Nobody downloaded yet

Marriott Hotels - Research Paper Example

Comments (0) Cite this document
Summary
Name Date Course Section/# Two Key Demographics: An Interpretation of Marketing Strategy One of the most effective means for a business entity to increase its overall level of sales and integration with the consumer market is to seek to differentiate its consumer base between key demographics…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.9% of users find it useful
Marriott Hotels
Read TextPreview

Extract of sample "Marriott Hotels"

Download file to see previous pages For purposes of this brief analysis, too specific to the graphics will be analyzed with relation to formulating a marketing strategy more appropriate to the needs of Marriott Hotel group. Within this analysis, the age groups of 18 to 29 as well as 61 to 75 will be analyzed. The ultimate rationale for picking these two demographic groups is with regards to the fact that the age group between 61 to 75 represents nearly the entire non-business travel and client base that hotels receive in any given year. Similarly, it is necessary to examine the 18 to 29-year-old demographic so that the marketing strategy will not be unnecessarily/unduly focused upon the needs of a much older demographic. Likewise, it is the hope of this author that through a distinct analysis of all of these groups, the marketing strategy which will be formulated will be more able to target specific needs, weaknesses, and strengths that exist with respect to each group. Firstly, with regards to the expectations that 61 to 75-year-old age group integrates with, it is been the understanding of the research that has been performed that the level and extent to which services within the hotel experience are made available are one of the primary determinants for whether or not the experience was ultimately positive or ultimately negative (Borrus 36). Whereas this is not to say that the quality and extent to which services are offered within other age groups and demographics are not the value, it merely underscores the fact that within the specific age group a level of expectation has come to exist with regards to the way in which stakeholders within the hospitality industry will seek to go above and beyond as a means of maintaining a valued customer relationship with some of their most frequent visitors. Naturally, when engaging with an older demographic such as those between the ages of 61 to 75, it is also necessary and has been referenced from the research that this particular group places a high emphasis on the representation of an on staff concierge (Cook 155). Whereas other younger demographics might not require such services due to the pervasive level of the Internet and the readily available information that it provides, this particular older demographic still relies upon in greatly values the existence of a concierge within the hotels in which they stay. This preference and reality must necessarily inform the marketing strategy of the firm as a means not only of saving many of the concierge positions and not letting them fall victim to cost-cutting but also as a means of marketing specifically to this particular demographic. Whereas it is always been necessary for a hotel chain to update and renovate on a regular basis, with respect to the youngest in a graphic which will herein be analyzed, that of the ages between 18 to 29, this demand is of vital importance and preference (Brier 28). As a function of the research which is been performed, the author has noted that this particular demographic places a high level of emphasis and preference with regards to how modern and technically up to date a given hotel might be. Whereas all demographics place a high level of importance upon cleanliness, friendliness of staff, location, and level of services offered, the younger demographic places the most emphasis on the aesthetic values combined with the chic factor. Moreover, as one might expect, the overall level of ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marriott Hotels Research Paper Example | Topics and Well Written Essays - 1000 words”, n.d.)
Marriott Hotels Research Paper Example | Topics and Well Written Essays - 1000 words. Retrieved from https://studentshare.org/marketing/1477646-marriott-hotels
(Marriott Hotels Research Paper Example | Topics and Well Written Essays - 1000 Words)
Marriott Hotels Research Paper Example | Topics and Well Written Essays - 1000 Words. https://studentshare.org/marketing/1477646-marriott-hotels.
“Marriott Hotels Research Paper Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.org/marketing/1477646-marriott-hotels.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marriott Hotels

The ways of promotion 5 specific franchised hotels (Hilton, SolMelia, Marriott, Mandarin Oriental, Jumeirah) through technology

..., 2008, p. 148). Further, Marriott Hotels group’s Chairman Bill Marriott writes posts onto the company’s social networking blog sites. The posts are arranged according to blog publication date. In addition to the date arrangement, the blog posts are also arranged according to blog topics. Mr. Marriott’s posts pertain to several customer topics. The topics include food, travel, sports, politics, movies, and books. Mr. Marriott’s blog sites are classified by the blog site visitors as reliable and up to date. However, people classify the neutral social networking sites as more reliable compared to Mr. Marriott’s self-serving website blogs...
20 Pages(5000 words)Literature review

Boutique Hotels vs. Chain Hotels

.... Even popular chain hotels recognize this movement towards the hip and chic vibe of boutique hotels. The Marriott in 2001 has delved into launching a boutique chain by repositioning Renaissance into this category. Furthermore, they have invested $140 million in collaboration with Bulgari to offer a European chain of boutique hotels. These ventures, however, came at a downturn as it was affected by the significant downturn in the accommodation industry following the events of 9/11 in 2001(Albazzaz et al. 29). On the other hand, chain hotels range the average price for hotel accommodations. They offer the anticipated expertise and...
4 Pages(1000 words)Essay

