Marriott International Online Marketing Strategies - Term Paper Example

Marriott International Part Overview: Website Characteristics & Marketing Implications Introduction Marriot international is a leading lodging organization with several hotels in more that 73 countries across the world, the headquarters is in New York. The company is a destination marketing organization where they seek to attract more guests to their facilities across the world. Reaching several tourists in the world demands an effective online marketing strategy. This analysis looks into the effectiveness of their online marketing strategies. In international tourism marketing, every organization must have strong online presence for effective competition with other destination marketing organizations (Marriot, 2012). Web design analysis Marriott International website has been professionally designed. The web site has been decorated beautiful pictures of tourists enjoying themselves at the hotel. Customers can immediately identify the destination that suit their tastes and preferences by looking at the pictures displayed. The website links and menus have been well organized into Marriot hotel brands, careers, travel agents, group partners, shopMarriot, affiliates and mobile and many more colorful and attractive links. In addition, the writings on the website are visible, they have been written using visible fonts and designs that are attractive to customers (Marriot, 2012). Customers can access the website through the facebook sign up and login link. Marriott International is also available through twitter. Customers can email or ask a question to the Marriott International customer service through the website. Further, the website gives opportunity to customers to book accommodation online. Customers can by book accommodation through PayPal, MasterCard and visa by placing their orders online; they can also view the status of their order by entering their email and a confirmation number (Marriot, 2012). Part 2 Benefits, Cost & Value Creation The Marketing Mix Marriot international has recently unveiled internet distribution and growth strategies aimed at reaching several tourists as possible. The company has put in place measures to ensure that customers get the best room price when they use their website for reservations. Internet marketing is instrumental to the company because it ensures that 8 percent of the total room nights are sold (Maandag, 2008). Benefits and costs for consumers The site creates a positive customer experience since they can get attractive discounts. Tourists are able to get 40% off fall travel when they book early. Tourists can also locate hotels in various cities around the world; this is possible through the “find hotel” interface in the website. Further, the company has introduced mobile applications for tourists to locate their favorite destinations on their smart phones. Mobile applications save time for the tourists in case they want to spend less time possible in finding the appropriate destination. Internet marketing mix (4P’s) Place; Marriott international has hotels all over the world. The hotels are located next to highways, airports, seas and oceans, and within city centers. This ensures that all kinds of tourists are attracted to the facilities. Promotion: internet is the main strategy used in promoting the facilities. Marriot has been enabling to design one of the most extensive and clarifying internet sites. The site has a lot of information for the customers who are able to book their reservation online. Apart from internet there are other ways in which Marriott international uses to promote their facilities. Such strategies include special offers, and discounts. This is evident in their website where they are able to send regular letters, and emails to the customers. Product: Marriott hotels care their main products. In addition, the company has the following brands: Marriott hotels and resorts, JW Marriott hotels and resorts, renaissance hotels, courtyard residence inn, Fairfield inn, and several other brands. Each brand has got its unique properties. Price; the various Marriott brands have got ranging prices; this is aimed at attracting different people. In addition, the prices vary according to the type of facilities available at the brand. Marriott international company has several customers. They are able to maintain their customers through reasonable prices for all kinds of people. Part 3 Consumer Characteristics The company targets business class individuals who need Marriott facilities for business purpose. In addition, the company targets facilities who want to travel to various parts of the world during holidays. The internet marketing strategies aim at reaching several tourists as possible. Tourists in any part of the world are able to get information concerning the company through facebook and twitter. Offline versus online customer characteristics The main difference is that online customers have variety of other destination marketing organizations to choose from. Online customers can only be reached through interactive and informative internet site. Offline customers differ with online customers because they already have the knowledge concerning the facilities offered by the company. Promotional services such as discounts and other gifts should be used in attracting offline customers. Part 4 Branding Strategy Brand positioning Marriott international has come up with JW brand which is more affordable to the customers than the Ritz-Carlton Hotels. The branding ensures that customers have luxury at affordable price. The demand for luxury rooms at affordable prices is increasing all over the world. Brand positioning ensures that all types of tourists are able to use the facilities. The JW brands are expected to be more that 80 to cater for the growing demand for affordable room prices and high luxury. The company has also redesigned their logos and trademarks to make them unique and identifiable to the customers (rewards, 2012). Branding consistency Marriot international managers believe that branding should be consistent. There is no need of attracting tourists to the facility only to charge higher rates than expected. The company is committed to constructing more hotels in various locations in the world. They are also committed in providing luxury at affordable prices to all customers. Further, branding consistency helps in meeting the ever changing customer demands in the world. Tourists want to spend reasonable resources at expected room luxury (Excella, 2012). Part 5 Other Website Analysis JW Marriott Information concerning the JW Marriott brand can be found in the Marriott international’s website on the “explore our brands” menu. The site has attractive pictures of JW Marriott facilities located in various parts of the world. The rooms are luxurious and affordable