New products and services can be developed for the customers as per the segmented criteria; hence
attention of clients can be retained subsequently (Yu, Lin and Chiu, 2014).
TASK B DESCRIBE THE EXTERNAL SALES DEVELOPMENT TECHNIQUES
a) A discussion about the factors affecting buyer behavior (2.1)
Behavior of buyer changes due to many factors and all such factors plays prominent role in
influencing the purchase decision of clients (Lewis and Arnold, 2012). Before making purchase of
any product, customers go through with different stages and accordingly all such stages changes
their purchasing decisions. In the below mentioned section, several forces are discussed that
changes the buying behavior of customers: Motivational factors: When customers are satisfied with any products, they purchase those
products frequently which also shows their loyalty towards company's products and
services. Customers should be motivated enough to purchase the product thus they need to
depict the loyalty factor in them (Kunz, 2009). Social factors: Under social factors, consumer's purchase decision get affected by
preferences and views of others and this also changes demands of clients. The hotel entity is
involved in delivering high quality services to the clients which further encourages the
customers as well to facilitate word of mouth publicity regarding the services of Marriott
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International hotel. Cultural factors: Culture is considered as the most important attribute that influences
buying decisions of clients; however Marriott International hotel is highly concerned
towards the cultural values and norms (Judson and et. al., 2006). This aids the business to
acquire attention of clients; moreover they are also retained for longer span. As per the
cultural values and norms, Marriott International hotel makes appropriate changes in the
service provision. Personal factors: Personal opinion of the client also matters a lot where in he considers
interest and satisfaction aspects at the time of purchasing any product. Hence, due to these
factors, purchase decision changes and sometimes customer switches to other brands as
well. Personal factor chiefly emphasizes on satisfaction level of customers regarding the use
of subsequent service (Jones and et.al, 2005).
 Psychological factors: Sometimes, customer do believe in assuming things even if they do
not know the utility of the product. This psychology changes their purchase decision and
alongside it also changes behavioral aspects of customers. Psychological factors plays
imperative role in changing behavior of customers (Grimson and Pyke, 2007).
Thus, from the discussion it is clear that behavioral and preference of client changes because
of many factors. It is essential for Marriott International hotel to make efforts against these factors
so that clients can be retained. Customer retention always aids in acquiring maximum market share;
hence Marriott International hotel is entitled to fulfill all the requirements of clients.
b) An assessment of the advertising media that could be used for sales development situations (2.2)
Advertisement is one of the most important aspects under promotional strategies where in
products and services can be promoted appropriately to the market place with diverse tools and
techniques. Marriott International hotel has been paying for diverse advertisements so that products
and services can be adequately promoted among the customer segment. Advertisement is the source
through which business entities can communicate properly with the clients and through which
information about the products can be delivered to wider customer segment (Johnston and Marshall,
2013). Marriott International hotel has been promoting the products and services through social
media tools and techniques so that customers can be persuaded towards hotel's services. Before
promoting any product through social media websites, Marriott International hotel ensures that
considered target segments are available on the subsequent tool. In order to develop the ratio of
sales, it is essential for Marriott International hotel to emphasize on proper promotional strategies so
that large number of customers can be persuaded towards business products and services (Huq and
et. al., 2005).
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Hotel should generate awareness among the customers regarding different products and
services and such awareness can be generated through organizing marketing and promotional
campaigns. At the same time, sales ratio can be developed if message of the company is properly
given to the clients. Social media helps Marriott International hotel to acquire feedback of
customers regarding the utility and benefits of the services delivered. Hence, requisite changes can
be made in the service provision in terms of facilitating improvements (Honey, Ford and Simintiras,
2003). Further, through advertisements and promotional strategies, information regarding
company's offers and schemes can be delivered to the clients and through this, customer's attention
can be acquired on higher extent. Further, magazines, newspapers and articles can also be used for
the purpose of promoting the products at market place and through this, segmentation criteria can be
changed as well.
Advertisement and media both are important resources through which products can be
publicized at market place and through which customers can be delivered requisite information
about the products. Further, outlets can also be prepared in which in the service entity should
include detailed information about the packages and services and that should be made in attractive
manner so that customers can give attention towards promotional aspects (Merchandising Training
Programs and Requirements, 2014). The ratio of sales can be developed if customer gives more
attention to company's products and services. In such respect, sales promotion strategies can be
adopted where in clients can be provided with numerous benefits such as discounts and price fairs.
All such techniques should be effectively evaluated so that in future also those techniques can be
used for other purposes (Honey, Ford and Simintiras, 2003).
c) An evaluation of the use of external merchandising to maximize customer volumes (2.3)
It is essential for every entity to consider the importance of additional and intangible
services as through that customer satisfaction level can be encouraged. There are various ways
through which existing customer base of Marriott International hotel can be enhanced (Grimson and
Pyke, 2007). Through merchandising, most of the products and services of the subsequent hotel can
be promoted at market place and using the technique can also assist the hotel acquire attention of
clients on higher extent. In terms of external merchandising, the hotel needs to deliver additional
and valuable services to the clients such as effective parking facilities and other intangible services.
