1.

Introduction

Alfred Chandler described strategy as the determining of an organization's long-term aims and
targets, as well as the proper distribution of resources required to achieve those targets. The
process of adapting a company's marketing approach to the environment of a number of
countries is referred to as global marketing. Above all, global marketing means more than just
selling a product or service on a worldwide scale. It is the full process of globally planning,
creating, promoting, and selling your products and services. (Johnson et al. 2011).

The report provides a brief overview of Marriott International's luxury brand The Ritz Carlton
and how it has evolved through decades. It also highlights the company's competitive strategies
for being a pioneer in the hospitality sector. Thereafter, this research gives an overview of the
marketing environments of Ritz Carlton India and Switzerland, highlighting their macro and
micro environments. Furthermore it describes the marketing strategies that the firm has used to
appeal to its potential customers, as well as the marketing mix decisions that they have made.
Lastly, the report concludes with some recommendations based on the research process of how
the organization in two separate countries incorporated global marketing principles.

Marriott International is an American multinational corporation that operates, franchises, and

licenses hotels and residential buildings. Started with J. William and his wife's root beer stand in
1927, the road led to Marriott International. Marriott International has 30 brands and over 8,000
hotels in 139 countries (Marriott 2023). https://www.marriott.com/default.mi

Marriott International pioneered the extended-stay sector, developed distinctive brands targeted
at business travelers, and expanded its global presence in its mission to become the world's
leading hospitality company. The five categories they market their brands under are luxury,
premium, select, extended stays, and collection. (Marriott 2023).
https://www.marriott.com/default.mi

2. Introduction to the Company

The Ritz-Carlton is a renowned hotel brand owned by Marriott International and operated under
its luxury brand. Marriott International acquired The Ritz-Carlton Hotel Company in 1995. The
acquisition was driven by Marriott's strategy to expand its luxury hotel portfolio and gain access
to the Ritz-Carlton brand's loyal customer base. Since that has since become one of the most
respected and recognized luxury hotel brands in the world, with more than 109 hotels and resorts
in 30 countries, including locations in major cities and holiday spots such as Hong Kong, India,
Switzerland, and Dubai (Ritz Carlton 2023). Moreover, Marriott has been able to leverage its
global scale and resources to expand the brand's reach and grow its customer base.

The Ritz-Carlton's target customer base consists of business executives, corporate, leisure
travelers, typically middle-aged and elderly people, and families from the high and upper-middle
classes. In addition to catering to individual travelers, The Ritz-Carlton also targets the meetings
and events market. The brand has a portfolio of luxury hotels and resorts that offer extensive
meeting and event facilities, making it an attractive option for corporate events, weddings, and
other special occasions. The hotels provide a wide range of amenities such as fine dining
restaurants, magnificent spas, and cutting-edge fitness centers. The brand is also well-known for
its dedication to environmental sustainability and community involvement (Ritz Carlton 2023).
https://www.ritzcarlton.com/

Four Seasons threat has also substantially subsided Ritz Carlton. Also, efforts to join the luxury
hotel chain by major Hotel and Resort brands such as Mandarin Oriental, Hyatt, and Hilton have
a threat on Ritz Carlton sales. Hilton has been one of Ritz-Carlton's top competitors as it
generates $3.3B more revenue vs. Ritz-Carlton. Four Seasons is regarded as one of Ritz-
Carlton's main competitors. Four Seasons employs 10,000 more employees than Ritz-Carlton.
Mandarin Oriental, like Ritz-Carlton, operates in the hotel sector and is a top competitor.
However, it employs 28,096 fewer people than the Ritz-Carlton (Comparably 2023).
https://www.comparably.com/companies/ritz-carlton/competitors

The competitive strategy of The Ritz Carlton is built on offering unparalleled luxury and superior
customer service to its guests, with an emphasis on creating a personalized and unique
experience. The Ritz Carlton's principle is to deliver each guest a special and personalized
experience which makes them unique. This is accomplished through "The Ritz-Carlton
Mystique," the brand's trademark service style that emphasizes attention to detail and
anticipating guests' requirements. The Ritz-Carlton Rewards reward program also gives members
with special incentives and access to unique experiences (Kim, H., &Lee, J. 2019). Inevitably,
the competitive strategy of the Ritz-Carlton is based on providing excellent service and luxury
accommodations while simultaneously promoting environmental sustainability and community
engagement. This has made a significant contribution to the brand's position as a global leader in
the luxury hotel industry, with a dedicated customer base and a solid reputation for quality and
excellence (Kalra, A., & Singh, J. 2019).

