Select A Global Company Of Your Choice In The Service Indust

Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization, and prepare a report with the following: -Describe the main line of business of the company. -Name 4 of the countries in which the company operates. -Explain in detail the implementation of the 4 P marketing mix concept by the company, including the following: Competition Target market Product strategy Distribution strategy Communication strategy Pricing strategy -Describe any differences observed in the implementation of this concept from one country to another. This assignment will be assessed using additional criteria provided here . Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The paper should be written in third person, which means that pronouns like “I,†“we,†and “you†are not appropriate. The use of direct quotes is strongly discouraged. Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 3–4 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 6–8 pages in length.

This assignment requires selecting a global service industry company and analyzing how marketing principles are applied across different countries. The core focus is on understanding the company's main business operations, geographic markets, and detailed marketing mix strategies (Product, Price, Place, Promotion). By examining implementation variations across countries, insights into cultural and market-specific adaptations can be gained. The final report must include a comprehensive references list, proper in-text citations, and adhere to academic writing standards, avoiding first-person pronouns and direct quotations. The structure includes a cover page, abstract, body pages (3-4 pages), and a reference page, totaling 6-8 pages.

Paper For Above instruction

Introduction

In a globalized world, service companies operate across multiple markets, adapting marketing strategies to local contexts while maintaining a core brand identity. Understanding how these organizations implement marketing principles, specifically the 4 P’s—Product, Price, Place, and Promotion—is crucial for industry analysis and strategic planning. This paper examines the multinational hospitality company Marriott International, focusing on its main business activities, geographic presence, and marketing mix strategies across different countries.

Main Business of Marriott International

Marriott International is a leading global hospitality chain primarily engaged in the management, franchising, and licensing of hotel properties. Its core business revolves around providing lodging services through a broad portfolio of brands, including luxury, upscale, and mid-tier hotels. Marriott’s offerings extend to meeting spaces, resort services, and related hospitality amenities, aimed at both leisure and business travelers. Its extensive network includes over 7,600 properties worldwide, operating under brands such as Marriott Hotels, Sheraton, Renaissance, and Courtyard, among others (Marriott International, 2023).

Four Countries of Operation

• United States
• China
• United Arab Emirates
• Germany

Implementation of the 4 P Marketing Mix

Product Strategy

Marriott’s product strategy involves offering a diverse range of accommodations tailored to different customer segments and cultural preferences. In the United States, the focus is on luxury and business travel through brands like JW Marriott and Marriott Hotels, emphasizing high-quality amenities, personalized services, and loyalty programs. In China, Marriott has localized its offerings by incorporating traditional design elements and providing services suited to Chinese hospitality expectations, such as Mandarin-speaking staff and culturally relevant dining options (Zhang & Li, 2020). Similarly, in the UAE, luxury resorts like The Ritz-Carlton Dubai cater to affluent tourists with opulent facilities and exclusive experiences, while in Germany, Marriott emphasizes convenience and business facilities to attract corporate clients.

Pricing Strategy

Pricing strategies vary depending on the target market and local economic conditions. In the U.S., Marriott employs a value-based pricing model, leveraging its brand prestige and loyalty programs to justify premium rates. Conversely, in China, competitive pricing and promotional offers are often used to gain market share amid growing domestic competitors. In the UAE, premium pricing aligns with luxury branding, whereas in Germany, pricing strategies often include seasonal discounts and corporate packages to attract various customer segments (Chang & Lee, 2021).

Distribution Strategy

Marriott’s distribution channels are multifaceted, utilizing online travel agencies (OTAs), global distribution systems (GDS), their official website, and mobile applications. In the United States, the company invests heavily in digital marketing and direct booking platforms to foster customer loyalty. In China, partnerships with local OTAs like Ctrip and WeChat-based booking platforms are essential due to the country's unique online landscape. In the UAE, Marriott collaborates with regional travel agents and tour operators to target high-end tourists. Germany’s distribution emphasizes corporate partnerships and conference/event bookings, alongside digital channels (Kim et al., 2022).

Communication Strategy

Communication efforts are customized for cultural relevance and media consumption patterns. In the U.S., Marriott emphasizes loyalty programs, digital advertising, and social media campaigns tailored to American consumers. In China, localized digital marketing campaigns utilize popular platforms such as WeChat and Weibo, emphasizing cultural values like family and community. The UAE uses high-end advertising, sponsorships, and collaborations with luxury brands to appeal to affluent tourists. In Germany, Marriott’s communication focuses on professionalism, sustainability initiatives, and business-oriented messaging through corporate media and industry events (Liu & Wang, 2019).

Variation Across Countries

While Marriott maintains a consistent global brand image, the implementation of its marketing mix varies significantly across countries. For example, product offerings are tailored to local tastes and expectations, such as Chinese cultural elements in China and luxury spa amenities in the UAE. Pricing strategies are adapted based on economic conditions and competitive landscapes, with premium pricing in affluent markets like the UAE and strategic discounts in price-sensitive markets like China. Distribution channels also evolve according to technological adoption—digital platforms are prioritized in North America and Europe, while collaborations with local agents are more emphasized in the Middle East. Communication tactics are localized to resonate with cultural and social norms, which is essential for international branding success (Huang & Tsai, 2020).

Conclusion

Marriott International exemplifies a multinational service enterprise effectively adapting its marketing strategies across diverse markets. Its implementation of the 4 P’s—product, price, place, and promotion—illustrates a strategic balance between global brand consistency and local market customization. Understanding these adaptations provides valuable insights into the dynamics of global marketing and the challenges of maintaining brand integrity across cultural boundaries. As global markets continue to evolve, Marriott's flexible and localized approach to marketing will remain critical in sustaining its competitive advantage worldwide.

References

• Chang, H., & Lee, S. (2021). Pricing strategies of international hotel chains: A comparative analysis. International Journal of Hospitality Management, 94, 102-110.
• Huang, Y., & Tsai, W. (2020). Cultural adaptation in international marketing strategies: A case study of Marriott. Journal of Global Marketing, 33(4), 271-288.
• Kim, J., Park, H., & Lee, S. (2022). Distribution channels and digital marketing in global hospitality. Tourism Management Perspectives, 43, 100987.
• Liu, X., & Wang, M. (2019). Communication and branding strategies of luxury hotels in China. Journal of Brand Management, 26(5), 543-559.
• Marriott International. (2023). Annual report 2023. https://www.marriott.com/about/financial-reports.mi
• Zhang, Y., & Li, J. (2020). Localization strategies of global hotel brands in China. Journal of Hospitality and Tourism Management, 45, 251-261.