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The London Marriott Hotel West India Quay Essay Sample

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The London Marriott Hotel West India Quay Essay Sample

The elements of the product at The London Marriott Hotel West India Quay are luxurious air-conditioned rooms with floor to ceiling windows overlooking the beautiful views of the docklands and suites all kitted with flat-screen TV, a fully stocked minibar, alarm clock, complimentary bottled water, in room tea and coffee making facilities, iron and ironing board. The rooms also have in-room dining facility, a safe and an en-suite bathroom. (Marriott proprietary information, 2017)

The hotel offers a choice of seven distinctive styles of rooms with the higher priced rooms will give the guest a scenic view of Canary Wharf, hence customers are able to select according to their needs and desires. These cater to the corporate clients, families and tourists. (Marriott Proprietery Information rooms, 2017) Manhattan Grill their signature steak house restaurant offers a delicious dining experience and an afternoon tea and handcrafted cocktails at the G&Tea Bar along with a room service option. Breakfast is served in the mornings. (Marriott Proprietary Information Dining, 2017)

They have around 20 business event spaces, the largest one can accommodate up to 300 delegates and these are all fully serviced with free WIFI. (Marriott Proprietary Information Business Centre, 2017) The ballroom can be hired for weddings, etc. The guests are also able to use the Fitness Centre and sauna during their stay and make use of the onsite parking facilities. (Marriott Proprietary Information Fitness, 2017)

The hotel brand is famous for providing ambitious standards of service and products to its customers, this is evident from the repeat custom they have and the many properties under their belt over the years. By providing a clean, healthy and safe environment, they give their customers a sense of security and make them feel relaxed and comfortable. The product mix for London Marriott Hotel West India Quay is the luxury rooms and lofty standards of service provided to the customers that aid in the augmentation of sales and profit for the business, through the word of mouth referral by customers.

The food and beverage department although not as high as the rooms, also contributes towards the increase of sales and revenue. The main source of revenue comes from the rooms and the business centre, as the hotel is located next to the train station and provides quick and easy link to the city for the corporate clients, and can retire for the evening at the hotel away from the busy city. The fitness centre is a low revenue generator along with other services such as the concierge, newspaper, parking and housekeeping services.

One of the three important aspects of product mix is width or variety which the hotel has covered by providing various products and services for example room options, restaurant and bar offering dining choices, fitness centre, meeting rooms accommodating customer needs and requirements, turndown service, valet laundry service, etc. The aspect of depth or quantity is fulfilled by the 279 number of rooms on offer, 22 suites and 20 meeting rooms. (Marriott Proprietary Information fact sheet, 2017). The 130 members of staff go all out and provide a high quality and consistent service to match the expectations of the guests in line with the brand name. (Fakun, n.d.)

We can see that the hotel is not limited to catering to the corporate world, they have also targeted the holiday makers, tourists and social events by taking advantage of the scenic views.
Consistency is maintained by the hotel by providing high standards of service on a regular basis and preserving the amenities of the hotel. The customer is wowed over by the luxury rooms and other facilities at their disposal for use during their stay at this hotel. The 4P’s in the marketing mix strategy are used to improve and enhance the ways a company takes their new product or service into the market and helps define the selling options in stipulation of product, price, promotion and place to the target market.

a) Product: The company needs to come up with a product or service rendering around the consumers’ needs and demands and keeping in mind variety, quality, design, features, brand name, packaging, sizes, services, warranties and returns.

b) Price: The pricing should be reasonable for the target market as it is the amount charged for a product or service to the customer. Being the next important part to take into consideration in the marketing mix. Whilst establishing the price of a product or service one needs to keep in mind the multiple factors such as: demand for the product/ service; production/ running costs; customer affordability; contenders’ prices for parallel products/ services; governing laws; etc.

c) Place: On production of goods or services these need to be made available for sale to consumers at a convenient place. Although this process focuses more on a product than on a service it can be improvised to provide services to customers staying at the hotel by going that extra mile, i.e. shoe polishing service or barber services on request so the customer does not need to leave the hotel. The company uses several parties and organisations such as distributors, suppliers and retail merchants to make up their distribution system. The choice is guided by a host of factors like; channels, coverage, assortments, locations, inventory and transport.

d) Promotion: After developing a product or service keeping in mind the consumer needs, appropriately pricing and making available through convenient channels it is necessary to make the customers aware of all the above to make it successful in the market. Thus making the consumer aware of the product/ service and urging them to make a purchase. It stimulates consumer interest for the product, urging comparison with competition products and making a choice of consumption. characteristics and uses of a product. It arouses potential consumer’s interest in the product, compare it with competitors’ product and make his choice. The propagation of electronic media has also hugely helped in the process of sales promotion, advertising, sales force, public relations and direct marketing.