Marriott Hotel

...is Marriott international. Marriott international, Inc. is one of the leading lodging companies in the world. The company is headquartered in Bethesda, Maryland, USA. It has more than 3,800 lodging properties in more than 72 countries and territories with the reported revenues of nearly $12 billion in fiscal year 2012. Marriott has more than 50 hotels in UK and operating as one of the most renowned hotel in UK (Marriott, 2013a). The report will analyse the environment of the Marriot specifically in UK. PESTL ANALYSIS OF MARRIOTT IN UK POLITICAL UK has a stable political environment and the regulatory bodies have a strong...
10 Pages(2500 words)Essay

Integrative Learning: Marriott International

..., the company might want to gain access to data on how restaurants are managing food and or food service quality. Best practices benchmarking means ascertaining what the leaders in the hotel industry are doing in terms of delivering services and ensuring that Marriott is keeping pace with these services (Oakland, 2012). Benchmarking is therefore a tool for Marriott to remain competitive. This is consistent with the Bible’s commentary on competition. For example in 1 Corinthians 9:24 it is written: “Do you know that in a race all the runners run, but only one receives the prize? So run that you may obtain it” (1 Corinthians 9:24). In other words, the Bible encourages thriving to be the...
17 Pages(4250 words)Research Paper

Marriott International

...and fulfilling even the unfulfilled wishes of their guests. Marriott International's portfolio is composed of 16 brands: Marriott's Hotels and Resorts; JW Marriott Hotels and Resort; Renaissance Hotels and Resorts; Courtyard; Residence Inn; Fairfield Inn; Marriott Conference; TownePlace Suites; SpringHill Suites; Marriott Vacation Club International; Horizons; Ritz-Carlton Hotel Company; Ritz-Carlton Club; Marriott Execustay; Marriott Executive Apartment; and Grand Residences (Mariott International 2006). These various brands are marketed using...
3 Pages(750 words)Essay

Marriott Hotels in Australia

...Green Initiatives at Marriot Hotels, Australia Stakeholders have an important impact on business value. Three key stakeholders – employees, sand shareholders are the forces of loyalty who are central to achieving success (Reichfield, 2001). These are also the primary stakeholders at Marriot hotels, as strongly advocated by the Chairman of Marriot Hotels, who believes that a business must satisfy these three groups in order to foster the success of the business (Christopher, Payne and Ballantyne, 196). The Company philosophy is a strong belief in its associates and the conviction that people are its most valuable asset. The Marriot way of doing business has been to reward good performance...
3 Pages(750 words)Essay

Marriott Hotels International

...Prevailing leadership styles of Marriott Hotels International Before getting to know the specific leadership styles of Marriott Hotels International,we need to be introduced to J.W. Bill Marriott, the CEO and Chairman of the group. The organizational culture and behavior has been deeply influenced by the values and principles of Bill Marriott and the Marriott family. (Marriott International - HR Practices, 2003) The essential business philosophy he follows is to promote a free and democratic set up. He received the Winston Churchill ward for “for his lifelong commitment to promoting democracy through...
6 Pages(1500 words)Essay

The impact of the recession on employee motivation factors in the hospitality industry, particularly in the hotel sector: A case study of Marriott hotels in the UK

...Effect of the recession on the Marriott Hotels Introduction The recession of 2008 took place due to the housing bubble burst in the USA. The Government provided loans to the public without enquiring about their credentials and that caused a huge demand in the housing market. However, when the loans came up for payments most of the people defaulted. The economy was in shambles. The global economy was affected as the US economy is one of the most influential economies of the world. The effects of the recession were widespread and varied in the business sectors around the world. The US economy was hit by severe job losses in 2008 with reports stating that 1.2 million people forced out of their jobs. The...
24 Pages(6000 words)Essay

How to implement Customer Relationship Management(CRM) to engage and improve customer loyalty in hotel industry in UK; Case study of Marriott, Hilton, Novotel as international chain hotels in UK

...afloat the market and provides the company a competitive edge in the market (Berry 2006). This theory is called Customer Relationship Management (CRM). This paper will discuss this relatively new model and examine its effects on the operations of a company. Specifically, the paper will investigate the integration of CRM in Marriott, Hilton and Novotel hotel chains. With the purpose of providing a clear discussion on the subject, the definition of Customer Relations Management has been provided. Afterwards, the integration of CRM has been taken into consideration including the overall implications of customer loyalty to the organisation. The observations and arguments have been backed up by past and...
13 Pages(3250 words)Essay

Marriott Analysis Assessment

...Marriott Analysis Assessment Diversity is a common concept in the modern business environment and it is used to refer to the ability of a company to incorporate different aspects from varying genres to achieve the success or rather the goals of the organization. The article offers clear insight on the issue by going through some of the most common organizations in the 21st century and offering details as to how this is subdivided in the organization. This assists in that it helps the reader understand the extent that diversity and segregation has gone. Companies such as TD Bank and Kraft Foods Group have received a positive reputation where they are said to possess diversity in its employees. However, the article goes...
2 Pages(500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Research Paper on topic Marriott Hotels for FREE!

Contact Us