reportMR.docx - Introduction The purpose of this study is...

Introduction
The purpose of this study is to understand the impact of the research to the
success of Marriott hotel chain. Marriott has been conducting market surveys to
understand the customer perception and expectations on their hotels, employees and
facilities to determine the necessary improvements. As a result of the survey findings,
Marriott managed to expand the company offerings to different and varied needs of the
customers and effectively cater for different segments of travelers.
Qualitative research which would help to penetrate deferent market segments and
gain the market leadership (Baum 1999). Segmentation and data analysis Market
segmentation is one of the most important strategy decision for the hotel industry. In
order to retain the current market share and to increase the market penetration, it is
important to understand the company's core competencies and where improvements
are needed.
Proper market segmentation allows a hotel to price and apply inventory controls
in order to maximize revenue from various lines of business (Alfino 1998). Hotel
industry market segments can focus on mainly five areas. Pricing, Quality, service,
convenience & amenities (Baum 1999).
The need for properly defined and researched market segmentation is becoming
increasingly important due to the immense competition in the market place and rapid
changes in customer needs and expectations. With the lines blurring in respect to
amenities and specific market offerings, segmentation has become a complicated issue.
Importance of report preparation and presentation of the survey findings it is important
to understand the different audience who would be interested in the survey findings. In
order to make them understand the findings and data analysis, it is important present
them the way they would understand and able to use them to make important
management decisions (Hair 2012). Report findings can be presented to an audience as
an oral presentation. Also in a form of a repot. The type of visuals and chats used for
these two types of presentations are slightly vary.
Some of the options available includes, large geographic map. On the Marriot
segmentation survey, it is important to give a visual reminder to all participants where
the current locations of the hotels and what segment there falling in to. This will give a
clear understanding about the spread of the hotels and what are the locations need
further attention for either expansion or for improvements (Chapman 2012).
Pictographs which includes small photographs of the different amenities and other
important info in photos can be used to discuss the findings. This will give a clear
understanding to the participants on research findings. Pie charts and bar charts are
also a good option to share research findings with an audience or readers of the
research findings.