A Marketing Research on the Segmentation, Targeting and Position of Different Brands in Marriott International
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
INTRODUCTION 3
Aim & Objectives 3 Limits of research 3 Methodology 3
SEGMENTATION 4
Market Overview 4 Market Segments 4
TARGETING 6
Segment Strategy 7
POSITIONING 8
Product and branding strategy 8 Pricing 14 Promotion 15 Marketing Channels 16
CONCLUSION 16
REFLECTIVE COMMENT 16
REFERENCES 18
APPENDICES 20
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
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
INTRODUCTION 3
Aim & Objectives 3 Limits of research 3 Methodology 3
SEGMENTATION 4
Market Overview 4 Market Segments 4
TARGETING 6
Segment Strategy 7
POSITIONING 8
Product and branding strategy 8 Pricing 14 Promotion 15 Marketing Channels 16
CONCLUSION 16
REFLECTIVE COMMENT 16
REFERENCES 18
APPENDICES 20
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
References: Ding, Q. (2008) Hospitality industry goes along with trends. Internet. Kotler, P., Wong, V., Saunders, J.and Armstrong G. (2005) Principle Of Marketing(4th edition). Harlow: Pearson Education Marriott International, Inc Marriott International, Inc. (2008) Marriott Hotel & Resorts. Internet. Marriott International, Inc. (2008) Courtyard. Internet. Marriott International, Inc. Corporate Headquarters (2008) Marriott International Reports Third Quarter Results. Internet. Marriott International, Inc. Corporate Headquarters (2008) Marriott International Reports Second Quarter Results. Internet. Marriott International, Inc. Corporate Headquarters (2008) Marriott International Reports First Quarter Results. Internet.