This sustained vast expansion over the last several decades is due in large part to marketing research. As of 2011, Marriott had a presence in 68 countries with more than 3,500 properties. With roots that go back to before the Great Depression, Marriott International (has come a long way from its founding by husband and wife John and Alice Marriott. Continued reliance on marketing research will be critical to Marriott's success in the future. The diverse offerings have helped Marriott appeal to an increasingly wide range of clients and win greater business. So whatever happens, whatever that need might be, Marriott is well positioned to capture that customer and that piece of business Conclusion Marriott has been highly successful in using marketing research to develop a segmentation strategy of targeting different customers with different needs by providing different products and options. So a customer looking for an extended stay might prefer the Residence Inn, but choose a full- service hotel such as the Renaissance for a shorter trip. There is some crossover, however, but Marriott views it as a great opportunity to serve customers whose needs may change. According to Gordon Lambourne, each brand does an excellent job of going out to its particular segment, because each has its loyal following, and each markets itself independently and as part of a group that is a portfolio of brand. Each of Marriott's hotels has a different personality with a distinct design and service level that make the guests feel like they are in London or Munich or Paris, but all these hotels have a common thread running through them that identifies them as Marriott hotels The numerous Marriott brands, rather than creating competition for each other, actually help bring in more business. According to Gordon Lambourne, vice president, Marketing and Public Relations, the Marriott brand identity is all about commitment to service excellence, a strong focus on employees that work in the hotels, taking care of the associates so that they can really focus on their jobs and provide a level of service that customers demand and expect today and that service is consistent throughout the world from Philadelphia to Hong Kong. Transcribed image text: MARRIOTT: Marketing Research Leads to Expanded Offerings ONLINE VIDEO CASE 15.1 success.
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