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Case Study sample - Marriott: Getting Down to Business with the Business Travelers
Pages 3 (753 words)
Marriott: Getting Down to Business with the Business Travelers Name: Instructor: Task: Date: Marriott: Getting Down to Business with the Business Travelers Loyalty and profitability are some of the key considerations business ventures concentrates on to achieve desired objectives…
1. How is Marriott segmenting the market for hotel services Marriot segmented the hotel services into different service levels depending on the cadre and demand of hotel users. Consequently, the basis of segmentation got prioritized on flexibility and customer satisfaction. Currently the US market gets dominated by 80% hotels, which offer different brands. This is because of influence from Marriott segmentation of hotels based on target groups. On top of flagship brands, which included superb restaurants, athletic facilities, upscale amenities and board rooms; Marriott added seven more segment brands into the market. The segments included courtyards, town place suites, resident inn, fair field inn, renaissance resorts, and spring hill suites not forgetting Ritz-Calton (Dittmer, 2002). The segments provide luxury and comfort to targeted customers at different levels. Recognizing the different need s of customers Marriott also formed a basis of segmentation whereby each brand gets designed for customers. For instance, Marriott discovered many customers stay for limited nights in hotels; however, business people stay for weeks. Consequently, spring hill suites offer services for dignitaries who require high security and concealed identities. On the other hand, Ritz-Calton has with luxurious and latest virtual meeting technologies in demand by many billionaires. ...
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