1. Elton Kong 201301153 Mandy Lau 201303284 Michelle Li 201300035 Rita Mui 201304686 Anthony Tang 201308039 Kitty Tsoi 201303373 Vania Tsang 201310769 Crystal Yuen 201308022 Marketing Lecturer: Mr. Robert Chan

2. History 1983197219651957193719281927 The Hot Shoppe Easts first drive-in restaurant In-flight airline catering Hoover Airport The 365-room Twin Bridges Marriott Motor Hotel drive-in registration desk First fast-food restaurant Sun Line cruise ship and two Great America theme parks First national moderate segment for business travelers 3. 2011200920082004199919981997199519881987 Opens first Fairfield Inn and Marriott suites hotel, acquire Residence Inn Open its 500th hotel in Warsaw, Poland, the first western managed hotel in Eastern Europe Acquire The Ritz-Carlton Acquire The Renaissance Hotel Group Launch TownePlace Suites, Fairfield Inn & Suites and Marriott Executive Residences brands Launch Springhill Suites by Marriott Acquire the ExecuStay corporate housing company The first Bulgari Hotels & Resorts property opens in Milan, Italy Officially announce the EDITION brand Launch the Autograph Collection Launch AC Hotels 4. Value 5. Price 6. Leisure vs Business 7. Leisure vs Business 8. Packaging 9. Packaging 10. Examples of packages 11. Examples of packages 12. Discount Pricing Strategy Early Bird Sales Holiday Getaway Motivation 13. Product 14. Service 15. Image 16. Personnel Treat your employees the way you would like to be treated Guarantee of fair treatment Communication Meet their needs 17. Comparison 18. Promotion 19. Two way communication 20. Communication 21. Image 22. Joint Promotion 23. American Express 24. Comparison 25. Place 26. MARSHA 27. Seamless Hotel Shopping Process MARSHA: Global Reservation System Global Distribution System System of E-Intermediaries 28. Who to Work with 29. Sabre Direct Connect Shop oAccurate rates oAvailability oRate Assured 30. Amadeus 31. Market Segmentation Hotel Geographic Demographic Behavioral The Ritz-Carlton -84 luxury hotels and resorts in 26 countries worldwide. -Businessmen -tourists The Ritz-Carlton Rewards Rewards Offers Rewards Credit Card Bulgari Hotels & Resorts -5 luxury hotels and resorts In 5 countries worldwide. -Businessmen -tourists / JW Marriott -64 hotels and resorts in worldwide -Businessmen -tourists Marriott Rewards Rewards Offers Rewards Credit Card AC Hotels -63 hotels and resorts in 3 countries worldwide. -Businessmen -tourists Residence Inn -over 600 hotels and resorts in 3 countries worldwide. -Businessmen -tourists Towneplace -over 200 hotels in two countries worldwide. -Businessmen -tourists Autograph Collection Hotels -6 hotels in worldwide. -Businessmen -tourists 32. Marriott Hotels & Resorts -over 500 hotels in 47 countries worldwide. -Businessmen -tourists Marriott Rewards Rewards Offers Rewards Credit Card The Ritz-Carlton Destination Club -over 70 hotels in worldwide. -Businessmen -tourists Courtyard -over 900 hotels in 37 Countries in worldwide. -Businessmen Fairfield Inn -570 hotels in the worldwide,. -Businessmen Moxy / -Businessmen / Marriott Executive Apartments -over 25 hotels in 16 Countries worldwide. -Businessmen Marriott Rewards Rewards Offers Rewards Credit Card SpringHill Suites by Marriott -over 210 hotels in the worldwide. -Businessmen Marriott Vacation Club -over 50 hotels in the worldwide. -tourists EDITION -8 hotels in worldwide. -tourists Renaissance Hotels -80 hotels in 7 countries in worldwide.. -tourists Market Segmentation 33. Mind map of Target Marketing Target market Full service Limited service Leisure + Business Younger market Leisure Business Younger market Luxury or Finest 34. Target Marketing - Marriott Target market Full service Leisure + Business Luxury: Ritz Carlton Ritz Carlton destination on Club JW Marriott The Residences Autograph collection EDITION Grand Residences Renaissance Finest: Marriott Vacation Marriott Hotels Gaylord Hotels Younger market Limited service Leisure Finest: Courtyard Residence Inn Towne Place Business Luxury: Marriott Executive Apartment Finest: Fairfield Inn Spring Hill Younger market Finest: Moxy Ac Hotel 35. Geographical Positioning 36. -Beach -Ski Common Positioning 37. Brands Distribution in different regions Starwood Marriott Intercontine ntal America 647 3,339 3,555 Europe 164 223 628 Middle East and Africa 80 41 232 Asia 243 132 38. 