According to Margaret Rouse, customer segmentation is a custom of dividing the customer base into individual groups with common interests, buying habits, age groups, gender, etc., in relation to marketing. (Rouse, 2015)
The segmentation of the market can be:

a) Geographic segmentation: This is when a business divides the market based on its geographical area such as countryside, uptown, city, state, district, international, etc., and by the climate of the place and number of inhabitant in the area. Geographic segmentation is an operative approach used by companies with huge international and domestic market as they have diverse consumers from various regions with different requirements, likes, needs and civilizing traits that can be targeted.

It is an effective way to manage budgets for smaller companies, as this will enable them to concentrate on their target market in the specific region and refrain them from using their resources on the non-suitable market. The needs and desires of people vary from region to region and hence segmenting the market on geographic level, works well on areas of different population. (Grimsley, 2003-2017)  Segmentation of the market is essential for the hotel in maximising sales as it targets customers that have the capacity to buy high value rooms to increase their sales and profit margins. The marketing department needs to Focus on the high-end clientele to enable the hotel to give the correct value of the luxury rooms and suites and thus aid in maintaining the high standards of the hotel.

Creating a marketing strategy to provide high end facilities and satisfy customer needs by segmenting the market. The hotel targets holiday makers from all over the world based on its scenic views and luxury stay it has on offer, it also targets corporate clientele by promoting its proximity to London city and connections by road and rail.

b) Demographic segmentation: Demographic segmentation being one of the most frequently used type, and in this segmentation the market is divided into sets based on age, gender, life cycle, salary, education, profession, religious beliefs, ethnicity, etc. these peculiarities amongst the customer group assists in relating to their specific requirements and needs. Resulting in analysing hugh amount of data quickly in terms of market research and endorsements.

Age being the first varying groups of demographic segmentation suggests that consumer needs and wants change with age. A young couple getting married will be more interested in the surroundings and grandness of the hotel whereas a mature corporate consumer would be enticed by the accessibility of the hotel to and from their place of business and other amenities such as WIFI, concierge, etc.

Life cycle is tightly linked to age, this will define their needs during the various stages of the life cycle. For example, a family with young children will need to keep them entertained during their holidays and will look at places offering kid friendly entertainment locally and in-house. A customer on a business trip might be looking for a meeting room to conduct meetings with delegates in or around the hotel and expect tea and coffee making facilities along with WIFI, projector, etc. Providing for the genders is gaining importance as well, keeping in mind the needs and desires of men and women is equally accelerated as women are gaining recognition from all economies and is increasing emphasis on women as customers along with men.

Income is another tool that can be used to define a target group for the hotel. The high income customer is a target market for the hotel as it wants to maintain its standards by attracting high end customers and offering remarkable standards of quality service and amenities that the client can afford. The increase in international business has given rise to use of religion, race and nationality as demographic segmentation simply because international brands like the Marriott hotel base their advertisements on local traditions, their religious belifes and ethnicity. (Bhasin, 2017)

c) Behavioural segmentation is a focused segmentation that bands consumers on their behavioural blueprints they showcase whilst making purchases, enabling producers to target peculiar groups. The patterns may include spending behaviour, types of usage, their lifestyle and advantages offered. (Web Finance Inc, 2017)
The two fundamental methods for growing a business are, one is to secure new customers and, two is to preserve the exising on s. Increased loyalty from existing customers means significant rise in customer base.

This type of segmentation is popular in the hospitality industry such as airlines, hotels, restaurants, etc., as they provide the best services and deliver outstanding experiences to returning customers so as to retain them as returning customers.

The easiest way to understand this segmentation is by taking a look at what the businesses have on offer and are advertising to grab consumer attention well in advance; for instance The London Marriott Hotel West India Quay are promoting their Christmas celebration packages in november to their existing and new customers through emails, webpage and booking sites. Similar examples can be see in the high street shops, selling Christmas gifts, cards, clothing, etc., ahead in time of the actual occasion. Restaurants, bars and caterers organising events for consumers to help them make the occasion a memorable event and urging them to book in advance to gain some discount or extras thrown in on top of the offer.

d) Psychographic segmentation is the separation of market on the basis of customer persona, morals, views, hobbies and standards of living. This type of segmentation enables improved development and marketing of products and services to correctly match the end users’ requirements and desires. For example, Marriott support the communities they live and work in, focusing on issues such as reducing poverty, taking care of the environment by going green, investing in the development of the society, childrens welfare, etc. (Marriott Proprietary Information, 2017)

Thus, Marriott split their market into multiple segments aiming to lure in customers who are interested in luxury, consumers that are attracted to practicality, and consumers that take the environmental and social wellfare seriously. Another good example is that of organic foods, the target market is not only the health conscience customers but also the trend followers and consumers concerned for the environment.

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