HISTORY

Marriott Corporation was a hospitality company that operated from 19271993, founded originally by J. Willard Marriott as Hot Shoppes, Inc. In 1957, Marriott Corporation opened its first hotel in Arlington County, Virginia, United States as the Twin Bridges Motor Hotel (demolished 1990). Marriott Corporation's first international property was opened in Acapulco, Mexico in 1969. Hot Shoppes became Marriott Corporation in 1967, which subsequently split into Marriott International Corporation and Host Marriott Corporation in 1993. Willard Marriott, who had relocated with his business partner Hugh Colton and his wife Alice from Utah to Washington, D.C., started the company in 1927, when he operated a curbside food stand selling A&W Root Beer in the Columbia Heights neighborhood of Washington at 14th Street and Park Road NW. He would later rename the food stand The Hot Shoppe, adding Mexican food items to the menu. Marriott's business expanded to Baltimore, Maryland, in 1934, shortly after which the company started its food services division. During the Second World War, the business expanded to include the management of food services in defense plants and government buildings, such as the U.S. Treasury. Then in the 1950s, Hot Shoppes, Inc. started providing food services to public schools and to Children's Hospital in 1955, a contract which they held for 35 years.

Marriott's restaurant chain grew, and the company went public in 1953. In 1957, he expanded his business to hotels, opening the first Marriott hotelactually a motel, the Twin Bridges Motor Hotelin Arlington County, Virginia. The company became Marriott, Inc., in 1967. Two large chains were added to the group, the Big Boy family restaurants in 1967 and Roy Rogers Family Restaurants in 1968. Over the years, Marriott's company interests expanded. Continuing with food services, Marriott eventually invented airline in-flight food service. This segment of their enterprise continues to be a large part of their business, providing food services to many major airlines. Ultimately, Hot Shoppes, Inc. changed its name, becoming the Marriott Corporation in 1967. In 1976, Marriott opened two theme parks called Marriott's Great America in California and Illinois. The parks had replicas of the first Hot Shoppes. Both parks were sold in the mid-1980s. In 1980, the company purchased the Howard Johnson's restaurant chain and acquired Host International in 1982. By 1984, Marriott had formed a vacation time-share division, now called Marriott Vacation Club International, and a senior-living division. The Marriott Corporation ended its existence as a single company in 1993, when it was split into two separate entities: 1) Marriott International Corporation, which operated the hotel and lodging aspect of the business and Marriott Vacation Club International, and 2) Host Marriott Corporation, the new name for the original Marriott Corporation and operating the Marriott Food Services Management. The last Hot Shoppes restaurant, located in the Marlow Heights Shopping Center, closed on December 2, 1999.

MARRIOTT INTERNATIONAL Marriott was founded by J. Willard Marriott 1927 when he and his wife opened a root beer stand in Washington D.C.. As a missionary in the sweltering, humid summers in Washington, Marriott was convinced that what the city needed was a such a

place to get a cool drink.] They later expanded their enterprises into a chain of restaurants and hotels. The Key Bridge Marriott in Arlington, Virginia is Marriott Internationals longest operating hotel, and celebrated its 50th anniversary in 2009.[7] Their son and current Chairman and Chief Executive Officer, J.W. (Bill) Marriott, Jr. has led the company to spectacular worldwide growth. Today, Marriott International has about 3,150 lodging properties located in the United States and 67 other countries and territories. Marriott International was formed in 1992 when Marriott Corporation split into two companies, Marriott International and Host Marriott Corporation.

Marriott International headquarters in the Bethesda area of unincorporated Montgomery County, Maryland, United States

In April 1995, Marriott International acquired a 49% interest in the RitzCarlton Hotel Company LLC. Marriott International believed that it could increase sales and profit margins at the Ritz, a troubled chain with a significant number of properties either losing money or barely breaking even. The cost of Marriott's initial investment was estimated to be about $200 million in cash and assumed debt. The next year, Marriott spent $331 million to take over the Ritz-Carlton Atlanta and buy a majority interest in two properties owned by William Johnson, a real estate developer who had purchased the Boston Ritz Carlton in 1983 and expanded his Ritz holdings over the next twenty years.

