Main Line of Marriott - Implementation of Concept in Different Countries - Essay Example

?Marketing Management Contents Marketing Management Contents 2 Part 3 Main line of Marriott 3 Presence of Marriott International 4 Marketing mix 4 Implementation of concept in different countries 7 Part 2 8 Reference 10 Part 1 A service industry refers to the industry that provides services for people but does not result in the productions of goods. It forms the backbone of the social and economic development of the economy. The sector chosen for the project report is hospitality industry and the research will be based on the international Fortune 500 Company, Marriott Hotel. The company at present ranks 210 in the Fortune 500 list (CNN money, 2011). Main line of Marriott Marriott International Inc. operates and franchises hotels and lodging facilities worldwide (Marriott-a, 2010). Mr. Marriott has built a culture which is highly regarded and the company recognizes the value that they bring on to the organization. At present around 300,000 people are serving guests under the brand name Marriott and franchised properties throughout the world. Mr. Marriott shifted the company’s business model from hotel ownership to franchising and property management. This allowed the company to accelerate growth and broaden his leadership. This brought up the Marriott International, a hotel management and a franchising company. The company is a leading lodging company with around 3,000 lodging properties in USA and 67 other countries (Marriott, 2011). Marriott International has almost 2300 franchised hotels. The company has won many awards with relation to franchise because of the contribution made to the International Franchise Association. Some of the awards include, 2006 Ronald E. Harrison Award by the IFA, Entrepreneurs of the year in 1984 to name a few (IFA, 2010). Presence of Marriott International JW Marriott Mexico City, Mexico: Marriott International has presence in Mexico with its 5-star hotel offering luxurious and modern accommodation for leisure as well as business travelers. It is located in Polanco district which has a historical importance (Marriott International Inc-b, 2011). Marriott India: In India, Marriott provides state-of-the-art meeting facilities, recreation facilities and personalized getaways in thirteen different cities (Marriott International Inc-c, 2011). China Hotel, a 5-Star Marriott Hotel: Marriott has presence in Guangzhou city of China from which it is connected to Export-Import Fair complex, airport and stations (Marriott International Inc-d, 2011). Marriott Argentina: Marriott International started its operations in Buenos Aires as Marriott Plaza hotel in 1909 and has hosted a number of high profile people such as Charles de Gaulle, Theodore Roosevelt, Indira Gandhi etc (Marriott International Inc-e, 2011). Marketing mix Marketing mix is a unique blend of product, price, promotions, offerings and distribution which are designed to meet the needs and demands of the consumers (McDaniel & Gates, 1998, p.3). As the demand of the market changes, the marketing mix also needs to be revised. The company should follow to have a right product at the right price, in the right place and at the right time. In addition to four Ps there is other three other secondary components which is concerned with the service industry. Thus as the project is based upon service industry, therefore the marketing mix would deal with 7 Ps. They are Product Price Place Promotion People Physical evidence and Process (Stone, 2001, p.54). Product The core product of Marriott is the hotel rooms that they provide to its customers. The company has different kinds of brands such as Marriott hotels and resorts, Renaissance hotels, JW Marriott hotels and reports, Autographs collection to name a few (Marriott, 2011). The reason which made Marriott a strong brand is because the company has one concept but they make the concept work differently for different people thus, attracting huge amount of customers. Place Marriott has been operating in many countries in about 68 countries and territories. Countries include USA, Argentina, Thailand, London, Los Angeles, San Francisco, and India to name a few. There are three Marriott in Netherland, and all are in Amsterdam. The hotels are located in different kinds of place; Marriott hotels are located next to highway, nearby airports, at the heart of the city which gives Marriott better options to attract its customers of different target groups. Business people tend to stay in hotels near airports or next to highways, also for people who need to wait for a longer time before the departure of its flight. The hotels situated in the city are usually filled with tourists (Academic writing tips, 2011). Price Price is an important factor in marketing mix as different brands attract different people. Marriott has set different price range for its hotels depending upon the customers who stays in the hotels (Academic writing tips, 