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Marriot International

Marriot International

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Title: Marriot International

Essay Details:

Subject: Business

Author: Page F

Date: April 29, 2014

Level: University

Grade: A

Length: 2 / 527

Essay text:

Determining that its high penetration in the traditional hotel market did not offer many opportunities for growth, the company initiated a segmented marketing strategy by introducing the moderately priced Courtyard by Marriott hotels in 1983. Moderately priced hotels comprised the largest segment of the U.S. lodging industry, a segment filled with established competitors such as Holiday Inn, Ramada, and Quality Inn. Research conducted by Marriott registered the greatest consumer dissatisfaction in the moderately priced hotels, and Courtyard hotels were designed to offer travelers greater convenience and amenities, such as balconies and patios, large desks and sofas, and pools and spas...

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