JW Marriot The Marketing Mix (7P)
Principle of Marketing (Đại học Quốc gia Hà Nội)
JW Marriot The Marketing Mix (7P)
Principle of Marketing (Đại học Quốc gia Hà Nội)
The Marketing Mix (7P)
Determining the marketing mix elements for the hotel service industry in general and for Marriott hotels in particular is extremely important whether any hotel marketing effort is successful or not. In addition, it not only shows which customer groups need to be targeted, but it also outlines the right path for other activities, in order to most effectively exploit the selected market segment. As a leading
hospitality brand, Marriott International enjoys strong brand recognition and has earned several rewards for its excellent culture and customer focus. In this part of the report, we will analyze the marketing mix elements of the JW Marriott hotel below so that we can make marketing suggestions for the hotel.
1. Product
JW Marriott is one of the names and has a certain foothold in the hotel industry providing accommodation services around the world with a diversity of different segments. Moreover, Marriott also provides accommodation services according to premium classification, selection, and time-sharing divided by many brands
belonging to different segments to suit a variety of customers such as:
+ Luxury: JW Marriott Hotels, The Ritz-Carlton, St. Regis Hotels & Resort, Edition Hotels, Bulgari Hotels & Resorts, The Luxury Collection, W Hotels.
+ Premium: Delta Hotels, Marriott Hotels & Resorts, Marriott Vacation Club, Sheraton Hotes & Resort, Le Méridien, Renaissance Hotels, Westin Hotels, Gaylord Hotels.
+ Select: Courtyard by Marriott, Fairfield Inn by Marriott, Four Points by Sheraton, Protes Hotels by Marriott, SpringHill Suites by Marriott, AC Hotels by Marriott, Aloft Hotrls, Moxy Hotels.
+ Long Stay: Marriott Executive Apartments, Residence Inn by Marriott, TownPlace Suites, Element by Westin, Homes & Villas by Marriott International.
+ Collection: Autograph Collection Hotels, Design Hotels, Tribute Porfolio.
At marriott, customers will enjoy the most basic services of the hotel such as booking airline tickets, cleaning rooms twice times per day, free wifi system 24/7, booking car rental with many different prices, breakfast buffet, swimming pool four seasons and so on. Moreover, the standard services of Marriott's international 5-star hotel brand can be mentioned such as arranging events at the hotel, booking golf courses, pet grooming services, maintenance and care of bonsai and many
other services are highly appreciated here with the aim of providing customers with optimal facilities like being at home.
In general, of all the room types at Marriott, the most expensive is the suite. One of the most important aspects of the Marriott Hotel as well as the special feature of the room type is that they offer office amenities and exceptional meals in suits. At hotels like the Marriott Convention Center, suits are designed for business
purposes and in some suits, they can also hold formal business meetings.
2. Price
JW Marriott has always maintained its image as a premium hotel service company in the market. In terms of pricing strategy, the company has followed a premium pricing strategy, which is reflected in Marriott's brands having 21 of its 30 brands as premium. Marriot through its expensive rooms pursues a highly differentiated product and service approach which often involves charging premium for its services. Therefore, Marriot is able to attract consumers who desire to enjoy the highest quality of products and services and are willing to pay for it. However, due to the increasingly fierce competition in the service hotel industry, they have also introduced attractive pricing policies to attract and retain customers. Therefore, the company often provides incentives and discount
vouchers for different customer segments such as tourists on tour, couples or families with young children and so on. That allows visitors to significantly save on the cost of staying at one of the luxury hotels chains around the world.
However, in the current complicated situation of the epidemic, the price of the hotel service industry is also affected by factors of customer demand as well as the position and level of competition with competitors in the same area.
