• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

What business level strategy (ies) is Marriot pursuing?

Extracts from this document...

Introduction

What business level strategy (ies) is Marriot pursuing? Marriot is using all the five generic strategies for it brands: Low-Cost leadership Ramada International Hotel & Resorts It is in the mid-market segment. Providing excellent facilities and services with reasonable prices. Broad Differentiation Marriott Hotels & Resorts It provides a good quality, full service and special care with consistently for it customers. The Ritz-Carlton Hotel Company Offering a luxury real estate and it is a combining of second home personal service and amenities. Renaissance Hotel & Resorts Offering the guests a full attractive service and inspire their imagination with their style. Marriot Conference Centers It focuses on meetings and conferencing from small to mid-sized meetings. It helps in providing a superior service and to help quests to hold special events. Their location is reachable and their services are highly technical supplies. Best-Cost Provider Strategy Fairfield Inn by Marriot Provide a good quality of fine hotel services with inexpensive prices. ...read more.

Middle

Why is Marriott pursing these strategies? Marriott has many brands because they look to make their guest's trip successful whatever is the purpose of this traveling for business, pleasures, planning or meeting. They use different strategy for each unit or brand to achieve it goals and to be successful in the market. Marriot is using generic strategies for improving positioning and helping in satisfying their goals and customers. Also they aimed for these strategies to increase their revenues. Also for better performing better in the market and earn competitive advantages. The most common generic strategy that Marriott using for it brands is the focus strategy. Where they are focusing in specific people and products and provide the best service. What functional level strategies dose Marriot need to develop to support its business-level strategies? Marriott has lodging departments which include marketing, sales, human resources, diversity, development team, purchasing, etc. These departments are following functional level strategies which aimed to improve their operations and improve their ability to reach higher efficiency, quality, innovations and customer's responsiveness. ...read more.

Conclusion

Marriot might have to use offensive strategies which divided into two categories, the cost and differentiation to help Marriott to achieve competitive advantage. For the cost strategy, Marriott has different cost strategy for each brand but it might need more promotion about each brand. This will attract different level of customers and will gain customer loyalty and competitive advantage. In order to achieve differentiation advantage, Marriott has to increase it service quality by using new technologies. Although Marriott has one of the hotel leading websites and applied an online reservation system, but it still need more communication methods to reach all the internet users. Such as sending newsletters, using e-postcards, apply feedback page in the website. Using the new technology inside the company also can develop by using emails, e-documents and share drives. The maturity and decline stages come after the shakeout stage in the hotel industry life cycle. In these stages Marriott would use defensive strategy which make it perform as it competitors to protect it market and customers. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Rolls Royce-Business strategy

    This could lead to a conflict of interests between ownership and management board, leading to decisions taking a long time to be made. In addition such a business may be affected bymovements of global markets themselves, i.e. commodity prices, foreign currency exchange rates etc.

  2. Marketing Strategy for coca-cola.

    Their system reaches hundreds and thousands of outlets, from the tiniest bodega to the mightiest club store and they get bigger every year. Their direct store distribution gives them the ability to merchandise their products for maximum appeal to consumers.

  1. MARKETING STRATEGY

    combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors." Kotler (1991) contends that for a business to maintain its competitive edge it is imperative to establish and maintain brand position.

  2. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    Either the company starts with lower costs than its competitors or it initiates price cuts in the hope of gaining market share and lower costs. But a price cutting strategy involves possible traps: * Low-quality trap: consumers will assume that quality is low.

  1. Formulating Marketing Strategy In the Food and Hospitality Industry.

    Many hotel companies traded on the asset value of their properties during the past ten years and regarded traditional activities, the sale of rooms, food and beverages as a means of generating liquid assets.The drastic deflation of property prices has forced hotel companies to reappraise their businesses and identify trading propositions for the long term.

  2. Dell Competitive Advantage.

    grow its total set of service offerings -including the work of ASG and DTC-into a $10 billion business within the next five years. Since Dell relies so heavily on partners, communication and collaboration are central to its implementation methodology, which it calls the Dell Solutions Framework (DSF).

  1. Entry strategy methods

    * Manufactured products constitute a growing proportion of production and exports. * The country has increased its economic and financial stability and its capacity to withstand international financial market volatility. * The policy of preserving fundamental macroeconomic equilibrium should stay on track.

  2. Marketing and Management strategy

    And marketing audits so as to scan and skim the external and internal environment to assess market condition and their strength and weaknesses. Finally a detailed discussion will be provided about Candice current position, key success factors in the industry and prospects for the future with recommendations for future growth and success.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work