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6 pages/≈1650 words
Sources:
4 Sources
Level:
APA
Subject:
Literature & Language
Type:
Coursework
Language:
English (U.S.)
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Topic:

Company strategic Audit for marriot (Coursework Sample)

Instructions:
Select a specific company of your choice, approved by the Instructor, to complete a company strategic audit. It is a group assignment. Groups are self-selected and must be approved with the Instructor before proceeding with all group projects. Examples are shared on the homepage of the assignment. Do not select a same company that is an example. The basic elements required for this assignment are contained in chapter 1, Appendix 1.A, pages 34-41. The audit requires essential elements be completed, but it also represents an opportunity to 'exceed expectations'. Let your work reflect your interest, enthusiasm, and passion for the company as well as knowledge on key topics in the course. Make learning exciting. There is not a page length assigned, but remember 'your analysis should be long enough to be thorough, but short enough to be interesting.' I expect analyses will be approximately 35-40 pages. The upper page limit should provide a comfortable range. All company selections need to be approved no later than October 5th. Any company analysis submitted without approval will be reduced one letter grade automatically. Please select early. Remember to edit your work. from the customer:"the google strategic file is a templete from previous class, and it was done by a group. and the zipped file is the questions for my part. I'm only required to do marketing, finance, R&D and Operations and Logistics. forget about Q's 5 and 6 in the last page of the zipped file ( human resources & information technology )" source..
Content:

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Company Strategic Audit for Marriott
Name
Institutional Affiliation:

Company strategic Audit for Marriott
Marketing
The hotel industry produces brands that target different segments of customers. In 2007, Marriot opened a new brand to target the older generation customers while still being accepted by the younger generation. In addition, Marriot the concept of the Nickelodeon Resorts: this is a new leisure park brand that is meant for families on vacation. The hotel has also introduced a new brand that targets the upper, middle class customers. At each of the new brands, they have built and designed with the needs and demands of the target market in mind. Marriott’s marketing department has discovered that there exists emerging wants and needs of various customer segments especially those of the emerging generation (Marriott, 2008).
Marriott’s marketing department has developed a new sales structure: Sales Force One. This initiative focuses on the customers’ needs and wants. It aims at simplifying the process of sales for customers thus enabling the company to penetrate into the untapped markets. Sales Force One has been structured in a way that allows customers to work with one key point of contact that represents all the brands. This enables Marriott to accommodate all the needs of customers in a one-stop fashion theoretically (Data monitor, 2009).
Marriott has recognized that the various channels of booking meetings and rooms are increasingly becoming complex. In response, the company is engaged in extensive research for ensuring that the company’s sales strategies result in efficiencies and sales performances that are extremely elevated. Recently, Marriott adopted a portfolio for its marketing, advertising and branding. This strategy has been implemented throughout the company’s facilities. Each facility is being given the same marketing support regardless of their location. As a result, each facility is currently responsible for its own marketing efforts. This means that there is little consistency from brand to brand and location to location. Marriott has enough funds to support the marketing efforts of its properties. Moreover, the company shares its marketing materials and collateral among its various properties (Pearce & Robinson, 2004).
Marriott has recently made changes in its marketing practices after realizing that the attitudes and preferences of customers are evolving. The company has launched a rebranding campaign aimed at tailoring its marketing and branding for each of its unique target market and brand. In order to leverage this shift, the company has created an online portal that is user friendly. This portal will manage the creation, review, and distribution of marketing collateral. Furthermore, it will offer support to Marriott’s n...
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