Marriot Being a Marketer Case Study Example | Topics and Well Written Essays - 1250 words

Marriot Being a Marketer - Case Study Example The marketer offers excellent positioning and segmentation to the multinational business entity. The marketer utilizes several marketing strategies for his target market and offers the ideal segmentation for all the business undertakings around the globe. The marketer gives more concentration on the consumer than any other element to make the business a success. He utilizes market researches too obtain feedback that is usually utilized in the provision of the best services within the multinational business. Key marketing Issues Market research-Marriott utilizes market research to deal with certain marketing issues or create competitive advantages towards its competitors. The multinational utilizes different methods to collect information for market evaluations. Forecasting methods- Marriott utilizes dissimilar forecasting techniques for different brands offered within its business empire. Markets- Marriott is a business-to-consumer market since it comprises of consumers and purchaser s of products without the intention of gaining any profits from the provided services. Market targeting-Marriott utilizes three strategies in market targeting for its products. The three strategies are concentrated, differentiated and undifferentiated target strategies. Market positioning-Marriott has successfully positioned its products in the thoughts of its consumers by providing products that effectively address their desires. Positioning has also assisted Marriott in marketing segmentation in several ways. Market segmentation-Marriott segments its market accordingly to suit all consumers visiting its hotels all over the globe. Segmentation has extensively done to group consumers according to their needs and preferences. Personal Case Analysis Marriot case introduces the basic and most imperative concepts in the market strategies. The case presents the difficulties that a marketer undergoes to keep the business running. Market targeting, segmentation, and positioning offer the m arketer with the best strategies to run the business. Marriott obtains a huge market share by operating on dissimilar countries around the globe. Case Questions 1. How is Marriott segmenting the market for hotel services? Marketing segmentation offers different or distinct groups of consumers with homogenous needs and characteristics (Shoba 1). Marriott has effectively segmented the market into Marriott and Renaissance consumers who bear dissimilar preferences. Renaissance customers presented the urge to open the windows up and look outside upon arrival in their presented rooms. The customers who spent their time within the Marriott’s property showed interest in undertaking various high-tech activities such as video conferencing. Marriott has responded to this call through the institution of equipment such as the most recent recording and communication gadgets within the meeting places. The property has also created an affiliation with AT&T as well as Cisco to provide virtual meeting facilities. Marriott has also presented another segment within its brands that consist of customers and commerce travelers conscious about the environment. Marriott has responded to this segment through the development of model green hotels. The hotel brands bearing these green hotels are designed to hold communal spaces, and visitor’s room that are more oriented towards preserving water, and energy than the earlier versions. Marriott brand with the green hotels aims at operating in ecosystem friendly environs. The hotels in this segment offer pads manufactured from recycled paper and key cards developed out of recycled plastics. The achievers serve as another of the many segments that Marriott has developed.