HOSPITALITY ORGANIZATION PORTFOLIO

Assessment Two - Portfolio of Hospitality Organization

Assessment Two - Portfolio of Hospitality Organization

Introduction of the Organization

Before starting the development of the Organizational Portfolio, it is indeed necessary to first understand about the Organization which is consideration. For this assessment project, Marriott UK has been selected as the Hospitality Organization under consideration.

Operational Concept of Business

Marriott UK comes under the head of Marriott International Inc. which is a global franchiser and operators of inns and relevant accommodation facilities. Moreover, being a leading player within the Hospitality and Hotel Industry, Marriott also believes in providing other related services such as in-house restaurants, resorts, spas and transportation facilities etcetera.

Products and Services Offered

Holding a valuable position with the Hospitality Industry, Marriott is famously known for the provision of the following Services and Products:

Services Offered

Hospitality and Lodging Services

Products Offered

Marriott provides products under the following brand names:

Autograph Collection

Bulgari Hotels & Resorts

JW Marriott Hotels & Resorts

Marriott Executive Apartments

Renaissance Hotels

Residence Inn by Marriott

The Ritz-Carlton

Geographic Locations

Marriott International has a wide array of operations with the ownership of around 3,700 properties and 17 major brands within 73 countries internationally. Moreover, Marriott exists within each of the following major geographic domains:

Middle East

Asia

Europe

Latin America

North America

Key Markets and Segments

Marriott focuses on both national and international markets for ensuring maximum profits and gains. The four major business segments of the company's operations include the Luxury Class, Upper Moderate Class and Lower Moderate Class segments.

Brand Portfolios

Speaking within limitation of words, the following brands of Marriott serve the targeted market segments:

Luxury Segment - Bulgari, Ritz-Carlton and JW Marriott

Upper Moderate Segment - Springhill Suites and Courtyard, Renaissance and Marriott

Lower Moderate Segment - Fairfield Inn

Methodology

Primary Research has been used to collect all the information presented within this assignment. Moreover, in order to ensure that the collected results are accurate, majority of the questions within the questionnaire were made to close ended. The questionnaire used for survey is included in the appendix section.

Business Positioning Strategy

Introduction

Business Positioning is rather one of the most important aspects of the marketing efforts of any Organization. The reason behind this is that Positioning refers to the way in which the customer perceives the brand to be (Kotler, 2010, p. 132). Moreover, different customers have different personalities and they look at the different brands from their own points of views.

In order to gain the topmost advantage as far as brand positioning is considered, different organizations develop brand standards through their unique selling propositions, evaluate their external and internal environments and work on the point from where they plan to gain a high end position in comparison to their competitors.

Existing Capabilities

Marriott has always been seen as a top class brand when it comes to the hotel industry of UK. As far as the question of evaluating the existing capabilities of Marriott Hotel is considered, Marriott develops its uniqueness within the industry through the provision of top class services in every relevant field of hotelling. There is a 360 degree package where customers belonging to the leisure, business and family groups are all entertained in their personally ...