Marriott's Marketing Overview

Executive Summary

The target market analysis and the approach to establishing a market mix is vital for a company and its future. The Marriott divides its target markets within its different brands that are categorized as: Luxury, Full service, and Select Service Extended Stay. The select service extended stay division includes the Courtyard, Fairfield Inn, Spring Hill Suites, Residence Inn, and TownPlace Suites by Marriott. The focus target market for this division is business travelers. Businesses and business people require certain services and amenities, which the Marriott focuses and specializes within these brands. All of these hotels offer the essentials along with free Wi-Fi internet, a computer work station, a 24 hour market, and a copy and fact stations.   The pricing strategies used by these business brands are directed to appeal to their business traveler market. All of these brands are strategically placed in areas in the center of all resources. Therefore, business travelers are able to stay at a short distance from whatever they need. Since these hotels are not placed everywhere the market exposure is considered to be selective. Marriott’s business brands offer their customers with what they need at a better value than their upscale competitors. The hotel offers rates that business professionals can accept, without lowering prices to “motel rates.” With room occupancy in the 60 percentile, pricing is extremely important for the Marriott’s brands. Moreover, Marriott’s select service extended stay brands utilize different promotional techniques to communicate with its customers. These techniques include: Mass advertisement, sales promotions, and guest loyalty programs. All of these techniques send a message through a channel in order to persuade the business traveler to buy Courtyard’s products. This message remains consistent throughout the different channels. After deeply analyzing Marriott’s market strategies we suggest that……

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