Research Report On Elements Of Product In A Hotel Context

Task A: Describing elements of products and service context

Task A

Research report describing the elements of the product in a business and services context .

After selecting a hotel of your choice, carry out an individual research into the elements of the product of this hotel, and produce a written report of your findings which should include:

a) A discussion about the key components of the product and how the product mix contributes to sales and profit

b) An assessment on how market segmentation contributes to maximisation of sales

Task B

Research report describing the external sales development techniques

Carry out an individual research into external sales techniques using the same hotel you selected for task

A and produce a written report of your findings which should include:

a) A discussion about the factors affecting buyer behaviour

b) An assessment of the advertising media that could be used for sales development situations

c) An evaluation of the use of external merchandising to maximise customer volumes

Task C

Research report describing the internal sales promotion and merchandising

Carry out an individual research into internal sales techniques using the same hotel you selected for task

A and produce a written report of your findings which should include:

a) An assessment of the influence of design and layout on customer spending

b) A review and evaluation of the effectiveness of internal merchandising materials

c) An evaluation of different promotional activities according to different scenarios

Task D Research report describing the role of staff in maximising sales

Carry out an individual research into the role of staff in sales using the same hotel you selected for task A

and produce a written report of your findings which should include:

a) An evaluation of personal selling techniques

b) A discussion about the influence of operational design on sales revenue

c) Key principles that should be included in a sales training programme .

In this competitive business environment, customer service is one of the major factors. Every service-based company is paying attention on this aspect for satisfying their targeted consumers (Buhalis and Crotts 2013). This report is consisting on different aspects, which helps the hotel industry to strengthen their service packages. In this report, the chosen company is Marriot Hotel, UK. There are four section of this report, which is emphasizing how this organization is getting successful outcome from their service design and other marketing activities.       

1.1 Discussing key components of service and contribution of product mix on sales and profit

Task B: External sales development techniques

A service-based company is dealing with the changing needs and requirements of consumers. After assessing the elements of services offered by Marriot Hotel, it can be evident that this company is offering inline services, which influence the consumers to increase their spending (Harrington et al. 2014). The service of this company is having different elements, which are having both positive and negative impact on sale volume. Following is the components of service offered by Marriot Hotel and discussion regarding how these components are facilitating the company in maximizing sales and profit.

Service quality: The organization is communicating with the consumers in a frequent manner for understanding their needs and requirements (Okumus 2013). Therefore, assisting the consumers is the most important element of the service package offered by this company. This element is effectively helping the service providers in retaining existing and new consumers from global market. After assessing service quality of Marriot Hotel, it can be evident that the company is considering consumer satisfaction as the most important factor (Testa and Sipe 2012). In order to satisfy the consumers, the company is directly communicating with the consumers, which is helping the company in improving service quality as per changing needs and demands of consumers.

Premium pricing: Premium pricing is another component of service provided by Marriot Hotel. The company has implemented this pricing strategy for increasing perceived value of the consumers (Raza et al. 2012). As the service quality of this hotel is high, this service component is helping the company in attracting more consumers and improving their brand image in an effective manner. Pricing is one of the major elements of marketing mix and therefore, Marriot is focusing on this aspect for improving consumer perceived value regarding the services (Maggioni, Marcoz and Mauri 2014). Therefore, it can be said that premium-pricing strategy is the key component of the services provided by Marriot Hotel.  

Personalized service: In order to facilitate different needs of consumers, Marriot is considering personalized service packages in which consumers can create their service packages as per their specific requirements (Becerra, Santaló and Silva 2013). Moreover, it helps the company in selling various inline products such as food and other complementary goods. Apart from that, Marriot is considering earlier contacts for satisfying the consumers (Hoque 2013). In this process, the company is communicating with the consumers regarding the previous issues of consumers.

Figure 1: Service components

Task C: Internal sales promotion and merchandising

(Source: Created by the author)

The above-mentioned service components are influencing the product mix of Marriot Hotel. Moreover, the product mix is having huge contribution in increasing the sales and profitability for the company (Chathoth et al. 2013). The term product mix refers to the variety of service packages offered by the company. As the company is offering personalized services, it can be said that the product mix is highly beneficial for increasing overall sales and benefits of the company (Vlachos and Bogdanovic 2013). Following is the discussion regarding how the product mix of Marriot Hotel is facilitating the company in increasing sales and profit.

