...Table of Contents: Introduction….………………………………………………………………………………..p. 3 Five Forces Model in Hospitality Industry…………………………………………………..p. 4 Top three companies in Hospitality Industry (Hotels)………..…………………………….p. 5 Marriott International, Inc. Comparative Strategy, Value Chains..……………………....p. 7 Differentiation Strategy of Marriott International, Inc……………………….…………...p. 7 Cost Leadership Strategy of Marriott International, Inc…………………………………..p. 8 Value Chains of Marriott International, Inc………………………………………………p. 8 Primary Activities…………………...……………………………………………….p. 8 Supporting Activities………………………………………………………………...p. 9 Business processes………………………………………………………………….p. 10 Conclusion………………………………………………………………………………….…p. 11 References……………………………………..………………………………………………p.11 “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency”. (Bill Gates) Introduction. In the today’s world of competitive markets, information technology has a huge impact on the success of the companies. “The role of IT is constantly evolving and has changed significantly from the days when the IT organization was often referred to as “data processing.” Today, in many industries, IT enables some businesses to differentiate themselves from their competitors. Those companies...
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...Marriott International (Marriott) is global chain of hotels and lodging accommodations that are designed to fit varying needs and budgets. Marriott has operation in six main hotel and lodging segments: Luxury, collections, lifestyle/boutique, signature, select services and extended stay. Marriott own chains such as Marriott Hotels & Resorts, Courtyard by Marriott, Residents Inn, Fairfield Inn, and Marriott Vacation Club International, BVLGARI, The Ritz Carlton just to name a few. The commonality between all of the properties that Marriott International owns is that they all have a clear business-level strategy that allows them to focus on particular customer groups. Analyze the business strategies for the corporation you chose to determine the business level strategy you think is most important to the long –term success of the firm and whether or not you judge this to be a good choice. Justify your opinion. Marriott business strategies vary depending on the lodging segment. Examples include the Residents Inn is focused on customers that need amenities that go beyond the average but allow the traveler to have a sense of freedom, like they are at home or the Marriott Vacation Club International, which is classified as a luxury timeshare operation. The Fairfield Inn chain is currently using a focused cost leadership business-level strategy. In Fairfield Inns, there are several things that allow the Marriott Company to control cost and offer accommodations at a reduced rate...
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...GROUP 2137 YEKATERINA POLYNCHUK ULIANA KOSTIEVA YULIIA KRYVONOS MARKETING STRATEGY PLAN FOR MARRIOTT U.S.A. EXECUTIVE SUMMARY Marriott USA is a leader in the global lodging industry in that area. With numerous properties in USA and countless achievement awards, they are not only a wellknown but also a well-liked brand. The global financial crisis hit the hotel and lodging industry hard because of a sharp drop in business and leisure travel. Regardless of the steep drop in profitability over recent years, Marriott USA has plans to focus on driving incremental revenue by cutting costs at the property level. It also addresses opportunities Marriott USA has to further capitalize on their strengths by extending their expansion plans into the mid-level hotel segmenting the USA to take advantage of the industry’s fastest growing population and by utilizing low-cost, high-impact promotions to allow room rates to remain competitive and continuously evaluate market conditions as the world gradually climbs from this economic downturn. VISION & MISSION OF THE COMPANY The majority of the market shares is still in the United States. Marriott operates the global leading timeshare brand known as Marriott Vacation Club International. Marriott’s portfolio includes 3,420 lodging properties in 68 countries consisting of a total 595,461 rooms as of year-end 2009 and over 500 locations worldwide. The...
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...different brands in Marriott International Course: Principles of Marketing Faculty responsibility: D. Sleeman Program: PGD2 Name: YAO Feng (Emma) Words Count: 2632 Date: 02.10.2008 Statement of Authorship “I certify that the totality or assigned portion of this assessment is my own work and contains no material which may have been used for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due appropriate reference is made.” YAO Feng Table of Contents INTRODUCTION 3 Aim & Objectives 3 Limits of research 3 Methodology 3 SEGMENTATION 4 Market Overview 4 Market Segments 4 TARGETING 6 Segment Strategy 7 POSITIONING 8 Product and branding strategy 8 Pricing 14 Promotion 15 Marketing Channels 16 CONCLUSION 16 REFLECTIVE COMMENT 16 REFERENCES 18 APPENDICES 20 INTRODUCTION In the following report I would like to focus on Marriott International, Inc. (NYSE:MAR), a leading lodging company with over 3,100 lodging properties in the United States and 66 other countries and territories (Marriott International, Inc. Corporate Headquarters, 2008). My key task is to critically analyze the segmentation, targeting and positioning strategies of the company with the following brands: “Marriott Hotels & Resorts” and “Courtyard by Marriott” in the same marketplace...
