- All questions must be answered by using the answer boxes provided in this paper.
- Your answers must be submitted in this document to Blackboard by the published due date and time. Late submissions are not accepted.
- Before commencing, save this document with your Student Number and Unit Code as the file name e.g. RVA5432HI5004
Please do not save your document with any other name.
The file must remain in MICROSOFT WORD
Please make sure you follow the submission instructions at the end of this paper.
This assessment consists of two separate parts and is designed to assess your level of knowledge of the key topics covered in this unit.
PART 1: CASE STUDY (30 MARKS)
A case study about Marriott International is provided below. You are required to read the case study and information provided in the web link below, and then answer the questions that follow.
This case study examines how to develop relationship marketing with customers and examines the concept of customer profitability segments as a strategy for focusing relationship marketing efforts using Marriott International as an example. As there has been a shift from transactions to a relationship focus in marketing, customers become partners and the firm must make long-term commitments to maintaining those relationships with quality, service and innovation. Marriott Rewards Loyalty Program lies at the heart of the company’s relationship marketing and delivers multiple confidence, social and special treatment benefits for its more than 35 million members. The Loyalty Program brings a real value to the company itself, in terms of economic benefits, customer behaviour and Human Resource Management benefits. Recurring hotel guests form a great basis for customer profitability segmentation strategy that is used for focusing relationship marketing efforts. Through utilising the customer pyramid that embraces six various groups of customers, from members to elite guests, Marriott International differentiates between customers, in terms of their amount of stays, as well as the value of money spent, that altogether reward customers with different benefit packages.
Marriott International rebrands its loyalty programme to Marriott Bonvoy (Published 17 January 2019)
Marriott International has unveiled Marriott Bonvoy, the new brand replacing Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG), as one single loyalty portfolio. Marriott announced it would be uniting its three legacy loyalty brands in August last year.
On February 13 Marriott Rewards Moments and SPG Moments will officially become Marriott Bonvoy Moments, with the combined program completing its integration under its new name. On this date Marriott will release a new, “simple, bold and modern” logo, rolling out Marriott Bonvoy branding across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards in what is a multi-million-dollar global media campaign.
“Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty program,” said Stephanie Linnartz, Global Chief Commercial Officer, Marriott International. “Marriott Bonvoy is a travel program designed to bring to life our extraordinary portfolio of global brands in 129 countries and territories, while also providing endless inspiration for members to keep travelling and pursuing their passions.”
With Marriott Bonvoy, members will have access to Marriott’s portfolio of diverse brands including the largest collection of lifestyle and luxury properties around the world, and approximately 120,000 experiences in 1,000 destinations available for purchase or by redeeming points. These include excursions such as hiking into glacial Patagonia, desert treks on camelback in Morocco or cruising to Vietnam’s timeless floating villages; or indulging in once-in-a-lifetime experience like cooking alongside renowned chefs Daniel Boulud and Eric Ripert, or honing football skills in a master class with Hall of Fame wide receiver Jerry Rice.
Members will earn on average 20 percent more points per dollar spent under the new program, with two new names for previous Elite status tiers also being launched. Marriott Bonvoy Titanium Elite will replace Platinum Premier Elite for members who surpass 75 nights, and Marriott Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador. This top Elite status tier recognises members who surpass 100 nights and more than USD$20,000 (approx. AUD$27,770) in spend annually. These members enjoy the highest level of personalisation with a dedicated ambassador to help plan their travel and cater to their needs one-on-one
Throughout 2019, Marriott will bring Marriott Bonvoy to life with a series of experiential events for members taking advantage of the company’s marketing partnerships with iconic brands including the NCAA and the FIA Formula One World Champions, Mercedes-AMG Petronas Motorsport, as well as through sponsorships such as the Oscars, Coachella Valley Music and Arts Festival, Dubai Jazz Festival, The Hong Kong Sevens and The PGA Tour World Golf Championships-Mexico Championship.
Marriott Bonvoy will also usher in a new mobile experience. Members using either the SPG or The Ritz-Carlton Rewards apps are encouraged to download the current Marriott app now which will automatically update to become the Marriott Bonvoy app on February 13. The SPG and The Ritz-Carlton Rewards apps will be deactivated on that date.
View this web link:https://www.marriott.com/loyalty.m
Use the information provided in the web link and the case study to answer the following questions:
- Discuss the benefits associated with relationship marketing that Marriott will receive. Advantages of relationship marketing should be provided (10 marks)
Word limit: 200 words
Answer i): ** answer box will enlarge as you type
- Analyse the effects of rebranding the loyalty programs from Starwood Preferred Guest (SPG) to Marriott Bonvoy and discuss the possible impact of such a decision on Marriott’s market position. (10 marks)
Word limit: 200 words
- What is the impact of massive data breach to which Marriott’s customers have been recently exposed to on building customer relationships? (10 marks)
Word limit: 200 words
PART 2: SHORT ANSWER QUESTIONS
Question 1 (10 marks)
- Toyota produces a range of products serving different price segments in a consumer market. How
- does the manufacturer ‘justify’ the different prices? Answer the question in 300words and use
- at least 2 references to support your answer.
The manufacturer justify the different prices for different products citing many reasons mentioned as follows:
1) Difference in features: All the products manufactured have unique features. The manufacturer hence put different price tag on different products.
2) Market demand: The manufacturers have the knowledge of the market demand for a certain product . As the demand increase or decrease, the manufacturers produces those range of products in different price range.
3) Pricing analytics: This reason is used to justify the price range of new products when launched in the market for the first time (Chopra & Sodhi,2004, pp 58).
4) Optimized sale price for best seller products: The products that repetitively sell are price optimized by the manufacturers before selling.
5) Setting price as per value for money: The different range of products priced at the market holds different value for money. They are sold at different price at the market for optimum sales by the manufacturers.
6) Third party collaboration: The manufacturers sometimes collaborate with thirs party for cost effective manufacturing. They also do so due to lack of technology available with them(Cusumano,2010, pp 44).
Chopra, S., & Sodhi, M. S. (2004). Supply-chain breakdown. MIT Sloan management review, 46(1), 53-61.
Cusumano, M. A. (2010). Staying power: Six enduring principles for managing strategy and innovation in an uncertain world (lessons from Microsoft, Apple, Intel, Google, Toyota and more). Oxford University Press.
Question 2 (10marks)
For each of the STEP (Sociocultural, Technological, Economic and Competitive, Political/Legal) factors of the marketing environment, give three examples of influences on the promotional mix. Answer the question in 250 words
Before you submit your assessment, please check the following:
- You have named your file with your Student Number and Unit Code. RVA5432HI5004
It is critical you follow this file name instruction to ensure the file belongs to you.
- You have saved your file in MICROSOFT WORD format only. No other format is accepted.
- You have checked you are submitting the correct document as special consideration is not granted if you make a mistake.
Once you have checked the above:
Upload your file to the appropriate link on Blackboard.
You have two attempts to submit your assessment with only the final submission being marked.
** Note: All submissions are automatically passed through SafeAssign to assess academic integrity.