to all guests. In addition, the site has interface features that enable guests to find the location as well as book their reservations (Marriot, 2012). Social media usage Marriot finds the use of social media to be appropriate in reaching several customers around the world. The content found on the firm’s social media image is aimed at showing the customers various locations and offers available at the company. Facebook and twitter users are able to share the information with other people in the world concerning the attractive offers at the facilities. The firm is using this level of social media form advertising purpose. More tourists can be reached through facebook and twitter. Social media should be utilized more by any organization that targets to attract more customers all over the world. Part 6 Business Model(s) Business pyramid model Network marketing enables Marriott international to sell their products directly to the consumer. Their main aim is to distribute the products. Marriot international rewards distributors through commission for selling their products and services and locating new customers. Marriot is able to recruit more members through their sign up interface. This is just a way of distributing more products and service knowledge to customers. In addition, it helps to build a leveraged income (Highbeam, 2012). Customer focused e-business strategy is the main e-business strategy used at Marriott international. The website’s launch and other IT initiatives are aimed at reaching several customers around the world. Marriot international considers customers to be the most valuable asset to the company. Any strategies that can bring more guests to the company’s facilities such as price reduction, internet promotion, and reward schemes have been incorporated into the system (Highbeam, 2012). Customer value Customer value can only be achieved through quality service and affordable prices. Marriot international has developed brands that guarantee luxury as well being affordable to the customers. Such brands include the JW brand (Marriot, 2012). Revenue stream sources The website is the main revenue stream to the company. This is due to the customer focused e-business strategy aimed at recruiting as many customers as possible to the organization. In addition, the facebook and twitter sign up feature on the website ensures that more customers get information on the availability of Marriott facilities in their home area (wikinvest, 2012). Part 7 E-Marketing Metrics Site objective Organizations all over the world have adopted e-marketing strategies in order to build brand image. Brand image is build when customers are able to find necessary information concerning particular product easily in the internet. Organizations that have not includes product and service information in the internet are not capable of competing with those who have adopted e-marketing strategies. In addition, e-marketing is used to generate more sales since more customers can be reached (imedia, 2012). E-Marketing metrics at Marriott international Marriot international uses e-marketing to mainly generate sales. In addition, the company uses e-marketing to reach several customers across the world. Other mobile phone internet applications are aimed at helping tourists to locate their favorite destinations on their smart phones. Mobile applications save time for the tourists in case they want to spend less time possible in finding the appropriate destination (imedia, 2012). Part 8 Other Analysis SWOT analysis Strengths: 1. luxury hotels at reasonable prices 2. Strong online presence 3. Social media usage 4. Global presence Weakness 1. Competition from other destination marketing organizations. 2. Offering lower prices to suit customer demands. Opportunities There is growing demand in the world to offer luxury hotel facilities at affordable prices to all types of customers. Families and business individuals have increasing need for accommodation services at best hotels in the world. Threats The main threat to Marriott international is terrorists. Terrorist are present in the modern world and are capable of causing serious property damage to the facilities located all over the world (Datamonitor, 2010). Main competitors 1. Hilton world wide, Inc 2. Accor SA 3. Fairmont hotels and resorts Marriot international has been able to compete with these organizations by offering affordable prices to all customers while retaining the expected room luxury. Gin addition, Marriott international has a strong online presence as well as facebbok and twitter login features (Datamonitor, 2010). Conclusion Marriott international’s online marketing is effective in reaching to several tourists across the world. I would grade the company’s online properties at grade A. the company has dominated other competitors through the use of internet marketing strategies. Tourists are able to get interactive and well as clarifying information concerning services and facilities offered at the hotels. Recommendations I would recommend that the company engages in other corporate social responsibility activities such as environmental conservation and philanthropy in order to stay ahead of the competitors in terms of brand image. Philanthropy ensures that the less fortunate members of the society are helped in meeting their daily needs. Further, environmental conservation activities ensure that there are no pollution to the land, air and water. References Datamonitor (2010), Marriot International, Inc: company profile. Datamonitor. http://www.scribd.com/doc/43401091/Swot-Marriott-2010 Excella (2012), case study: Marriot international, retrieved on 10th July, 2012, from; http://excella.com/case-studies/marriott-international.aspx HighBeam (2012), company watch-Marriot international, retrieved on 10th July, 2012, from; http://www.highbeam.com/doc/1G1-277557362.html Imedia (2012), connecting the marketing community, retrieved on 10th July, 2012, from: http://www.imediaconnection.com/printpage/printpage.aspx?id=7011 Maandag (2008), Marriot: the marketing mix, retrieved on 10th July, 2012, from; http://summercoursegroupsix.blogspot.com/2008/08/marketing-mix.html Marriot (2012), About Marriot international, retrived on 10th July, 2012, from; http://www.marriott.com/marriott/aboutmarriott.mi. Marriot (2012), Core values and heritage, retrieved on 10th July, 2012, from; http://www.marriott.com/culture-and-values/core-values.mi Marriot (2012), explore our brands, retrieved on 10th July, 2012, from: http://www.marriott.com/marriott/brands.mi#/luxury/jw-marriott. Rewards (2012), brand standards + brand consistency= brand loyalty, retrieve on 10th July, 2012: from: http://www.rewards-insiders.marriott.com/thread/6843 Wikinvest (2012), stock Marriott international, retrieved on 10th July, 2012, from: http://www.wikinvest.com/stock/Marriott_International_%28MAR%29 Read More