Marketing Plan for the Courtyard Fredericksburg

Feb 3rd, 2012
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The Courtyard brand is not just a product that provides a place to sleep, meet or eat but a total system that guests buy. The system is made up of everything we do. Everything Marriott does add or detracts from the value of the brand.

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Marketing Plan for the Courtyard FredericksburgJanet SmithPR/Marketing Capstone BUS421Vicki LongJanuary 30, 2012Marketing Plan for Courtyard FredericksburgExecutive SummaryThe Courtyard brand is not just a product that provides a place to sleep, meet or eat but a total system that guests buy. The system is made up of everything we do. Everything Marriott does add or detracts from the value of the brand. The Courtyard by Marriott brand, although a strong choice among travelers, has seen a decline due to the lag of keeping with the technological advancements as featured with their main competitors, Hyatt Place and Hilton Garden Inn. The objective for 2012 is a need to support the brand's overall objective of regaining loyalty by improving perceptions and considerations of the brand. This will be done by driving the Courtyard product to the business travelers and with the personal travel market segments. Defining the considerations will help to "establish objectives for the marketing plan that are specific, time-defined, and measurable; realistic but challenging; consistent with the organization's mission and goals; consistent with resources and core competencies; and appropriate for the external environment" (Wood, 2008 pg 79). These objectives are necessary in helping to keep the Courtyard Fredericksburg the elite choice in its current market. TABLE OF CONTENTS 1. Executive Summary ??????????????????????????.3 2. Situation Analysis ??????????????????????????....6

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