Width: This element of service mix is representing the extent to which the service of the company is diversified. In case of Marriot Hotel, the company is allowing the consumers to modify the service package as per their requirements (Sandvik, Duhan and Sandvik 2014). For an example, if a consumer is seeking for a business class service, then it is the choices of the consumer that whether the consumer will choose a business conference accommodation of business meeting accommodation (Kim, Vogt and Knutson 2015). It helps the consumers to pay only for the availed service, which actually facilitates the company in improving consumer retention. This element of service-mix increase sales volume of the company and along with that, it helps the company selling their product line, which is effective for enhancing profit margin (Chen et al.  2014).

Length: Service length represents the number of services offered by an organization. It is highly important to have a large length of services for attracting consumers. Apart from that, this element of service mix efficiently satisfies requirements of the consumers (Thakran and Verma 2013). In case of Marriot Hotel, the company is providing different service packages for different consumer segments such as family, tourist, businessperson and many more (Eid and El-Gohary 2015). Thus, it can be said that Marriot is having a diversified service packages, which helps the company in maintaining business sustainability in terms of different season.

Depth: This element of service mix represents the variation of each service packages of an organization. After conducting the research, it can be evident that Marriot is having various service packages for different consumer segments (Law et al. 2015). For an example, the company is having family based service packages for facilitating international and local consumers. Apart from that, business clients are seeking for different kinds of services and the company is fulfilling requirements of every consumer with depth of their service design in an effective manner (Poku, Zakari and Soali 2013).

Task D: Role of staff in maximizing sales

Consistency: service consistency shows that how various service packages are related to each other. For example, service offered by Marriot Hotel is accommodation, food services and other product line (Bayoumi et al. 2013). As the company is offering personalized service package for the consumers, it is obvious that the services of Marriot Hotel are relevant to each other. In this manner, the company is able to sell their product line during providing service to the consumer.

Figure 2: Service Mix

(Source: Created by the author)

In this modernized business environment, it is highly important to target the proper consumer for selling a particular product (Guo and He 2012). For an example, hotel industry has segregated the entire targeted market depending on the consumers’ needs and requirements. Therefore, the companies have created various service packages for facilitating different group of consumer. Now, Hotel industry is considering the most beneficial market segment for increasing their profitability (Ayeh et al.  2012). In order to implement an effective segmentation strategy, companies are relying upon data evaluation tools and techniques. In this process, companies gather information from their targeted consumers and depending on the data, companies develop their service designs (Chen, Liu and Chang 2013). In case of Marriot Hotel, the company is having a vast range of service packages, which helps the company in fulfilling requirements of every consumer. Following are the benefits of efficient market segmentation, which increase sales of Hotel industry. In order to conduct sustainable business, it is highly important to select proper market segment such as demographic, geographic, psychographic and behavioral. Following is the discussion regarding how Marriot Hotel has implemented segmentation strategy.

Demographic: Demographic Segmentation helps an organization to segregate the consumers based on age, gender, socio-economic and occupation of the consumers. In case of Marriot Hotel, The Company has attracting consumers irrespective of gender and occupation. However, the company is attracting consumers aged more than 18 and people of high socio economic background. In this manner, Marriot is promoting their high cost services to the potential consumers (Martin and Isozaki 2013).

Geographic: This segmentation strategy refers to the consumers’ location. Marriot Hotel promotes their service packages to the urban location for attracting people of high social class (Wang 2013). Apart from that, the company is promoting their services all over the globe for attracting international consumers. Moreover, the company has also targeted the international tourists from different geographic locations. After segregating the consumers based on geographic segment, it would be easier for the company to implement advertisement strategy. The aim of the companies is to reaching to the actual target market for increasing awareness of the service packages. Therefore, it can be said that an efficient market segment helps Marriot Hotel in communicating with actual audience.

Behavioral: In this particular segmentation strategy, an organization first evaluates consumers buying behavior (Nasurdin, Ahmad and Tan 2015). If the consumers are loyal for the brand, then it has become easy for the company to retain those consumers with premium service quality. In this process, Marriot target the consumers with high loyalty towards brand (Köseoglu et al. 2013). Behavioral market segmentation helps in narrow down the overall market and therefore, the company can easily build the distribution channel for increasing service availability among the market (Law, Buhalis and Cobanoglu 2014).

