Management Decision Case:

el Choices and Their Appeal to Different Markets

Q1 DONE BY MARYIA
Q2 DONE BY EMAAN

MADE BY: MARYIA PATEL (20191-26636)

EMAAN KHALID()
1. Go to Marriott's website (www.marriott.com) and peruse the
different types of lodging brands offered. Select any three and
identify the relevant sources of differentiation offered by each.

 Marriott offers different brands to

accommodate customers but the three
main lodging brands offered by Marriot are:
• Luxury
• Premium
• Longer Stays
 Luxury: This category promises to deliver unparalleled service and amenities.
People who want to enjoy some luxury and pampering are most likely to book this
category. This includes a full service spa, a fitness center, a pool, high speed net,
comfortable and spacious rooms with a nice view. The location is good for people
who need a relaxing gateway. The luxury brands of Marriot includes Ritz- Carlton,
St. Regis, JW Marriot, The LUXURY collection and EDITION. They promise to
provide Legendary service which creates experiences so exceptional their guests
can return simply by closing their eyes.
 Premium: The premium brand offers distinctive and specific services designed to
meet individual specific requirements. Premium category provides sophisticated
spaces and experiences that keep the mind balanced, sharp and inspired. This is a
expensive brand hence high profile people are most likely to stay in premium
hotels as such hotels cater individual needs. The premium brand includes
SHERATON, Marriot Vacation club, Delta hotels, Westin, design hotels.
 Longer stays: The longer stays brands are Marriot executive apartments that are
fully equipped that allow executive expats to assimilate faster in foreign
environment. This category promises amenities and services that mirror the
comforts of home. For example this category is appropriate for the people who
are relocating to a new location or are on temporary assignment and need long
term housing of up to month or more.
 Moreover Home & Villas, TOWNEPLACE SUITES, RESIDENCE INN, element are also
part of Marriot longer stays
What is budget hotel?
 A hotel that provides minimum amenities and services for a lower price than a
regular hotel in the area. This type of hotel provides clean rooms that are
safe and meet the basic needs of a guest. Extra amenities may be available,
but for an extra cos
Why Marriott hasn't enter in this
strategy?
 Marriott is a premium brand and they specially target niche market and if
they start budget strategy their quality will be effect so they have to stay in
this kind of branding.
Should they enter in this kind of market?

 I don't think so that Marriott should enter into the budget base hotel because
it has a legacy and have a name in the market. They can start enter into
market by different brand name by using this strategy. They shouldn't risk
their existing brand.