Abstract The paper analyzes the Marriott Corporations' services strategy and defines and evaluates the company's definition of its target markets, pricing strategies, points of differentiation and market positioning. The paper concludes with specific recommendations for improvement of Marriott's services strategy. The paper is illustrated with graphs.
Outline:
Executive Summary
Background and Introduction
Main Conclusions
Recommendations
Table of Contents
Critiqing the MarriottHotels Service strategy
Background
Balancing Revenue Growth to Market Potential Globally
Using Pricing Optimization to Define Optimal Price Points for Each Segment
Using KPIs, Track Customer Lifetime Value More Aggressively
Best Practices in Customer Service Taught At Marriott University
Future Trends
Limitations, Conclusions and Recommendations
From the Paper "The full-service lodging brands include the traditional Marriott Hotels and Resorts, Marriott Conference Centers, JW Marriott Hotels and Resorts, The Ritz-Carlton, Bulgari Hotels and Resorts, and the Renaissance Hotels & Resorts as well. Marriott has chosen to define their limited service brands by scope of amenities, not necessarily customer service. Brands in the limited service segment include Courtyard, Fairfield Inn, and Spring Hill Suites. Of these, Courtyard is best known and most profitable of the three brands in this segment. In contrast to Courtyard's positioning, the Fairfield Inn concentrates on the lower moderate-price tier and is aimed at the value-driven business and leisure travelers. As Holiday Inns and other competitors have moved into this segment, Marriott launched the SpringHill Suites brand, which looks to address the need for all-suite hotels at the mid- to upper levels of the segment with messaging and amenities aimed at mid-range business travelers, mid-range leisure travels and those travelers with families. "
Abstract The paper identifies four levels of market segmentations that the MarriottHotels should use to identify their target segment. The paper relates that the MarriottHotels' 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."
Abstract This paper traces the entrepreneurial success of farmer's son, John Willard Marriott, who built up a multi-billion dollar hotel chain. It looks at how it all started in 1927 with the purchase of three A&W franchises in New England known as Hot Shoppes, Inc. and how, today, the Marriott Corporation currently owns almost 3000 hotels all over the world.
From the Paper "Core values such as this one are what saw the Marriott Corporation through the devastating trials of the early nineties and not only helped it back onto its feet, but lifted it higher. Pathways to Independence, Marriott's Welfare to Work program, was established in 1990 and thrived during the company's roughest years ("The Marriott Timeline"). Bill Marriott, Sr., and Bill, Jr., would always put people first, no matter what. They used their corporation as a springboard for "business strength AND social contribution" ("The Foundation for Doing Good"). These two men understood people as well as-if not better than-business."
Abstract This paper examines Marriott International Inc., a world-wide leader in the field of hospitality companies. It looks at how the company became 75-years-old in the year 2002 and how it started as a small root beer stand that had been opened in Washington, DC in 1927 by J. Willard and Alice S. Marriott. It also examines how, today, it is a group of more then 2,600 lodging properties and has a total of 471,500 rooms all over the United States and 68 other countries and how the group has hotels distributed in 17 different categories, and the categories of the hotels are different. They have a total range from all-suite hotels to relatively simpler lodgings. The objective of having different brands is simple; they would like to meet the needs of all types of people.
Outline
History
Major Subsidiaries and their Distribution
Corporate Development
New Areas for Marriott The Position of Marriott in the Hotel Industry
Conclusion
From the Paper "The Company was listed for the first time as Marriott Corporation and was listed first in New York Stock Exchange. Since then there have been quite a few activities that merit attention. The first was the conversion of the entity to a public limited company in 1953. In 1993, there was a division of Marriott International from Marriott Corporation. Then the name was changed to Host Marriott Corporation. Again, there was a separation of Marriott International from Host Marriott Corporation on March 27th, 1998. Then the old company of Marriott International was merged with another company and the name changed to Sodexho Marriott Services. The newly separated company that was formed, was then put in charge of the lodging, distribution services and senior living services business and was renamed Marriott International Inc in 1998 itself."
Abstract This paper analyzes the brand positioning, recognition and industry performance of the Hilton Hotels Corporation (HHC), as well as the marketing and evaluation strategies they have adopted. The paper applies a strengths, weaknesses, opportunities, threats (SWOT) analysis to better assess the current status of HHC vis-a-vis other lodging hospitality companies, particularly Marriott. The paper discusses how the results of a SWOT analysis can contribute to the company's performance and branding efficiency. The paper concludes with recommended action plans.
