SHREE CHANAKYA EDUCATION SOCIETY’S

INDIRA INSTITUTE OF MANAGEMENT PGDM

SEMESTER 2

BATCH (2022-24)

Div -B

Subject Name – Marketing Of Services

Research Work On JW Marriott

Submitted By

22IIMPGDM167 Shubham Sahane

22IIMPGDM084 Prathmesh Tawre

Introduction

Research on JW Marriott aims to explore the history of the company,

its current status, marketing strategies, competitors, product/service

life cycle, success or failure, and future trends. JW Marriott is a

premium hotel chain that operates in several countries globally.

Marriott International Inc owns the company, which has its

headquarters in Bethesda, Maryland, United States. The research

work provides insights into the company's journey, its strategies for

growth and expansion, and its future prospects.

History of JW Marriott

The story of JW Marriott began in 1927 when John Willard Marriott

and his wife, Alice S. Marriott, opened a root beer stand in

Washington, DC. The couple later expanded the business, and by

1957, they opened their first hotel, the Twin Bridges Marriott Motor

Hotel in Arlington, Virginia. The hotel was a huge success, and

Marriott continued to expand its operations, opening more hotels

across the United States. In 1983, Marriott launched its first luxury
brand, the JW Marriott, which aimed to offer high-end

accommodation and services to guests.

Current Status and Marketing Strategies

JW Marriott is a premium hotel brand that targets affluent travelers

seeking luxurious accommodation and services. The company has a

global presence, with hotels in more than 80 countries worldwide. JW

Marriott uses a range of marketing strategies to sustain its position in

the market, including:

1. Digital Marketing: JW Marriott invests heavily in digital

marketing, using social media platforms, search engine

optimization, and paid advertising to reach its target audience.

2. Loyalty Programs: JW Marriott has a loyalty program, Marriott

Bonvoy, which rewards guests with points for every stay. The

points can be redeemed for free nights, room upgrades, and

other perks, encouraging repeat business.

3. Brand Partnerships: JW Marriott partners with other luxury

brands to offer unique experiences to guests. For example, the

 company has partnered with Bentley Motors to offer guests test

drives of the latest Bentley models.

Competitors

JW Marriott operates in a highly competitive market, with several

other luxury hotel brands vying for the same customers. The

company's main competitors include:

1. Four Seasons Hotels and Resorts

2. Hyatt

3. Hilton Worldwide

4. St. Regis Hotels and Resorts

5. InterContinental Hotels and Resorts

Product/Service Life Cycle

JW Marriott operates in the hospitality industry, where products and

services have a relatively long life cycle. However, the company must

continue to innovate and evolve its offerings to remain competitive

and relevant. JW Marriott has launched several new initiatives in

recent years, such as the Marriott Bonvoy loyalty program, to keep

pace with changing consumer preferences.

Success or Failure

JW Marriott has been a huge success, with the brand consistently

ranking among the top luxury hotel chains globally. The company's

strong brand reputation, premium offerings, and excellent customer

service have helped it maintain its position in the market.

Future Trends

The future of JW Marriott looks promising, with the company set to

expand its operations further globally. The company has announced

plans to open several new hotels in the Asia Pacific region, where

demand for luxury accommodation is growing rapidly. JW Marriott is

also likely to continue investing in digital marketing and loyalty

programs to drive repeat business and attract new customers.

Expansion into new markets: The brand has plans to expand into the

Middle East and Africa, where it sees significant growth

opportunities.
Emphasis on sustainability: JW Marriott has committed to reducing

its environmental impact through various initiatives such as reducing

plastic waste, using renewable energy,

Conclusion

In conclusion, JW Marriott is a successful luxury hotel brand that has

expanded its footprint globally since its founding in 1984. The brand's
reputation for excellent service, luxurious accommodations, and
sophisticated atmosphere has helped it to establish a strong presence
in the luxury hotel market. To sustain in the market, JW Marriott has
adopted various marketing strategies such as social media, loyalty
programs, and influencer marketing. The brand faces competition
from other luxury hotel brands such as Four Seasons Hotels and
Resorts, Ritz-Carlton, and St. Regis Hotels and Resorts. However, the
brand's success in retaining customers and generating repeat business
through its loyalty program, Marriott Bonvoy, has helped it to
maintain its position in the market. The brand's future trends include
expansion into new markets and emphasis on sustainability. Overall,
JW Marriott is a brand that has demonstrated its ability to adapt to
changing market conditions and stay relevant in the luxury hotel
industry.