Marriott International - Essay Example

It should be noted that the company tries to occupy different positions on the mind of each customer through its different product lines. After looking at its different positioning strategy, this paper will identify the strategic issues or risks faced by the organization. Lastly, it will also offer recommendations based on the conducted analysis. Marriott International offers an extensive array of accommodation products and services. The company's products range from affordable to luxurious lodging.

It can be deduced that the company provides customers with the most basic accommodation packages at lower prices while it also excels in offering the luxury of value added services 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 different marketing mixes. However, it can be seen that Marriott International generally uses five major strategies-cost leadership, differentiation, focused cost leadership, focused differentiation, and integrated cost leadership and differentiation. It should be noted that Marriott pursue cost leadership in its Fairfield Inn brand which provides "consistent quality lodging at an affordable price." Differentiation is applied to its luxury brand Ritz Carlton and JW Marriott.

It should be noted these hotels offer plain accommodation services but "experiences." Focused differentiation is applied to Marriott Vacation Club, ExecuStay, and Renaissance which accommodates a narrow segment of the market by offering highly differentiated service. The company employs focused cost leadership through its SpringHill Suites. Much of its product line banks on integrated cost leadership and differentiation like Courtyard and TownePlace Suites. The sales trend of Marriott International proves that both corporate and business unit strategies of the firm are working for its benefit.

Right now, the company boasts of recording approximately $20 billion. Even though Marriott occupies different places in the mind of its customers, the company was able to strengthen its competitive position through its aggressive marketing efforts. The company was able to avoid confusion by strategically designing marketing mixes which clearly delineates one brand from the other. This was done by differentiating the products, promotion, and price strategies for each brand. What is notable though is Marriott's strong commitment in extending excellent service to its guests.

The company often differentiates its products not only on the unique lodging designs and features but also on the service extended by its staff. Marriott banks on its capacity of knowing the needs and wants of its clientele. The company's aggressive effort of instilling unique features to its products in its entire portfolio really paid off.3.0 Recommendation Since