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MKT 571 Segmentation and Target Marketing Marriott International

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MKT 571 Segmentation and Target Marketing Marriott
International
Segmentation and Target Market Paper
Marketing (MKT 571)
In the following paper, I would like to focus on Marriott International, Inc.,
a leading lodging company with over 3,100 lodging properties in the
United States and 66 other countries and territories (Marriott
International, Inc. Corporate Headquarters, 2008). My key task is to
discuss market segmentation, targeting and positioning strategies of the
company with the following brands: Marriott Hotels & Resorts and
Courtyard by Marriott in the same marketplace, Asia-Pacific.
As the fast expansion in economy of Asia-Pacific, the hospitality industry
has a bright perspective in this region. Especially in China, the
hospitality industry during the past 30 years is a prime example of how
the nation’s economy has also sharply developed.
In recent years many big hotel chains became aware that seizing the
market in Asia-Pacific is pretty important for their development. Marriott
International is one of them. Since 1989, Marriott International has
grown from one property in Asia-Pacific to over eighty properties. Over
the past 16 years, Marriott has expanded its resort portfolio to include 15
resorts across the region. And in China since 1989, Marriott has grown
from one property in Hong Kong to 32 hotels throughout the country
(Marriott International, Inc. Corporate Headquarters, 2008).
The hospitality industry today, customers don’t just need a place to stay
and eat; people choose a hotel for more complex reasons like the
location, hotel category and services provided. Given that the needs and
wants became more and more unique, the target marketing for hotels
became micromarketing. It is not only a local marketing for hotels to
adjust in different location and cultural, but also an individual marketing
for they provide tailored services to special guests and VIPs.

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Anonymous
Had to paraphrase some of the content but overall, really useful material.

Anonymous
Thanks, good work

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