BACHELOR IN BUSINESS ADMINISTRATION

HOTEL AND RESORT MANAGEMENT

ASSIGNMENT 1

Prepared for:
Lecturer’s name:

Prepared by:
Student’s Name: – ID No:
Contents
Company background..................................................................................................................................3
Overview of the company......................................................................................................................3
Organizational Chart................................................................................................................................4
Mission Statement.....................................................................................................................................5
Facilities..............................................................................................................................................5
Guest Service..........................................................................................................................................5
Marriott Marketing Mix & Strategy:......................................................................................................6
Marriott Product Strategy:...................................................................................................................6
Marriott Price/Pricing Strategy:..........................................................................................................6
Marriott Place & Distribution Strategy:..............................................................................................6
Marriott Promotion & Advertising Strategy:.....................................................................................7
People:................................................................................................................................................7
Process:...............................................................................................................................................7
Physical Evidence:.............................................................................................................................7
Conclusion..................................................................................................................................................8
Appendices.................................................................................................................................................9
 Company background
MARRIOTT INTERNATIONAL, INC. is a leading lodging
company and ruling over the hospitality industry from last 90
years and with headquarter in Washington it has more than
6000 properties in more than 120 countries all across the
world. 3,400 lodging properties in 68 countries and
territories. Marriott International operates and
franchises hotels under the Marriott, JW Marriott, The Ritz-Carlton, Renaissance, Residence Inn,
Courtyard, TownPlace Suites, Fairfield Inn, Springhill Suites and Bulgari brand names; develops
and operates vacation ownership resorts under the Marriott Vacation Club, The Ritz-Carlton
Destination Club, and Grand Residences by Marriott brands; licenses and manages whole-
ownership residential brands, including The Ritz-Carlton Residences, JW Marriott Residences
and Marriott Residences; operates Marriott Executive Apartments; provides furnished corporate
housing through its Marriott ExecuStay division; and operates conference centers. It is
recognized by FORTUNE® as one of the best companies to work for, and by Newsweek as one
of the greenest big companies in America. In fiscal year 2009, Marriott International reported
sales from continuing operations of nearly $11 billion.
Corporate Headquarters are located in Bethesda, Maryland, USA, and had approximately
137,000 employees at 2009 year-end.
Overview of the company

Marriott International is a leader and strong competitor in a variety of industries, including hotels
and motels, food service, facilities management, retirement communities, and vacation interval
ownership or time-shares. The Marriott family, the company's founders, owned a 21-percent
interest in the company in the mid-1990s.

Marriott's primary enterprise is its hotels and lodgings. It owns about 1,500 properties (more than
205,000 rooms) in the United States and overseas. Revenue generated from room rentals and the
sale of food and beverages at these hotels generated approximately 64 percent of the company's
total revenue in 1997, with the remaining 36 percent coming from its contract management
services. Hotel divisions range from Marriott Hotels & Resorts in the luxury segment (as well as
Ritz-Carlton, partially owned by Marriott), to the moderately priced Courtyard, and the economy
Fairfield Inn. Residence Inns and Marriott Executive Residences (introduced in 1997) were
designed to accommodate longer stays than the traditional motel.

Marriott International is also the leading North American provider of institutional food services.
The company markets food service and related facilities management specialties (housekeeping,
laundry operation, etc.) to companies, schools, and hospitals. It is also a leader in the growing
field of assisted living centers and health care for the elderly, thanks in part to its $605-million
purchase of the Forum Group in early 1996.

Another significant division of Marriott is Marriott Vacation Club International, which sells
partial ownership in resort condominiums. Its subsidiary, Marriott Golf, manages golf facilities.
Marriott also operates 30 conference centers for universities and corporations throughout
the United States.
Organizational Chart

Mission Statement
As Marriott International has grown to be a leading lodging company with more than 3,700
properties in 74 countries and territories worldwide, we remain grounded in a set of core values:
put people first, pursue excellence, embrace change, act with integrity and serve our world.
Our relentless focus on innovation and action fuel the way we do business. With the most
powerful brand portfolio in the world, we set the bar for the hospitality industry.
Yet our strength lies in more than just a business model. It’s our unique and storied heritage—a
way of doing business—that enriches relationships and instills a passion for who we are.
Together, we are opening doors of opportunity…for our guests, owners and franchisees, and
associates.
Marketing Mix of Marriott analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Marriott marketing strategy. As of 2020, there are several marketing
strategies like product/service innovation, marketing investment, customer experience etc. which
have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and marketing mix
(4Ps) is the widely used framework to define the strategies.
Facilities
 Spa
 Semi open & outdoor restaurant
 Poolside bar
 Car parking
 Swimming pool/ Jacuzzi
 Public computer
 Disable rooms & Interconnecting rooms
 24 Hour security
 Outside catering service
 100 Seating capacity restaurant
 150 Capacity outdoor terrace
 45 Seating conference room
 35 Seating private air-conditioning dining room
 Water purification system
 Sunset boat trip
 Gift shop
Guest Service
 24-Hour room service
 Free wireless internet access
 Complimentary use of hotel bicycle
 Laundry service
 Tour & excursions
 24 Hour concierge
 Meeting facilities
 E-Bike & horse cart rental
 Airport transfers
 Babysitting on request
 24-Hour doctor on call
Marriott Marketing Mix & Strategy:
Marriott Product Strategy:
The product strategy and mix in Marriott marketing strategy can be explained as follows:
Marriott is one of the most recognized luxury hotel chains in the world. For Marriott the core
product in its marketing mix is in the form of hospitality services. It divides its services mainly in
the 3 parts: core, actual and augmented which comprises of different services like Hotels,
Hospitability management, Resorts, lodgings etc. Among all of these the maximum revenue is
generated by their core product i.e. hotels which all the way depends on how to satisfy
customers’ needs and wants. Among the hotel as a product it is further subcategorized into
different brands such The Ritz-Carlton, St. Regis, JW Marriott, BULGARI, Le MERIDIEN,
Westin, Renaissance hotels, Gaylord hotels, Courtyard hotels, Fourpoints, Spring hill suites etc.
Each brand is unique in its own style and theme which makes it recognizable in comparison to
other. More or less Marriott has almost same concept for all the brands but they used the same
concept with the location, environment and according to convenience of customers which made
Marriott so successful all across the world.