3. Marketing Environment

The Ritz Carlton is a luxury hotel brand with locations all over the world, including in India and
Switzerland. While India is a single nation, each state has its own culture, customs, language,
food, and style. In Bengaluru, India's Silicon Valley, creative and ambitious minds from all over
the world congregate, captivated to luxury that allow them to enhance both work and recreation.
The Ritz Carlton Pune, showcases local tradition with culinary delights, an infinity pool, and a
luxury spa with unique pampering rituals, all of which create exquisite getaways in the heart of
the city (Wang, D., Li, X., & Hu, Y. 2020)

The Ritz-Carlton Hotel de la Paix, Geneva, Switzerland has been a benchmark among 5-star
hotels since its beginnings in 1865. Today, that history lives on through the use of Italianate
architecture that gives way to contemporary design, inventive food, and peculiarly Swiss
experiences. Awe-inspiring views of Mont Blanc, the city, and the eternal Lake Geneva are
visible just outside the windows, guiding your every move. The guest experience on property is
equally excellent, from the sweet welcome with chocolate goodies to the customized service,
creative décor, and gourmet cuisine (Alsubaie, A., & Han, H. 2021)

3.1. Macro Environment of India and Switzerland

The SCLEPT analysis of these two counties shows that these counties are two significantly
different countries with distinct cultures, economics, and business environments. As a luxury
hotel chain, Ritz Carlton may have different strategies for each location. India is geographically
diversified and provides a broad range of cultures, each with their own unique experiences,
making it one of the leading countries in terms of international tourist expenditure. Over 10
million overseas visitors visited India in 2017, a 14% rise over the previous year and nearly
double the amount received in 2009 and 2010. The Travel and Tourism Competitiveness Index
rated India 34th out of 136 nations in 2019, whereas India's tourism industry scored 10th out of
136 countries in terms of price competitiveness, showing that India is an affordable tour option
for most international visitors from developed countries (FHRAI 2018). This influences
consumer behavior, and in this case, their decision to visit India.

Tourism in Switzerland, on the other hand, benefits from a vast range of beautiful landscapes in a
relatively small region, giving countless chances for diverse activities throughout the year, in all
seasons, but particularly in the summer and winter. Although the country possesses a diverse
range of natural and cultural attractions, the high expense of living may repel many visitors.
Despite this considerable disadvantage, millions of tourists from all over the world visit every
year. (WEF 2019, pp. vii & xiii). Switzerland ranks 10th out of 140 countries assessed in 2019,
with an overall score of 5.0 (out of 6) on the Travel and Tourism Competitiveness Index (TTCI).
WEF (2019), The travel & tourism competitiveness report 2019. Travel and tourism at a tipping
point, Geneva, World Economic Forum.
https://www.sciencedirect.com/science/article/pii/S2590051X2100023X#bb0140

3.2. Micro Environment

3.2.1 Customer Analysis

India is renowned for its rich culture and tradition, and the Ritz Carlton may cater to those who
want to discover more about the country's history, art, and traditions. Because India is known for
its wellness and Ayurveda healing traditions, the hotel may also attract guests interested in
wellness and Ayurveda treatments. Customers seeking a unique and genuine experience, such as
those interested in experiencing local food, markets, and cultural places, may be drawn to the
Ritz Carlton in India. Because India is famed for its lavish weddings and celebrations, the hotel
may also attract customers looking for an exceptional wedding or event experience (Tourism
And Hospitality Industry Report 2023) https://www.ibef.org/industry/tourism-hospitality-india

Overall, the Ritz Carlton in India anticipates to cater to a niche market of high-end tourists
looking for a premium, customized, and authentic Indian experience. This consumer
demographic is likely to be drawn in by the hotel's attention to detail, commitment to quality,
and emphasis on local culture and wellness.
The Ritz Carlton's target clients in Switzerland are likely to be high-end holidaymakers, rich
people, and business executives seeking luxury and high-quality service. Geneva, Switzerland,
where the Ritz Carlton is located, is regarded as a hub for international organizations, banking,
and luxurious products. As a result, the Ritz Carlton is likely to attract customers who are in
Geneva for either professional or leisure reasons, such as tourists, corporate executives, and
high-end event attendees. Customers that appreciate confidentiality, refinement, and personalized
service are likely to patronize the hotel. These customers are likely to have high expectations for
the hotel's facilities, amenities, and services. Furthermore, because Switzerland is recognized for
its emphasis on environmental sustainability, the hotel may attract visitors who are interested in
sustainable travel

