This document provides examples of how companies in the hotel industry, brown goods industry, and software industry can position themselves in the market based on different leadership attributes. It lists global leaders like Marriott in the hotel industry and Samsung in brown goods, as well as leaders in categories like service, quality, social responsibility, and more. Microsoft is identified as the global leader in the software industry based on its revenues.

1. Example of positioning in Hotel industry, Brown
goods industry and Software industry
Teams Members:
Sonali Singh (16021141107)
Suchitra Raina (16021141110)
Tabriz Mohta (16021141113)
V. Sowmya (16021141116)
Rethika Rao (16021141117)
Vedant Kamat (16021141121)
Vikram Purohit (16021141122)

3. MARKET SHARE POSITIONING
Revenue Market Share Volume Market Share

4. SERVICE LEADER
Sofitel Dubai Downtown was
Awarded with World's Leading
Hotel Service Award 2015 and 2016
by World Travel Awards.
INTEGRITY LEADER
The Rezidor Hotel Group was
recognized by the Ethisphere Institute,
a global leader in defining and
advancing the standards of ethical
business practices, as a 2017 World's
Most Ethical Company.
INNOVATION LEADER
Marriott was 39th in the Forbes 50
Most Innovative Companies 2017,
for prioritizing loyalty.

5. TECHNOLOGY LEADER
Marlin Hotel Miami Beach (Florida) has
an iPad connected to Savant Systems room
automation. Guests use an iPad that
controls the lighting, shades, TV, audio and
the temperature.
FLEXIBILITY LEADER
Standard Hotels announced its
Standard Time, allowing guests to
choose their check-in and check-out
times. Guests will have the option to
choose Standard Time off of the
website's drop-down menu when
choosing their room type
RELATIONSHIP LEADER
OnQ is the IT centerpiece of Hilton
customer relationship management
(CRM) strategy – officially known as
‘customers really matter’

6. GLOBAL LEADER
In total, 30 hotel brands now fall under the
Marriott umbrella to create the largest hotel
chain in the world with more than 5,800
properties and 1.1 million rooms in more than
110 countries. That's more than 1 out of every
15 hotel rooms around the globe.
QUALITY LEADER
The Ritz-Carlton Hotel Company, was
named the two-time winner of the
Malcolm Baldrige National Quality
Award by the United States Department
of Commerce in 1999 and 1992. The
Ritz-Carlton is the only company in the
hotel industry ever to receive the award
SOCIAL RESPONSIBILITY
LEADER
• Vocational Skill Development Programs
• Partnerships to Preserve & Promote Indigenous Heritage,
Culture, Arts and Handicrafts
• Income-generation and Livelihood Enhancement Programs
• Disaster Relief and Rehabilitation Programs in Accordance
with Taj Public Welfare Trust Mandate

7. PRESTIGE LEADER
Burj Al Arab Hotel in Dubai is one
of the most photographed in the
world. All rooms are luxurious suites
spanning two floors with state-of-
the art everything and incredible
views
VALUE LEADER
Langham Group’s reputation for
top-notch customer service,
combined with affordability relative
to its high-end peers, made it the
clear winner for luxury value.
BARGAIN LEADER
Baymont, came out on top for its
combination of solid customer service and
low rates.
For an average of $72 a night, Baymont
offers free Wi-Fi, breakfast, and airport
transportation where applicable.

8. VARIETY LEADER
 Classic Luxury: The Ritz-Carlton, St. Regis, JW Marriott
 Distinctive Luxury: Ritz-Carlton Reserve, The Luxury Collection,
BULGARI, W Hotels, EDITION
 Classic Premium: Marriott Hotels, Sheraton, Marriott Vacation Club,
Delta Hotels
 Distinctive Premium: Le MERIDIEN, Westin, Renaissance Hotels,
Gaylord Hotels
 Classic Select: Courtyard Hotels, Four Points, SpringHill Suites, Protea
Hotels, Fairfield Inn & Suites
 Distinctive Select: AC Hotels, Aloft Hotels, Moxy Hotels
 Classic Longer Stays: Marriott Executive Apartments, Residence Inn,
TownePlace Suites
 Distinctive Longer Stays: element
 Collections: Autograph Collection Hotels, Design Hotels, Tribute
Portfolio
MARRIOTT has an unparalleled collection of brands.