Marriott Price/Pricing Strategy:

Below is the pricing strategy in Marriott marketing strategy:
In terms of price Marriott’s hotels price varies with different hotels, customers and location.
Their prime motive is to deliver the right product at the right price. Marriott determines the
prices of their hotels by keeping the value with quality framework satisfied and also the pricing
strategy is maintained in such a way that without losing their brand name Marriott is able to
maximize their revenue. Hotels prices also varies on the customer demand and also to maintain
the cost incurred in promotion and maintenance. Marriott products price also follows a
competitive strategy that their prices also varies according to the change in the situation and
competitor’s behavior.

Marriott Place & Distribution Strategy:

Following is the distribution strategy of Marriott:
Marriott has established itself in more than 120 countries all across the world and its hotels are
also located in various places across the city like near airport, highways, near central market etc.
Being location specific give Marriott an advantage to attract customers like the business people
will be acquiring hotel near airport while the travelers will love to do night stay in hotels near
highways and tourists in the city near market so that it is easily accessible. For the growth of its
hotels Marriott has also adopted a mix channel strategy which consist of both direct channel and
third party channel. This enhances the speed in maintaining the inventory across the different
infrastructure and reducing the overall costs.
Generally in choosing a distribution strategy looks for parameters like maximizing revenue,
maintaining consistent growth, delivering adequate services to customers at the correct price
which is worth the value and also operates profit.

Marriott Promotion & Advertising Strategy:

The promotional and advertising strategy in the Marriott marketing strategy is as follows:
Marriott totally focuses on the digital promotion of their products. Being an international brand
they has created a website which clearly showcase all of their products in a very good detailed
manner and also allows users to pre-book the rooms in hotels with easy procedure. It do its
promotion with different advertisement, videos and campaigns on different social media sites.
Marriott tries to maintain its loyal customers by coming up with different promotional schemes
and also attract new customers with the marketing of new products.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing
mix of Marriott.
People:
Marriott knows the importance of serving its guests, which is the basic people strategy of the
brand. While delivering any services the staff which is delivering the services is very crucial in
order to gain the trust of the customers that’s why in Marriott their staff are consistently trained
and been motivated to deliver the outstanding services which outstands the expectations of
customers.
Process:
Marriott has several business processes in place to ensure quality customer services, efficient
bookings and a comfortable stay for customers. In order to keep their customers always satisfy
Marriott works with a transparent process which is very easy to see, judge, operate and is user
friendly right from the online booking of rooms to the check-in and check-out is done in a pretty
well versed way.
Physical Evidence:
Marriott hotel buildings and resorts are the biggest physical evidence for the company. Services
are mainly intangible but Marriott gives their customers a great ambience with a lasting physical
experience which itself makes customers to return back and retain that experience. Other
physical objects of the brand Marriott are their towels, booklets, pens, soaps etc. Hence this gives
an insight in the marketing mix of Marriott.
Conclusion
Marriott’s marketing mix is globally the same, and is therefore unique in its kind. The hotels are
located in all kinds of places, to attract every sort of customer and reach the biggest group of
guests. Promotion of the Marriott is nowadays done by the internet, this being one of the most
important ways to promote a brand. Of course the old-fashioned way is still being executed; TV-
commercials, flyer, brochures etc., this to reach the maximum amount of potential guests to stay
in their hotels. The core product of the Marriott is their hotels, or better specified, their rooms.
Marriott has different kind of hotels with all different styles. 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. Every
Marriott brand has a different price. That’s because the different brands want to attract different
people. And this formula makes the Marriott so popular; it is a place for every kind of customer.
 Appendices

JW Marriot Kualar Lumpur

Lobby images of JW Marriot Kualar Lumpur

ASSESSMENT:
Report will be evaluated based on the rubric attached.
Name:

Matrix No.:
Attribute Poor Below Satisfactory Good Excellent Score
Average
Original Just cut and Minimal Modificatio High
Shows
ns Evidence
ity (30 paste effort to into ‘own’ effort of
marks) indicate of original
producing
effort work. Due
originality originality
credit
work
given to
original
source
5 10 15 20 30
Content Inability to Not enough Acceptable The content Very
Richness synthesi point of effort is competence
(30 marks) ze argument more than
adequate
5 10 15 20 30
Flow of Shoddy Not well Evidence of Good Very well
ideas (20 work planned linkage linkage thought out
marks) between between
points points of
of argument arguments
1 5 10 15 20
Writing Poor Poor Uneven Simp and Good
style (10 expressions command le journalism
marks) and full of of easy
jargons language
2 4 6 8 10
Gramm Full of Too many Accepta Minimal No
ar (10 grammati of ble level of grammati grammati
marks) cal error grammatic grammati cal error cal error
al error cal error
2 4 6 8 10
Total
100 marks 100

NOTE: Penalty for the late submission will be applied.