Psychographic: Psychographic segmentation refers to the process of segregating the consumers depending on personality, lifestyle, class and attitude as well. Marriot is known as the most reputed organization in hotel industry (Mokaya et al. 2013). The company is providing quality service to the premium consumers and therefore, Marriot is promoting their service packages among the high socio-economic groups.

2.1 Factors affecting buying behavior

Consumers’ buying behavior refers to the process of consumers’ purchase decision-making process. The process of purchase decision is consisting of four steps such as issue identification, information search, evaluating alternative and final decision (Huang et al. 2012). Consumers are following this particular process for taking the final purchase decision. However, there are many factors, which are influencing buying behavior of the consumers (Stephenson 2014). In this competitive market, every company is evaluating buying behavior of their targeted consumers. However, this process is complex and it is not possible for any marketer to identify the buying behavior of consumers (Albayrak and Caber 2015). Companies can only predict buying behavior of the consumer and depending on that prediction; marketers implement strategies for influencing the final purchase decision. Following are the factors, which companies are considering while evaluating buying behavior of targeted consumers.

Cultural factors: Culture refers to the beliefs and faith of people, which influences preferences of consumers. Apart from that, learning and development of people is also influencing cultural aspects of consumers. There are different cultural groups and those groups are having different sub groups as well (Chen, Chang and Wu 2013). A same cultural group can be divided depending on the sub-group such as age and gender. Now, this factor is influencing the consumers’ buying behavior in an effective manner. For example, a consumer who belongs from youth group will avail the service for personal purpose. On the other hand, people with business intention will avail the service for business purpose (Gunarathne 2014). Now, there are so many cultural groups within a particular segment. Therefore, companies are focusing on the preference of these different groups for increasing their sales volume within the targeted consumers.

Income level: Income level is one of the major factors, which is influencing the buying behavior of consumers. For example, if a group of people belongs to high socio-economic background, then they will prefer high quality service and high piecing (Leonidou et al. 2013). On the other hand, people belongs to low socio-economic background will prefer low pricing and a moderate quality. For both of these groups the decision-making process will be different (Hon et al. 2015). In this aspect, the role of the company is to identify that whether the consumer is ready to avail product with high pricing or not.

Personal factor: This factor influences brand preference of consumers. For example, a consumer can prefer a particular brand while selecting a product. The perceived value of the consumer regarding that particular brand is the major factor, which influences the buying behavior (Wang et al. 2013). Apart from that, needs and requirements of a particular consumer are changing according to their age and circumstances. This factor is difficult to measure and therefore, it is difficult for the marketers to influence these consumers for changing their brand preference.

Social Factor: Consumers’ buying behavior is highly influenced by the social factors such as lifestyle, values and interest. There are three parameters of social class such as lower class, middle class and upper class. These social classes differently react on different advertisement and promotional activities of an organization. Marriot is offering the services in high cost and therefore, the company is only attracting the consumers of upper social class groups. On the other hand, a group of lower class and middle class people seek for low price service in moderate cost.   

Psychological: This factor defines motivation of the consumer in terms of self-esteem. If the company is providing quality service to the consumers, then the company can easily lead the consumer toward self-actualization level of Maslow hierarchy model. It helps the consumer to be satisfied with the offerings of the company.        

The word sales development refers to the process of generating valid lead for the organization, which can be converted in potential customer (Wang 2013). In this technological era, every company is adopting innovative technologies for increasing awareness of their offerings. In hotel industry, different companies have adopted different procedures for reaching to the targeted consumers. In between the entire advertisement platforms, most of the companies are relying upon social media (Lolli 2013). Internet is the platform where companies are able to reach bulk consumers within short time. Moreover, the companies are using social media advertisement for communicating with their targeted consumers in an effective manner. In this era of socialization, every people are connected with social media websites like Facebook and Tweeter (Köseoglu et al. 2013). Hotel industry is relying upon video advertisement and banner advertisement for sharing information with the consumers.

Sales development of a company depends upon the advertisement strategy of an organization. Implementing social media advertisement can help Marriot Hotel in reaching to different consumer segment within very short time (Poku, Zakari and Soali 2013). The more the company will be able to increase awareness of their service packages, the more the company will be able to attract consumers. Social media advertisement can also facilitate Marriot Hotel in engaging word of mouth marketing, which is an effective marketing tool for increasing sales volume. Social media will tend people to communicate with the company and therefore, it will be easy for the sales development team of Marriot Hotel to gather information of new consumers from the targeted market (Ayeh et al. 2012). Apart from that, Marriot Hotel use direct mail advertisement strategy for promoting their service packages. In this manner, the company establish continuous communication with the potential consumers in an effective manner.    