The Ritz began expansion into the lucrative timeshare market among other new initiatives made financially possible by the deep pockets of Marriott, which also lent its own in-house expertise in certain areas. There were other benefits for RitzCarlton flowing from its relationship with Marriott, such as being able to take advantage of the parent company's reservation system and buying power. The partnership was solidified in 1998 when Marriott boosted its interest in Ritz-Carlton to 99 percent. By 1999 revenues from the 35 hotels it operated around the world totaled about $1.4 billion. Marriott International owned Ramada International Hotels & Resorts until its sale on September 15, 2004 to Cendant. It is the first hotel chain to serve food that is completely free of trans fats at all of its North American properties. In 2005, Marriott International and Marriott Vacation Club International comprised two of the 53 entities that contributed the maximum of $250,000 to the second inauguration of President George W. Bush. On July 19, 2006, Marriott announced that all lodging buildings they operate in the United States and Canada would become non-smoking beginning September 2006. "The new policy includes all guest rooms, restaurants, lounges, meeting rooms, public space and employee work areas."

PROFILE
Marriott International, Inc. is a leading worldwide hospitality company. Its heritage can be traced to a small root beer stand opened in Washington, D.C. in 1927 by J. Willard and Alice S. Marriott. Today it has more than 3200 lodging properties in the United States and 70 other countries and territories across 17 lodging and vacation resort ownership brands. The company is headquartered in Bethesda, Md., and had approximately 146,000 employees at 2008 year-end. It is ranked as the lodging industry's most admired company and

one of the best places to work for by FORTUNE(R). The company has also been recognized by the U.S. Environmental Protection Agency (EPA) with the 2008 Sustained Excellence Award and Partner of the Year since 2004. In fiscal year 2008, Marriott International reported sales from continuing operations of nearly $13 billion. Marriott International's goal is to create significant value by aggressively building its brands and growing its businesses. The company is dedicated to providing exceptional service to customers, growth opportunities for associates, and attractive returns to

shareholders and owners.

MISSION

At Marriott Hotels and Resorts we inspire performance with an experience that reflects our guests own priorities-excellence, optimism and professionalism. Our highest mission is to provide genuine care, showing empathy and compassion and always exceeding the expectations of our guests. Our hotels enable our guests to work and socialize, in their own way, and to relax and recharge so they are always at their best.

VISION

J.W. Marriott, Jr. is Chairman and Chief Executive Officer of Marriott International, Inc., one of the worlds largest lodging companies. His leadership spans more

than 50 years, and he has taken Marriott from a family restaurant business to a global lodging company with more than 3,200 properties in 67 countries and territories. Mr Marriotts vision for the company is to be the worlds lodging leader. It is grounded in his intense focus on taking care of the guest, extensive operational knowledge, the development of a highly skilled and diverse workforce, and offering the best portfolio of lodging brands in the industry. Under his leadership, Marriott continues to enjoy strong customer, owner and franchise preference, steady growth and profitability. Known throughout the industry for his hands-on management style, Mr Marriott has built a highly regarded culture that emphasizes the importance of Marriotts people and recognizes the value they bring to the organization. Marriott Internationals spirit to serve culture is based on a business philosophy originated more than 80 years ago by his parents, J. Willard and Alice S. Marriott Take care of the associate, and theyll take care of the guest. Today, approximately 300,000 Marriott associates are serving guests in Marriott managed and franchised properties throughout the world. Marriott International is also well known as a great place to work and for its commitment to diversity, social responsibility and community engagement. It has consistently been named to Fortunes lists of most admired companies, best places to work and top companies for minorities. At an early age, Mr Marriott developed a passion for the business and worked in a variety of positions in the Hot Shoppes restaurant chain during his high school and college years. He joined the company full-time in 1956 and soon

afterward, took over management of Marriotts first hotel. Mr Marriott became executive vice president of the company, then its president, in 1964. He was elected chief executive officer in 1972 and chairman of the board in 1985. Regarded as a lodging innovator, Mr Marriott began shifting the company in the late 1970s from hotel ownership to property management and franchising. His strategic decision allowed the company to accelerate its growth and broaden its leadership position. That transformation culminated in the companys split into Marriott International, a hotel management and franchising company, headed by Mr Marriott, and Host Marriott International, a hotel ownership company chaired by his younger brother, Richard Marriott. Mr Marriott has also worked to compile a family of 18 lodging brands that range from limited service to full service luxury hotels that meet the needs of any traveller. Today, the company manages and franchises hotels and resorts under the Marriott, JW Marriott, Renaissance, Bulgari, The Ritz-Carlton, Courtyard, Residence Inn, SpringHill Suites, TownePlace Suites, and Fairfield Inn brand names; develops and operates vacation ownership resorts under the Marriott Vacation Club International, The Ritz-Carlton Club, Grand Residences by Marriott, and Horizons brands; operates Marriott Executive Apartments; provides furnished corporate housing through its Marriott ExecuStay division; operates conference centres; and manages golf courses. Mr Marriott serves on the board of The J. Willard & Alice S. Marriott Foundation. He is a member of the National Business Council and the Executive Committee of the World Travel & Tourism Council. He also serves as the chairman of the Mayo Clinic Capital Campaign. Mr Marriott recently served on the Board of Trustees of the National Geographic Society, director of the United States Naval Academy Foundation, chairman of the Presidents Export Council (PEC) and member of the Secure Borders Open Doors

