1. Elton KongMandy Lau Michelle Li Rita Mui Anthony Tang Kitty Tsoi Vania Tsang Crystal Yuen201301153 201303284 201300035 201304686 201308039 201303373 201310769 201308022Marketing Lecturer: Mr. Robert Chan

2. History Easts first drive-in restaurant19271928The 365-room Twin Bridges Marriott Motor Hotel drive-in registration desk19371957The Hot Shopper In-flight airline catering Hoover AirportFirst fast-food restaurant1965First national moderate segment for business travelers1972Sun Line cruise ship and two Great America theme parks1983 3. Opens first Fairfield Inn and Marriott suites hotel, acquire Residence InnAcquire The Ritz-Carlton19871988Open its 500th hotel in Warsaw, Poland, the first western managed hotel in Eastern Europe1995Launch Springhill Suites by Marriott19971998Acquire The Renaissance Hotel Group Launch TownePlace Suites, Fairfield Inn & Suites and Marriott Executive Residences brandsLaunch the Autograph Collection Acquire the ExecuStay corporate housing company19992004The first Bulgari Hotels & Resorts property opens in Milan, ItalyLaunch AC Hotels200820092011Officially announce the EDITION brand 4. Value 5. Price 6. Leisure vs Business 7. Leisure vs Business 8. Packaging 9. Packaging 10. Examples of packages 11. Examples of packages 12. Discount Pricing Strategy Early Bird SalesHoliday GetawayMotivation 13. Product 14. Service 15. Image 16. Personnel Communication Meet their needsGuarantee of fair treatmentTreat your employees the way you would like to be treated 17. Comparison 18. Promotion 19. Two way communication 20. Communication 21. Image 22. Joint Promotion 23. American Express 24. Comparison 25. Place 26. MARSHA 27. Seamless Hotel Shopping Process MARSHA: Global Reservation System Global Distribution System System of E-Intermediaries 28. Who to Work with 29. Sabre Direct Connect Shop oAccurate rates oAvailability oRate Assured 30. Amadeus 31. Market Segmentation HotelGeographicDemographic BehavioralThe Ritz-Carlton-84 luxury hotels and resorts-Businessmen -touristsThe Ritz-Carlton Rewards Rewards Offers Rewards Credit Card-Businessmen -tourists/in 26 countries worldwide.Bulgari Hotels & Resorts-5 luxury hotels and resorts In 5 countries worldwide.JW Marriott -64 hotels and resorts in worldwideAC Hotels-63 hotels and resorts in 3 countries worldwide.Residence Inn-over 600 hotels and resorts in 3 countries worldwide.Towneplace-over 200 hotels in two countries worldwide.Autograph Collection Hotels-6 hotels in worldwide.-Businessmen -tourists -Businessmen -tourists -Businessmen -tourists-Businessmen -tourists -Businessmen -touristsMarriott Rewards Rewards Offers Rewards Credit Card 32. Market Segmentation Marriott Hotels & Resorts-over 500 hotels in 47 countries worldwide.The Ritz-Carlton Destination Club-over 70 hotels in worldwide.Courtyard-Businessmen -tourists -Businessmen -tourists -Businessmen-over 900 hotels in 37 Countries in worldwide.Fairfield Inn Moxy-570 hotels in the worldwide,.-Businessmen/-BusinessmenMarriott Rewards Rewards Offers Rewards Credit CardMarriott Executive Apartments-over 25 hotels in 16 Countries worldwide.-BusinessmenSpringHill Suites by Marriott-over 210 hotels in the worldwide.-BusinessmenMarriott Vacation Club-over 50 hotels in the worldwide.-touristsEDITION-8 hotels in worldwide.-touristsRenaissance Hotels-80 hotels in 7 countries in worldwide..