Industrial Segmentation Of Marriott International Inc In Detail

Marriott Hotels & Resorts utilizes various segmentation strategies, including geographic, psychographic, and demographic factors, to target their customers. They focus on big cities like New York, London, and Los Angeles to provide exclusive luxury hotels, and offer services to multiple economic segments. Additionally, the company aims to cater to customers' needs by dividing them into groups based on their interests, opinions, and attitudes. Marriott's 31 brands are divided into full-service and select-service categories on their website, and their quarterly segment results show various sources of revenue. The company's executive summary reviews its market segmentation and positioning strategies, highlighting its success in targeting customers' diverse needs. Overall, Marriott's use of different segmentation categories and strategies has helped enhance the value of their services and meet the expectations of their customers.

Marriott International Inc. engages in a multi-faceted industrial segmentation strategy to effectively address the diverse requirements of its clientele. The company's segmentation efforts encompass several dimensions, including:

  1. Geographic Segmentation: Marriott targets customers across a wide range of geographical locations, providing exclusive luxury hotels in major cities such as New York, London, and Los Angeles, while also offering services tailored to various economic segments in different regions around the world.

  2. Psychographic Segmentation: By understanding customers' interests, opinions, and attitudes, Marriott endeavors to segment its market based on psychographic factors. This allows the company to offer tailored experiences that resonate with the preferences and lifestyles of different customer groups.

  3. Demographic Segmentation: Marriott addresses the varied demographic profiles of its customer base through its diverse portfolio of 31 brands. These brands are divided into full-service and select-service categories on the company's website, catering to customers from different demographic segments and offering services tailored to their specific needs.

  4. Revenue Segmentation: Marriott's quarterly segment results demonstrate the various sources of revenue that contribute to its overall business performance, showcasing the company's approach to segmenting its operations based on different revenue streams and business segments.

The company's executive summary highlights its market segmentation and positioning strategies, emphasizing its success in targeting customers' diverse needs to enhance the value of its services.

Marriott's holistic use of varied segmentation categories and strategies underscores its commitment to delivering tailored experiences and meeting the expectations of its broad and diverse customer base.

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