Segmentation and Target Market Essay

2000 Words 8 Pages
Segmentation and Target Market
MKT/571June 09, 2014Erica Hayes

Segmentation and Target Market
Marriott International, Inc. was founded by J. Willard and Alice Marriott in 1927 and has been a leading hospitality company for over 80 years. It has more than 3,900 properties, 18 brands, and associates with its headquarters in Bethesda, Maryland, USA. The company boasts of revenues of nearly $13 billion in the fiscal year 2013 and is expanding globally. This paper specifically discusses the market segmentation, targeting and positioning strategies of Marriott – Marriott Hotels & Resorts, Courtyard by Marriott in the Asia-Pacific marketplace. Asia-Pacific is expanding exponentially for the hospitality industry and Marriott has
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Customers can be categorized based on their needs that is some are looking for luxury, others are seasoned travelers, a few other belong to high income bracket and they may be looking for luxurious amenities and services which they are willing to pay for. Some belong to the middle income, upper-age group bracket, some are business professionals, and some others are singles. One must not forget the special occasions that Marriott caters to such as weddings, reception, upscale business meetings etc. Customers belong to all these different categories with different needs for style and comfort. The different tiers that all of these full service hotels and resorts provide are consistent, dependable and genuine throughout the region and provide caring experiences to the guests on their terms. All of these quality services have created the Marriot brand synonymous with exceptional quality, service and value which has led the company to reach its growth throughout the various segments of Asia-Pacific region. With worldwide fame and popularity, Marriott is inspired to achieve greater brand positioning with better performance and achieve its goal to win over its clients’ accolades by providing great experiences and combining this strategy with the brand’s unwavering commitment to operational excellence. This will solidify their position in the industry and will continue to lead.

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