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...following paper, I would like to focus on Marriott International, Inc., a leading lodging company with over 3,100 lodging properties in the United States and 66 other countries and territories (Marriott International, Inc. Corporate Headquarters, 2008). My key task is to discuss market segmentation, targeting and positioning strategies of the company with the following brands: Marriott Hotels & Resorts and Courtyard by Marriott in the same marketplace, Asia-Pacific. As the fast expansion in economy of Asia-Pacific, the hospitality industry has a bright perspective in this region. Especially in China, the hospitality industry during the past 30 years is a prime example of how the nation’s economy has also sharply developed. In recent years many big hotel chains became aware that seizing the market in Asia-Pacific is pretty important for their development. Marriott International is one of them. Since 1989, Marriott International has grown from one property in Asia-Pacific to over eighty properties. Over the past 16 years, Marriott has expanded its resort portfolio to include 15 resorts across the region. And in China since 1989, Marriott has grown from one property in Hong Kong to 32 hotels throughout the country (Marriott International, Inc. Corporate Headquarters, 2008). The hospitality industry today, customers don’t just need a place to stay and eat; people choose a hotel for more complex reasons like the location, hotel category and services provided. Given...
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...In 1927, John Willard Marriott and his wife founded Marriott International. The history of Marriott started with a root beer and the first hotel was opened in Arlington, Virginia in 1957. In 1995, Ritz-Carlton Hotel Company became a part of Marriott International after an acquisition. Today, the company is one of the largest company with more than 4000 properties and almost 700 000 rooms in over 80 countries around the world. In order to target and satisfy every customer, Marriott offers 16 hotel brands which are divided to 6 segments: * Luxury: the Ritz-Carlton, JW Marriott…) * Lifestyle Collection: Edition, Renaissance, Autograph Collection Hotels… * Classic, Signature: Marriott Hotels * Select Service: Courtyard, Fairfield… * Extended Stay: Residence Inn, Marriott Executive Apartments… * Destination Entertainment: Gaylord Hotels… Marriott International operates and franchised hotels and licenses vacation ownership resorts, its culture embraces excellence and communication and technological innovations. In the late 1980s, after the successful implementation of Revenue Management in Airlines, Marriott has led the hotel industry in the practice of Revenue Management. It became an early pioneer of Revenue Management in hospitality. They developed a system named One Yield, which focused on improving hotel profits by timing price increases and promotions as well as using inventory controls. In addition, Marriott has also developed the Demand Forecasting...
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...detail order and strategies used to gain business. The elements used are product, place, price and promotion. All are implemented in a different ways to show some of the importance of marketing. Within all the elements there is need for complete control in gaining competitive advantage and competing goals of the organization. Marketing mix gives you and opportunity to explore many avenues to success. Moreover the collaboration of all four elements gives stability to the overall efforts to obtain value .Products of the services are the physical marks that show the difference to the competitors’. There are many assets to working more on the product. Having good products that customer are satisfied with promotes the abilities to gain customer loyalty. The way in which you determine the final price, is certainly a way to compete with competitors for gaining more business. Place refers to the exactly where your business sells the product. This is a key component in gaining the customers attention within the operation. Lastly the promotion involves evaluating the target customers through the products that the organization has. All of these elements are tactical towards developing the service needed. Marriott International is a large organization that has thousands of hotels in the United States. This organization all started with an idea to open up a root beer stand in Washington Dc.J. Willard Marriott and his wife discovered this in 1927.Over the years Marriott has done some...
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...sustainability report for Marriott International, the introductory remarks stated that, for a company to be a great leader in its industry, it has to possess a set of core values that inform every decision the company makes. Hence, Marriott’s core values have stood the test of time: putting people first, pursuing excellence, embracing change, and acting with integrity to serve our world. (team, 2014) Marriot has been a leading lodging company based in Bethesda, Maryland, USA, with nearly 3,900 properties in 72 countries. The company operates and franchises hotels and licenses vacation ownership resorts under 18 brands. In January 16th 2014, the Marriott once again was named one of FORTUNE magazine’s “100 Best Companies to Work For”, it has maintained its excellent status of high performance as one of the only 13 companies that have appeared on this list ever since 1998 (Wiggins, 2014) In addition, this luxurious hotel has attracted and held most of its customers, employees and other stakeholders due to its rich commitment to Corporate Social Responsibilities (CSR). The legacy growing deep from its founders hiring a doctor and a surgeon to attend to the associates’ healthcare needs. Back in the years after the Great Depression. Since then, its CSR has grown and evolved powerfully in over the 72 countries. (team, 2014) It is highly competitive over its competitors such as: Starwood Hotels, Hyatt Hotels Corporation, Choice Hotels International, and Intercontinental Hotels among many others...