2011). For example hotels which are preferred by business people are usually charge at a high rate as the company pays for its employees. Also the hotel may charge a high price depending on the additional feature that the hotel provides such as Renaissance Glendale hotel and Spa. Promotion Promotion takes place through several means by promoting the brand name with means of internet which also provides information for the customers and in addition rooms can be booked online. The hotel gives promotional offer like if customer’s pays through its visa card he gets $25 visa gift card. The hotel also keeps on sending mails and special offers to its customers (Marriott, 2011). People The hotel has attracted all kinds of people ranging from business class people to families. This proves that Marriott has been able to target its customers effectively. Physical evidence This component is essential ingredients of services, customers makes perception based on their experience. Marriott has a reputation of serving its customers at its best. Process Marriott has its own website where the customers can note down their thinking about the brand and suggest recommendation over its services and products. Implementation of concept in different countries The company has same concept for all its hotels around the world but they make the concepts look differently at different place. For example, the Residence inn has a cozy lobby as compared to other brands on Marriott, particularly attracting the elder people. Its brand of rooms comprises from Luxury tier, signature, lifestyle, collection tier etc. some of the hotels provides luxury tier rooms some signature but the concepts remains the same for all hotels that is to provide the customers comfort with their services (Marriot-a, 2011). Part 2 Paradigm Online University Offers Online Bachelor Management Course in India- Bachelors of Business Administration Unique features of the Course: Online Tuition from the Industry Experts Self Developed study material Special Query Sessions Every Weekend Accredited by AICTE 100% Placements Assistance Course Duration 1 year 6 months The university would advertise in educational sites or it can further tie up with some educational institute which would advertise about the university and its features. Since it’s an online university the message would be to ‘where anyone can study from anywhere around the world’. Promotion is an important tool which makes a product earns success. Therefore the university would go for promotion through internet, social networking sites and mobile ads. The internet is a source of information; the university can advertise about its offerings and entrance examination through ad senses and ad words. When the university displays its ad on the internet, many aspiring students are able to access the information. With the new trend of social networking sites, the university can open up a group by its name and can see how many people are interested in joining the university. The social networkings sites are free of cost and easy to use. Lastly the university can advertise through way of mobile ads. It can get registered with one of the mobile provider which would send bulk messages to people and interested candidate can call at the number provided in the message. The disadvantage is that these kinds of messages are often regarded as span massages. Reference Academic writing tips. (2011). Marriott hotel. Retrieved on November 5, 2011 from http://www.academicwritingtips.org/component/content/article/35-social-sciences/562-marriot-hotel.html. CNN Money. (2011). Fortune 500. Retrieved on November 5, 2011 from http://money.cnn.com/magazines/fortune/. IFA. (2010). Business-Format Franchising Produces Hotel Giant. Retrieved on November 5, 2011 from http://www.franchise.org/Franchise-News-Detail.aspx?id=50558. Marriott International Inc-b. (2011). JW Marriott Hotel Mexico City. Retrieved on November 05, 2011- from http://www.marriott.com/hotels/travel/mexjw-jw-marriott-hotel-mexico-city/. Marriott International Inc-c. (2011). India Hotels. Retrieved on November 05, 2011- from http://www.marriott.com/city/india-hotels. Marriott International Inc-d. (2011). China Hotel, A Marriott Hotel, Guangzhou. Retrieved on November 05, 2011- from http://www.marriott.com/hotels/travel/canmc-china-hotel-a-marriott-hotel-guangzhou/. Marriott International Inc-e. (2011). Marriott Plaza Hotel Buenos Aires. Retrieved on November 05, 2011- from http://www.marriott.com/hotels/travel/buear-marriott-plaza-hotel-buenos-aires/. Marriott. (2010). 2010 Annual report. Retrieved on November 5, 2011 from http://www.annualreports.com/Company/3520. Marriott-a. (2011). About Marriott. Retrieved on November 5, 2011 from http://www.marriott.com/corporateinfo/culture/default.mi. McDaniel, C.D. & Gates, R.H. (1998). Marketing research essentials. Taylor & Francis. Stone, P. (2001). Make marketing work for you: boost your profits with proven marketing techniques. How to Books Ltd. Read More