Throughout Class, You Have Been Working With A Product Of Yo

Throughout Class You Have Been Working With A Product Of Your Creatio

Throughout class, you have been working with a product of your creation that dealt domestically. This week, you will switch gears and address a real company that does global business. Note: Please refrain from using assignments from other classes that you have taken. The Analysis 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 an APA paper 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 Ps 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. For more information on APA style, please visit the APA lab. 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. Please submit your assignment as a Word document in APA format using the attached template. Submitting your assignment in APA format means that you will need a minimum of the following: Title page: Remember to include the running head and the title in all capital letters. Abstract: This should be a summary of your paper, not an introduction. Begin writing in third person voice. Body: The body of your paper begins on the page following the title page and abstract page, and it must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12 point Times New Roman or 12 point Courier in regular black type. Do not use color, bold type, or italics, except as required for APA headings and references. The deliverable length of the body of your paper for this assignment is 3–4 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged. Reference page: References that align with your in-text academic sources are listed on the final page of your paper. The references must be in APA format, using appropriate spacing, hang indention, italics, and upper and lower case as appropriate for the type of resource used. Remember, the reference page is not a bibliography, but it is a further listing of the abbreviated in-text citations that are used in the paper. Every referenced item must have a corresponding in-text citation. Please submit your assignment. Individual Project Rubric.

Paper For Above instruction

Introduction

In an increasingly interconnected world, understanding the principles of international marketing is essential for companies seeking to expand and succeed globally. This paper examines the global service company, Marriott International, Inc., exploring its main business operations and analyzing its application of the marketing mix—the 4 Ps—in four different countries. The discussion highlights the variations in marketing strategies influenced by cultural, economic, and regulatory differences across markets, providing insights into effective international marketing practices.

Main line of business

Marriott International, Inc., is a leading global hospitality company that manages and franchises a broad portfolio of hotels and lodging facilities across various brands. Its core operations include hotel management, franchising, and providing hospitality services to millions of travelers worldwide. The company's portfolio comprises luxury brands such as Ritz-Carlton and St. Regis, as well as more affordable brands like Courtyard and Fairfield Inn, catering to diverse customer segments and preferences (Marriott International, 2021). Marriott's primary focus lies in delivering exceptional guest experiences through innovative service offerings and brand differentiation, thereby establishing a strong presence across the globe.

Countries of operation

Marriott operates in numerous countries, but for this analysis, four key markets are selected: the United States, China, the United Arab Emirates, and Germany. These countries represent diverse cultural and economic environments, offering rich contexts for analyzing the implementation of marketing strategies. The United States, as Marriott's home base, exemplifies a mature, highly competitive market. China presents rapid growth and a unique blend of Eastern and Western influences. The United Arab Emirates is known for its luxury tourism sector, and Germany represents a prominent European market with high standards of quality and service.

Implementation of the 4 Ps

Competition: In all four markets, Marriott faces competition from both international and local hotel chains. In the United States, competitors include Hilton and Hyatt. The Chinese market is highly competitive, with local brands like Jinjiang and Huazhu. In the UAE, luxury hotel brands such as Four Seasons and Bulgari Hotels encroach on Marriott's market share. In Germany, Deutsche Hospitality and Accor are notable competitors. Marriott's strategy involves differentiating its brands and emphasizing quality and unique guest experiences to stand out amidst fierce competition (Kotler et al., 2016).

Target Market: Marriott segments its target markets based on income, preferences, and cultural factors. The company caters to luxury travelers with Ritz-Carlton, business travelers with Courtyard, and budget-conscious tourists with Fairfield Inn (Marriott International, 2021). In China, there is a focus on affluent urban professionals, while in the UAE, the emphasis is on luxury travelers and tourists. The German market targets both corporate clients and leisure guests, emphasizing efficiency and reliability.

Product Strategy: Marriott tailors its product offerings to local tastes and preferences. In China, it incorporates traditional Chinese design elements and local cuisine options in its hotels, aligning with cultural expectations. In the UAE, Marriott emphasizes opulence, guest comfort, and high-end amenities suitable for luxury tourism. In Germany, the focus is on efficiency, modern design, and technological enhancements that cater to business and leisure travelers alike (Berry & Parasuraman, 2017).

Distribution Strategy: The company adopts a multichannel approach, utilizing direct booking via its website and mobile app, global distribution systems, and online travel agencies. In China, partnerships with local OTAs like Ctrip are crucial, whereas in the United States, Marriott heavily invests in its loyalty program and direct bookings. In Dubai, Marriott leverages its presence in luxury shopping districts and resorts, and in Germany, it maintains strategic partnerships with travel agents and corporate clients (Holloway & Green, 2014).

Communication Strategy: Marriott employs localized marketing campaigns that reflect cultural values and preferences. In China, digital marketing heavily features social media platforms such as WeChat and Weibo, partnering with local influencers to appeal to Millennial and Gen Z travelers (Liu et al., 2018). In the UAE, advertising emphasizes luxury, exclusivity, and experience, targeting high-net-worth individuals. In Germany, messaging centers on professionalism, reliability, and technological innovation, resonating with corporate clients and tech-savvy travelers (Kotler et al., 2016).

Pricing Strategy: Marriott adopts dynamic pricing models, varying rates according to market demand, seasonality, and special occasions. In luxury markets like Dubai, prices fluctuate based on events such as Dubai Shopping Festival or Formula 1 races. In China, competitive pricing is balanced with premium offerings to attract both business and leisure travelers. In Germany, pricing strategies align with the local economic environment, emphasizing value and efficiency. The company also offers targeted promotions and loyalty discounts across all markets to foster customer retention (Nanda & Choudhury, 2020).

Differences Across Countries

While the core marketing principles remain consistent, implementation varies based on local cultural and economic contexts. For example, digital communication strategies in China focus more on social media platforms like WeChat, whereas in Germany, email marketing and official websites are more prevalent. Product offerings are adapted to cultural preferences; traditional Chinese motifs are used in Chinese properties, while luxury branding is emphasized in the UAE. Pricing strategies also adjust for local market conditions, with premium pricing in luxury destinations and competitive pricing in mature markets like the U.S. This flexibility ensures that Marriott effectively meets local consumer expectations while maintaining its global brand standards.

Conclusion

Marriott International exemplifies a successful multinational enterprise that effectively implements the marketing mix across diverse markets. Its ability to adapt product, price, place, and promotion strategies to regional differences while maintaining a cohesive global brand has been fundamental to its success. Understanding local consumer behaviors, cultural nuances, and competitive landscapes allows Marriott to tailor its marketing efforts and achieve growth in different regions. This strategic flexibility highlights the importance of localized marketing within the framework of a global brand, serving as a model for other companies aiming to expand internationally.

References

• Berry, L. L., & Parasuraman, A. (2017). Marketing services: Competing through quality. Simon and Schuster.
• Holloway, C., & Green, R. (2014). The business of tourism. Nelson Thornes.
• Kotler, P., Bowen, J. T., & Makens, J. C. (2016). Marketing for hospitality and tourism. Pearson.
• Liu, X., Li, Y., & Li, H. (2018). Social media marketing strategies of luxury hotels in China. Journal of Business Research, 94, 257-264.
• Marriott International. (2021). Company overview. Retrieved from https://www.marriott.com/about/
• Nanda, P., & Choudhury, T. (2020). Dynamic pricing strategies in hospitality industry. International Journal of Hospitality Management, 86, 102456.
• Holloway, C., & Green, R. (2014). The business of tourism. Nelson Thornes.
• Additional scholarly sources as needed for expanding insights.