These services are essential in terms of satisfying the customers from diverse aspects and through
this, faith can be generated in the customers regarding use of products (Johnston and Marshall,
2013).
When customer visits the hotel, they expect a few intangible services and it is mandatory to
provide those services because that particularly aids in retaining the clients for longer span
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(Granger, 2012). Regarding this, there should be suitable parking services so that guests can park
their vehicle in the campus zone. Furthermore, complementary services should be delivered to them
so that brand image of the entity can be developed in optimistic manner. At the same time, the hotel
should emphasize on branding concept so that customers can be persuaded. Along with
accommodation services, the hotel should ensure that housekeeping services are proper and are able
to satiate the customers (Judson and et. al., 2006). In house services should be suitable so that word
of mouth publicity can be facilitated. Health club services, spa services and other recreational
services should be delivered to the clients on affordable costs under supporting services. Kitchen
and pantry area should be neat and clean so that food can remain fresh and can be served to the
clients whenever required.
Hygienic factors should be considered while delivering food services because consumer
health should be on first priority for the business entity. Hence, these are the most prominent ways
through which expectations and preferences of clients can be meet and as a result, they can be
retained for longer time span (Lewis and Arnold, 2012). Moreover, it is also vital for the hotel to
emphasize on designing and layout aspects so that customers can acquire better experience
regarding the service provision. Hence, Marriott International hotel should focus on infrastructure
and interior designing aspects because better ambiance contributes in retaining the clients.
TASK C DESCRIBE THE INTERNAL SALES PROMOTION AND MERCHANDISING
a) An assessment of the influence of design and layout on customer spending (3.1)
Apparently, spending of customers are based on different factors such as designing attributes
and layout of systems. In order to satisfy the customers, it is essential for Marriott International
hotel to emphasize on better environment so that customers can acquire better experience while
getting services from the entity. Since, Marriott International hotel is entitled to deliver luxury
services to the clients; therefore it is essential for the hotel to emphasize on proper services in every
aspect. Floors, rooms and lobby should be clean and safe so that employees and customers both can
acquire benefit from that (Yu, Lin and Chiu, 2014). Furthermore, chief concern should be given
towards quality and valuable services so that customers can be retained for longer span. All the
necessary arrangements should be made by the hotel so that customers can derive all types of
services. Proper lightning should be there in all the areas so that accidents and uncertainties can be
avoided. At the front house, proper waiting facility is required so that when customer visit the hotel,
they can sit properly (Kunz, 2009).
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Use of colors should be based as per the themes of the hotel because that highly attracts the
customers towards the service provision and this can also persuade the customers to spend more
time in the hotel. Moreover, services can be promoted to other customer segments. Hence, it is
essential for Marriott International hotel to use appropriate colors on the walls so as to give best
experience to the customers (Wu, Kim and Koo, 2015). Emphasis is also required to be given on
cleaning facilities as that creates first best impression among the clients. It has been observed that
customer perception can be changed according to the service capability of the hotel; thus the hotel
should pay more consideration towards these aspects. Paintings, graphics and other wall art can be
used so as to make the ambiance more attractive.
Thus, considering all such aspects, Marriott International hotel should emphasize on better
customer services as that will only influence customer spending on hotel's services. At the same
time, brand image of the hotel entity can be developed along with greater market share. Thus, it is
evident that Marriott International hotel should also emphasize on designing attributes because that
entices the customers (Reilly and et. al., 2015). Adequate spacing should be there between all the
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rooms and other zones for customer convenience.
b) A review and evaluation of the effectiveness of internal merchandising materials (3.2)
As per the study, it is clear that Marriott International hotel is entitled in delivering better
hospitality services to the clients; therefore in context to that, the hotel should emphasize on internal
merchandising for better customer experience (Lamb, Hair and McDaniel, 2011). Hence, changes
are required to be implemented on company's internal environment along with the service
provisions. For the purpose of generating better reputation at the market place, Marriott
International hotel is required to focus on suitable furniture and other services because that lies
under designing and proper layout aspects. Apart from this, cultural values and norms should be
given importance so that employees as well as customers both can be benefited (Chotekorakul and
Nelson, 2013). In order to enhance the morale of customers, the hotel entity should emphasize on
social and cultural values.