From the Paper "Brand extension became possible for HHC, through mergers and acquisitions. Among the brands acquired by the HHC are Hampton Inn, Doubletree, Embassy Suites and Homewood Suites. As a result of this brand extension, HHC has also expanded its service coverage, which now includes conference centers, airport hotels, destination resorts, apart from its usual center hotels and all-suite hotels services. Thus, business expansion is inevitable for HHC. Through its acquisitions, HHC is now known as not only an owner of a hotel chain, but also as manager to other hotels, owned through the Hilton brand. These strategies helped HHC became a well-known hotel brand internationally, especially among countries wherein Hilton has no recall or recognition as a hotel brand. Acquiring existing, popular hotels in an international territory helped Hilton be recognized as a superior and prestigious hotel brand, in effect."
A 1993 look at MarriottHotels and examines historical background, present structure, external environment, weaknesses, opportunities, threats and future strategy.
2,025 words (approx. 8.1 pages), 5 sources, 1993, $ 71.95
Historical Background
The Marriott hotel empire started out in 1927 as a mere rootbeer stand in Washington, D.C. by John Marriott of Utah (Goldwasser, 1986, p. 55). It then expanded into a full restaurant and eventually developed into a chain of restaurants called Hot Shoppes. Hot Shoppes specialized in tamales and chili con carne. Its next step diversification was in the field of airline catering in 1937. Twenty years after that, however, came its major move into hotels. The first hotel was opened in Arlington, Virgina. In 1964, Marriott's son Bill became president of the company, heading a conglomerate of four hotels, forty-five ..."
This extensive paper discusses organization leadership and analyzes leadership in three companies, Nationwide Financial, MarriottHotels, and Lloyd's Bank.
Abstract This paper examines the behavior of workers within an organization or company as related to the process of change management, organizational behavior, and leadership styles; to expectations expressed by the leadership within the organization; and to the steps, which were either effective or ineffective, in processing the required and desired change within the organization. The author points out that the area with the greatest influence on organizational behavior is the leadership and the leadership style of those responsible for the organization. The paper stresses that, in organizations in which a bureaucracy is a functional source of existing leadership, a factor in all three case studies, simply limiting the bureaucracy can initiate minor organizational change. Charts.
Table of Contents
Introduction
Conceptual Framework
Transformational Leadership
Organizational Commitment
Definition of Terms
Leadership Style
Transformational Leadership
Transactional Leadership
Laissez-faire
Organizational Commitment
Case Presentation
Case Study #1: Nationwide Financial
Reluctant leaders
Arrogant leaders
Unknown leaders
Workaholics
Case Study #2: MarriottHotels Case Study #3: Lloyd's Bank.
Discussion in Terms of Leadership, Change Process, and Organizational Commitment
Conclusion
From the Paper "In terms of its effects on an organization, the Laissez ?Faire leader can create the most significant gap between what he believes is going on in the organization, and what is actually occurring. Because this leader typically manages by exception only, the organization can continue in a dysfunctional state, but if the devolving performance never comes to the leaders attention, the organization will continue unabated. There are some situations in which the Laissez-Faire approach can be effective. The Laissez-Faire technique is appropriate when leading highly motivated and skilled people, who have produced excellent work in the past, and have a history of efficiency. Once a leader has established that his team is confident, capable and motivated, he can step back and let them get on with the task. In this type or organization, if the leader interferes, he can generate resentment and detract from their effectiveness. By handing over ownership, a leader empowers his group to achieve their goals. What is important to note about this leader, in handing over the ownership, he also relinquished his active involvement in the process, and thereby diminished his influence, and thereby his level of effectiveness."
Abstract This paper is a case study of the Augustin Hotel in Bergen, Norway that looks at the opportunities it has to succeed as an independent hotel in competition with chain hotels. The paper relates that the Augustin Hotel is the oldest family-run hotel in Bergen and discusses its origin, background and location. The paper continues with a description of the features and amenities of the establishment as well as a discussion of its successful advertising and marketing strategy.
Outline;
Overview of Hotel Augustin
Restaurants of Hotel Augustin
Accommodations (Room Types and Styles)
Health & Safety Provisions of Hotel Augustin
Overview of Destination: Bergen Norway
Independent Case Studies Review
Destination Web Strategy in Hospitality - Leveraging the Destination
Enterprise Content Management and Digital Media
Methodology
Findings
Conclusion
From the Paper "Bergen is a university city with a major business and commerce college along with other various colleges in the city. Bergen is an international town that has the charm and atmosphere of a small town. The city's population is approximately 235,000 and is referred to as appearing "like a spectacular amphitheatre clambering up the mountainsides, overlooking the sea, embracing you." (www.bergen.kommune.no) Bergen is also stated to be: "...one of Norway's most vigorous cultural cities." Founded in 1070 by King Olav Kyrre, Bergen has become a commercial and shipping town significant to the European industry. Bergen was at one time the: "...largest of all town in the Nordic countries." (www.bergen.kommune.no) The Wharf in Bergen was rebuilt after the fire in 1702. The harbor front in Bergen, called Bryggen, "was a scene of thriving activity for 'the Hansas' until the 18th century. Bergen is a university city with a major business and commerce college along with other various colleges in the city. One of the attractions of Norway are the fjords with the longest and deepest being the Sognefjord. The countryside in Norway is stated to be of a breathtaking nature. Bergen is host to many music festivals and events throughout the year. One such event is the Bergen International Festival founded in 1953 and 'focused on presenting prominent international and Norwegian artists in the fields of music, ballet, opera, theater, dance and the performing arts."