89% 6% 1% 4% Marriot America Europe Middle East and Africa Asia 39. Brands in America between Intercontinental and Marriott Intercontinental Marriott America (luxury) 236 528 America (mid- scale) 3233 2602 40. The brands of hotels in America (Intercontinental VS Marriott) 92.7% 7.3% 83.1% 16.9% 41. Comparison in Marketing Targeting - Starwood Target market (Starwood) Full service Leisure + Business Luxury: St. Regis The Luxury Collection W hotels Westin Le Meridien Sheraton Younger market Limited service Leisure Finest: Four Points Business Finest: Element Younger market Finest: Aloft 42. Comparison in Market Targeting - Intercontinental Target market (Intercontinental) Full service Leisure + Business Luxury: InterContinental Finest: Candlewood Suite Younger market Limited service Leisure Finest: Holiday Inn Express Business Finest: Crowne Plaza Holiday Inn Hotel Stay Bridge Suite Younger market Finest: Indigo hotel 43. Cooperation Partners in Diversity National Black MBA Association National Association of Black Hotel Owners, Operators and Developers National Gay & Lesbian Chamber of Commerce Gay & Lesbian Alliance Against Defamation Asian American Hotel Owners Association WEConnect International 44. Global growth 2800 2900 3000 3100 3200 3300 3400 3500 3600 3700 3800 3900 2008 2009 2010 2011 2012 The number of Marriott's properties in worldwide 62 64 66 68 70 72 74 76 2008 2009 2010 2011 2012 The number of Marriott's properties located in different countries 45. Performance 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Diluted earnings per share from continuing operation 0 2000 4000 6000 8000 10000 12000 14000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 The revenue Marriott International have earned from 2003 to 2012 in million 46. Recommendation Recommendation Target Group Detail and Specific Existing but not Developed Feasible and Effective 47. Recommendation - Youth 48. Recommendation - Youth Provide Interaction between users Game with more fun Run a virtual hotel Virtual economy Incentive Prevent Too informative Boring 49. Recommendation Develop the new markets the developing countries with potential market mainly develop the market target the business traveler (high yield market->profitable) 50. The Direction of Marriotts Development 150 franchised MOXY HOTELS Three stared Europe Develop the express to target the mid-scale traveler Mid-scale business travelers Short period Provide the basic need : Bed, food and high speed internet service Locate in international crowd city (e.g. Macau, HK and Singapore) 51. Reference http://files.shareholder.com/downloads/MAR/2795113264x0x639271/D9E7DF84-7B56- 4600-B1F6-AB68479A77B8/Final_2012_Form_10-K.PDF http://www.marriott.com/Multimedia/PDF/Hotel_Development/PowerofMarriott_broc hureEMEA.pdf http://www.rewards-insiders.marriott.com/people/vaboywnder/blog/2013/06/03/using- rewards-for-marriott-gift-cards http://www.odysseymediagroup.com/nan/Editorial-GDS-CRS.asp?ReportID=38627 http://www.nytimes.com/2013/06/17/business/media/a-campaign-from-marriott-aims- younger.html?_r=0 http://travel-brilliantly.marriott.com/our-innovations/check-in-app http://www.cwhonors.org/case_studies/MarriotInternational.pdf http://www.sabrehospitality.com/global-distribution-system.php http://www.travelagentcentral.com/hotels/marriott-signs-amadeus-best-rate-10597 http://www.travelmole.com/news_feature.php?news_id=83389&c=setreg&region=2 http://www.fiu.edu/~ereserve/010019227-1.pdf