The variety of tourists corresponds those of the attractions (My Switzerland 2019). Despite the
expensive cost, many people frequently return: two thirds are regular visitors, meaning they have
been more than five times in their lifetime. (ibid.). They could be drawn to a certain location,
own a second property, have a cordial relationship with the proprietor of a nearby hotel, or they
might just be resistant to change.
Overall, the Ritz Carlton in Switzerland will most likely cater to a niche market of high-end
tourists looking for a luxury experience and prepared to pay a premium for it. This consumer
demographic is likely to be drawn in by the hotel's personalized service, attention to detail, and
commitment to quality and sustainability.

Customers who are loyal to the Ritz Carlton brand and desire consistency in their travel
experiences could additionally be attracted by Ritz Carlton in both the countries. These
customers are likely to be well-traveled and wealthy, with a preference for luxury and high-
quality service. Customers searching for a one-of-a-kind and unforgettable experience, such as
those celebrating a particular event or looking for a memorable vacation, may also be drawn to
the hotel.

3.2.2. Competitor Analysis

India

The Ritz Carlton will encounter rivalry from other luxury hotel brands in India, such Taj Hotels,
and The Leela Palace Udaipur. These businesses have a solid reputation in the Indian market and
provide comparable high-end services and amenities. The 2019 Travel+Leisure, USA readers
survey ranked The Leela Palace Udaipur the best hotel in the world. Each of the hotel's 80
opulent rooms, which are close to Lake Pichola, offers sweeping views of the surrounding
mountains and serene waterways.

The exquisite hotel of the Taj group, Umaid Bhawan Palace, is still home to the former royal
Jodhpur family. One of India's largest private hotel residences, Umaid Bhawan Palace has been
listed in my top 10 list of the world's most stunning castle hotels.

International luxury hotel brands with a presence in India, such as the Four Seasons and
Mandarin Oriental, are expected to compete with The Ritz Carlton. These businesses have
worldwide brand awareness and may use it to acquire clients in India.

To be successful in the Indian market, the Ritz Carlton will need to distinguish itself from its
competitors by offering unique and personalized services that suit to the interests of its target
customers. Furthermore, the hotel must spend in marketing and branding techniques that
successfully explain its value offer to potential consumers. The Ritz Carlton can additionally
leverage its worldwide luxury hotel brand recognition to attract guests who seek consistency and
excellence across various locations.

Switzerland

Ritz Carlton Switzerland faces competition from several other luxury hotels in the city. The Four
Seasons Hotel des Bergues Geneva is a global luxury hotel brand having locations in numerous
Switzerland. The hotel is well-known for its exquisite décor, flawless service, and lavish
amenities.

Mandarin Oriental is a premium hotel brand noted for its outstanding service, chic décor, and
exceptional dining experiences. The Hotel d'Angleterre is a classic luxury hotel known for its
luxurious rooms, great cuisine, and personalized service. Le Richemond is a premium hotel with
spacious and modern rooms, appealing restaurants, and a variety of amenities.

Overall, the Ritz Carlton Geneva is up against stiff competition from several luxurious hotels in
the city, each of which has its own selling points and market segmentation. The Ritz Carlton
Geneva may concentrate on offering great service, personalized experiences, and unique
amenities that meet the particular demands and preferences of its target consumers in order to set
itself apart from its rivals.

4. Market Entry Strategy

The worldwide marketing strategy of Ritz-Carlton could indicate as geocentric. It means that the
company perceives the globe as a single global market and creates marketing plans based on a
standardized worldwide approach while also taking into account local market characteristics.
While Ritz-Carlton maintains identical brand image and service standards across the world, it
also understands the value of local relevance. This implies that the company tailors its services
and advertising campaigns to the preferences and cultural circumstances of various markets. By
incorporating local themes, working with local cultural groups, and honoring local customs at
each destination, Ritz-Carlton strives to build an emotional connection with guests. Ritz-Carlton
Rewards, the company's loyalty program, offers rewards and advantages to its loyal customers. It
promotes recurring business, increases the customer interaction, and acts as a platform for
focused marketing activities.