Advisory Committee (SBODAC) and the U.S. Travel and TourismAdvisoryBoard(TTAB). Mr Marriott attended St. Albans School in Washington, D.C., earned a B.S. degree in banking and finance from the University of Utah and served as an officer in the United States Navy. He is an active member of The Church of Jesus Christ of Latter-day Saints. He is married to the former Donna Garff. They have four children and 15 grandchildren and three great grandchildren.

MARKET SEGMENTATION

In 1985, Marriott Hotels, Resorts and Suites was a domestic (U.S.) mid to large size hotel chain. Marriott decided to enhance travellers value by segmenting the market and then targeting selected segments, each with a different brand. Then as now, Marriott was the flagship brand. Each new brand would support Marriotts over all brand identity- a commitment to superior customer service and train employees to have a passion for service. Employees would: 1) Do whatever it takes to take care of customers. 2) Pay extraordinary attention to details. 3) Take pride in their physical surroundings. 4) Use their creativity to find new ways to meet the needs of customers. Marriott believed all customers require a base service level. It also believed that customers differ in their willingness to pay for different level of comfort and luxury. Management also knew that many customers stay a few nights in a hotel but a growing number, like business people on assignment need accommodation for several weeks. Recognizing the varying needs of hotel customers, Marriott was the first major hotel chain to base its strategy on market segmentation. Marriott grew new brands organically, but implemented its strategy in part by acquisition. Marriotts flagship brand continues to target customers needing fine restaurants, meeting rooms, athletic facilities, and other upscale amenities. But Marriott added seven additional brands Courtyard by Marriott, Fairfield Inn, TownePlace Suites,

SpringHill Suites, Renaissance Hotels and Resorts, and The RitzCarlton. These brands, their target segments, and core requirements are:
1)

Courtyard by Marriott: Business travellers wanting a moderately priced hotel that provides some amenities like an exercise room and a restaurant for breakfast. Fairfield Inn: Customer wanted an expensively priced, high quality hotel they can access by car, on or near the U.S. main interstate highway system. Residence Inn: Customers who require an extended stay hotel for reasons like job relocation, job assignment, and government contracting. TownePlace Suites: Similar to Residence Inn, but for customers who want a lower price. SpringHill Suites: Customers wanting an all-suites hotel who will pay an upper moderate price. Renaissance Hotels and Resorts: Customers who look for upscale amenities, internationally. The Ritz-Carlton: Customers looking for the ultimate in luxury hotels in urban centres.

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Each Marriott brand has distinct personality and style target customers know what to expect at each hotel brand. Marriott work hard to communicate the essence and strength of each brand. There is some customer crossover, but each brand focuses on a defined market segment. Internal competition is small. Marriott has achieved extraordinary results from its segmentation and targeting strategy. The Courtyard by Marriott brand now manages more rooms than the entire firm managed in 1985. Total number of rooms managed has increased by sevenfold since 1985 - to 489,430 rooms at 2676 properties.

About 20 per cent of Marriotts market value was around $20 billion, compared to 4.4 billion in 1998. Market Segmentation is a fundamental marketing concept. Simply stated, customers in a market either have different needs, or similar needs with different priorities. Either way, the firm job is to place customers in a group so that each group is relatively homogeneous in its needs profile. A specifically designed market offer will satisfy a customer group that has a homogeneous need profile. A second group of customers, with a different need profile, will require a different market offer. We call these groups market segments. To identify and develop effective market offers, the firm must understand these need profiles. The firm seeking to serve a large market like snack foods will require several market offers, at least one per market segment to meet varying customer preferences. Typically, a single offer, like potato chips, will fail to satisfy the many diverse customers who purchase snacks foods.