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...(MKT632GH3-106292015) Dr. Jeff Ritter Introduction: Marriott International is a leading hotel management company with operations throughout the United States and other 67 countries and regions, managing more than 2,800 hotels, providing about 490,500 rooms. The company is headquartered in Washington, DC; it employs 128,000 people. Marriott's turnover in fiscal 2003 reached $ 9,000,000,000. Marriott also "Fortune" magazine as one of the hotel industry's most admired companies and the best hotel group work. Marriott hotels owned brands include: Marriott (472, full-service hotel, including 13 conference centers and 34 JW Marriott Hotel), The Ritz-Carlton (56, luxury-class hotel), Renaissance Hotels (126 home, the Quality Inn), Courtyard (616, high school price hotel), Residence Inn (449 home long rent hotel), Fairfield Inn (524 home budget hotel), SpringHill Suites (110 home price in high school Suites ), TownePlace Suites (111 home mid-priced long-term lease on site), Ramada International (outside of North America manages 192 budget hotel), through the Marriott Vacation Club, Horizons, Ritz-Carlton Club and Marriott Grand Residence Club brands run resort hotel (49 resort hotels) and Marriott Executive Apartments (13 senior apartments). Also, the Marriott ExecuStay in 37 major markets management has furnished apartment units. Marriott golf course management companies 26 golf courses in the world. Market Segmentation: Marriott hotel is very good at using market segmentation to attract...
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...this case Marriott Corporation with their Birmingham represented hotel Forest of Arden, A Marriott hotel and Country Club, satisfies their target market’s needs. Threats and opportunities will be detailed from caring a PEST analysis and by recommending marketing mix changes in line with the target markets needs and wants. Target market and marketing mix Marriott’s target marketing strategies have been enhanced in its several categories of segmentation through the various brands. The different flagships of Marriott’s brands support the overall target segmentation by the hotel. The various facilities like Marriott’s Hotels and Resorts, Courtyard by Marriott, Renaissance Hotels, Fairfield Inn and several others form the core brands that serve customer needs in the various target market segments according to Marriott.com. Being part of the brand Marriott’s Hotels and Resorts the Forest of Arden focuses on business, leisure or group events. Location can be a way to target a certain market; this hotel is located just 4 miles from Birmingham Airport and International train station within easy access of the M6/M42 and M40 so a great part of their target market is represented by business customers Considering the close proximity to the NEC, UK's largest exhibition centre, another target market is covered by clients, who come to Birmingham for a specific event. As advertised on their website they target golf practitioners as well.(Marriot.com) Marketing mix in a hotel is an important...
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...[pic] Team July 2, 2012 Team012 httwww.marriott.com/Marriott-hotels-resorts/ July 2, 2012 TEAM -BEARS Table of Contents 1. Executive Summary 1 1.1. Introduction 1 2. Environment Analysis 1 2.1. Competitive Forces 1 2.2. Economic Forces 2 2.3. Political Forces 2 2.4. Legal and Regulatory Forces 2 2.5. Technological Forces 2 2.6. Sociocultural Forces 3 3. Situational Analysis 3 3.1. SWOT Analysis 3 4. Strategic Plan and Focus 4 4.1. Mission Statement 4 4.2. Competitive Advantage 4 4.3. Marketing Goals and Objectives 5 5. Market-product Focus 7 5.1. Marketing and product objectives 7 5.2. Target Market 7 5.3. Product Line 7 5.4. Promotion 7 5.5. Place 8 5.6. Pricing 8 5.7. Positioning 8 6. Implementation Plan 9 6.1. Marketing Organization 9 6.2. Activities, Responsibility and Timeline for Completion 9 7. Evaluation and Control 11 7.1. Financial Analyis 11 7.2. Market Share Analysis 11 7.3. Evaluation Analysis 12 References 13 Strategic Plan and Focus Section References 13 Appendices 15 Executive Summary 1 Introduction Marriott International is a global hospitality company that operates and franchises hotels and lodging facilities. The company primarily operates in America, Europe, Africa and Asia-Pacific. It is one of the leading lodging companies with more than 3,700 properties in 73 countries and territories worldwide. The company with its global presence and strong brand...