External merchandising refers to the technique of presenting the service packages through an online store for increasing sales volume. Implementing the technique of external merchandising, Marriot Hotel will be able to display their service packages in front of targeted consumers (Chen et al. 2013). In other words, location, signage and other facilities should be emphasized for attracting more consumers from the competitive market. In this manner, interest of potential consumers will increase and therefore, the company will be able to increase consumer volume in targeted market. Moreover, external merchandising is beneficial for displaying different service packages at same place, which can help enable the consumers in comparing the service packages for choosing as per their requirement (Köseoglu et al. 2013). The overall aim of this technique is to attract consumers with efficient service packages and the most important part is that this process also increases service awareness among the targeted consumers.

The process of external merchandising is an efficient process, which enable the consumers in getting in touch with the offerings of the company. Moreover, in this manner, Marriot can build attractive presentation of the brand (Law, Buhalis and Cobanoglu 2014). After evaluating merchandising technique of Marriot Hotel, it can be said that the company is sharing information regarding their service packages through online networks. In this manner, the Marriot is taking advantage from their social media advertisement campaign (Wang 2013). The use of external merchandising in terms of Marriot Hotel is showing that it facilitating the company in retaining new consumers from competitive market.  

3.1 Impact of service design on customer spending

Service design and layout is a process, which defines the service packages of a service-based company. It is highly important for an organization to design the service in a proper manner, which can create a product line. In case of Marriot Hotel, the company is allowing the consumers to modify the service packages as per their requirements (Nasurdin, Ahmad and Tan 2015). However, the company has various basic service packages targeting different customer segment. The additional services provided by Marriot Hotel are technological equipments for business people, internet access and concierge services. The basic service package is just consisting of the accommodation depending on the consumer requirement (Mokaya et al. 2013). For example, Marriot offers a conference room to the business people and a family suit to the consumers those who are availing the service for non-business purpose. Thereafter, the additional services are increasing customer spending in an effective manner. Following is the influence of service design on customer spending in terms of Marriot Hotel.

Layout of the Hotel is the most important factor, which influences consumers’ spending time. In case of Marriot Hotel, the company is providing healthy environment and seating arrangement, which is increasing consumers’ spending time in n effective manner. Moreover, the company is providing various technological equipments to the business people for fulfilling their requirements. The facilities provided by the company are influencing the consumers to spend more time than they usually spend.

Internal merchandising refers to the activities of an organization for promoting products or services. In hotel industry, organizations use internal signage, sales aids and sales materials for attracting potential consumers (Gunarathne 2014). In case of Marriot Hotel, the company has used attractive signage for providing service information to the internal customers. Apart from that, the company has efficiently introduced relevant information to the consumers for building better communication. The employees of Marriot Hotel are continues communicating with the consumers or providing required information. Moreover, the company has created an attractive visual presence within the hotel for maintaining professional environment (Leonidou et al. 2013).   

In case of hotel industry, it is highly important to increase service awareness among the employees and the people associates with sales. In order to achieve the target of high occupancy rate, it is highly important to attract external employees through travel agencies (Hon et al. 2015). Now, the travel agencies need to know the actual offerings of the company. Therefore, providing training to the consumers regarding the service packages is effective for enabling sales team. In this manner, the agencies and sales team can be able to deliver proper information to the consumers (Wang et al. 2013). Now, the perceived value of the consumers is depending on whatever information they get from the sales team. Therefore, an effective merchandising plan will facilitate Marriot Hotel in attracting consumers towards the brand.      

In this technological era, organizations are implementing innovative procedures for promoting their service and products. The term promotion refers to the process of increasing service and product awareness among the targeted consumers (Wang 2013). Marriot Hotel has adopted different processes for conducting service promotion in terms of different market scenario. Following are the promotional activities of Marriot Hotels.

Social media promotion: This platform allows the companies in posting advertisement among the targeted consumer segment (Lolli 2013). A vast range of people accesses social media website such as Facebook and Tweeter. Therefore, it is easy for Marriot to reach to the desired consumer group with this advertisement platform. Marriot Hotel uses this advertisement activity for increasing the sales volume in seasonal period. This advertisement activity helps Marriot Hotel in increasing sales volume in long-term basis. Moreover, the company is mainly using banner advertisement in which the company can provide service information to the consumers (Köseoglu et al. 2013). In this advertisement process, the company is efficiently avoiding the issue of low bandwidth connection in an efficient manner. Social media is an efficient platform, which can build personal relationship with the audience of a particular advertisement.

