Case Study: Marketing Research in Marriott

1. Discuss the role that marketing research can play in helping Marriott formulate sound
marketing strategies.
Answer: In any kind of business, marketing research is important. The role of marketing
researcher is to only provide information to marketing manager. Success in business is possible
when reliable information is provided. Marketing research can provide detailed information on
each target segment's preferences, priorities, and budget size. Before entering new markets or
expanding existing ones, it is necessary to understand the demand, target audiences, market
capacity, and market dynamics.
Marketing research became essential in guiding Marriot in segmenting the market and
successfully launching and developing the hotel variety. Marriott International has a marketing
research director for each units including the Courtyard by Marriott, Fairfield inn and Marriott
hotels and resorts. The marketing research director for Marriott controls, executes and plans all
marketing research functions of the company. Each of Marriott's hotels has its own personality,
with distinctive design and service levels that make guests feel like they are in London, Munich,
or Paris, yet they also share a common thread that distinguishes them as Marriott hotels. For
each segment, the hotel line can build a customized integrated communication plan. To find out
the needs of customers and their behaviors, Marriot uses different research techniques such as
focus group, online survey and questionnaires. Through focus groups and survey research,
Marriott found that its hotel lines serve very similar needs, are located in various places, serving
different market segments. So, they don't compete but rather bring business to each other.
Marriot International conducts market research to determine client preferences and demands.
It assists decision makers in perceiving Marriot International's market share and making
decisions to increase market share. Market research enables Marriot International decision
makers in making future strategies by providing crucial knowledge about the present market
and customers. Marketing research, in particular, can be used to determine whether or not
consumers are willing to purchase new, alternative products. Another aspect that adds value to
Marriot is its convenient location. In addition to price, a family or business traveler on a budget
may seek a convenient location. As a result, Marriott positions Fairfield Inns near interstates
and highways to attract to these specific groups.