Development of a Forceful Strategy for a Hotel - Assignment Example

 Marketing Research Table of contents 1) Title Page…………………………………………………………………..p 1 2) Executive Summary………………………………………………………..p 3 3) Introduction………………………………………………………………..p 4 4) Q 1- Q 15…………………………………………………………………..pp 5-17 5) Conclusion………………………………………………………………….p 17 6) Bibliography………………………………………………………………..p 18 Executive summary Various departments to achieve its goals and objectives run every entrepreneurial entity. Some of these departments includes sales department, marketing department, just to mention a few. Significant to the operation is the marketing department that dictates almost 70% of the entrepreneurial holdings and incomes. This gives it formidable responsibility of steering the enterprise towards the set goals and objectives. An effective marketing department is characterized by proper procedures and mode of action. It must operate to consistently consider the latest and most successful methods by best performing enterprises with real-time data. Answering the Questions based on Marriot: “Marketing Research Leads to Expanded Offerings” Introduction Marriot Hotels is a family enterprise that has in the recent years grown to a fully-fledged entrepreneurial entity. It has shortly heightened financially and with A similar trend in addressing issues of its consumers. This has been majorly contributed by her tireless quest in her marketing research strategy that has provided its management with relevant information for decision-making. Here are some questions that address some of the critical aspects in the methods used by Marriot Hotels. Q 1 The role that marketing research plays is crucial especially in assisting in the context that the company in question is well acquainted with the consumers it offers its services to. In specific, the company will offer innumerable directions, those revolving around expectations, tastes and preferences of the consumers in the respective segments. As much as it offers these crucial data, it also consolidates information appertaining to the consumers in real-time (Faith, M. 2001). Q 2 Problem statement: How can Marriot Inn offer mobile catering services to workshop operators? (David, A. Kumar, V. & George, D. Ch 1, 2001) Q 3 Other than the close range restaurants offering catering services within their areas of operations, most regularly to serve their consumers who in certain instances don’t frequent these restaurants; How can Marriot Inn work it round the clock to establish workstation inns to match the differing preferences in time for meals? What are the population ratings of this system of service delivery? What is the culture in question consisted in the environment in question? How far beyond the local environment, would there be a likelihood of impact as the currently impacted areas. Which criteria must be chose by the management to equally meet the immediate desires of the locals. ? (McDonald, 2007) Q 4 The appropriate research design to be adopted by the Inn must be the use of live interviews through the local and national media, for instance, the radio station. Part of this must include the use of questionnaires to address immediate needs of the incapacitated. Through this method, the public will directly give relevant information for a consideration, so that everyone listens to and concur or disagree with the various interests. A valid conclusion will therefore amount and so the Management will be working with firsthand information. However, this strategy being made public cam be an added advantage to Marriot Inn competitors. They shall have gotten a hint of the cutting edge of their counterpart (Faith, 2001). Q 5 Montana hotel predominantly bore the mantle as one of the best. This ranking was based not on any unique monitoring agency, which would have been fraud. Instead, it was ranked based on the general services offered to its consumers; be it aesthetic value accorded or the quality products. In specific, Montana was voted in regards of dinning sets, the architectural layout, pleasurable services offered by staff among other equally competent bases. Demographically it carried the day and closely ranked with the top most entities in terms of the financial income on a daily basis. For a better glimpse of the gigantic hotels performing in the last rating season, you may visit the site (www.travelandleissure.com) Q 6 With the kind of approach to be used in addressing the research design, the institution will be better placed to conduct an objective based research especially that they will be having primary sources of information. This will aid them in drawing deductions such as projection; these will instead be used as secondary sources of data for the enterprise. For instance, when the same enterprises to be mounted in a different geographical location then these are some of the criteria that may be used. Other than these projections, the service providers will also stand better chances of an added advantage emanating from their potentially staunch customers. This category of consumers is a reliable agent when it comes to conveying relevant information concerning their companies of choice; generally they are a good group for marketing of products and services offered by any organization. With little expenses to be incurred, the hotel shall enjoy more benefits compared to its competitors. (www.travelandleissure.com) Q 7 Marriot Inn involves in day to day operations in a premise situated in a culturally diverse area of operation. It runs in a demographically extensive domain where varied individual concerns are presented for consumption, and redress by the management team. The most crucial of issues to be incorporated must include those that will be geared towards conforming to the entire group without any parity. To be specific the question should address a collective belief and quest by the customers (Naresh, K. 2002). Q 8 PART I Average Scaling What are your perspectives of the various methods of service delivery Type Significance a. Mobile Delivery _____ b. Centralized entity _____ c. Dispersed stationary _____ . Intermediary ranking What are your perspectives of the various methods of service delivery scale, where 1 = no preference, and 7 = strong preference. No Preference Strong Preference a. Mobile delivery 1 2 3 4 5 6 7 b. Centralized 1 2 3 4 5 6 7 c. Dispersed 1 2 3 4 5 6 7 Ratio Rating What was your monetary expenditure on the capital within the business premises? Category Dollars Spent a. Mobile delivery _____ b. centralized _____ c. Dispersed _____ Hotel Questionnaire Q1: Does your family prefer the hotel over the rest in town? a. Yes _____ b. No _____ Q2: Do you often do visit the place for service provision a. Yes _____ b. No _____ Q3. Which brand plate of our full