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...Business-level strategy defines an organization’s approach to competing in its chosen markets Major business-level strategic management responsibilities: Direction setting Establishment & communication of mission, vision, ethics, & long-term goals of a single business unit Creation & communication of shorter-term goals & objectives Analysis of business situation Compilation & assessment of information from stakeholders, broad environment analysis, & other sources Internal resource analysis Identification of strengths, weaknesses, opportunities, threats, sources of sustainable competitive advantage Selection of strategy Selection of a generic approach to competition – cost leadership, differentiation, focus, or best value Selection of a strategic posture – specific strategies needed to carry out the generic strategy Management of resources Acquisition of resources &/or development of competencies leading to a sustainable competitive advantage Ensuring development of functional strategies & an appropriate organizational design (management structure) to support business strategy Development of control systems to ensure that strategies remain relevant & that the business unit continues to progress toward its goals The generic strategy types proposed by Michael Porter are perhaps the most widely used & understood A sustainable competitive advantage is related to the amount of value a firm creates for its most important stakeholder, the customer...
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...There has been a lot of debate on whether Hyatt or Marriott is the better investment. This report made a valuation of both companies. Because both companies are attractive investments, the report will make a direct comparison to find the company that can offer the best future return on investment. 1. Strategy analysis 2.1 Industry analysis and Companies’ background Currently, hotels make up a giant industry. In 2010, consumers rented out 4.8 million rooms at 51,000 different properties, and in 2009, the industry took in a total of $127 billion. The industry employed over 1.7 million workers last year and paid out about $186 billion in wages to a very diverse group of employees occupying both low and high skill and wage positions. Hotels and motels are found in the following areas: approximately 40% in suburban areas, 40% in towns, 9% in cities, 4% near airports and 7% at resorts. Franchising hotels and motels is appealing because brand name is so essential. Each name represents reputation and standards as well as a certain niche in the quality of its facilities and its cost. Often chains have multiple brands representing different levels of quality and cost. Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company. The Company's subsidiaries manage, franchise, own and develop hotels and resorts under the Hyatt®,Park Hyatt®, Andaz®, Grand Hyatt®, Hyatt Regency®, Hyatt Place® and Hyatt House® brand names and have locations...
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...Revenue Management Introduction: The location of our hotel is in the heart of Springfield, Ma off exit 7 next to the Basketball Hall of Fame. At the Springfield Marriott there are 262 rooms with 9 floors and it is a full-service hotel. The property from the outside does not look very impressive, but once you get the grand tour you could say you just might change your mind. Bill Hess, the General Manager gave us a tour of the hotel after his interview, it was a spectacular experience.. Inside of the hotel, adjacent to the garden area there are several banquet halls named after local areas such as “Berkshire”. The full-service aspect is provided by the Champions Sports Bar, Currents Restaurant, and Currents Bar. These food establishments bring in large amounts of revenue and help serve guests the options of breakfast, lunch, and dinner as well as some entertainment. The Marriott has a wide selection of target guests for these dining establishments, including groups outside of travelers. The Champions Sports Bar helps the hotel pick up revenue from locations such as the Basketball Hall of Fame. The major hotel market segments primarily include transient travelers and group guests. Of the transient guests, the hotel’s specific target is a ‘business’ transient guest, many of which have open contracts with the hotel. One of the companies who provide frequent business travelers to the hotel includes Smith and Wesson Gun Company located in Springfield, MA. Usually happens with these...
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...WHAT MEASURES CAN BE TAKEN BY UK HOTELS?‟ “CASE STUDY: MARRIOTT GROUP OF HOTEL‟S EFFORT TO ATTRACT MEDICAL TOURISTS” RAMAMOORTHY PANDIAN STUDENT ID: 09004669 DISSERTATION SUPERVISOR THOMAS REEVES SUBMITTED IN PART FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION UNIVERSITY OF WALES INSTITUTE, CARDIFF FEB 2010 1 ACKNOWLEDGEMENT First and foremost, I would like to thank my supervisor Thomas Reeves for his valuable professional advice and guidance as well as for rendering his kindness, endless patience and continuous encouragement towards my dissertation. I would like to thank interviewees in the Marriott Group of hotels and its branches, without which this study could not have been reached its conclusion. A handful of thanks to all the lecturers of my concern for their teaching, without them, I can‟t learn so much knowledge. This dissertation could not have been completed without continuous support, encouragement, and caring of all my friends and my family members. I would wish them many a thanks too. Finally, I would like to express my sincere appreciation to those who provided me with great support and encouragement during my studies in UK. Thanks again to all of them. 2 ABSTRACT The aim is to find out the most possible means that recession would affect the tourism industry globally and also to pay attention towards the various measures taken over by the UK hotels to overcome those tough times and...
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