MRKT20018 Assessment 2 Written Assessment
Weighting 40%
Due: Thursday Week 6 at 2PM
Maximum length: 2000 words
Task Description
The Marriott is a global company with hotels in many different countries but with an underlying philosophy. You are to research the websites for two Marriott hotels: Boscolo Venezia, Autograph Collection and Renaissance Koh Samui Resort & Spa. From an analysis of these websites,
1. What are the similarities between the two hotels? You need to consider the location of hotel within the environment, the physical environment of the hotel, ease of access to the hotel for guests, facilities provided for guests, services offered, food and beverage as well as accommodation. You can present these results in a table.
2. What are the differences between the two hotels?
3. How do the similarities and differences differentiate each hotel
a) from its local competitors OR,
b) reinforce the hotel position of the Marriott in the global market place?
4. Justify who you believe is the target market for each hotel.
5. How has the Marriott brand been able to successfully expand its operations from the first Hot Shoppes Restaurant chain in 1927 in America to 198 hotels in 10 countries by 2015?
You are expected to read widely to answer the questions and to justify your response. You must include at least 10 references to support your ideas. I suggest you use the CQUniversity library database and Google Scholar to find journal articles. Remember to reference them in-text as you use them and add them immediately to your reference list. You must use Harvard Referencing and if using Endnote, you need to download and use the latest version.
Note that this is an individual assessment and is not a business report. Simply answer the questions above and add an introduction and conclusion. Please make it obvious where you start the answer to each question to make it easier to mark. References:
CQU 2015a, Harvard – CQUniversity, viewed 10 Septmber
2015, http://libguides.library.cqu.edu.au/endnote-styles
CQU 2015b, An abridged guide to the Harvard Referencing Style, viewed 10 September
2015,https://www.cqu.edu.au/__data/assets/pdf_file/0010/14032/2015_Harvard_Guide_11_ Feb_with_colour_Ing.pdf
Marriott International 2015a, Boscolo Venezia Autograph Collection: Hotel Details, viewed 10 September 2015, http://www.marriott.com.au/hotels/fact-sheet/travel/vceak-boscolovenezia-autograph-collection/
Marriott International 2015b, Renaissance Koh FSamui Resort & Spa, viewed 10 September 2015, http://www.marriott.com.au/hotels/travel/usmbr-renaissance-koh-samui-resort-andspa/
Marking Criteria
Criteria Maximum
marks Your mark
Introduction to topic 2
1. Similarities identified and explained 6
2. Differences identified and explained 6
3. Critical analysis of differentiation or reinforcement 6
4. Target market justified 6
5. Reasons for brand success justified 6
Conclusion 1
Correct referencing both in-text as well as in the reference list using Harvard Referencing 4
Professional presentation: no spelling or grammar errors, under word limit, English expression of a high standard 3
Total marks 40