Course: Principles of Marketing
Faculty responsibility: D. Sleeman
Name: YAO Feng (Emma)
Words Count: 2632
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.”
Table of Contents
Aim & Objectives 3
Limits of research 3
Market Overview 4
Market Segments 4
Segment Strategy 7
Product and branding strategy 8
Marketing Channels 16
REFLECTIVE COMMENT 16
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, Asia-Pacific.
Aim & Objectives
Find out the overall marketing concepts and principles the company applied.
Analyze the segmentation the company used and the markets they targeted.
Compare the different hotels of variable brands; describe the positioning used for them.
Research on the promotional strategies they used.
Limits of research
Confidentiality of information
Cite This Essay
(2010, 11). A Marketing Research on the Segmentation, Targeting and Position of Different Brands in Marriott International. StudyMode.com. Retrieved 11, 2010, from http://www.studymode.com/essays/A-Marketing-Research-On-The-Segmentation-474567.html
"A Marketing Research on the Segmentation, Targeting and Position of Different Brands in Marriott International" StudyMode.com. 11 2010. 11 2010 <http://www.studymode.com/essays/A-Marketing-Research-On-The-Segmentation-474567.html>.
"A Marketing Research on the Segmentation, Targeting and Position of Different Brands in Marriott International." StudyMode.com. 11, 2010. Accessed 11, 2010. http://www.studymode.com/essays/A-Marketing-Research-On-The-Segmentation-474567.html.