Promotional activities: This promotional strategy allows the consumers to take part in different events, where the company promotes their products and services (Testa and Sipe 2012). In these kinds of events, consumers share their personal information for winning promotional prize (Buhalis and Crotts 2013). After that, companies utilize that information for attracting consumers towards the brand. In case of Marriot, the company has implemented online contests for involving the targeted consumer.

4.1 Evaluating personal selling technique

After conducting a research based on how the sales team of Marriot Hotel is selling products, it is evident that there are certain issues, which are preventing the employees in increasing occupancy rate of the Hotel (Raza et al. 2012). Selling technique refers to the knowledge of an individual regarding the service details and the market condition as well. Apart from that, the sales team should have proper knowledge regarding consumers’ buying behavior. There are some key elements of the sales team of Marriot Hotel, which are preventing the company from achieving certain objectives. In order to assess the primary issues faced by the sales team, an assessment of sales technique has been conducted. Following is the assessment of sales technique (Maggioni, Marcoz and Mauri 2014).

Social media outlets: This technique is a cost effective process, which allows the sales team in increasing awareness regarding promotional pricing of the services. Sales team of Marriot is relying on this sales technique for attracting new consumers towards the brand (Hoque 2013). Apart from that, this sales technique also helps the sales team in building healthy communication with the existing consumers. Therefore, it can be said that, social media outlets is facilitating the company in retaining the existing consumers.

Communication: In this sales technique, sales team of Marriot builds healthy communication with the existing consumers for increasing repeat purchase frequency. In this manner, Marriot came to know the changing demands and needs of the global consumers, which is effective for increasing customer satisfaction (Sandvik, Duhan and Sandvik 2014). In this process, Marriot is completely relying upon social media technique. In other words, Marriot believes that it is easy to make a familiar relationship with the consumers through this particular platform.

Internal Selling: Internal selling technique helps the sales team of Marriot Hotel to use authentic references of the existence consumers. In this manner, sales team of Marriot gathers information from the existing consumers for attracting potential consumers from the competitive market. moreover, in this technique, sales person of Marriot Hotel influence the consumers for availing other services which are associates with the actual service. In this manner, sales team of Marriot can increase spending of the consumers in an effective manner.   

An effective operational design increases the sales revenue of the Marriot hotel. Operational design is an activity in which the employees of the organization interact with the clients to increase the sale. In case of Marriot Hotel, the company is following a systematical operational design, which is generated depending on different types of consumers such as regular customer and premium customer. Following is the discussion regarding operational design of Marriot Hotel.

Equipments: Equipments are the important part which enhances the operational activity of the hotel. Marriot hotel has different types of latest equipment to enhance the service of the employees (Maggioni, Marcoz and Mauri 2014). The hotel have different type of equipments like Bulk Cooker, four burner with oven, unused plates rack trolley, vegetable cutting equipment, meat mincing machine and many more. These equipments help the employees of Marriot hotel to cook food quickly and serve the customers the desired food within a stipulated time. Moreover the equipments reduce the working time of the employees and they can spend their times in other activities to satisfy the customers. General purpose trolley can be used by the employees to carry the suitcases and other baggage of the customer to their hotel rooms. Garbage trolley with chairs will also help to make the hotel lobby clean and clear. Installation of air-conditioned machine in the hotel rooms will also make the customers feel comfortable in their rooms.

Work flow: Work flow in the Marriot hotel is well organized. The managers of hotel Marriot break the work flow into different segments based on the tasks. Different segments are like welcoming the customers, looking after the comfort of the customers and meeting their needs. In Marriot hotel the employees are divided into three shifts with eight hours in each shift (Chen, Liu and Chang 2013). The front desk representatives also handle a part of light housekeeping tasks. The first line managers look after the requirements of the customers and allocate the job to different groups like households, laundry and room service. They also hire temporary employees during the peak seasons like Christmas, New Year or any other festival seasons. Business meetings are also organized in the hotel and it is looked after the technical department of the hotel. Communication is also important in the work flow model of Marriot hotel (Martin and Isozaki 2013). All the members of the hotel are well connected from the top manager to the ground level workers. This has helped the hotel to give a better quality of service to the customers.

