London School of

Commerce (LSC)
Name: Anika Thasin Binti
Course Title: Marketing Management (MM)
Submitted to: Farina Rashid

Contents:
Introduction……………………………….
Company Profile………………………….
PESTEL Analysis…………………………
Cause and Effects…………………………
SWOT Analysis…………………………...
STP………………………………………...
SMART Objectives……………………….
7P’s…………………………………………
Marketing Mix…………………………….
Recommendation………………………….
References…………………………………
Bibliography……………………………….
Advice advertising file for
Residential assets
development industry
Introduction:
Actual property assign to land in addition to furthermore any upgrades or physical
assets attached to the land, in addition to residence, homes, wells, fencing, landscaping
etc. real property may be both business and residential. Its miles owned by way of one
character but via apartment preparations it's far used by some other individual. The land
could be bought or purchase due to its excessive value. Actual property businesses are
commercial enterprise, it isn't a profession and occasionally as a career they
communicate imperfectly but necessarily it's far a commercial enterprise.
There are lots of actual estate agencies in our country nationally and internationally. On
a secondary studies i have selected a business enterprise that's a global actual estate
enterprise named Marriott global real estate. Marriott worldwide actual estate is a Multi-
country wide agency and its company headquarter is in Bethesda, Maryland. A main
accommodations organization is Marriott international with more than four, a hundred
properties (as of year-stop 2014) that they function (“control”), franchise or license
beneath 18 brands in seventy nine countries and territories worldwide (YE 2014). We
remain grounded in a hard and fast of center values: put human beings first, pursue
excellence, embrace change, act with integrity and serve our international. Our
relentless cognizance on innovation and action fuel the manner we do business and the
way we technique our duty to the planet. Each in our hotels and beyond, we are seeking
for to understand and act at the direct and oblique environmental impacts of the
enterprise operations. Marriott has already established itself as a pacesetter in
hospitality and actual property in other markets and it has circulate forward with its
improvement undertaking within the United Kingdom

PESTEL Analysis:
PESTEL analysis is a strategic device to research the macro surroundings of the
organization. PESTEL stands for - Political, monetary, Social, Technological, and
Environmental.
Political factors:
Those elements are all approximately how and to what diploma a government
intervenes in the economic system or a positive industry. This can include authority’s
coverage, political stability or instability, corruption, overseas change coverage, tax
policy, hard work regulation, environmental law and change restrictions. Those are all
elements that want to be taken under consideration whilst assessing the attractiveness
of a capability marketplace.
Economic elements:
Monetary elements are determinants of a specific money related framework's general
execution. Elements encompass economic increase, change fees, inflation quotes,
interest fees, disposable earnings of purchasers and unemployment quotes. Those
factors may additionally have a right away or oblique long time effect on an
organization, since it influences the acquiring energy of clients and will perhaps
substitute request/convey models in the money related framework. Thus it likewise
influences the way boss' value their items and administrations.
Social factors:
This size of the general condition speaks to the statistic attributes, standards, traditions
and estimations of the people inside which the venture works. This comprises of
populace patterns which incorporate the populace increment charge, age appropriation,
income conveyance, vocation states of mind, security accentuation, fitness focus, way
of life attitudes and cultural obstacles. These elements are especially important for
marketers while targeting certain customers. Further, it also says something
approximately the nearby staff and its willingness to paintings beneath positive
conditions.
Technological factors:
Those factors pertain to innovations in era that can have an effect on the operations of
the enterprise and the market favorably or unfavorably. This refers to technology
incentives, the extent of innovation, automation, studies and development (R&D)
interest, technological alternate and the quantity of technological cognizance that a
marketplace possesses. These elements can also impact selections to enter or now not
enter positive industries, to launch or no longer release certain products or to outsource
production activities overseas. By means of understanding what is going on technology-
sensible, you'll be able to prevent your agency from spending a whole lot of cash on
developing a technology that could grow to be obsolete very quickly due to disruptive
technological modifications some other place.
Environmental factors:
Ecological components have gone to the vanguard best discernibly right now. They've
ended up being critical because of the developing shortage of uncooked materials,
contamination objectives and carbon impression targets set by the method for
governments. Those elements incorporate biological and ecological viewpoints which
incorporate climate, atmosphere, natural balances and climate exchange which may
also primarily influence enterprises comprising of tourism, cultivating, agribusiness and
scope. Additionally, developing acknowledgment of the limit impacts of climate change
is influencing how organizations work and the items they offer. This has caused
numerous organizations getting progressively stressed in hones comprehensive of
corporate social commitment (CSR) and manageability.
Legal factors:
even though these elements can also have some overlap with the political elements,
they encompass more unique laws including discrimination legal guidelines, antitrust
legal guidelines, employment legal guidelines, customer safety laws, copyright and
patent legal guidelines, and fitness and protection legal guidelines. It is clean that
agencies want to understand what is and what isn't always criminal if you want to
exchange effectively and ethically. If an agency trades globally this turns into particularly
complicated given that every U. S. Has its personal set of regulations and regulations.
The 3 maximum vital current developments and its likely causes and effects for every of
the PESTEL Factors:

