Marriott Porter's 5 Forces

Improved Essays
The Marriot, business in hotel industry, created a marketing strategy by using the different adventures their loyalty members experience while traveling. They noticed the largest consumers that are part of their loyalty program are someone looking for adventure; they call them “next-generation experience seeker”. There main objective to this new advertisement is to harness the emotional power of traveling because that is what customer value during their stay at a hotel. With this new way of advertisement for the Marriot INC., they want the new focus to become part of a massive multichannel and global campaign. The global campaign is called “You Are Here”. The meaning behind this quote mainly wants to highlight the emotions their loyalty program …show more content…
Their goal was to increase their loyalty members. In an opinion of my own, I would say this is a great tactic and great shift of target market for their business since they are already making a 26% increase of profit over a few years. Multiple corporations are starting to use their consumers into their advertisement. Because of this new tactic many consumers feel as if they are part of the business growth. This is why this is a great approach for the Marriott because they emphasize their loyalty member’s experiences when they are traveling and staying at the Marriott. From 2015, they were able to increase their loyalty program by 10%. The company is a cash cow because of the constant increase and profit. They spent approximately 102.1 million dollars on advertisement in television and digital mediums. This does sound very costly, but with the time of advertising from 2014-2015, their revenue increase from 13.8 billion to 14.5 …show more content…
The Marriot has an annual report that shows increase of revenue, but they did not report any increase of profit. In my researched I found that they did increase revenue, but the growth margin has not changes. It went from 14.7 to 14.7. There must be a cause for this and there was. Not only did the company spend 102.1 million dollars of the “You Are Here” campaign, they also spent 13 billion dollars in adding more hotels. Their profit rate compared to 2014-2015 only decrease. This is an internal weakness factor they brought upon

Related Documents

  • Superior Essays

    Starbucks Case Study Starbucks is a massive company that prides itself on delivering the consumer high quality coffee ethically. In recent years, Starbucks has experienced a lucrative amount of growth. In the third quarter of 2016, Starbucks’ store sales increased 4%, net revenues grew 7%, and profitability jumped 9% (Doraisamy 2016). I attribute these astronomical numbers to Starbucks’ initiative to expand its operations nationally as well as internationally while maintaining its signature quality wherever it goes (Trefis 2016). Starbucks’ EPS (earnings per share) has increased 24% to $0.51 per share, and this is due to the company’s high profitability trickling down to their stock holders.…

    • 1011 Words
    • 4 Pages
    Superior Essays
  • Great Essays

    Political Government policies from time to time have always been encouraging for the hotel and travel industry. 100% FDI is allowed in Hotel industry. Government’s initiatives in promoting Indian tourism through various initiatives of the State Tourism development corporations have resulted in increase in inbound tourists to India (Exhibit 5). Five year Tax holidays and ease in External borrowing terms introduced by the respective Ministries have helped the opening of new hotels and also eased out their liquidation challenges of the initial years. Issues relating to safety and security also had been a concern amongst foreign tourists.…

    • 1394 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Online care hire booking has a seen a great amount of success and growth over the years among tourists particularly (King, 2015). The business is advised to establish an online booking facility that allows the processing of all documentation beforehand. This allows the business deliver hired vehicles to the airport for tourists. This makes the product even more lucrative for tourists. According to King (2015) another key thing would be to set a policy that rents out the vehicles on full gas tanks and requires them be returned on full gas tanks this was seen to be preferred by customers.…

    • 1147 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    This resource is also very durable, as Apple has been able to maintain its brand reputation for years. Apple’s strong brand also passes the appropriability test. Under Sculley, the brand had loyal customers devoted to the brand, and later Steve Jobs revamped the brand, which made it even stronger. Many were worried that Apple’s achievements would not be sustainable following Jobs’ death, but the company has been doing just as well under Tim Cook. In Cook’s first three years as CEO, the stock price of Apple doubled, revenues were up, and its market capitalization surpassed $700 billion, making it the most valuable company in the world.…

    • 1336 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    “Starwood’s hotels such as W Hotel and Aloft are known for their edgy design, creative food and beverage offerings and hip public spaces.” These are the ideas and concepts the Marriott wants to incorporate more of in their hotels. Another thing that hotels are tapping into for Millennials is creating an extended stay. There has been an increase in the past couple of years in business meetings, now in this day in age the business travelers are now Millennials. By making the hotel look and seem more attractive, Millennials traveler are more likely to extend their…

    • 738 Words
    • 3 Pages
    Improved Essays
  • Superior Essays

    After the event the sale and demand of our property as well as the products served in Spring (restaurant) have taken a hike. The consumers got attracted towards it and the hotel has seen increase in demand irrespective of the price. It helped me to draw target audience as well as increase profile and build brand awareness working in line with the goals and objectives of my organization. As for example: Here my organization wanted to launch a new service division and raise awareness of it in the market keeping in mind the goals are Specific, Measurable, Achievable, Realistic and Timely. By determining my goals the clear purpose of my PR strategy was to maximize the success of my PR activities.…

    • 1786 Words
    • 8 Pages
    Superior Essays
  • Improved Essays

    The hotel industry is a very competitive segment within the hospitality industry. Top executives of hotel companies such as Hilton, Marriott, Hyatt, and IHG performance is judged by their stakeholders. The stakeholders judge these top executives on how fast and big they can grow their company. This can be done by creating new brands to get different customers into the hotel, along with maximizing the wealth of the company by bring in more revenue. The more revenue brought in will later result in higher stock prices.…

    • 940 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    The Smokeless Industry

    • 1254 Words
    • 6 Pages

    There are several convincing reasons that people should choose to study Hospitality and Tourism. Tourism is a dynamic industry, and it exerts a strong influence on the society. Over a billion people around the world travel every year. Internationally, this industry supports…

    • 1254 Words
    • 6 Pages
    Superior Essays
  • Improved Essays

    Since the job recovery in 2010, 43 percent of job growth has gone to immigrants instead of going to citizens or natives. The supply of workers are huge: 8.7 million native college graduates aren't working as are 17 million with some college, and are 25.3 million with a high school education.” says the New York Times. These statistics are showing that there areis plenty of natives to work instead of having immigrants come over here and steal our jobs. The percentage of the U.S. population that are notaren’t natives and are foreign born immigrants was 13 percent of 316.1 billion in 2013. Between 2012 and 2013 the immigrant population increased by 1.3 percent or 523,000.…

    • 711 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    First of all, for the tourism industry, the strategic infrastructure projects benefit the tourism industry in Hong Kong directly because they increase the number of tourists. In fact, 71% of respondents stated that the strategic infrastructure projects increased their frequency that they visited to foreign countries. There are four reasons why they increase the number of tourists, including bringing convenience to them, reducing their travel time, increasing the competitiveness of tourism industry and increasing the sources of tourists. Firstly, they bring convenience to tourists. According to our research, we find that 78% of respondents agree that the strategic infrastructures in Hong Kong bring convenience to tourists.…

    • 705 Words
    • 3 Pages
    Improved Essays

Related Topics