Marriott Hotel Ansoff matrix Free Essay Example, 1000 words

Marriott has also adopted the market penetration strategy through its â€Å"Love Travels† campaign that portrays the company’s dedication to make every person feel comfortable for who they are whenever they travel (Marriott News Center, 2014) Marriot Incorporation has also made use of the market development strategy. This strategy centers on developing new markets for the organization’s existing products and services (Oh, 2009). In the context of Marriot, the company has grown to other markets through building new units and joint ventures. One of the regions that Marriot Incorporation has focused on is the markets outside United States (Marriott News Center, 2014). This is because the growth rates within United States have gone down thus offering opportunities to expand to other regions. Some of the regions that companies expand to offer more lucrative business opportunities. Recently, Marriot bought out Delta chain of Hotels in Canada after the recent Canadian economic turmoil (Brownell, 2015). Marriot decided to expand to Canada in order to take advantage of the economic advantage of the depreciating Canadian dollar. In a press release, the head of mergers at Marriot Incorporation acknowledged that the company h as hopes that the Canadian economy will improve. We will write a custom essay sample on Marriott Hotel Ansoff matrix or any topic specifically for you Only $17.96 $11.86/pageorder now The Delta becomes the first largest hotel chain in Canada with full hotel service. Because of the weak Canadian dollar and cheap oil prices, Marriot anticipates tourism to be boosted by the low cost of transport. The company anticipates that the weak Canadian Dollar will encourage more Europeans and Americans to travel to Canada. Marriot bought Delta chain of hotels from the British Columbia Investment Management Corporation at 168 million US dollars. By buying the Delta, Marriot will have control of 30 hotels within Canada (Brownell, 2015). The company also recently expanded to Italy in Sacca Sessola, a few minutes away from Venice. By the end of 2015 the company also anticipates to have acquired 20 hotels in more than 20 countries. The AC hotels, which are a joint venture of Marriot with Antonio Catalan plans to expand its operations to the United States (Marriott News Center, 2014). Autograph Collection, which is one of the jointly owned Marriot hotel, attained its 60th hotel acquisition recently. The Unique collection permits autonomous hotels to take the chance to tap into Marriot’s powerful sales and marketing platforms. It is anticipated that almost 20 hotels will join the autograph collection this year (Marriott News Center, 2014).