The Marriott Hotels

Paper Summary:

The paper identifies four levels of market segmentations that the Marriott Hotels should use to identify their target segment. The paper relates that the Marriott Hotels' target market is formed of people aged between 21 and 56 and even beyond 57, who register medium and above medium incomes. The paper then discusses a positioning strategy and explains how this strategy should stress the needs of the local market, the national and international markets and the market of extremely wealthy customers.

Outline:
Segmentation
Targeting
Positioning

From the Paper:

"The market segment is formed of several individuals who express similar needs and have similar expectations from the seller. In this case, the seller is Marriott Hotels who presents clients with hosting services. As their customer palette is formed of individuals who have similar, but not identical, desires and expectations, the strategies implemented should be structured on the same basis, but should also be flexible as to allow the satisfaction of numerous customers."

Sample of Sources Used:

• Philip Kotler, Kevin Lane Keller, January 1, 2006, Marketing Management 12th Edition, Prentice Hall
• Marriott Hotels Website, http://www.marriott.com/default.mi, last accessed on October 9, 2007
• Jorje A. Restrepo, Segmentation - Targeting - Positioning,http://209.85.129.104/search?q=cache:yJbdIVSTCbMJ:eurekafacts.com/STPArticle.pdf+segmentation,+targeting,+positioning&hl=en&ct=clnk&cd=2&client=firefox-a, last accessed on October 9, 2007

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