Breadth-of-Offering Services
The upper left quadrant of Exhibit 3.11 represents a significant design change in the content of the service but it is delivered to the customer in much the same manner as existing services Marriott which began with a single hotel concept catering to a particular market segment now has a wide variety of products such as Fair field Inns Residence Inns Marriott Courtyards and Marriott Suites each of which focuses on a different market segment While the specific content of each type of hotel is different in terms of room size amenities and ancillary services that are provided for example on-site restaurants health spas business support services etc the basic method of delivering the service remains the same For firms developing new products in this category the challenge is how to deliver all of the different types of content to each of the corresponding different market segments in an effective and efficient manner.
