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Problem

Describe how Marriott might employ lead user analysis to better align its properties and services with the needs of the executive traveler.

Step-by-step solution

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Step 1/3

Lead users are referred to those individuals who has an intensive expertise over a specific problem that does not has any other resolution means. Lead users are ideal to meet the needs and requirements of the future of a product or service because they innovate new technologies, products, methods, and services so they are considered as creative and innovative customers.

Step 2/3

Lead user method is a market research instrument hat is used to seek people to develop new innovative products or services. This method is preferably used to meet the requirements of industrial goods market rather than consumer goods market. Lead user projects are handled by a team of four to six managers from distinct departments like technology, marketing, sales, etc.

Company M can employ the lead user analysis starting from identifying the need of the customer and preparing an innovative and responsive team. The company can use this method for aligning their services to identify and analyze the dynamic trends of the market so that they can hire the lead users accordingly to develop an innovative product or service according to the requirements of the customer.

The company can use lead users to forecast the future market demand of the customers and help the company to encounter upcoming bulk of that marketplace. It will help them identify the underlying business trends and use them to create an opportunity for the company to acquire a leading position.

Step 3/3

Lead users may also the company M to increase easy accessibility for their customers to book the services, contactless payment, safety and hygiene, and many more. Lead users can help them enhances their hospitality and create market opportunities for them.