Select A Global Company In The Service Industry

Select a global company of your choice in the service industry

This assignment requires you to select a global company within the service sector and analyze how marketing principles impact its operations worldwide. Specifically, you are to describe the company's main line of business, identify four countries where the company operates, and examine how the company implements the 4P's marketing mix—product, price, place (distribution), and promotion (communication)—across different international markets. Additionally, the paper should explore any noticeable differences in these implementations from one country to another, supported by research and academically cited sources. The paper should include a cover page, an abstract, a 3-4 page body, and a reference page, all formatted according to APA standards. Your analysis must be written in the third person and demonstrate critical thinking, research skills, and proper academic writing conventions.

Paper For Above instruction

The chosen company for this analysis is Marriott International, a leading global player in the hospitality and lodging industry. Marriott operates hotels and other lodging facilities worldwide, providing accommodations, food and beverage services, and various amenities tailored to diverse customer segments. The company’s core mission is to enhance guests’ experiences through quality service, innovation, and sustainability initiatives, positioning itself as a premier provider of hospitality services globally (Marriott International, 2022).

Marriott’s main line of business encompasses hotel management, franchising, and ownership of a broad portfolio of brands ranging from luxury to upper-upscale, such as The Ritz-Carlton and Marriott Hotels, to more budget-friendly options like Courtyard and Fairfield Inn. This diversification caters to a wide spectrum of client needs, from luxury travelers to budget-conscious tourists, facilitating Marriott's extensive global presence.

The company operates in numerous countries worldwide, but for analysis purposes, key markets include the United States, China, the United Kingdom, and the United Arab Emirates. These diverse markets allow Marriott to tailor its marketing strategies to local consumer preferences and economic conditions while maintaining a consistent brand identity.

Marriott's implementation of the 4P's marketing mix varies across different countries, reflecting local market dynamics and consumer behaviors. Regarding product strategy, Marriott adapts its offerings to meet local preferences and cultural nuances, such as incorporating regional cuisine and décor. In terms of pricing strategy, Marriott employs a dynamic approach that considers local economic conditions, competitors, and consumer purchasing power, resulting in tiered pricing structures tailored to each market (Kotler & Keller, 2016).

Distribution strategies differ notably across regions. In the United States and the United Kingdom, Marriott leverages a robust online presence through its website and global distribution system, alongside partnerships with online travel agencies (OTAs) such as Expedia. Conversely, in China, Marriott has formed strategic alliances with local OTAs like Ctrip, recognizing the importance of local digital channels (Xie, 2021). These variations underscore the company's flexibility and adaptation to regional digital consumption habits.

Communication strategies similarly adapt to local markets. Marriott’s promotional efforts in the US rely heavily on digital marketing, loyalty programs, and social media engagement, targeting tech-savvy travelers. In China, Marriott utilizes local social media platforms like WeChat and Weibo, and collaborates with local influencers to increase brand visibility (Zhou & Wang, 2019). These efforts raise awareness and foster customer loyalty in culturally relevant ways.

Interestingly, differences also emerge in how Marriott implements competitive strategies across countries. In highly competitive markets like the UK, Marriott emphasizes premium services and personalized experiences to differentiate from local boutique hotels. Meanwhile, in Dubai, the focus is on luxury branding and exceptional hospitality to cater to high-net-worth individuals and tourists attracted by the city's opulence.

Overall, Marriott’s international marketing strategy exemplifies a mix of standardization and adaptation, showcasing how global corporations tailor marketing principles to meet local consumer needs while maintaining a consistent brand identity. This strategic flexibility enables Marriott to compete effectively across diverse markets and continually enhance its global presence.

References

• Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
• Marriott International. (2022). About us. https://www.marriott.com/about/
• Xie, Y. (2021). digital marketing strategies of hospitality brands in China. Journal of Tourism and Hospitality Research, 21(4), 567-582.
• Zhou, L., & Wang, Q. (2019). Social media marketing of international brands: A case study of Marriott in China. International Journal of Hospitality Management, 81, 152-161.