Marriott decided to enhance travelers’ value by segmenting the market and then targeting selected segments, each with a different brand. Then as now, Marriott was the flagship brand. Each new brand would support Marriott’s overall brand identity — a commitment to superior customer service — and train employees to have a passion for service.
Marriott’s flagship brand continues to target customers needing fine restaurants, meeting rooms, athletic facilities, and other upscale amenities. But Marriott added seven additional brands according to its view on market segments — Courtyard by Marriott, Fairfield Inn, Residence Inn, TownePlace Suites, SpringHill Suites, Renaissance Hotels and Resorts, and The Ritz-Carlton. These are they core brands that were established for serving customer needs at different market segments.
2. Relate examples of specific services tailored to various target markets.
As we pointed out different Marriott brands, we will define now their core distinct features and specifications. What are their functions, who are their targets, and how do they accomplish their tasks in accordance with general Marriott corporate marketing strategy?
Marriott believed all customers require a base service level. It also believed that customers differ in their willingness to pay for different levels of comfort and luxury. Management also knew that many customers stay a few nights in a hotel — but a growing number, like business people on assignment — need accommodations for several weeks. Recognizing the varying needs of hotel customers, Marriott was the first major hotel chain to base its strategy on market segmentation.
• Courtyard by Marriott: Target market: Designed for business travelers that are willing to pay a moderately price, but want hotel that can provide some amenities, like an exercise room and a restaurant for breakfast. Specific services:
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