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Questions: What Is The Need To Have A Marketing Strategy? What Is The Importance Of Having A Marketing Strategy To Improve The Business Structure For The Hotel? What Is The Impact Of A Marketing Strategy To Improve The Business Structure Of Melbourne Hotel? What Are The Recommendations That Will Enhance Effective Marketing Strategy Of Melbourne Marriot Hotel? Answers: Introduction This section will discuss the concept of marketing as well as provide examples of marketing strategies that are effective in improving the business structure of a company. Also, this section will discuss the significance and importance of marketing strategies that can be adopted by Melbourne Marriot Hotel towards improving its business structure. The concept of a marketing strategy A marketing strategy is a plan drafted by a business, company or firm for purposes of selling certain products and services. A marketing strategy is significant as it determines how well a business can compete with other similar business in the same industry. Besides, a marketing strategy plays an important role in increasing the market share through attracting more customers to the business (Hult 2011). Marketing strategies which are developed to improve business structure are pegged on several key elements. These components include the market, competition and consumer. Pricing is also a crucial factor when it comes to developing an effective marketing strategy. A business has to consider the price it offers its product to the market as well as competitors prices for purposes of determining the best price to sell products or services without exploiting the consumer. A product or service plays a crucial role in determining a marketing strategy that will be used to sell the products. A good and quality product has an added advantage over inferior products and as a result easy to promote while at the same time vulnerable to counterfeit products (Krush, Sohi Saini 2015). A marketing strategy will depend on market analysis. A business should be able to conduct a marketing analysis to determine the trend of the industry. If the industry is reducing regarding market capitalization, a business should come up with innovative market strategies that will disrupt the market and grow the industry. On the other hand, if the business is on the rise, a business should be able to adapt favorably to market forces and grow the business. A good strategy should evaluate the competition in the industry and be able to differentiate itself from other business to have a competitive advantage (Bashir, Yousaf Wani, 2016). Summary The literature review summarizes that marketing strategies play a significant role for every company. Companies rely on marketing strategies that to increase their awareness and visibility to prospective customers. Marketing strategies are also essential in attracting customers to boost sales for the business to increase profit margin (Phongpetra Johri 2011). Melbourne Marriot Hotel requires effective marketing strategies to ensure it gains a competitive advantage and market share in the hotel industry. Effective marketing strategies will ensure that Melbourne Marriot Hotel improves its business structure for sustainability. Research Methodology The main purpose of this research process is to investigate the objectives set by this study in order to validate the effectiveness of the marketing strategies that are aimed at improving the business structure of Melbourne Marriot Hotel in Australia. This study ensures that proper research process is followed to determine the effective strategies that will be used by the management of Melbourne Marriot Hotel. The research methodology focuses on the research design, the population under this study, the instruments used for the study among other things such as the cost and timing of the study (Clarke, et al., 2013). Research Philosophy Based on the opinions drawn by this research process, there are four significant research philosophies that relate to this study which include positivism, interpretivism, realism and pragmatism (Flick, 2015). The most relevant philosophy that is relevant for this study is positivism which emphasizes on the need to provide facts and logical explanations about the observation and data that can be quantified for purposes of ensuring that the research objective is attained. Research Approach There are two types of research approaches that are used in scientific study. These approaches include inductive and deductive approaches. The inductive approach is aimed at determining the lacking variable in the research study while deductive approach is meant to solve a specific issue in relation to the hypothesis of the study. For this study inductive approach is used because it assists in examining the relationship between the variables under the study and the research topic (Saunders, 2011). Inductive approach plays a critical role in determining the progress and authenticity of the study. Study Population The population under this study will be employees and managers at the Melbourne Marriot hotel in Australia. Research Design In a scientific research study, there are three designs that are commonly used which include explanatory, descriptive and exploratory. An explanatory research design is significant as it is self-explanatory with regards to the data collected. A descriptive research design offers detailed information that informs the researcher based on previous research data (Fayolle Lin, 2014). The exploratory research design explores primary data along with the existing variables under the study. This research study uses a descriptive research design to explain the findings of the study. Data Collection The method of collecting data for this research study will be from both primary and secondary sources. Primary data collection will be collected through as survey that will interview the