100%(1)1 out of 1 people found this document helpful
This preview shows page 1 - 2 out of 8 pages.
IntroductionThe purpose of this study is to understand the impact of the research to thesuccess of Marriott hotel chain. Marriott has been conducting market surveys tounderstand the customer perception and expectations on their hotels, employees andfacilities 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 thecustomers and effectively cater for different segments of travelers.Qualitative research which would help to penetrate deferent market segments andgain the market leadership (Baum 1999). Segmentation and data analysis Marketsegmentation is one of the most important strategy decision for the hotel industry. Inorder to retain the current market share and to increase the market penetration, it isimportant to understand the company's core competencies and where improvementsare needed. Proper market segmentation allows a hotel to price and apply inventory controlsin order to maximize revenue from various lines of business (Alfino 1998). Hotelindustry 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 becomingincreasingly important due to the immense competition in the market place and rapidchanges in customer needs and expectations. With the lines blurring in respect toamenities and specific market offerings, segmentation has become a complicated issue.Importance of report preparation and presentation of the survey findings it is importantto understand the different audience who would be interested in the survey findings. Inorder to make them understand the findings and data analysis, it is important presentthem the way they would understand and able to use them to make importantmanagement decisions (Hair 2012). Report findings can be presented to an audience asan oral presentation. Also in a form of a repot. The type of visuals and chats used forthese two types of presentations are slightly vary.Some of the options available includes, large geographic map. On the Marriotsegmentation survey, it is important to give a visual reminder to all participants wherethe current locations of the hotels and what segment there falling in to. This will give aclear understanding about the spread of the hotels and what are the locations needfurther attention for either expansion or for improvements (Chapman 2012).Pictographs which includes small photographs of the different amenities and otherimportant info in photos can be used to discuss the findings. This will give a clearunderstanding to the participants on research findings. Pie charts and bar charts arealso a good option to share research findings with an audience or readers of theresearch findings.