Ritz-Carlton's geocentric strategy combines the benefits of standard global strategies with
localized enactment, ensuring that its exceptional services appeal to customers throughout
geographical regions while preserving a consistent brand identity.

India

With a long-term management agreement with a group led by Oberoi Realty and Sahana Group,
the renowned luxury brand The Ritz Carlton joined the Indian market in Bengaluru, India, in
2013. The Ritz-Carlton administers and runs some Oberoi Group hotels under the Ritz-Carlton
name. The Ritz- Carlton largely focuses on managing the hotel's operations, upholding brand
standards, and providing the acclaimed Ritz- Carlton guest experience, with the property owner
continuing to be the legal owner of the physical assets.

Through locally inspired architecture, culinary choices, and programming, Ritz Carlton India
creates an authentic city experience, creating a deeper connection between guests and the
destination. About 50% of its customer base originate from the United States, 30% from the
United Kingdom, and the other consumers would be from other countries and domestic
customers. Through these partnerships, local organizations are able to incorporate The Ritz-
Carlton brand and have access to Marriott International's knowledge in hotel operations,
marketing, and international reservation systems.

Switzerland

The Hotel de la Paix in Geneva, opened in 1965 as a boutique hotel became a partner hotel of the
Ritz-Carlton Hotel Company L.L.C. in 2015, according to a signed agreement with the Manz
family of Switzerland. Since 1889, the Manz family continues to uphold the finest standard of
traditional Swiss hospitality. In 2017, the hotel underwent a considerable refurbishment and
altered as The Ritz-Carlton Hotel de la Paix, Geneva. The Hotel de la Paix joined The Ritz-
Carlton brand in an effort to capitalize on its reputation for elegance and top-notch service in
order to appeal to discerning guests pursuing for a high-end hospitality experience in Geneva.
 5. Targeting and Positioning Strategies

The Ritz Carlton provides high-end services at a premium price. The hotel brand established in
the United States has positioned itself as a luxury hospitality business that assists customers to
create memories. The price rate ranges from 500$- 14000$ depending upon the special services.

The brand emphasizes personalized service and attention to detail. Ritz-Carlton employees are
meticulously trained to anticipate guest demands and provide great service at every touchpoint.
The objective is to create unforgettable experiences that go above and beyond what guests
anticipate.

Due to its premium positioning, the company's target customer segment consists mostly of upper
middle and upper class families, business executives, celebrities, national and international
athletes, leisure travelers, corporates, and people in their middle and older years. Due to its
reputation for providing top-notch services, Ritz Carlton has a premium pricing strategy. It
serves individuals who are prepared to spend more money in search of comfort and elegance.
The brand has been successful in maintaining its standing among society's elite and looks
forward to providing better services.

India

Affluent tourists, both local and foreign, seeking opulent and customized experiences are
typically the target market for Ritz-Carlton hotels in India. The brand's aim is to attract
discerning customers who value exceptional customer service, exquisite rooms, and one-of-a-
kind amenities. Ritz-Carlton India adapt to the local market while preserving its worldwide brand
standards by embracing parts of Indian culture and hospitality traditions. Offering regional food,
hosting cultural events, and providing amenities and services that are tailored to Indian
inclinations and customs fall under this category.
 Demographic 30- 70 age group
Families, Married Couple
Upper middle- Upper classes
Weddings Celebrities
Psychographic Brand Conscious
Luxury over money value
History and Architecture
Spiritual Wellbeing
Yoga, Meditation and Ayurveda Treatments
Behavioral Monthly/ Occasionally

Switzerland

Elite travelers gazing for a world-class hospitality experience in Geneva are normally The Ritz-
Carlton Hotel de la Paix, Geneva's primary target market. The hotel caters an exclusive
customers that admires elegance, personal service, and top-notch amenities. With a combination
of elegance, flawless service, and a perfect location to meet the demands and preferences of its
discerning clientele, it promotes itself as the city's premier luxury hotel.
The hotel lures travelers looking for a spectacular and opulent stay in Geneva. Families seeking a
sophisticated experience, affluent tourists, and couples on romantic trips may all fall under this
category. Further serves business travelers who are in the city for meetings, conferences, or other
business-related activities. Moreover, customers organizing extravagant celebrations, weddings,
or social gatherings. It is a desirable option for holding special occasions solely due to its
magnificent event venues, experienced event planning services, and attention to detail.

Demographic 30- 80 age group

Leisure/ Business Travelers
High-End Events and Weddings Celebrities
Wine Enthusiast
Shopping/ delectable chocolates and cheeses
Upper middle- Upper classes families
Psychographic Brand Conscious
The Alps (With Exciting Outdoor Activities)
Luxury Seeker
Ski trips
Behavioral Yearly/ Occasionally

6. Marketing Mix

In order to successfully navigate the peculiarities both of the markets through the marketing
mix, Ritz Carlton has adopted a combination of standardization, adaptation, and glocalization
approaches.

6.1. Product

The brand has maintained and emphasized the exclusive experiences, exceptional service,
and opulent facilities that it has been offering worldwide, including those in India and
Switzerland. As a result, the core product of providing exceptional hospitality and luxury
experience remain consistent. In addition, everywhere the Ritz Carlton operates, there is a
distinguishable The Ritz-Carlton Club that encourages guests to explore the location in
unexpected ways.
India

The Ritz Carlton has adapted its product offerings to cater to the specific preferences and
cultural nuances of the Indian Market. This involves incorporating local elements, such as
Riwaz, an outlet in Ritz Carlton Bangalore serves dishes from northwest India, traditional spa
treatments like Signature treatments based on rituals drawn from Indian and Eastern healing
traditions in Ritz Carlton Pune.

Switzerland

The Ritz-Carlton Geneva is steeped in history and has a long tradition of providing
exceptional accommodation. The hotel dates back to 1865 and has welcomed a number of
prominent customers throughout the years. As its target market are rich enthusiasts about
food and culture, The Ritz-Carlton Geneva has a number of award-winning restaurants. It is
home to the Michelin-starred restaurant "Fiskebar," which specializes in seafood and
provides a one-of-a-kind and delightful gastronomic experience. Dans le Noir, a unique
gastronomic experience with a completely unexpected cuisine to be savored in full darkness.
To give a special recognition The Grace Kelly Suite, named after one of the hotel's most
distinguished guests, is a sophisticated space that includes a master bedroom, separate living
area, dining room, kitchenette, and a well-appointed bathroom, making it suitable for
extended stays, private meals, and beautiful gatherings.

6.2. Price

The Ritz-Carlton is noted for providing high-quality, luxurious lodging as well as bespoke
service. As a result, the brand has established itself as a high-end option in the Indian and
Swiss hotel industry. Premium pricing strategy is used in order to express exclusivity and
sustain the brand's perceived value. The pricing strategy is based on the value that the
company offers its clients. The brand emphasizes the exclusive experiences, exceptional
service, and opulent facilities that distinguish it from competitors.

India

Ritz-Carlton India, like many other hotels, uses dynamic pricing strategies to maximize
revenue. Prices grow during peak seasons or periods of high demand, such as vacations or
large events. During off-peak seasons or periods of lesser demand, rates are changed to entice
customers and optimize occupancy.

In addition to its pricing approach, Ritz-Carlton India promotes exclusive packages or special
offers. In order to give clients more value for their money, some packages also contain
additional services like spa treatments, gourmet dining experiences or special entry to events.
The pricing of Ritz-Carlton starts from $247 to $641 which may change according to the
requirements. The tourism in India has increased from -76.3% during Covid-19 period to
+29.8% in 2021.

Switzerland

Ritz-Carlton Geneva, being a luxury hotel brand, generally adapts premium pricing
strategies. The current demand for luxury accommodations in Geneva impact it’s pricing.
Higher demands allow hotels to set premium prices, while lower demand might lead to
competitive pricing or promotional offers to attract customers. After the Covid-19 scenario
the international tourism industry revenue in Geneva declined by 48% ($10.3B) as the
government had imposed travel restriction. These factor effected the economic condition
which resulted in decreased spending power among customers. Ritz-Carlton Geneva adopted
strategic pricing adjustments to maintain demand among the customers.

Pricing in Geneva is affected by seasonal fluctuations. When the city draws a greater number
of tourists during peak tourism seasons, such as summer and vacations, luxury hotels change
their costs correspondingly. Prices tend to be higher during high demand seasons, whilst
lower occupancy periods may see lowered prices or special deals to maintain occupancy
levels. The price range of a room per night starts from $865 to $2799 which may fluctuate
depending upon the availability and requirement (US News 2023).
https://travel.usnews.com/Geneva_Switzerland/When_To_Visit/
 6.3. Place

India

Ritz-Carlton India specifically positions its hotel into prime locations like Pune and Banglore to
ensure easy access and closeness to significant attractions and economic centers. To appeal to
both leisure and business tourists, the company intends to create a presence in key cities and
tourist locations across India. Ritz-Carlton hotels are often found in wealthy neighborhoods that
provide convenience and exclusivity.

The Ritz-Carlton strives to provide its guests with an exclusive and exquisite environment helps
to the brand's positioning as a luxury hospitality provider. Like, the timeless splendor of a refined
metropolitan getaway is reflected at The Ritz-Carlton, Pune. The hotel is a gateway to the city
while yet retaining the tranquility of a genuine retreat, located in the center of the city's attractive
downtown and on the edge of the famed Poona Club Golf Course.

Switzerland

6.4. The illustrious and storied The Ritz-Carlton Hotel de la Paix, Geneva, which is
situated in the heart of the city on the beaches of Lake Geneva, had a comprehensive
restoration in 2017. The Cornavin Train Station is a 7-minute walk from Hotel de la Paix,
as is Geneva's historic district and the major tourist sites. The air-conditioned, lavishly
furnished rooms and suites are generously sized, gorgeous, and cozy. They have Diptique
toiletries, a minibar, an Illy coffee machine, and complimentary Wi-Fi. There are views
of the lake or Montblanc Square from every lodging. The Living Room Bar & Kitchen
 restaurant serves fusion cuisine from across the world made using regional ingredients all
day long.
6.5. Promotion

India

Ritz Carlton India has created attractive packages that targets destination wedding market. As
Indian weddings are recognized for their luxury, rituals, and traditions that are celebrated over
many days. With an expected revenue of $40 billion and a 25% annual growth rate, India is
quickly becoming one of the world's top wedding destinations (Saxena 2021).
https://www.womenentrepreneurindia.com/viewpoint/entrepreneur/wedding-tourism-in-india-
nwid-1164.htmlBy: Prerana Agarwal Saxena, the founder of Theme Weavers Designs | Friday,
26 November 2021

SHAADI BY MARRIOTT BONVOY at The Ritz-Carlton, Bangalore India, introduced

primarily to the guests who are looking for perfect destination wedding. Shaadi by Marriott
Bonvoy is recognized for creating a fairy tale weddings with meticulous attention to detail,
personalization, and luxury at the forefront. These shaadi professionals work around the clock to
make your dream wedding a reality, from venues to cuisine to decor.

Figure. Estimated Wedding Tourism Turnover in India

To promote these events, ace director and producer Karan Johar came together with the most
eligible bachelor of the country Tiger Shroff to curate an extraordinary musical sangeet
experience attended by the iconic Anil Kapoor, Shilpa Shetty, Sonam Kapoor, to name a few of
the stars who graced the red carpet at the Shaadi by Marriott Bonvoy.

Switerland

To promote family guets, Ritz Carlton Geneva has come up with a Family Experice offer where
bring your family to The Ritz-Carlton Hotel de la Paix in Geneva and receive a 50% discount on
the second room for children under the age of 16. This premium bundle comprises the following
items: Stay in one of our opulent rooms or suites. Breakfast is included for two adults and two
children and Ritz-Kids check-in and exceptional welcoming facilities.

The Ritz-Carlton's social and environmental responsibility project was established to stimulate
volunteers, fundraising, product contributions, and mentorship programs at all Ritz-Carlton sites
throughout the world. The Community Footprints initiative generated almost $4.8 million in
monetary and in-kind donations, as well as over 70,000 volunteer hours, in 2011 (Marriott
Sustainability Report 2012).
https://www.marriott.com/marriottassets/Multimedia/PDF/CorporateResponsibility/serve360/
MarriottSustainabilityReport_2011and2012condensed4MB.pdf

Conclusion