In the following paper, I would like to focus on Ritz Carlton, Inc. , 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 discuss market 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. As the fast expansion in economy of Asia-Pacific, the hospitality industry has a bright perspective in this region.
Especially in China, the hospitality industry during the past 30 years is a prime example of how the nation’s economy has also sharply developed. In recent years many big hotel chains became aware that seizing the market in Asia-Pacific is pretty important for their development. Marriott International is one of them. Since 1989, Marriott International has grown from one property in Asia-Pacific to over eighty properties. Over the past 16 years, Marriott has expanded its resort portfolio to include 15 resorts across the region.
And in China since 1989, Marriott has grown from one property in Hong Kong to 32 hotels throughout the country (Marriott International, Inc. Corporate Headquarters, 2008).
The hospitality industry today, customers don’t just need a place to stay and eat; people choose a hotel for more complex reasons like the location, hotel category and services provided. Given that the needs and wants became more and more unique, the target marketing for hotels became micromarketing.
The Essay on Marriott Hotels
The case examines Marriott International’s (Marriott) various innovative HR practices, which earned it the reputation of being ‘the best place to work’ in the hospitality industry. It describes Marriott’s ‘Spirit to Serve’ culture and the company’s HR philosophy which guided its various HR initiatives. The case gives an overview of the best practices ...
It is not only a local marketing for hotels to adjust in different location and cultural, but also an individual marketing for they provide tailored services to special guests and VIPs. For segmenting the consumer markets, we have to involve the geographic segmentation and behavioral segmentation. Hotels normally segment their markets between region and then by other means like behavior. After analyzing the market opportunities, the company has to evaluate the segment attractiveness and the company fit.
The market Asia-Pacific did develop but obviously not all the segments are profitable. The main reason which make the industry increase could be described as the Asia-Pacific became more and more western. The hotel developing trends turns to the guest who demands the international hotel, which has better service, higher theology of facilities and delightful amenities. Add that many developing countries change their policy to foreign investors to a better climate. The big hotel chains have a good chance to develop their middle luxury market segments.
Since Ritz Carlton already entered the market over 16 years, there were many resources used to develop it in these middle luxury segments. As the hospitality marketing is micromarketing, and the Marriott hotel group is a big chain, this company used differentiated marketing to target the market segments. It has four different brands in Asia-Pacific: The Marriott, JW Marriott, Renaissance and Courtyard. They target in different segments: The Marriott is an all service hotel and resorts brand for the achievement guest who are seeking inspiring performance.
JW Marriott Hotels and Resorts is Marriott Hotels and Resorts luxury brand extension. The target gust also is achievement people but demand a high level of personal service. Renaissance Hotels and Resorts target the enjoyment guest. These guests cherish the life well lived which means the Tech-savvy consumers like Gen X and Y. Courtyard is a brand designed to meet the needs of business travelers who desired a high quality lodging experience along with the basic needs they value most in a hotel, at moderate pricing.
The Essay on Branding in Service Marketing
Brand is paramount in the product arena; it creates awareness, drives perception, and improves desirability. Brands with top-of-mind awareness have higher perceived value, which allows charging higher price points. Many service companies, however, have not embraced brand, because they believe it to be largely the domain of product companies. But many of the same basic marketing principles apply: ...
It is a flagship brand of quality tier, full service hotels and resorts and provides consistent, dependable and genuinely caring experiences to guest on their terms. The Marriott brand has become synonymous with exceptional quality, service and value, which have lead to consistent growth in Marriott properties through the Asia-Pacific region. As the brand continues to expand worldwide, the strategy to achieve an even greater brand preference is centered on the brand positioning of inspired performance and the goal to win over achievement guests with experiences that reflect and respond to their priorities.
By combining this experience strategy with the brand’s unwavering commitment to operational excellence, Marriott Hotels and Resorts will continue to solidify its leadership position as an industry innovator. When it comes to brand positioning, Marriott Hotels and Resorts focuses on the Achievement Guest, individuals who are driven to perform who thrive in excellence whether it is for their company, their family or their own sense of accomplishments.
There are three brand pillars that provide the foundation for the services, features and amenities our hotels provide to inspire the achievement guest. The professional, performance driven side of our guest and hotels, for example, large, well lit ergonomic work desks that pivot to enable the guest to create a conducive environment in their rooms. Purposeful luxury and more personal elements of the guest’s stay, for example, aromatherapy bath products, connectivity panels on a high definition TV to enable guests to connect personal entertainment devices such as iPods, and 200 thread count sheets.
The culture is warm, friendly, sincere service built on our sprit to serve and providing a refreshing human touch in today’s hectic world. After researching all of the aspects of the marketing segmentation, targeting and positioning of the company, it is quite clear that this company is fully aware of the marketing situation and is quite successful at applying various marketing strategies and tools
The Essay on Hotel Services
The Hotel Hydra Styles of service can be described as a Buffet Service for Breakfast. Equipment identified as appropriate would be: Bain Marie to keep foods warm, hot plates, cereal dispensers, juice jugs, bread and basket displays, toasters, tea and coffee jugs, utentils and dressing and condiments. Because the Hotel has 100 bedrooms it is appropriate to have a leisure centre and conference ...