-tourists/Marriott Rewards Rewards Offers Rewards Credit Card 33. Mind map of Target Marketing Target market Full serviceLeisure + BusinessLimited serviceYounger marketLeisureLuxury or FinestBusinessYounger market 34. Target Marketing - Marriott Target marketLimited serviceFull serviceLeisure +Younger marketLeisureBusinessYounger marketBusinessLuxury: Ritz Carlton Ritz Carlton destination on Club JW Marriott The Residences Autograph collection EDITION Grand Residences RenaissanceFinest: Marriott Vacation Marriott Hotels Gaylord HotelsFinest: Courtyard Residence Inn Towne PlaceLuxury: Marriott Executive ApartmentFinest: Fairfield Inn Spring HillFinest: Moxy Ac Hotel 35. Geographical Positioning 36. Common Positioning -Beach -Ski 37. Brands Distribution in different regions StarwoodMarriottIntercontinentalAmerica6473,3393,555Europe164223628Middle East and Africa8041Asia243132232 38. Marriot 1%4%America6%Europe Middle East and AfricaAsia 89% 39. Brands in America between Intercontinental and Marriott IntercontinentalMarriottAmerica (luxury)236528America (midscale)32332602 40. The brands of hotels in America (Intercontinental VS Marriott) 7.3% 16.9%83.1% 92.7% 41. Comparison in Marketing Targeting Starwood Target market (Starwood)Full serviceLimited serviceLeisure +Younger marketLeisureBusinessYounger marketFinest: Four PointsFinest: ElementFinest: AloftBusinessLuxury: St. Regis The Luxury Collection W hotels Westin Le Meridien Sheraton 42. Comparison in Market Targeting Intercontinental Target market (Intercontinental)Full serviceLimited serviceLeisure +Younger marketLeisureBusinessYounger marketFinest: Holiday Inn ExpressFinest: Crowne Plaza Holiday Inn Hotel Stay Bridge SuiteFinest: Indigo hotelBusinessLuxury: InterContinentalFinest: Candlewood Suite 43. Cooperation Partners in Diversity National Black MBA Association National Association of Black Hotel Owners, Operators and Developers National Gay & Lesbian Chamber of Commerce Gay & Lesbian Alliance Against Defamation Asian American Hotel Owners Association WEConnect International 44. Global growth The number of Marriott's properties in worldwide 3900 3800 3700 3600 3500 3400 3300 3200 3100 3000 2900 2800 20082009201020112012The number of Marriott's properties located in different countries 76 74 72 70 68 66 64 62 20082009201020112012 45. Performance Diluted earnings per share from continuing operation 2 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 200120022003 2004 2005 2006 2007 2008 2009201020112012The revenue Marriott International have earned from 2003 to 2012 14000 12000 10000 8000 in million 6000 4000 2000 0 2003200420052006200720082009201020112012 46. Recommendation Target GroupFeasible and EffectiveRecommendationExisting but not DevelopedDetail and Specific 47. Recommendation - Youth 48. Recommendation - Youth Provide Interaction between users Game with more fun Run a virtual hotel Virtual economy Incentive Prevent Too informative Boring 49. Recommendation Develop the new markets the developing countries withpotential market mainly develop the market target the business traveler (high yield market->profitable) 50. The Direction of Marriotts Development 150 franchised MOXY HOTELS Three stared Europe Develop the express to target the mid-scaletravelerMid-scale business travelers Provide the basic need : Short period MOXYBed, food and high speed internet serviceLocate in international crowd city (e.g. Macau, HK and Singapore) 51. Reference http://files.shareholder.com/downloads/MAR/2795113264x0x639271/D9E7DF84-7B564600-B1F6-AB68479A77B8/Final_2012_Form_10-K.PDF http://www.marriott.com/Multimedia/PDF/Hotel_Development/PowerofMarriott_broc hureEMEA.pdf http://www.rewards-insiders.marriott.com/people/vaboywnder/blog/2013/06/03/usingrewards-for-marriott-gift-cards http://www.odysseymediagroup.com/nan/Editorial-GDS-CRS.asp?ReportID=38627 http://www.nytimes.com/2013/06/17/business/media/a-campaign-from-marriott-aimsyounger.html?_r=0 http://travel-brilliantly.marriott.com/our-innovations/check-in-app http://www.cwhonors.org/case_studies/MarriotInternational.pdf http://www.sabrehospitality.com/global-distribution-system.php http://www.travelagentcentral.com/hotels/marriott-signs-amadeus-best-rate-10597 http://www.travelmole.com/news_feature.php?news_id=83389&c=setreg&region=2 http://www.fiu.edu/~ereserve/010019227-1.pdf