If it is needed the segmentation of Marriott company customers can be continued by the season and frequency of travel.
Knowing about the target audience of the service would help to understand their needs, so would help to provide the best service and adherent clients.
The most important role in helping Marriott to organize a new business would be to use depth interviews and focus groups. Typically, qualitative research methods are intelligence, exploratory and applied during orientation period of the company and help in understanding the problems that concern the customer.
The main distinction of qualitative marketing research is the absence of measurable results at the end of the study. Depth interviews would help to understand the habits of the potential customers.
In contrast to the quantitative, based on statistical procedures, qualitative research methods are non-standardized nature. The best method for segmentation of Marriot International Company is socio-economic criteria usage that involves the selection of segments of consumers based on common motivations and purposes of trips, social affiliation and status, income level, and level of spending.
It is important to know the lifestyle, habits, and the hobbies of the target audience. Therefore, business and noon-business segments can be divided into groups of high, middle and low level of income.
In another words, they should define appropriate audience that would use the services company offers. It comes in handy when the company has to come up with how to advertise the product, where to advertise, and so on. In each group of consumers should be differentiate with different levels of income technical staff, management, bottom, middle and top managementvarious status and social position President and staff, ministers and officials of lower rank, pop stars and guides, football teams and fans, etc.
Thus, in accordance with the objectives of trips are the following groups segments travellers: Qualitative research is an integral part of most marketing research.
To date, the company comprises 16 separate brands covering virtually every niche of the hotel business, offering affordable accommodation for both tourists and business travellers, and service of luxury hotels for the discerning public.
The Target Audience The main management decision problem of Marriott International Company is to decide what kind of customers company wants to cope with. Researches in focus groups would help company to understand the audience tendency and average needs of the clients.
The target audience is described by different socio-demographic indicators. The best way to show the data about company segmentation in the marketing research report is to draw the diagrams of the every segment share quantity in the whole quantity of customers of the company and then gives the brief information about each segment.
The range of tasks that can be solved by the Marriott International company with the help of qualitative research is very wide.
This type of research will help Marriott to understand customers motivation, internal structure and hierarchy of motives, installations and social attitudes of respondents, their emotions in order to evaluation and selection criteria for a particular product, perceptual product, advertising and PR-materials, etc.
Therefore, company will have different six segments of customers.
This information allows the hypothesis that put forward more informed about the characteristics of consumer behaviour, the cause-effect relationships, and procedural characteristics of this behaviour. It tries to provide hotel services for all customers segment from the families who are travelling in low-cost segment till those who are seeking for the luxury comfort.
Therefore, at the first stage of segmentation Marriott company would differentiate its customers for business and non-business travellers.EUROPEAN COMMISSION DG Competition Case M - MARRIOTT INTERNATIONAL / STARWOOD HOTELS & RESORTS WORLDWIDE Only the English text is available and authentic.
Details Project Needs Product Benefits Case Study Marriott International mint-body.com • • Attractive • Easy to clean • Green/sustainable material. Marriott hotels case study 5, views.
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Targeting business executives and business travellers. Ex: Courtyard Marriott, Mumbai International Airport. etc) • Potential product: The possible evolutions that can be made to make the product a distinguished offer (all suite room).
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