reportMR.docx - Introduction The purpose of this study is to understand the impact of the research to the success of Marriott hotel chain Marriott has

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

This preview shows page 1 - 2 out of 8 pages.

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.
Image of page 1
Image of page 2

You've reached the end of your free preview.

Want to read all 8 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture