Marketing Plan:

Please provide detailed Marketing Plan for Marriott International Company. Below is the outline. Please discuss each point and explain the rationale in detail.

• Current marketing situation (For this part, tailor it to fit with your overall recommendation of the marketing plan (that you need to provide in the end of the marketing plan) and its narrative. Remember, this is the past and the present state.)
  • Company : about/mission/status, 4Ps, SWOT analysis
  • Customers : segmentation (basis), targeting (profile), positioning/value proposition (including perceptual positioning map)
  • Competition : identification (direct, indirect), differentiation (similarities, differences)
• Proposed marketing strategy (This part of the marketing plan is about the future)
  • Program STP (Segmentation, Targeting, Positioning) : changes/implications
  • Program 4Ps : changes/implications
• Implementation plan : please discuss the schedule of the implementation plan, and the evaluations (Think about the timing and sequence of all events (especially certain milestones), and your plans to measure success/failure and any other necessary metrics.)
• Overall recommendation : main program, rationale, risks. This is your proposal for the companys future direction. It should be reasonably narrow and targeted. Think of it as a one-year program/objective.

Please discuss each point and explain the rationale for each point in detail.