MARRIOTT BRANDS

Marriott International, Inc., is a leading lodging company with more than 3,000 lodging properties in the United States and 67 other countries and territories. Marriott Lodging operates and franchises hotels under the following brands:

Flagship brand of quality-tier, full-service hotels & resorts Provides consistent, dependable, and genuinely caring experiences to guests on their terms 521 Marriott Hotels & Resorts locations worldwide; 343 US, 178 international Features include: - Fully equipped fitness centers - Gift shops - Swimming pools - Concierge levels - Business centers - Meeting facilities - High-speed Internet access is available at many hotels

JW Marriott Hotels & Resorts

Most elegant and luxurious Marriott brand Provides business and leisure travellers a deluxe level of comfort and personal service on their terms 39 JW Marriott Hotels worldwide; 16 US, 23 international

Renaissance Hotels & Resorts

Quality-tier full-service brand providing guests with the ambiance of a boutique Brand signatures include interior design, a "street" restaurant and savvy service Features include: - Business library and center - Swimming pool - Fitness centers - Conference and banquet facilities 143 Renaissance Hotels, Resorts and Suites; 75 US, 68 international

EDITION Hotels

This is the latest edition of luxury boutique hotels and the perfect combination of energetic atmosphere, attitude and style. Each property is distinctive and designed by award-winning hotelier Ian Schrager. And, of course, each EDITION hotel is located in the most attractive destinations around the world.

Autograph Collection
The Autograph Collection is a diverse collection of high-personality independent hotels. It plugs you into fresh, inventive and positively unique experiences only an independent can deliver. Plus, it's the only collection where you can book a stay via Marriott.com and earn and redeem Marriott Rewards.

Courtyard by Marriott

Courtyard offers travelers the choices and options that let them make the most of their time on the road More than 800 Courtyard by Marriott locations worldwide in over 28 countries Features include: Guest rooms with large, well-lit work desks and ergonomic chairs. Courtyard Suites larger rooms available as well. Free Wi-Fi in public spaces (North and Central America only). Free high-speed Internet access and plush bedding in all guest

rooms. 24/7 access to food at The Market Business library and onsite business services Meeting space Outside courtyard and patio area Invigorating fitness room Relaxing pool

Residence Inn by Marriott

Designed to provide travelers with everything they need to thrive on long stays Over 580 Residence Inn by Marriott locations worldwide Enjoy lower rates for longer stays Features include: Spacious suites with separate living and sleeping areas Fully equipped kitchens Free grocery delivery service Free WiFi and in-room high-speed internet access Inviting outdoor spaces including Sport Court, swimming pool and barbeque areas Free evening hospitality hours

Complimentary hot breakfast

Fairfield Inn & Suites by Marriott

Provides business and leisure travelers with everything they need at an exceptional value More than 590 Fairfield Inn and Fairfield Inn & Suites locations in the U.S., Canada and Mexico Features include: Friendly and helpful staff to provide all the assistance you need Free, hot breakfast featuring healthy options Complimentary highspeed internet service in rooms and Free WiFi in the lobby Comfortable beds to help you awake refreshed and ready to go Easy to earn Marriott Rewards for free nights or free flights

It's all backed by a name you can believe in: Marriott

Marriott Conference Centers

Quality-tier brand specializing in highly effective small- to mid-sized meetings 13 Marriott Conference Centers in the US Properties provide: - The latest audiovisual communications technology - Experiential learning facilities - Gourmet conference dining - Golf - Recreational/fitness venues

TownePlace Suites by Marriott

Mid-priced, extended-stay brand Provides all the conveniences of home in a residential atmosphere Launched in 1997

145 TownePlace Suites by Marriott locations in the US

SpringHill Suites by Marriott

All-suite hotel offering inspiring style at an affordable price More than 230 SpringHill Suites by Marriott locations worldwide Features include: Complimentary daily breakfast buffet Spacious guest suites with separate areas for sleeping, working and relaxing In-suite microwave and mini-fridge Pull-out sofa bed Free Wi-Fi in public spaces and free highspeed internet access in all guest suites Relaxing pool and whirlpool/spa Invigorating fitness room

Lobby computer and onsite business services 24/7 access to food and beverages in The Market

Marriott Vacation Club

Marriott Vacation Club is the recognized global leader in timeshare, providing nearly 400,000 families with a lifetime of unforgettable vacations and an exceptional standard of service. Choose from more than 50 resorts in some of the most desirable beach, golf and ski destinations worldwide. Spacious 1-, 2- and 3-bedroom villa accommodations offer all the conveniences of home. Owners have the option to trade for Marriott Rewards points, or exchange through membership in Interval International for access to more than 2,400 resorts in 75 countries around the world

The Ritz-Carlton Hotel Company, L.L.C.

