Case Study on Melbourne Marriot-Free-Samples-Myassignmenthelp.com

Question: Analyse the Marketing Strategies adopted by Melbourne Marriot Hotel. Answer: Introduction Background of research The study is associated with the marketing strategies adopted by a company for the purpose of enhancing its business structure. Melbourne Marriot Hotel has been selected in this study to obtain reliable and accurate information on a research topic. Melbourne Marriot Hotel is one of the leading hotels in Australia, which offers quality hospitality services to its potential customers. Experiences and activities available in Melbourne Marriot Hotel are 24 hours reception, office service, entertainment, car parking, gymnasium, room service, restaurant facility, car parking, dry cleaning, shopping, sports, spa, quality food and many. The hotel also focused on implementing appropriate marketing strategies for different purpose such as increasing brand awareness in the market, increasing customers, raising profit margin and market share and successful promotion of products or services (Armstrong, et al., 2014). Research aim and objectives Based on a research topic, the aim of the following research study is to analyse the marketing strategies adopted by Melbourne Marriot Hotel, Australia to improve the business structure. On the basis of research, some specific research objectives have been developed here. Certain research objectives will be: To understand the concept of market strategy To evaluate the importance of marketing strategy in improving the business structure of Melbourne Marriot Hotel To assess the impact of marketing strategy on the improvement of business structure of Melbourne Marriot Hotel To provide recommendations to enhance the marketing strategy of Melbourne Marriot Hotel Research questions Depends on research aim and objectives, some research questions of the present study will be: What is the concept of market strategy? What is the importance of marketing strategy in improving the business structure of Melbourne Marriot Hotel? What is the impact of marketing strategy on the improvement of the business structure of Melbourne Marriot Hotel? What are the recommendations to enhance the marketing strategy of Melbourne Marriot Hotel? Research problem The research problem is this study will be to evaluate that the marketing strategies adopted by Melbourne Marriot Hotel are effective for the improvement of business structure or not. Various marketing strategies applied by the management of Melbourne Marriot Hotel are to use effective promotional tools, to develop a healthy and positive relationship with customers, to improve service quality. These marketing strategies are beneficial the company to increase the customer awareness towards its services and ensure the strong customer base in the market (Baker, 2014). In this context, the research problem of the following study will be to assess the effectiveness of these strategies in enhancing the structure of business of Melbourne Marriot Hotel. Literature review Introduction The section of literature review would comprise of discussion of the concept of marketing strategy along with the various marketing strategies applied by the management of Melbourne Marriot Hotel. Importance and impact of the marketing strategies adopted by this hotel to enhance the business structure would also be discussed in this section. Concept of marketing strategy According to Schmidt, et al. (2014), the concept of marketing strategy is defined as the overall business plan, which helps the business organisation to reach to the target market and to draw the attention of more number of customers along with raising the selling of products. Marketing strategy is beneficial for every business firm to make sure the attainment of marketing goals and enhancing the market share. Along with other organisation, Melbourne Marriot Hotel has also adopted some effective marketing strategies such as maintaining a positive relationship with customers and offering quality-based services and gaining their trust for the aim of improving the business position in the market along with raising the brand awareness (Kanagal, 2016). Apart from that, the company has also implemented certain marketing strategies, for instance, making the business customer-oriented by ensuring the satisfaction level of customers. Importance of marketing strategy in improving the business structure of Melbourne Marriot Hotel According to Huang, et al. (2014), one of the major importance of marketing strategy is it helps in improving the communicating among employees of Melbourne Marriot Hotel based on which business structure of this hotel can be enhanced. Marketing strategy also ensures the direct communication between manager and employees through which they are capable of developing the effective idea and planning for the purpose of improving the structure of business (Krush, et al., 2015). Marketing strategy also facilitates in coordinating all activities related to business and marketing, which leads to the enhancement of business structure of the hotel. Marketing strategy also facilitates in maintaining the internal cost of business along with ensuring the continuous improvement of business function (Clarke, et al., 2013). With the implementation of effective marketing strategy, the management of this hotel is capable of improving the decision-making process along with making an essential decision in favour of improvement of its business structure. Impact of marketing strategy on the improvement of business structure of Melbourne Marriot Hotel According to Hollensen (2015), marketing strategies adopted by Melbourne Marriot Hotel has a significant impact on its business structure. Different marketing strategies implemented by the hotel with the aim of improving the structure of business make the changes within organisational structure and process, developing new business structure along with implementing online as well as offline method. With