Due 24 April 2016 By 5 Pm Eastern Standard Time Please

Due 24 April 2016 By 5 Pm Eastern Standard Time Please Please Pleas

During this assignment, you will select a global company in the service industry, research the marketing principles impacting this organization, and prepare an APA-formatted paper. The paper should describe the company's main line of business, identify four countries where it operates, and explain how the company implements the 4 Ps marketing mix: competition, target market, product strategy, distribution strategy, communication strategy, and pricing strategy. You should analyze any differences observed in the implementation of these strategies across the countries selected. Your report must include in-text citations and a reference list, adhere to APA style, and be 6–8 pages in length, including a title page, abstract, and references. The body of the paper should be 3–4 pages with a brief introduction and conclusion, written in third person. Use credible academic sources to support your analysis, and ensure proper APA formatting throughout.

Paper For Above instruction

Choosing a global service industry company offers an insightful exploration into international marketing strategies, where understanding the diverse application of the marketing mix (the 4 Ps) across various cultural and economic contexts is essential. For this purpose, I have selected the multinational hospitality chain, Marriott International, as the focus of this analysis. Marriott operates a broad portfolio within the hospitality sector, providing hotel accommodations, resort services, and related hospitality services globally. By examining Marriott’s operations in the United States, China, the United Kingdom, and Brazil, this paper investigates how the company adapts its marketing mix to different national markets, reflecting both global branding consistency and local market customization.

Marriott International’s primary business revolves around providing lodging and hospitality services in the hospitality industry. It manages a wide array of hotel brands, catering to various customer segments, including luxury, premium, and budget travelers. To understand the company’s strategic approach, it is necessary to delve into the implementation of the four fundamental elements of marketing: product, price, place, and promotion, considering their adaptation across different countries.

In the United States, Marriott’s home market, the company maintains a dominant position with a focus on brand consistency and high standards of quality. The product strategy emphasizes a broad spectrum of offerings—from luxury properties like Ritz-Carlton to more budget-friendly brands such as Courtyard. Marriott’s distribution strategy heavily relies on its global reservation system, partnerships with online travel agencies, and direct bookings through its website and app. Communication strategies leverage digital marketing, loyalty programs (Marriott Bonvoy), and targeted advertising to appeal to American consumers’ preferences for convenience and quality. Pricing strategies are tailored to competitive market conditions, seasonal demand, and customer loyalty, often offering promotional discounts and package deals during off-peak seasons.

In China, Marriott’s strategy undergoes significant adaptation to local market conditions. The company localized its product offerings by incorporating Chinese culture and preferences, including bilingual services and culturally relevant amenities. Distribution strategies involve partnerships with dominant Chinese online platforms like WeChat and Alipay, alongside traditional hotel booking channels. Communication strategies focus on social media influencers and digital marketing tailored to Chinese consumers’ behaviors, emphasizing family-oriented and luxury experiences. The pricing models are adjusted to reflect local purchasing power, and special packages are designed around Chinese holidays and festivals, indicating a strategic localization of marketing efforts.

In the United Kingdom, Marriott’s approach balances global branding with localized marketing. The company emphasizes its heritage and guarantees quality, employing city-specific promotions aimed at business travelers and tourists. Distribution networks include traditional and online channels with strong partnerships with European travel agencies. Communications focus on digital content and targeted advertising aligned with European travel habits. Price strategies incorporate regional economic conditions, competitor pricing, and seasonal fluctuations, with a focus on value-added packages for European consumers.

Brazil presents a different scenario, where Marriott adapts to emerging market dynamics. The company focuses on offering value-for-money products suited to Brazilian consumers' income levels. Distribution strategies involve local travel agencies and online platforms prevalent in Brazil, like Decolar.com. Communication strategies utilize local media, sponsorships, and social media platforms popular among Brazilian youth and families. The pricing strategies reflect local economic conditions, currency fluctuations, and seasonal tourism peaks, highlighting the need for flexible pricing models across diverse markets.

The process of implementing the marketing mix varies considerably across these countries, influenced by cultural, economic, and technological factors. For example, digital marketing dominates in China, while traditional channels are more prominent in Brazil. Product localization is more extensive in China, highlighting a need to adapt offerings to local tastes and customs. Pricing strategies also differ to accommodate local purchasing power and competitive landscapes, illustrating the importance of market-specific adjustments in global marketing.

In conclusion, Marriott International exemplifies a multinational company that strategically adapts its marketing mix to succeed in diverse international markets. By tailoring its product offerings, distribution channels, promotional activities, and pricing strategies, Marriott effectively meets local needs while maintaining global brand integrity. This analysis underscores the importance of understanding regional differences and implementing flexible marketing strategies for global business success. Such approaches are vital for maintaining competitiveness in the increasingly interconnected and culturally complex global hospitality industry.

References

  • Baker, M. J. (2014). Marketing Strategy and Management. Palgrave Macmillan.
  • Czinkota, M. R., & Ronkainen, I. A. (2013). International Marketing. Cengage Learning.
  • Hollensen, S. (2015). Marketing Management: A Relationship Approach. Pearson.
  • Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2019). Marketing Management (15th ed.). Pearson.
  • Marriott International. (2022). Annual Report 2022. Marriott International Inc.
  • Richey, R. G., & Ponte, S. (2014). Global Marketing. Routledge.
  • Samiee, S., & Chirapanda, S. (2019). International Marketing. In K. L. Keller et al. (Eds.), Strategic Brand Management (6th ed.). Pearson.
  • Vrontis, D., & Thrassou, A. (2007). A new strategic framework for multinational corporations operating in emerging markets. International Journal of Business Strategy, 7(2), 7-16.
  • Yip, G. S. (2012). Total Global Strategy: Today’s Standardization–Adaptation Dilemma. Business Expert Press.
  • Zhou, L., & Li, Y. (2019). Digital marketing strategies in China: a review of current practices. Journal of International Marketing, 27(3), 69-89.

Related Assignments