Worldwide symbol for the finest in accommodations, dining, and service Twice a recipient of the Malcolm Baldrige National Quality Award Over 70 Ritz-Carlton hotel and resort locations worldwide Hotels and resorts offer signature service amenities Fine dining 24-hour room service Twice-daily housekeeping Fitness centers Business centers

Concierge services

The Ritz-Carlton Destination Club

The Ritz-Carlton Destination Club is an equity-based luxury vacation program Members select either a Home Club Membership which provides use of a residence at a property they can return to every year, or a Portfolio Membership which affords the opportunity to discover a wide variety of worldwide locations and experiences.

Marriott ExecuStay

Fully furnished corporate housing to executives and travelers who need temporary accommodations for a month or longer Features include: - Well-maintained properties in convenient locations

- Flexible lease terms and options - Consistently high level of service - Competitive pricing Individually selected, attractively furnished and customized to satisfy each individual's needs ExecuStay apartments are managed in 45 major markets

Marriott Executive Apartments

Corporate housing brand designed to meet the needs of business executives on an overseas assignment of 30 days or more Offer travelers residential accommodations with hotellike amenities 18 Marriott Executive Apartments internationally

MARKETING MIX OF MARRIOTT

Place Marriott has hotels in a lot of countries like the USA, Thailand, Argentina and so on. There are also three Marriotts in the Netherlands, all of them are in Amsterdam. The hotels are located in all kind of places. There are hotels next to the highway, nearby the airport and there are also

hotels in the centrum of cities. This can mean that the Marriott wants to attract all kind of people. Bussiness people will stay in hotels next to the highway or nearby the airport and the hotels nearby the airport will also attract travallers who have to wait a long time before there next flight is leaving. The hotels in the centrum of cities will mostly be filled by tourists who are on a citytrip. Although, you can't deduce the target group on the base of the place. Promotion. There are a lot of ways to promote a hotel. Nowadays one of the most important ways to promote a brand, in this case a hotel, is on the internet. Marriott has a extensive and clarifying internet site. It has a lot of information for the customers and you can also book online. But ofcourse there are lots of other ways to promote a hotel. First of all we want to say that we think that the Marriott most of all wants to re-attract the customers they already ''have''. Of course they also want to attract new customers, but we expect that the Marriott in their promotion campaigns most of all wants to attract the customers they already have. That has consequences for their promotion campaigns. You can also see this on the internet site. For example the site says "Live it up this summer. Stay the weekend, pay with your Visa card and get a $25 Visa gift card". Marriott also sends regular customers letters and e-mails with special offers. We haven't found any ways how the Marriott tries to attract new customers but we guess that they try to do that with banners on internet sites and folders at Tourist Information Offices. Product The core product of the Marriott are their hotels, or better

specified, their rooms. Marriott has different kind of hotels, they have the following brands: * Marriott Hotels and Resorts * JW Marriott Hotels and Resorts * Renaissance Hotels * Courtyard* Residence Inn * Fairfield Inn * Conference Centers * TownePlace Suites * Springhill Suites * Marriott Vacation Club Each brand has its own style or theme. For example we take Residence Inn. We visited two Residence Inn hotels and what mostly attracted our attention is that they have a really cousy lobby. It was a quite and cousy place with comfortabel couches. That's why we think Residence Inn's target group is elder people because it's a calm place to stay. All of the brands have the same concept, but they are specified to places and target group. We think that that is what the Marriott makes so strong. They have one concept, but they found a way to make that concept work in different places and for different people. That way they can attract a lot of customers. Price Every Marriott brand has a different price. That's because the different brands want to attract different people. For example they can ask a high price from business people because their rooms are mostly paid by the company they work for. So business people don't really care about the price. But on the other way families want to pay as less as possible because they already have a lot of costs. The price also depends on the fact if the brand has more facilities like "Renaissance Glendale Hotel & Spa".

Unfortunately we weren't allowed to ask the customers questions. So we couldn't ask what they think about the price/quality ratio of the Marriott. Our guess is that most of the customers are satisfied about this because Marriott is a big company and they have lots of customers. They wouldn't have so many customers if the customers weren't satisfied with with what they get for their money.