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Marriott: Getting Down to Business with the Business Travelers - Case Study Example


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Marriott: Getting Down to Business with the Business Travelers

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. Courtyard mobilizes consistency in fulfilling demands of business travelers while fair field inn targets the upper economy. In conclusion,

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the nature of segmentation leads to either customer satisfaction or disappointment. It is in this regards that segmentations should meet features desired by customers. This ensures customer loyalty. 2. Which of the three targeting strategies is Marriott using? Explain In order to stabilize the product mix Marriott use three distinctive targeting strategies. To start with is building the right relationship with the right customers (segmentation). This is the reason behind segmentation as Marriott targeted customers. Renaissance resorts, which is one of Marriott’s brands designed and located at strategic points for pleasure, as well as business travelers. By building the right relationship with different customers, Marriott was able to meet the diverse customer expectations at the same time. To prevent competition from other service providers, Marriott also uses a strategy of market segmentation, where heterogeneous markets get divided into groups providing diverse services. The groups have varied behavior and characteristics to match with the unique demand of customers. Target marketing involves evaluating various segments in relevance to returns and profitability before entering the segment. Market positioning is a strategy, which Marriott uses to make decisions involving various segments. The positioning of a segment or a product enables consumers to reflect intellect relative aggressive products (Temporal, 2002). In conclusion, various strategies promote profitability and efficiency of various organizations; however, it is imperative to identify grounds of segmentation, come up with measures to promote segment attractiveness; as well as strategize positioning in the marketing mix, to reduce distance to customers. 3. As Marriott builds, more green hotels, should it reposition its hotel brands as being environmentally friendly? Why or why not? Currently, various environmental organizations and activists are in a motion, to ensure


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…
Author : rorydoyle
Marriott: Getting Down to Business with the Business Travelers essay example
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