Ergonomics: Ergonomics is the scientific process in which the interactions among the human beings are learned with the help of different activities (Minow 2015). Marriot hotel have designed the service in such a way such that the needs of the customers are satisfied. With the help of Ergonomics Marriot hotel maintains the quality of air in the hotel. The organization has put stress on the design of the beds and make sure that the design of the beds are attractive. Along with these the mattresses are also comfortable with cozy pillows and cushions. The bathroom design is also well decorated with showers, bath tub commode and beautiful designs. The bathrooms are clean and hygienic. The floors of the hotel are cleaned after every four hours to keep it clean and clear. The managers also keep a close watch on the need of the special guests and act accordingly.

There are different sales training programs and the cost involvement of these training programs is not that high. A sales team is one of the major key performers for an organization and therefore, it is highly important to train the sales representatives for conveying the information to them regarding how the organization has planned to achieve the overall objective. In case of Marriot Hotel, the aim of the sales representatives is to increase new consumer base for gaining competitive advantages (Chen, Liu and Chang 2013). Therefore, the following elements should be present in the sales training program for ensuring that the sales team is aware regarding what they have to achieve and to what extent they can achieve.

Organizational objectives: The first and for most element of sales training program is organizational objectives. In a sales training program, the trainers should simplify the organizational objectives to the employees in an efficient manner. For example, employees need to know the process, which they are going to follow (Köseoglu et al. 2013). The training program should also include information regarding the rival organizations and their position in the same market. In this manner, the sales team will be able to understand the benchmark sales target for the industry. It will help the sales team to compare that sales target with their individual sales target (Martin and Isozaki 2013). It will also make the individual’s sales target realistic to them and therefore, achieving those will become easier.

Sales technique: Different sales technique should be an element of sales training process. There are different sales techniques, which are having different application in different business scenario (Harrington et al. 2014). Therefore, Marriot needs to train the employees regarding all the processes, which can efficiently grow sales volume in terms of Marriot’s business scenario. Apart from all these techniques, the training program should include a communication development module (Testa and Sipe 2012). It is highly important to build efficient communication with the consumers for building healthy relationship. Therefore, sales team should have adequate knowledge regarding how communication is facilitating sales growth.

Product Knowledge: A sales training programs should include knowledge of the product or services offered. In case of Marriot, the company is offering different service packages for different types of consumers (Maggioni, Marcoz and Mauri 2014). Therefore, it is highly necessary to include different service packages in to the training program, so that the sales team can be able to convey relevant information to the consumers.   The key factor of selling a product or service successfully to the targeted consumer is how the sales representative is able to provide relevant information to the consumers (Becerra, Santaló and Silva 2013). On the other hand, Marriot is changing their service packages as per changing needs of the consumers. Therefore, sales team should have updated knowledge regarding the service design.

Process of pricing strategy: In order to implement a successful sales mechanism, the sales executives should have adequate knowledge regarding different types of pricing strategies. It helps the sales representatives in understanding pricing strategies of the rival companies (Hoque 2013). Apart from that, this training module can also assists the sales team in adopting effective pricing strategy depending on different market environment. It is not the responsibility of the sales team to implement pricing strategy (Chathoth et al. 2013). However, they should understand the positive aspects of the implemented pricing strategy for performing accordingly to the organizational requirements.

Promotion strategy: In order to increase sales growth, it is highly important to provide promotional offers to the consumers. Therefore, a sales training module should consist of vast information regarding different promotional strategy (Vlachos and Bogdanovic 2013). In this process, the company will be able to engage the sales team in launching new service packages in an effective manner. For example, if Marriot is planning to introduce a new service package, then the sales team will be able to implement effective promotional strategy for attracting consumers (Sandvik, Duhan and Sandvik 2014). In Marriot, the company is providing additional services in free of cost as promotional offers.

Conclusion

After preparing the report, it can be said that Marriot has adopted an effective service design for satisfying their consumers. The elements of service packages are emphasizing that the strategy of Marriot is focusing on customer satisfaction. Apart from that, Marriot has adopted a demographic segmentation strategy for segregating the consumers depending on age, gender and location. Moreover, social culture and income level are the two aspects in which Marriot is segmenting the targeted consumers. The company is also taking the external and internal sales development as the key success factor in this particular business environment. This report is emphasizing that Marriot has adopted a social media technique for promoting service packages among the targeted market. The report is also discussing that how Marriot is preparing their sales team for improving sales growth.

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