Marriott Hotels

Research Paper
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Name Date Professor’s Name Course Section/# Two Key Demographics: An Interpretation of Marketing Strategy One of the most effective means for a business entity to increase its overall level of sales and integration with the consumer market is to seek to differentiate its consumer base between key demographics.


For purposes of this brief analysis, too specific to the graphics will be analyzed with relation to formulating a marketing strategy more appropriate to the needs of Marriott Hotel group. Within this analysis, the age groups of 18 to 29 as well as 61 to 75 will be analyzed. The ultimate rationale for picking these two demographic groups is with regards to the fact that the age group between 61 to 75 represents nearly the entire non-business travel and client base that hotels receive in any given year. Similarly, it is necessary to examine the 18 to 29-year-old demographic so that the marketing strategy will not be unnecessarily/unduly focused upon the needs of a much older demographic. Likewise, it is the hope of this author that through a distinct analysis of all of these groups, the marketing strategy which will be formulated will be more able to target specific needs, weaknesses, and strengths that exist with respect to each group. Firstly, with regards to the expectations that 61 to 75-year-old age group integrates with, it is been the understanding of the research that has been performed that the level and extent to which services within the hotel experience are made available are one of the primary determinants for whether or not the experience was ultimately positive or ultimately negative (Borrus 36). ...
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