Kindly answer these three questions (Different from those which are already uploaded at CHEGG).

Answers should be analytical in nature.

Read the attached case and answer the following questions:

3. With 19 different lodging or extended stay brands under the Marriott corporate umbrella, is Marriott at risk of making any positioning errors discussed in the chapter? that is, do they have too many choices? justify your answer

Answer the above question

MANAGEMENT DECISION CASE: Hotel Choices and Their Appeal to Different Markets When you are planning a trip and need to choose a full-service Marion Hotels and Resorts will love to work hotel at your destination, how do you go about mak with your market segment. On the other hand, perhaps ing that choice? For many people, the decision about you need a company that can provide accommodations which hotel to book depends on why they need it and for your employees that are locating to a new location what they want from the experience. For comple, or are on a temporary assignment and need long term suppose you're headed on a big family beach summer housing of up to a month or more. For this market seg vacation complete with multigenerational travelers ment Residence inn by Marriott or Marriott Executive including kids--clearly you'll want a choice location on Apartments istenile option or near the beacht But you'll also want other amenities Bottom line Marriott has done a superb job of such as tree high-speed Internet, free Wi-Fl. Spacious recognizing the various market segments that dist rooms (suites preferred free breakfast, free parking in the lodging Industry and developing brands and a swimming pool for when the beach gets old for appeals to differentially target each of those segments. the kids but they still want to get wet, a refrigeratora Such a strategy includes all types of differentiation microwave, and a location close to family restaurants geographic demographic psychographic, and behov and other family-friendly activities. Given this profile a oral. Based on the needs and wants of the different logical choice might be a hotel such as Fairfield Inn and segmente a positioning strategy is developed that Suites that is clearly positioned for low priced but qual communicates the distinctive features and value-added ity amenities and is highly family-centric. of each and to get consumers Alternatively, what if you're a married person and Despite Mario broad marlie coverage. they want to get away to someplace a bit upscale to prop continue to look for opportunities to identify under erly celebrate your 10th wedding anniversary? The served markets. Indeed, they recently announced the grandparents are watching the kids for a couple days introduction of one of the European based proper flucky you and you want a nice place in the city where ties. AC Hotels to the United States. This hotel chain is you can enjoy some luury and pampering that you designed to appeal to younger Gan Y and older Millen do not often experience in this case, your want room nials who are more technology and design sowy than service au service spa, a fitness center a pool high any of Marriott's current market segments Mariott speed Internet a comfortable and spacious room with expects to open 200 AC Hotels in the next 10 years. a nice view, a location with top restaurants and shops Those locations will feature an urban lifestyle environ nearby, and a general attitude from hotel staff that ment where customers can stay constantly connected all about you. For an excursion like this, a JW Marriott in through social media in careehouse-le spaces--in a downtown location like the one in Manhattan will short, a lodiging eperience designed to appeal to this those needs nicely important emerging target market. Since members of But what if you instead are a frequent business tray this segment are expected to spend 534 billion a year eler traveling along and seeking the regularity of a on hotel rooms in the near future, the time is ideal for business-focused hotell your needs wil yet again be Marriott to add this new edgy and urban brand to its quite different from the two scenarios above in this lucrative line of properties case you want a comfortable room, baskbar and food service on the premises, easy check-in and check-out business center with free printing an exercise room Questions for Consideration and meeting space for connecting with dients. Here, a 1. Go to Mamo site www.marriott.com and Marriott Courtyard makes great sense In case you haven't guessed, each of the above hotel peruse the different types of lodging brands offered brands is operated by Marriott In fact, Marriott has 18 Select any three and based on the discussion of differentiation in the chapter identify the relevant different lodging brands each of which targets its appeal sources of differentiation offered by each to different market segments with different needs and wants with varying accommodations and amenities 2. Even with all of Man brands, they still do not The super luxury market segment, where the hotelser have any hotel properties in the truly budget cate vice staff call you by name and know whether you like gory of fodiging. That's a category occupied by prop a feather or foam pillow is well-served by Ritz-Carlton erties such as Days in and Budgetel Why do you and JW Marriott. Are you a meeting planner booking a think Marriott does not have a brand in this category targe convention and meeting space along with enough of lodging? Do you think Marriots should enter this guest rooms to accommodate your company's sales market segment and se provide an idea of what a force for a national meeting? No problem many of the budget Marriott brand might be like 192 PART TWO Information to De Marting Dedic Deck 3. With 19 different lodging or extended-stay brands under the Marriott corporate umbrella, is Marriott at risk of making any positioning errors discussed in the chapter? That is, do they have too many choices! Justify your