Case Study: Marketing Research in Marriott

2. Marriott would like to further penetrate the non-business-travelers segment in the United
States. Define the management decision problem.
Answer: Marriott International Company's management decision problem is deciding what kind
of clients the company wishes to deal with. In other words, they must determine the suitable
audience for the services provided by the organization. Different socio-demographic factors
describe the target customer. It is critical to understand the target audience's lifestyle, habits,
and hobbies. It is useful when the corporation must decide how to advertise the product,
where to advertise, and so on. Knowing about the service's target audience will assist us
understand their wants and give the finest service and loyal customers.
So, what we can conclude is; the main decision problem is "To what extent and in what ways
should Marriott expand its penetration in the non-business travel market in the United States?"
This statement is action oriented, asking the decision maker what they should do in relation to
Marriott's presence in the target market.