Marriott International Inc Report

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MARRIOTT INTERNATIONAL INC REPORT MODULE: ULMS 702 COURSE TITLE: MANAGING THE ENVIRONMENT REPORT COMPILED BY – MEHAK OBERIO- 200905745 SYED RAZZAQ AHEMD SHAH - 200919695 SUNDAY ODII - 200901123 CATHERINE SUBANDRIO – 200907827 SUBMITTED ON: 23/11/2012 TABLE OF CONTENT: 1.0: Introduction………………………………………………………………………….5 1.1: Company history……………………………………………………………………..5 1.2. Brand Portfolio……………………………………………………………………....6 1.3. Competitors…………………………………………………………………………..6 1.4. Company’s Revenues………………………………………………………………...7 2.0. SWOT Analysis……………………………………………………………………...7-8 3.0. PESTEL Analysis………………………………………………………………….....9 4.0. Demand and Supply………………………………………………………………....10 4.1. Price elasticity of Demand…………………………………………………………...10 4.2. Income elasticity of Demand………………………………………………………...10 4.3. Marriott’s Market Structure..........................................................................................11 4.4. Price discrimination………………………………………………………………......12-13 5.0. Driving Forces………………..……………………………………………………….14 5.1. Internal driving forces……………………………………………..………………….14 5.2. External driving forces………………………………………………………………..14-15 6.0. Market Segmentation………………………………………………………...……….15 6.1. Target Markets……………………………………………………………………..….15 6.2. Brand Positioning......……………………………………………………………….….16 7.0. Marketing Strategies……………………………………………………………………16 7.1. Loyalty Programs…………………………………………...………………………….16-17 7.2. Media Marketing……………………………………....………………………………17-18 8.0. Recommendations………………………………………………………………………18-19 9.0. References………………………………………………………………………………19 EXECUTIVE SUMMARY: This report gives a background on Marriot International Inc and its brand portfolio made up of full service, luxury, select-service and extended stay brands. It also shows the company’s major competitors within the hospitality industry plus a brief on

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