3. Place
With the longest history of nearly 100 years in the Americas, with the number of hotels and resorts reaching more than 5,500 hotels spread across all continents, JW Marriott is currently occupying the top position in the world, and is the most
successful corporation in American history. Company divided to 3 segments are segments including North America full service, North America limited service, and the Asia Pacific.The largest market of Marriott Hotels is the North American region (mainly the US) and the second is in the Asia Pacific. Besides, the
properties of Marriott include company-owned, licensed, and franchised hotels, as well as, unconsolidated joint venture properties. The hotels’ global presence entails both as the traveller’s delight and the business destination. Besides, an
establishment in the major vacation spots Marriott Hotel and Resorts are on spots near airports, in the center of the city etc which makes it easily accessible for the travelers and business people. Each Marriott hotel has accompanying facilities such as a restaurant, spa, bar, gym, etc. For hotels located in the beachfront resort, there is also a uniquely designed infinity pool. serve visitors. These are both entertainment venues and a luxurious check-in place that is loved by many young people. The hotel campus always ensures open space, wide view.
4. Promotion
Marriott is a well-recognized premium hospitality brand with strong brand recognition globally, spanning over 134 different countries, holds a large market share in a number of key developed continents such as Asia, Europe, and the Middle East. They always focus on customers service development and improve service quanlity systems that increase high profit and raise higher advantage competition in the industry. However, for promotion, Marriott promotes the brand through channels including the company website, smartphone app and social media. Apart from that, the company has used several rewards programs to maintain customer loyalty. For example, with exclusive promotions for the most recent Mariott Bonvoy member customers such as the program Food Festival “Eat Out with Marriott Bonvoy”, members will receive discounts from 20 to 70 percent and the program applies to culinary events and fine dishes at Marriott's hotel
restaurants and bars. Besides, the website and app are its main source of promotion from which visitors can book rooms and learn about the latest deals.
5. Process
In order to ensure that the core product and the supplementary product is
developed and delivered in the right manner and at the right time, the hotel has formed certain set processes. When the room is being prepared for customer check-in, the house-keeping department make sure that all the room amenities are provided as per the check list. Infact the processes are so specifically laid down that hotel staff are even advised on what to say and what words to use while talking to a customer. In recent years, the company has grown its investment in digital technology to offer extra convenience to its customers in terms of check in, stay and check out. The Marriott Bonvoy app allows its users excellent control and convenience where visitors can order amenities and manage their stay without worrying about anything. The company continues to optimize its investments in
people, processes, and systems to maintain its competitive advantage in the hospitality industry.
6. People
People here mean the customers, employees, management and the society. It is the final customer who is to be satisfied and this can be done only with the help of the employees, who are directed and guided by the management.
+ The customers: The most important pillar of strength of the Marriott
International is their customer base. The company promises that they will provide World Class services to their customers in every circumstance to bring comfortable feellings for customers like in their own home.
+ The employees: They always provide programs to help improve knowledge as well as skills for employees to serve customers in the best way, specific program is
“How We Do Business Is as Important as the Business We Do” that teaches the employees what are the required qualities from an employee, and most importantly what are the different human rights the organization thrives to maintain.All the employees, including the senior managers have to go through a yearly internal survey based on the “Legal and Ethical Conduct” of their actions. It is done to see if all the employees adhere to the Marriott Hotel’s “Ethical Conduct Policy”. The company also respects the protection of human rights in all the spheres where the business of the company is spread.
7. Physical evidence
Apart from the amenities, that visitors order and the room amenities including furniture, there is not much that counts as physical evidence in the hospitality business. Now that the use of websites and apps is more prevalent, the need for paper bills has also been replaced by check-in apps. However, companies like Marriott use branded amenities to make their visitors’ stay memorable and outstanding as well as for branding. This day, guests can book through the app Marirott Bonvoy. As soon as you receive an instant confirmation from the hotel, you can complete the registration process of stay information (check in) anytime, anywhere. As a result, guests can skip the procedure at the reception, go straight to their room and use the mobile key on the app to open the door. On the same app, guests can search for nearby places, book a call to the front desk to schedule an
appointment, as well as receive notifications about the status of dry cleaning using the live chat feature.
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