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Marriott Case Study


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Marriott Case Study

  1. 1. Marriott Hotels BY Sairam TA Prasanna Kumar Vetrivel J Anubala B Kirthika S
  2. 2. About Marriot • World wide hospitality company. • 75 years on the industry; 65 countries ; $20 billion sales. • Wide array of hotels for family on budgets and business executives. • Over 5000 properties. • More than 2500 hotels. • Created a niche for each brand of hotels. • High-end customer service which is consistent all over the world.
  3. 3. Vision : To become the premier provider and facilitator of leisure and vacation experiences all over the world. Mission : To enhance the lives of our customers by creating and enabling unsurpassed vacation and leisure experiences. Success Strategy : Respecting customers reaction, well defined communication with customers, continuous improvements in facilities arranged for customers.
  4. 4. Question 1 : Identify several major categories of segmentation used by Marriott. For each, relate specific examples of hotel tailored to the targeted markets.
  5. 5. Segments: I. Business Travelers Courtyard II. Extended Stay(6 months to 1 year) Residence Inn Townplace Suites III. Full Service Marriott Waterside Renaissance Hotels Resorts IV. Less Expensive Lodging Category Fairfield Inn V. All Suite Springhill Suites
  6. 6. Question 2: What are the different levels of products and services(basic, expected, augmented etc) offered by Marriott to customers with varying needs?
  7. 7. • Basic: Less Expensive Lodging Category - Fairfield Inn • Expected: Extended Stay(6 month to 1 year) - Residence Inn - Townplace Suites • Augmented: Fairfield Inn(Premium) - Mini Fridge; Microwave; Separate Living & Sleeping area; - Top Notch customer support
  8. 8. Question 3: Evaluate the efforts of Marriott in ensuring customer satisfaction and building relationship.
  9. 9. • Communication to their customers via. Text messages to avoid confusion on features offered. • High-end customer service which is consistent all over the world that give them a common feeling that they are in Marriott. • They see crossovers as an opportunity, to provide better service. • Promote Brand Extension on customer feedback.
  10. 10. Thank You