marketing department of Melbourne Marriot Hotel, employees and frequent customers of the Hotel. On the other hand secondary data will be collected from existing literature on marketing, business reports and peer-reviewed journals (Bello Kostova, 2012). Sampling A simple random sampling is used in selection of employees and managers from Melbourne Marriot Hotel for this study. Careful consideration is used to eliminate cases of biasness and ensure reliable information is provided. The sampling size for the research is 53 respondents. Data Analysis The analysis of the data that will be collected will be based on the relevance of the sources where the objective is to access all the data and make sure to use the ones that are related to marketing strategies for improving the business structure. Timing The research process covers a period of seven weeks where the researcher will familiarize with the research question, develop research objectives and questions, peruse secondary sources from literature review, conduct the research, provide findings and give recommendations. Cost A budget will be determined by the researcher based on the activities that are going to be carried out. After, the cost for this study will be determined and calculated after the completion of research study. Miscellaneous costs that may arise will also be factored into the final calculation. One of the main benefits of having an elaborate marketing strategy is to improve communication among the employees which plays a significant role in Melbourne Hotel to facilitate efficiency. To determine the importance of a market strategy, one has to consider the market which the business intends to satisfy. Businesses that focus on domestic markets such as Melbourne Marriot hotel in Australia often use certain marketing strategies to achieve their goals. There are several classifications of marketing strategies that are based on various factors such knowing when to market and knowing when not to market (Sinha, 2012). According to this concept, there is always time for everything and business personnel should not act on emotions but understanding of market forces that facilitate the decision-making process. A person can plan effectively when he or she has an idea of the circumstances rather than jumping into something without much information. A marketing manager should be able to master the art of using intuition for purposes of determining the right time to seize an opportunity (Alonso-Almeida, Bremser Llach, 2015). Every marketing objective should not be challenged by other aspects of the business. A marketing manager should be able to act decisively when the right time for marketing the business presents itself which should be carefully analyzed through available marketing tools. Impact of marketing strategy on the improvement of business structure of Melbourne Marriot Hotel The impacts of marketing strategies for Melbourne Marriot Hotel are based on the core objective of providing better services and have a sustainable business structure. Effective marketing strategies have the potential to scale the profitability of the Hotel. Besides, effective strategies not only offer the company a chance to improve value proposition with customers but also attract new customers as well as maintain the existing ones by making them loyal customers. Focusing on the needs of the customers is crucial for the Hotel management to innovate new marketing strategies that will give them a competitive advantage and earn them a sizable market share among its competitors. The company has the potential to improve its brand and make it identifiable through customer relations that promote the benefits of the company not only to Australia but also across the world. Recommendations There are several marketing strategies which are classified based on the evaluation process that Melbourne Marriot Hotel can incorporate to improve their business structure (Madhani 2016). Several marketing strategies are fronted by researchers and categorized into six areas which include the main marketing strategy, general competitive advantage in the acquisition strategy, strategies to compete in certain markets, marketing, strategies of its intended market, positioning market strategy and strategy of the complex marketing elements. Marriot Hotel should aim at investigating more on these marketing strategies to give them a clear picture on how they should carry their marketing efforts (Hsu 2011). Conclusions Marketing strategies should focus on the local markets and extrapolate the results to a national level and international. This is to have a clear picture of what efforts should be encouraged to be able to compete favorably. For a business to determine its position in the market, it should be able to identify primary competitors for purposes of evaluating the performance of the business over time (Soteriades, 2012). For companies to achieve their marketing objectives, their main goal should be focused on marketing elements, control and risk management. Besides, the three aspects must have different marketing strategies that can be combined to have a powerful marketing strategy that meets the objective of a business. Lack of monitoring and evaluation of the marketing strategies does not guarantee the success of the campaign since the marketing should be modified progressively to specifically target the right consumer and create a loyal customer Reference List Alonso-Almeida, M., Bremser, K. Llach, J. 2015, "Proactive and Reactive Strategies Deployed by Restaurants in Times of Crisis", International Journal of Contemporary Hospitality Management, vol. 27, no. 7, pp. 1641-1661. Aziz, A.E. Fady, R. 2013, "Business Improvement Using Organizational Goals, Riva Technique and e-business Development Stages", Journal of Enterprise Information Management, vol. 26, no. 5, pp. 577-595. Bashir, M., Yousaf, A. 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