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Essay / Research Paper Abstract
This 4 page paper examines Marriott International Inc., the well known hotel chain using Ansoff's matrix, the Boston Consulting Group Matrix (BCG) and product stretch. Using this analysis a recommendation is made for future strategy. The bibliography cites 10 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEmarriott.rtf
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Unformatted sample text from the term paper:
Ansoff has suggested that there are four main ways in which a company can expand, these depend on two variables, whether it is
the desire to develop new products or new customers. Therefore, it is whether new sales are going to be made by penetration, product expansion, market expansion, or diversification (Hooley et
al, 1998). Penetration is the strategy of using the same products and the same market and just increasing sales to that market. This may be a hard strategy. Product
expansion looks to keep the same market of customers but to increase sales to them by offering more products (Hooley et al, 1998). Market development looks to increase market share
with the same products but to get more new customer to buy them, and diversification, which is often referred to as the suicide strategy in this matrix, looks to the
development of a new product in a new market (Hooley et al, 1998). If we look at Marriott we can see there is a complex approach. There are several strategies
that are targeting market penetration. The rewards programme has the aim of increasing business from the existing customers (Marriott, 2005, Business Traveller UK/Europe, 2004), this is also supported with changes
such as the introduction of new bedding that aims to create a new differentiation to encourage loyalty. This may also be seen as appealing to new customers when used as
a feature in the literature (Home Textiles Today, 2005). This is the market expansion strategy. The strategy of penetration and market expansion is also seen with the strategic alliance formed
with MasterCard in order to give enhanced billing information to companies whos employees use the card to pay for business travel expenses at Marriott (Business Wire, 2005). Market expansion and
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