Political factors which causes and effect Marriott global:

Political factors play a sizeable role in determining the elements that can effect Marriott
international long time profitability in a sure use or marketplace. Marriott international is
operating in lodging in more than dozen nations and divulge itself to specific kinds of
political surroundings and political device risks. The principal political variables that may
influence Marriott are the threat of psychological warfare, overall relations and the
political atmosphere in famous vacationer locations.
 Hazard of military invasion
 Level of corruption
 Taxation - tax fees and incentives
Economical elements which causes and effect Marriott global:
The main economic factors with a purpose to influence Marriott's venture are the
abating of financial increment in China and the proceeded with money related turmoil in
Europe. The biggest effect of that is the really fizzling out of business travel, which
Marriott is heavily based upon. An associated trouble for Marriott is the high trade price
for the U.S. dollar foreign places, which discourages individuals from traveling and
foreign tourists from journeying U.S.
Social and Cultural elements which causes and effect Marriott global:
Social factors make the destiny look excellent for Marriott due to the fact the number of
humans that planned to journey the world over accelerated by means of thirteen%
between 2013 and 2014, consistent with Mashable. It seems as though greater human
beings are inclined to movement and pay more for the delight in. Social alterations that
may affect Marriott incorporate expanded quantities of Chinese dialect and diverse
Asian voyagers.
A top level view of the inner and outside advertising environments:
For an inn to achieve success in its destiny advertising and sales sports, it should these
days strike a balance between the advertising and sales activities that focus on both
corporations of clients (inner and outside).
Internal- internal advertising and marketing is a philosophy for handling employees and
a scientific way of developing and enhancing a provider culture and it's far positioned
into operation with the intention of motivating, coordinating and integrating personnel in
implementing international advertising techniques.
Outside- outside advertising and marketing includes the same old work that an
enterprise does in making ready, pricing, dispensing and marketing its services to
customers.

SWOT analysis of Marriott global:

Strength:
1. Excessive brand popularity and take into account
2. Technical innovations to improve purchaser studies and regular improve of business
techniques
3. Exact worker retention with a total staff of one hundred fifty
4. Has over 3700 accommodations and inns in over 70 nations
Weaknesses:
1. Competition from lengthy hooked up lodge chains method restricted marketplace
percentage
2. Global enlargement and excessive quantity of lodges can also result in emblem
dilution
Opportunities:
1. Excessive potential in emerging markets
2. Innovation in patron services
3. Better interiors/nicely finished renovations

Threats:
1. Entry of numerous global brands together with the sturdy maintain of long
standing, properly established Indian manufacturers
2. Opposition on fee points
3. Stagnated increase

STP:
Segmentation:
Marriott uses multi-stage segmentation. They have got tailored their emblem named
hotels to cater to special goal markets.
Geographic- ex. luxury accommodations are in metropolitan cities consisting of NYC,
London, and Paris, la. No Ritz Carlton in buffalo.
Demographics- (earnings, faith, subculture, education) – there are tiers of resorts in
unique areas contingent at the needs and wants of the client.
Psychographics– the lifestyle that the person is aware of.

