Marriott's Market Segmentation and Market Research

In the economic field there are brands such as Courtyard, Farfield Inn and Suites, Spring Hill Suites. For example, Marriott utilizes the correct price segment to attract more customers and continue to expand business; Recently, Marriott has partnered with IKEA to launch the Moxy Hotel in an economic price category We expanded our brand at (Mayock, 2013). Marriott and IKEA are planning to add 150 franchise mochsy hotels to Europe in the next 9 years. There is segmentation of concern to segment customers into customers based on customer's wishes or desired profits.

In order to target the market segment, Marriott Hotel follows certain criteria for determining the target market. Standards include measurable, accessible, substantial, operational, and identifiable standards. Marriott's target market location, personal characteristics, demographic characteristics Marriott's potential and existing customers are dispersed in two major groups. First, there is a community group that needs services related to wedding ceremonies, baptism, business meetings and other related activities. The second group, whether domestic or overseas, will be determined by the tourist and the geographic agencies that make up the tourists. They mainly need accommodation services. According to personal characteristics, customers are divided into age, lifestyle, income (Hutt & Speh 2012, 34).

From the case study "Marriott: business with business travelers", Marriott's target market is mainly business travelers, and Marriott uses a differentiation strategy. Use a differentiated strategy by splitting the segments into smaller segments and adjusting the unique products or services for each segment. Flagship Marriott brand is a full service hotel with restaurant, conference room, fitness center and other first-rate facilities. This service is for business travelers. The Marriott Hotel offers services not only for this field but also for more upscale customers. The JW Marriott brand is a high-end version of the Marriott and Ritz-Carlton brands known for its quality service. In addition to these two hotels, this edition is a series of stylish and luxurious hotels.

Comparing Starwood and Marriott, Marriott is more subdivided in its classification. Taking the high-end full service category as an example, the Marriott Hotel has an ideal Marriott Convention Center for corporate meetings and events. While Starwood is failing, this sub segment helps Marriott gain more market share in the conference. Therefore, the conference center is Marriott's superiority or exclusivity. Another example is time share. Marriott has three timeshare brands. Each brand has a specific target guest. Therefore, since Starwood does not have a time share resort, Marriott surely gains momentum than Starwood. In other words, Starwood abandons the market completely.