9. BROWN GOODS INDUSTRY

10. MARKET SHARE POSITIONING (TV Sets)
VOLUME MARKET SHARE POSITIONING

11. INNOVATION LEADER
(TV Sets)
Samsung Unveils QLED TV, the Next
Innovation in TV
TECHNOLOGY LEADER
(Laptop)
Apple MacBook Pro really does
dominate the top-end of the
market. This is a super-slim,
lightweight machine with a huge
trackpad and a keyboard which is
among the most comfortable
available.
RELATIONSHIP LEADER
(Laptop)
Dell is known for its innovative customer
relationship and product custom
configuration.
Dell’s collaboration with other computer
software companies has allowed it to
become a leader in CRM.

12. GLOBAL LEADER (TV
Sets)
Samsung Electronics, the global
leader in consumer electronics,
became the number one company
in TV sales for ten consecutive years
across the globe
BARGAIN LEADER
(Laptop)
Asus C201 ranks among the better-
performing budget laptops.
It is one of the best laptops under
$300, mainly because of its 13-hour
battery life.
QUALITY LEADER
(Oven)
The company is globally recognized
because of its variety of products,
embedded with some of the finest
technologies and also great service
to the customers.

13. VARIETY LEADER
(Laptop)
There are many reasons why Dell is
considered one of the best laptop
brands in the world — the major
one being its versatile range of
devices.
VALUE LEADER
(Laptop)
HP comes at the top in providing an
excellent performance in laptops. Since
the start, the company has produced
numerous number of laptops and
computers and has also maintained
and enhanced the performance of its
computers and laptops
PRESTIGE LEADER
(TV Sets)
Apple has also been known for its
brand reputation and has been
considered as a luxury brand.

14. SERVICE LEADER (Laptop) SOCIAL RESPONSIBILITY LEADER
(Laptop)
Dell has implemented the 2020 Legacy of Good Plan as their
commitment to “drive human progress” through
environmental sustainability, addressing community
challenges, global supply chain responsibility, hiring diversity,
and, ultimately, a dedication to putting more back than they
take out.
Apple offers the best tech support in the business,
year after year.

15. INTEGRITY LEADER (TV Sets)

16. KNOWLEDGE LEADER (TV Sets)
The EU Industrial R&D Investment Scoreboard ranks
Samsung as the number one spender in R&D when it
comes to the tech companies, spending €12.53 billion
($13 billion) in the 2016 fiscal year.
Samsung breaks R&D into three organizations:
• Business unit development teams that have a one-to-
two year development outlook;
• Research institutes that have a three-to-five year
development outlook; and
• The Samsung Advanced Institute of Technology,
which works on projects with a further line of sight.

18. MARKET SHARE POSITIONING
PwC Global 100 Software Leaders, 2016, ranked Microsoft as
the market share leader.
Synergy Research Group reported that Q2 2016 resulted in
Microsoft taking 15% of the enterprise SaaS market, beating
Salesforce’s 14% share.

19. SERVICE LEADER
Forrester Names Oracle a ‘Leader’
in Customer Service Solutions for
Midsize Teams and Enterprise
Organizations
INTEGRITY LEADER
CA Technologies has been recognized
by Ethisphere Institute as a global
leader in defining and advancing the
standards of ethical business practices
as a 2017 World’s Most Ethical
Company.
QUALITY LEADER
Every SAP employee has a quality
assurance role, whether developing
software or providing services and
support.

20. SOCIAL RESPONSIBILITY
LEADER
The corporation with the very best CSR
is Microsoft
VALUE LEADER
Zonopact Inc. is an innovative
software development company.
The dedicated team is constantly on
the verge of creating impactful
products keeping the client in mind
FLEXIBILITY LEADER
A leading example of a firm practicing
Flexibility is Salesforce. Salesforce
completed a transformation from traditional
management to the radically different
practices of management known as Scrum
and Agile in just three months.

21. KNOWLEDGE LEADER
Oracle has a foundational layer of
knowledge management to deliver
channel-specific answers to customer
inquiries
VARIETY LEADER
Microsoft BASIC, 3D, Digital media
authoring, EducationaL, Internet,
Maintenance and administration,
Operating systems, Productivity,
Suites, Servers
BARGAIN LEADER
Salesforce, the current CRM leader,
offers different editions, starting
with SalesforceIQ Starter, an out-
of-the-box CRM service for up to
five users that requires a one year
contract

22. INNOVATION LEADER PRESTIGE LEADER

23. GLOBAL LEADER
The world leader in software companies, Microsoft continues to
maintain its dominance with total revenues of $85.3 billion in
2016. Of this, $71.65 billion, or 84%, was from its software
stream.