Marriott: Subject: Marketing Research MBA (Agribusiness Management) Batch: 2021-23

An Assignment on Case Study of
MARRIOTT
Subject: Marketing Research MBA (Agribusiness
Management) Batch: 2021-23
Submitted by: Submitted to:

Amit Kumar Bhosle (21206003) Mr. Prasanta Parida
Mandli Dhanush Yadhav (34) Faculty
Manoj Kumar Mamilapalli (35) Marketing Research
Souvik Patra (60) KSRM, BBSR
Somya Ranjan Nanda (72)
CONTENTS
 1. ROLE THAT MARKETING RESEACH CAN PLAY IN HELPING THE ORGANISATION

FURTHER BUILD THEIR BRANDS
 2. AN APPROPRIATE MARKETING RESEARCH PROBLEM BASED ON THE
MANAGEMENT DECISION PROBLEM
 3.VARIABLES USED IN THIS CASE STUDY
 4. DEVELOP A QUESTIONNAIRE FOR ASSESSING CONSUMER PREFERENCES
 5. SAMPLING PLAN SHOULD BE ADOPTED FOR THE SURVEY OF QUESTION
1. ROLE THAT MARKETING RESEACH CAN PLAY IN HELPING THE ORGANISATION
FURTHER BUILD THEIR BRANDS
 Marketing Research Can play a huge role in helping Marriott to formulate marketing strategies.
 Marriott Can conduct its strategies based on its survey research
 Marriott brand Can extend its product line through survey research such as price sensitivity, and
customized service based on specific customer needs.
 Marriott Can also focus on convenient location and affordability for families or business
travelers.
 Marriott Can Also figure out that its Fairfield customers desired a luxury-class room with-in the
value hotel of the Fairfield line.
Cont.
 Marriott Can structure most of its strategies designed for the marketing research to develop
segmentation strategy of targeting different consumers with different needs by providing
different products and options.
 Marketing research allows them to create different design an service level for different
customer across the world
 Market research helps to decide the further strategy of action in the main market and additional
areas in which they can invest and generate more income.
 It helps the decision makers to understand the market share of Marriot international and take
decision to improve market share
2. An appropriate marketing research problem based on
the management decision problem
 The marketing research problem is to determine the consumer preferences for HOTEL and
RESTAURANTs.
 The market research problem is to get answer to the question “Should MARRIOTT follow single
segment or multi segment policy strategy?”.
 Specifically, the research should provide answers to the following questions:
 What criteria do consumer use for selecting a good hotel and restaurant?
 What is the potential demand for hotel?
 What is the demographic and psychographic profile who prefer MARRIOTT hotel to competitors?
 How do consumers evaluate MARRIOTT and its’ competitors based on the identified choice criteria?
3.VARIABLES USED IN THIS CASE STUDY
 1. A family or a basic business traveller on a budget might be looking for a convenient location in
addition to affordability.
 2. Customers desired a luxury-class room within the value hotel of the far field line.
 3. Customers need meeting space to conduct business, a kitchenette to dine in occasionally, or a suite
space so that they do not get tired of seeing the same four walls around their beds when they come
“home” in the evening after yet another day on the road.
 4. Hotels possess designed for business travellers by business travellers—offer high-speed Internet access,
ample workspace within the room, and other amenities that are appealing to the business traveller.
 5. Marriott commitment to service excellence, a strong focus on employees that work in the hotels, taking
care of the associates so that they can really focus on their jobs and provide a level of service.
4. DEVELOP A QUESTIONNAIRE FOR ASSESSING
CONSUMER PREFERENCES
 1. What Types Of Services Should Be Provided Which Do You Prefer ?

 2. Will You Like Unique Design And Decoration On Hotel?
Yes/No
 3. Should The Hotel Have The Facility Of Heating / Cooling Within The
Rooms?
Yes/No
 4. What Type Of Location Hotel Would Be Situated?
(A) Near The Sea (B) At A Forest Area (C On A Big City
 5.What Kind Of Quality You Like On A Hotel ?
Cont.
 6. Which Cost Level Do You Expect From The Hotel?

 7. What Kind Of Hospitality Would You Like From The Staffs?
Good/Average/Not Good
 8. May The Hotel Management Spent On Media Or Services Provided To Its
Customer, For Better Marketing ?

On Media / On Services
 9. What Are The Additional Activities You Prefer?
 10. Is There Any Suggestion From You To Run The Hotel Succesfully The
Hotel?
5. SAMPLING PLAN SHOULD BE ADOPTED FOR
THE SURVEY OF QUESTION
1. Sampling plan-
 content of the questionnaire must be specific, and an open-ended question
 can be used for the problem of customer demand
 invite every 9 to10 family to hold a forum
 During the hotelstay, the hotel management can ask for their advice on hotel service
 Expectation for them to complete Marriott's new questionnaire before they leave the hotel
2. Sampling size-
 the families must be asked about service, staff, cuisine, their rooms, and entertainment
 topic should have a special questionnaire and no more than 10 questions
 At the end of the survey, summarization of the questionnaire
THANK YOU

Marriott: Subject: Marketing Research MBA (Agribusiness Management) Batch: 2021-23

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An Assignment on Case Study of

Submitted by: Submitted to:

 1. ROLE THAT MARKETING RESEACH CAN PLAY IN HELPING THE ORGANISATION

 1. What Types Of Services Should Be Provided Which Do You Prefer ?

 6. Which Cost Level Do You Expect From The Hotel?

Customer, For Better Marketing ?

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