the assistance of offline and online method, the hotel is capable of attracting lots of customers and raising the customer base in the market (Blakeman, 2014). These marketing strategies are beneficial for this hotel to enhance the business structure and making it customer-oriented as the management of the hotel believe that by doing the business structure customer-oriented it is possible to draw the attention of more customers along with raising sales volume (Bianchi Mathews, 2016). In this context, marketing strategy in relation online and offline method has a positive impact on the enhancement of business structure and business growth of Melbourne Marriot Hotel. Summary From the discussion of literature review, it has been summarised that marketing strategy is an important aspect for every company as it facilitates in increasing sales volume as well as the profit margin of the business. Melbourne Marriot Hotel has implemented effective strategies to improve the business structure along with the business performance as well as marketing performance. With the introduction of the online and offline method, the hotel is also capable of influencing more customers and raising the same and make sure the strong customer base in the market, which has a positive effect on make the business structure customer-oriented and enhances the selling of products as well as profit margin. Research methodology Research purpose To complete entire research work in an effective manner, it is important to outline the prime purpose of the study. Research purpose also supports in attaining the desired objectives of this study in a successful manner (Clarke, et al., 2013). The purpose of this research will be to evaluate the proper marketing strategies implemented by the management of Melbourne Marriot Hotel. To attain the main purpose of the present study some objectives have been taken into consideration in this research, which has been discussed in the introduction chapter. Research philosophy According to research opinion, four types of research philosophy are positivism, interpretivism, realism and pragmatism (Flick, 2015). Among these four research philosophies, positivism philosophy will be effective for this study as it provides facts and logical information based on observable and quantifiable data along with ensuring the attainment of research objectives in an efficient manner. Research approach In accordance with there are two types of research approaches, which includes inductive and deductive approach. The inductive approach helps in determining the lacking aspects related to the study, where deductive approach facilitates in solving the issue related to the hypothesis (Saunders, 2011). Inductive approach is deemed to be appropriate for this study as it helps in finding the relationship among existing variables of the study and research topic. With the assistance of inductive approach, it is also possible to examine the current progress facts related to the study. Research design Three kinds research design are exploratory, descriptive and explanatory. Descriptive research design provides thorough and detail information with the help of authentic sources. Explanatory research design helps in executing collected data in an explained manner. Moreover, exploratory research design explores the new information with the assistance of existing variables related to the study (Fayolle Lin, 2014). Based on research purpose, descriptive research design would be suitable for this study as it facilitates in analysing the marketing strategies implemented by Melbourne Marriot Hotel including the importance of these strategies and ensure the completion of study without any problem. Data collection Two types of data are primary and secondary data. Both primary, as well as secondary data collection, have been considered in this study to collect essential primary and secondary data. To gather secondary data, various secondary sources such as literature studies, articles, journals and books have been used in this research work (Bello Kostova, 2012). To acquire required primary data qualitative and quantitative research along with the survey as well as interview have been taken into consideration in the following study. Sampling To conduct survey 70 employees from Melbourne Marriot Hotel have been approached. 50 employees have been selected out of 70 to acquire reliable information. In addition, 3 managers from Melbourne Marriot Hotel have been chosen to gain information marketing strategies adopted by this organisation. Simple random sampling methods have been selected here to choose appropriate respondents from a wide range of population and reduce the issue of biases by providing equal opportunity of being part of the sample. In this regard, the sample size of this research is 53. Time Schedule From the above time schedule, it has been mentioned that seven weeks would require completing overall study in a proper way. All activities are divided into subsection to ensure the completion of entire work and achievement of research purpose. Conclusion Based on the overall discussion it has been concluded that marketing strategies adopted by the management of Melbourne Marriot Hotel are efficient to make the changes within the business structure and enhance the same as the requirement of business. Positivism philosophy, inductive approach, descriptive research design would be effective for this study to acquire reliable and accurate information. Apart from that primary as well as secondary data collection along with the qualitative and quantitative research would also consider to obtain essential information and make sure the completion of the overall study in an appropriate manner. References Armstrong, G., Adam, S. D. S. Kotler, P., 2014. Principles of marketing. Australia: Pearson . Baker, M. J., 2014. Marketing strategy and management. London: Palgrave Macmillan. Bello, D. Kostova, T., 2012. 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