Targeting:
After you phase buyers and expand a measure of patron insight approximately them,
you can begin to see people who have greater potential. Marriott international is an
instance of a company that operates in more than one marketplace segments. a
number of the Marriott manufacturers and their goal markets are as follows:
• Marriott courtyard. Focused on over-the-avenue vacationers.
• Ritz-Carlton resorts. Centered at luxurious tourists.
• Marriott convention facilities. Targeted at corporations hosting small- and
midsized meetings.
• Marriott execute. Targeted at executives needing month-lengthy inns.
• Marriott vacation golf equipment. Focused on tourists in search of to shop for
timeshares.

Positioning:
Positioning is how clients perceive a product relative to the competition. Organizations
need to have an exceptional photograph and presenting that stands out from the
competition in the minds of consumers. in terms of logo positioning, Marriott
accommodations and inns focus on the fulfillment guest, folks who are driven to carry
out who thrive in excellence whether or not it is for his or her organization, their circle of
relatives or their own sense of accomplishments.

SMART objectives:

'Specific' within the context of developing objectives method that an observable

movement, behavior or achievement is described that is additionally linked to a rate,
number, percent or frequency.
'Measurable' is very simple. A system, technique or manner has to exist that lets in the
monitoring and recording of the behavior or motion upon which the object is centered.
The targets being set to want to be such that humans are able to accomplish them. If
that is the case, there may be a likelihood of achievement. However, 'possible' does
now not necessarily suggest 'easy' or 'simple'. The targets need to stretch those
searching for to attain them and be agreed by means of the parties concerned.
'Applicable' pertains to the desires or target being set with each people and
organizations. As an example, telling the cleaners that they have to boom market
proportion over the following fiscal quarter isn't, in reality, something they can do
something approximately. It’s not relevant to them. But, asking them to reduce
expenditure on cleaning substances over the next 3 months is. 'time-based' might be
the simplest a part of clever to define. Somewhere in the objective there must be a date
(day/month/yr.) for while the project needs to be started (if it's ongoing) and/or finished
(if it's brief term or undertaking related).

7ps of the marketing mix:

Advertising mix of Marriott analyses the employer which covers 4ps & 7ps (product, fee,
area, promotion, people, procedure, physical evidence) and explains the Marriott
advertising strategy.
Product:
Marriott is a standout amongst the most analyzed extravagance motel chains in the
universal. For Marriott, the middle item in its promoting and showcasing blend is inside
the type of neighborliness contributions. It separates its contributions specifically into
the 3 sections: center, real and enlarged which suits of various administrations like
resorts, hospitability administration, lodging, facilities and numerous others. a significant
number of the hotel as an item it's miles also subcategorized into remarkable brands
such the Ritz-Carlton, St. Regis, JW Marriott, Bulgari, Le Meridian, Westin, renaissance
motels, Gaylord resorts, patio hotels, four focuses, spring slope suites et cetera. Every
logo is exact in its own special style and subject which makes it conspicuous in contrast
with other.
Price:
As far as value Marriott's resorts rate shifts with particular inns, customers, and region.
Their high reason is to convey the best possible item on the correct expense. Marriott
decides the costs in their inns by keeping the incentive with astounding structure happy
and in addition, the estimating strategy is kept up in this type of manner that without
losing their emblem call Marriott is capable of maximizing their income.
Place:
Marriott has hooked up itself in greater than one hundred twenty international locations
all internationally and its accommodations also are placed in diverse places across the
metropolis like near airport, highways, near primary marketplace and so on. being place
particular give Marriott favorable position to draw customers like the business people
will acquire resort near the air terminal while the vacationers will love to complete a
night remain in motels close roadways and travelers inside the city almost a commercial
center all together that its miles easily reachable.
Promotion:
Marriott definitely specializes in the virtual advertising in their items. Being a worldwide
logo they have made a site which unquestionably flaunts the greater part of their stock
in a decent unmistakable way and moreover allows clients to pre-book the rooms in
lodges with smooth technique. It does its advancing with elite business, films, and
battles on particular online networking sites. Marriott tries to save its unswerving clients
through emerging with unmistakable special plans and also pull in new customers with
the promoting of late stock.

Individuals:

Marriott knows the significance of serving its visitors that is the essential people
technique for the brand. while handing over any administrations the group of specialists
which is handing over the contributions could be fundamental that enables you to profit
the acknowledge as valid with of the customers that are the reason in Marriott their staff
is persistently taught and been inspired to convey the splendid administrations which
outstand the desires of customers.