meals did you enjoy? a. Chinese Dish _____ b. American Dish _____ c. Local Dish _____ d. African Meal _____ Q4: Do you prefer our food from a stationery restaurant, mobile restaurant or just a temporary one. a. Yes _____ b. No _____ Q5. How much would you consider the following factors when purchasing our products within various categories or hotels? Mobile Delivery Not Important Neutral Very Important a. Reliability 2 4 6 8 10 b. Served 2 4 6 8 10 c. Comfort 2 4 6 8 10 d. public relations 2 4 6 8 10 e. Price 2 4 6 8 10 f. Image 2 4 6 8 10 g. other Benefits 2 4 6 8 10 Centralized delivery Not Important Neutral Very Important a. Reliability 2 4 6 8 10 b. Served 2 4 6 8 10 c. Comfort 2 4 6 8 10 d. public relations 2 4 6 8 10 e. Price 2 4 6 8 10 f. Image 2 4 6 8 10 g. other Benefits 2 4 6 8 10 Dispersed Delivery Not Important Neutral Very Important a. Reliability 2 4 6 8 10 b. Served 2 4 6 8 10 c. Comfort 2 4 6 8 10 d. public relations 2 4 6 8 10 e. Price 2 4 6 8 10 f. Image 2 4 6 8 10 g. other Benefits 2 4 6 8 10 PART II Q 1. State your gender? Male _____ Female_____ Q 2. Marital status Married______ Single_______ Q 2. Category of age? Below 18_____ 18-24_____ 25-29_____ 30-34_____ 35-44_____ 45-64_____ 65 and over_____ Q 3. Level of income (in $ us)? 0-$25,000_____ $25,001-$35,000_____ $35,001-$55,000_____ $55,001-$110,000_____ $110,001 and above_____ Q 9 Because Marriot has a package for families that are on vacation, this category will have to be addressed on geo-demographic grounds. This group constitutes tourists whom travel traversing the varied disposition other than just forming a complementary to the hotel. The population targeted cuts across very young children to the aged persons. The approach most appropriate to reaching this category is through the existing hotels and inns. The technique to be used in the sampling includes the quota method (Fredrick, 2000). Q 10 Marriot can achieve much with expectation based on extrapolation of various captured statistics. This. Means that a measure of central tendency , for instance , the use of correlation coefficient can be used. To show the variability of various defining parameters. To be specific, the management can use a series Of regressions with every aspect of considering the possible estimates (David, A. Kumar, V. & George, D. Ch 13, 2001) . Q 11 In line with the overall opinion of the immediate beneficiaries the work ethics will basically circulate around the methods that will be use come up with concrete ways of finding the governing issues. This will involve the use of a well defined sampling procedure. (David, A. Kumar, V. & George, D. Ch 16, 2001) Q 12 Population in question : Mall shoppers based in the United States in the year ending calendar. Conceptualization basis: With respect to demographics in the United States The technique in question: Real interviews via the media Sample size: A ten day allotment to target at least 55 people on a daily basis Procedure: The participants engaged through a live broadcast and this must involve electronically selected random interviews. (Faith, M. 2001). Q 13 To show the validity of the sample size in the statistical terms, the sampling considers the methods of analysis like the ANOVA (analysis of variance) which focuses on statistics particulars, it also considers the implications of the research findings like the decisions to be made by the various governing organs of the Inn. In specific, these considerations called for a sampling size not smaller than 550 people did. (McQuarrie, 2005) Q 14 The sampling plan to be adopted by Marriot hotels should be in line with capacity building. This will accrue mounted customer knowledge on the premises of the inn. For instance, the areas in question will involve: Qualitative control and analysis of procedures to collect data: This will call for additional expertise requirement. The group deemed with conduction the interview must be under keen direction and control from a professional public relations officer. Developing mark sheets for every rating of various respondent concern: This will involve a high precision in data collection so that even the most fine details that otherwise would have been unaccounted for, is finally considered. This is to avoid generalizations that may amount to parity during decision-making process. Virtually, all the respondents have to undergo accounting for and most of them will feel valued in their participation. Improvement of Individual contact: With the method of approach suggested, the respondents will be in direct contact with the managing organ of the horal. This will acquaint them with assurance of satisfaction of needs because they will have directly pinpointed them, thereby leaving the market researchers with a small task of analysis especially that the available data will be highly precise. (David, A. Kumar, V. & George, D. Ch 14, 2001) Q 15 To determine the sample size for travelling families is through considering various parameters, for instance: Considering the various independent variables, like the comfort of the consumer, additional services unique in the business entity, among others, the regression between the tastes and preferences will have to get a solution. In analysis of variance (ANOVA) the issues resulting will be in conjunction with both the dependent as well as the independent variable. For instance, how significant is the comforting vantages in reference to the additional services offered by Marriot Hotels. The correlation coefficient also comes handy in defining the guiding principles fusing any two independent variables of any two dependent ones. This correlation coefficient will further analytically be used to try to understand the common trend that accrues from any culturally diverse population like that in a big city. (Naresh, 2002) Conclusion From the foregoing, it is evident that Marriot Inns and hotels has developed such a forceful strategy as it has considered the guiding principles of marketing research. With the various scientific procedures to address the social set-up, the business enjoys the benefits of a well-founded enterprise. Bibliography David, A., Kumar, V & George, D. (2001) Marketing Research. John Wiley and Sons, Inc. Faith, M. Global Marketing Strategies, Journal of the Foreign Trade Experts, Vol. 1, pp 12-24 Fredrick, H. (2000) Marketing Strategies for the Growing Business, Kansas state University. Manhattan, Kansas. McQuarrie, E. (2005) The Market Research Toolbox: a Concise Guide for Beginners. 2nd ed. SAGE. McDonald, M. (2007) 6th Ed. Marketing Plans. Butterworth-Heinemann. Oxford, England. Naresh, K. (2002) Special Issue: Toward a Better Understanding of The Role of Value` in Markets and Marketing. Emerald Group Publishing Limited, England. www.travelandleisure.com/ Read More