Further, customer service department of Marriott International hotel should emphasize on
prominent service delivery so that sales ratio can be enhanced. Additional services such as Wifi
services and bar services should be delivered to the clients so that they can prefer to get those
services on higher extent. The hotel should be emphasize on decoration aspects and during any
event and occasion, there should be proper decoration so that overall customer satisfaction can be
improved (Varley, 2014). As per the analysis of the hotels work environment, it has been identified
that Marriott International hotel is entitled in celebrating all types of events and occasions which
also improves the morale of employees.
c) An evaluation of different promotional activities according to different scenarios (3.3)
Promotional strategies are adopted by Marriott International hotel for the purpose of enticing
the customers towards service provision. For every product and service, promotional strategies
should be different according to the situations. Additionally, Marriott International needs to generate
awareness among the clients so that they can get hospitality services from the entity. Similarly, the
entity should also give discounts and other facilities to the potential customers for long term
customer retention (Stewart, 2012). In order to promote the services for business travelers, Marriott
should provide coupons to the companies. Emails and social media sources can be utilized by the
hotel entity so as to communicate all the information to the customers regarding diverse products
and services. Personal selling and advertisement both the methods can be adopted for the purpose of
promoting the packages among the customers (Surgrue, 2015). The service department of the hotel
entity should also emphasize on direct and effective communication with the clients so that better
relationships can be developed. Similarly, the hotel can also organize marketing campaigns and
other events so that awareness can be generated among public regarding luxury services of the
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hotel. This is also beneficial in terms of acquiring competitive advantage in hospitality industry of
UK (Russell, 2015).
TASK D DESCRIBE THE ROLE OF STAFF IN MAXIMIZING SALES
a) An evaluation of personal selling techniques (4.1)
Personal selling is the method through which staff members of an organization can directly
sell the services to the end users. Under the technique, it is crucial for the staff members to
communicate adequately with the clients for product selling. The most important thing that is
required under personal selling is proper communication skills as through that, information can be
prominently delivered to the clients. Knowledge about Nonverbal and verbal communication both
are required under personal selling so as to match the needs of customers (Kennedy, 2015). While
selling the products to the consumers, it is essential for the sales team of Marriott International to
identify the needs of clients and according to that, the utility of the product can be matched. When
Sales agent sells product directly to the customers, they have to ensure that they have full
knowledge about the product. This creates good impression among the customers; therefore more
attention can be acquired from the end users (Tavares Thomé and et.al, 2012).
Under sales promotional aspects, chief emphasis should be given to encouraging the
customers for repeat purchase. Proper relationships should be developed among the customers so
that the ratio of employee loyalty can be enhanced. Every doubt and problem of customer should be
cleared so that they can use the product for longer span. Products and services can be sold through
digital media tools and techniques because through that, large number of customers can be targeted
for single product and service (Fernie and et. al., 2013). Information can also be delivered through
telephonic conversation and through emails and conferences. Sales volume can be enhanced if the
sales agents are able to develop prominent relationships with the clients.
Sales call, telephone selling, internet selling and advertisement are some of the methods
through which services can be delivered to the ultimate clients. It has been observed that Marriott
International hotel gives call to the potential clients so as to inform them about all the products and
services. Further, information about different packages of the services are also delivered to clients
through telephone selling and they can also access to hotel's official websites (Bastiaens, 2010).
Thus, from the overall discussion it can be said that all the techniques of personal selling are used in
adequate manner and all such methods aids prominent role in underpinning the operational
activities of the hotel.
b) A discussion about the influence of operational design on sales revenue (4.2)
Operations of the hotel directly influences sales and revenue ratio and it also helps the
employees to conduct all their roles and responsibilities in adequate manner. All the operations of
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Marriott International hotel should be concerned with customer satisfaction so that overall success
and growth can be acquired (Thome and et.al, 2014). There should be adequate layout for all the
systems for managing all the operations in prominent manner. Errors and issues from organizational
processes and operations can be avoided through this and it can also assist in delivering the services
faster to the clients. Ergonomics: Ergonomics is required in operational management of the hotel as that could
assist the employees to work in safer and healthier manner (Rosenau, 2014). Designing
tasks, equipment and work station can reduce human error, accidents and ill health. It has
been observed that failure to ergonomic principles can have serious consequences for
individuals and for the whole organization. Under the concept of ergonomics, the hotel
should design each and every product in such a manner so that it can optimize them for
human use. The application of human factors to the design and development of systems and
services is often called as human factors engineering integration. Consideration is required
to be given to operator characteristics so that product life cycle can be augmented. Work flow: A workflow consists of several business activities in a systematic form which
helps the subsequent hotel to utilize all the resources of the hotel in efficient manner. It can
be called as a sequence of operations where in numerous people are involved to make
organizational systems more complex and competent (Ricketts, 2010). Workflow is typically
considered with real work; therefore emphasizing on such concept could assist Marriott
International hotel to document each and every activity in adequate manner (Wacker and
Lummus, 2012). Through this, all the fundamental parts of the organizational structure can
be combined into one single system.
 Equipment training: All the employees should be provided with training especially during
the period when their job roles are integrated with engineering work processes (Jong, 2014).
Prior using any tool and technique, the management of Marriott International should deliver
training to the employees regarding the use of such tool as through that accidents can be
reduced.
c) Key principles that should be included in a sales training programme (4.3)
It is an apparent fact that every organization should emphasize on training so that employees
can learn varied things as per their roles and responsibilities. In such respect, Marriott International
hotel is also required to organize diverse training session so that service quality can be maintained
and customers can be satisfied by delivering effectual services. Hence, top management of the hotel
is required to organize induction programme so that basic information about hotel's profile and
employee job roles can be communicated to all the concerned entities (Stewart, 2012). In general,
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