Process:

Marriott has a few business forms in locale to guarantee pleasant customer

administrations, productive appointments and an agreeable remain for customers. With
a view to protecting their clients always fulfill Marriott works with a conspicuous method
which could be anything but difficult to peer, choose, work and is buyer well disposed of
appropriate from the web-based booking of rooms to the test-in and try out is done in a
pretty legitimately versed way.

Physical confirmation:
Marriott in homes and inns are the biggest physical proof for the venture.
Administrations are particularly immaterial however Marriott gives their clients a colossal
air with a persisting physical appreciate which itself influences customers to return
returned and hold that experience. Other physical objects of the token Marriott are their
towels, booklets, pens, cleansers et cetera. Hence, this offers an understanding of the
publicizing mix of Marriott.

Recommendation:
On the subject of carrier great attributes, Marriott stands proudly with its competition like
Hyatt, Hilton, Sheraton, and vacation hotel being a number of them. Client’s partner fine
with Marriott. They anticipate it and bosses constantly attempts to see that customers
acquired that exceptional in every area with the aid of no longer compromising at the
organization's high standards. It depends on lots at the lodge and tour reserving
industry for its inn room bookings. They are attempting to read opinions and guidelines
from guest and make important changes if wished. If any consumer is upset they
provide them with a few loyalty software which they can get admission to or use in their
subsequent stay. With the multiplied in preferred of living of the human beings around
the arena, coming of e-commerce, it has significantly taken advantage of both the
scenario to its preferred.

Conclusion:
Our decision is that the Marriott lodging and the majority of its brands are about the
client encounter; taking a stab at the best and most elevated is there primary objective.
By influencing the visitors to feel at home it brought about a gigantic universal name in
the hotel business throughout the years.

References:
Marriott International, Inc. (2008) Membership Benefits
http://www.marriott.com/rewards/members-benefits.mi
Marriott International, Inc. (2008) Marriott Hotels & Resorts.
Internethttp://www.marriott.com/marriott-hotels-resourts/travel.mi
Marriott International, Inc (2008) Courtyard. Internet
http://marriott.com/courtyard/travel.mi
Binkley, Christina, and Jon Bigness, "Marriott to Buy Renaissance Hotel
Group,"Wall Street Journal,February 19, 1997, p. A3.

"Culture Is Destiny,"Chief Executive,July/August 1988, pp. 30--34.

England, Robert Stowe, "Are Two Marriotts Better Than One?," Financial
World,November 10, 1992, pp. 28--29.

Grube, Lori, "Making Room to Grow,"Chief Executive,December 1995, pp. 18--

19.Koselka, Rita, "Marriott, Meet Marriott," Forbes,March 13, 1995, pp. 48, 50.
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Geriatric Set,"Financial World,June 17, 1996, pp. 34--36.

Lee, Daniel R., "How They Started: The Growth of Four Hotel Giants," Cornell
Hotel and Restaurant Administration Quarterly,May 1985, p. 22.

Marriott, J. W. Jr., and Kathi Ann Brown, The Spirit to Serve: The Marriott
Way,New York: HarperBusiness, 1997

Read more: http://www.referenceforbusiness.com/history2/12/Marriott-
International-Inc.html#ixzz5Dm0kgPJU

"The Marriott Story,"Forbes,February 1, 1987.

"A Most Remarkable Man," Washington, D.C.: Marriott Corporation,

[1985].O'Brien, Robert,Marriott: The J. Willard Marriott Story, Salt Lake City,
Utah: Desert Book Co., 1977.Prewitt, Milford, "Marriott Looks Toward Future
After Shareholders OK Split,"Nation's Restaurant News,August 9, 1993, pp.
14, 71

Raffio, Ralph, "Marriott Corp.: Company at the Crossroads," Restaurant

Business,June 10, 1991, pp. 84, 86, 91--92, 97.

Rice, Faye, "Know When to Change the Game,"Fortune,June 28, 1993, pp.
101--02.Taylor, John H., "Don't Stop Now,"Forbes,July 9, 1990, pp. 36--37.

Ward, Judy, "Marriott: The Sequel,"Financial World,August 2, 1994, pp. 28--

29.Yang, Catherine, et al, "Low-Wage Lessons," Business Week,November 11,
1996, pp. 108--13.

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International-Inc.html#ixzz5Dm1qj6Dd

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