This paper examines the case study of the Accor Group of Hotels in Indonesia, in which the company decided to market and develop a chain of standardized hotels similar to the Holiday Inn chain in the US.
Abstract This paper details how Paul Dubrule and Gerard Pelission, innovative entrepreneurs, along with the Indonesian Accor Group of Hotels came to launch a chain of 3 star hotels, popularly known as "Novotels," which afforded guests a convenient location, reasonable price and service, while expanding their business abroad. The paper examines hotel business practices in different parts of world and details the many factors involved launching and marketing new hotels including choosing locations and staffing these establishments while increasing tourism and profits wherever these hotels may reside.
From the Paper "With 2200 Hotels around the globe & 265000 rooms worldwide, Accor had standardized its hospitality structure. The number of rooms and the category of rated hotels in the Accor group are given per Exhibit 8 of the case study. The Management always ensured while establishing a Hotel that it was done at a good location, like out of town or near International Airports or International Highways where the land was procured cheaply and in abundance. This enabled the hotel to have plenty of open space, free car parks, playgrounds, swimming pools and so on.
It also ensured that the hotel could maintain it's international image with standardized customer services throughout its network."
Abstract This paper notes that the hospitality industry, which includes travel, businesses, hotels, restaurants, and theme parks among other businesses, operates on a relatively small margin in most cases and can be adversely affected by economic changes and by customer dissatisfaction that then translates into bad word of mouth. Businesses like hotels and restaurants thus have to set and meet quality standards that contribute to customer satisfaction and also must provide customer service. At the same time, such businesses have to try to keep down labor costs in order to stay within the small profit margin they usually face. This paper discusses some of these issues by examining the way that the Four Seasons Hotel chain has managed costs and quality in recent years. The Four Seasons Hotel Chain is a Canadian-based company that began with one hotel in Toronto.
Abstract This paper discusses how few industries are as rabidly competitive as the hotel industry. With this in mind, the following paper offers a business proposal for a 30 acre hotel to be constructed in St. Kitts of the West Indies. Beyond its role as a resting place for weary travelers the hotel will also serve as a hospitality and tourism college for those interested in making their way in this sector.
Abstract This report establishes a scenario for the development of a career goal in the area of hotel general management through the development of an industry analysis and an education career path outline. Special consideration is given to the goals of the individual who is seeking employment in the hospitality industry as a hotel General manger (with the long term goal of ownership). The paper includes one table.
Table of Contents:
Executive Summary
Career
Goal/Problem
Scope
Industry Background
Methodology
Findings
Recommendations
Conclusions
Back Matter
References
From the Paper "There has been a recent increase in the number of hospitality management training programs and these programs are demonstrative of internal as well as external changes to the industry and the education system. The industry is seeking to educate many people in-house and is much more willing to demonstrate belief in individuals by allowing them to seek outside educational goals, while still employed, through incentive as well as the development of systems that are inclusive of study and class time allotments. (Lucas, 2003, p. 88) this new emphasis has created a strong sense of the need for education, at top levels, while maintaining the work/school ideals of company specific training, goals and extremely high standards of service. Due to the recent upturn in the understanding for the need of education the goal of an individual must include a partnership between hospitality education and work experience."
Abstract A paper on the topic of hotel restaurants and tourism. The focus is on sales and public relations in hotel and motel improvement. Often the simple courtesies of workers bring the greatest public relations.
Abstract This paper first looks at the limitations of franchising the Embassy Suites Hotels corporation. Then, the paper shows a long list of items on the corporation's Uniform Franchise Offering Circular, or UFOC and explains and details as to what exactly they might mean for the prospective franchisee and hotel owner. Finally, a conclusion is made, based upon the proposed relationship and financial benefits and liabilities, including the sources that have been studied.
From the Paper "This paper will discuss and dissect the issue of the limitations of the Embassy Suites Hotels corporation's franchise program and its Uniform Franchise Offering Circular (UFOC). This document is one that is offered up to potential owners and purchasers of franchises at least ten days before said purchase. The purpose of this circular is to best educate and inform potential franchisees of this, or any, hotel corporation just what limitations there are within said corporation and what liabilities these limitations might pose for franchisees and their franchises. The second section will discuss the various items that a franchisor is required to divulge in the UFOC and these items will be studied on the current UFOC from Embassy Suites Hotels. The first set of items to be listed on the Embassy Suites UFOC are those numbered 1 through 4."
