A Marketing Research on the Segmentation, Targeting and Position of Different Brands in Marriott International

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A marketing research on the segmentation, targeting and position of 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

INTRODUCTION3

Aim & Objectives3
Limits of research3
Methodology3

SEGMENTATION4

Market Overview4
Market Segments4

TARGETING6

Segment Strategy7

POSITIONING8

Product and branding strategy8
Pricing14
Promotion15
Marketing Channels16

CONCLUSION16

REFLECTIVE COMMENT16

REFERENCES18

APPENDICES20

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, 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

Distance

Confidentiality of information

Language difficulty

Methodology

Official company website

Course related text and notes

Internet research

Literary Books

Personal Experience

SEGMENTATION

Market Overview

As the fast expansion in economy of Asia-Pacific, the hospitality industry has a bright perspective in this region. Especially in China, we can say that the hospitality industry during the past 30 years is a prime example of how the nation's economy has also sharply developed (Ding Qingfen, 2008).

In recent years many big hotel chains coming to 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).

Market Segments

For the hospitality industry today, customers don’t just need a place to stay and to eat; people choose a hotel for more complex reasons like the location, hotel category and services provided. Given that the needs and wants became more and more unique, the target marketing for all hotel chains became micromarketing. It’s not only a local marketing for hotels have to adjust in different location and cultural, but also an individual marketing for they provide tailoring services to special guests and VIPs.

For segmenting the consumer markets, we have to involve the geographic segmentation and behavioural segmentation. Hotels normally segment their markets by region and then by other means like behavior. So we need to use multistage segmentation.

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TARGETING

After analyzing the market opportunities, the company has to evaluate the segment attractiveness and company fit.

The market...
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