Marketing Analysis: A Case of Marriott in China

MARKETING ANALYSIS: A CASE OF MARRIOTT IN CHINA
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Marketing Analysis: A Case of Marriott in China
Businesses have to develop a customer-driven strategy that creates and communicates value to consumers in a competitive business environment. This is paramount for businesses that want to create value for their shareholders. Marketing allows businesses to create, communicate, and exchange value with consumers (Baines et al., 2017, p. 6). They have to create an offering that is perceived as valuable by consumers, who then pay businesses in exchange for that value. However, businesses have to consider the context of their markets. According to Sheth (2020, p. 1), context, especially in international marketing, matters because it affects international brands’ marketing plans and efforts. Analysing the context is instrumental in creating an effective marketing strategy. This paper analyses the marketing efforts and strategies of Marriott International based on the current situation. Specifically, the paper will analyse Marriott’s marketing efforts in China.
Marriott International: An Overview
Marriott International is an American multinational corporation headquartered in Bethesda, Maryland. It was founded in 1927 and started as a root beer stand with nine seats but has since grown into a multinational corporation (Marriott, n.d.-a). Marriott operates in the hotel industry and has various hotels and lodging businesses. It has transformed the global hotel industry since it first opened its first international hotel. The founders believed in enhancing customer experience by providing “good food and good services at a fair price” (Marriott, n.d.-a). This was a marketing strategy that turned Marriott into the global brand that it is today.
Target Customers and Offered Products/Services
Marriott has a global presence and is operational in over 130 countries, and uses its 30 brands and over 7,000 properties to create value for its customers (Marriott, n.d.-a). Its target customers include luxury/ leisure travellers and corporates/business travellers who seek to accommodate their meetings and travel experiences in different parts of the world. These buyers are looking for convenience, comfort, and a home away from home. It has a market share of about 16% in the United States (US) and 4% in the global hotel market (Marriott, 2021-a, p. 10). Increasing its market share is paramount for its success in the international market.
Marriott’s main offering is accommodation through its many hotels and lodging facilities (Marriott, 2021-a). It also has home rental services offered to customers who want longer stays in their travel destination. Marriott also offers travel services to customers who want memorable travel experiences. Because of its strong and well-recognized brand, Marriott offers its customers high status and accessible services that are sometimes customized to meet the customers’ needs.
Marriott’s in China: Current Situation
One of the countries that Marriott operates in is China, which is the subject of this analysis. The Chinese hotel industry is lucrative and has grown significantly ...