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Business Organisation and Environments in a Global Context

   

Added on  2020-12-09

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Business Organisationand Environments in aGlobal Context
Business Organisation and Environments in a Global Context_1
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Background to Marriott Hotel.....................................................................................................1Background to Business Environment........................................................................................5Application of an appropriate analytical approach.....................................................................7CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
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INTRODUCTIONBusiness Environment comprises of influencing factors which can affect company'sfunctions including employees, customers, management, supply and demand as well as businessregulations. It is more complex in nature as such influencing factors keeps changing oncontinuous basis due to which it brings lots of difficulties towards existing and new organisationto run their business operations in particular country in more effective and efficient manner. Thepresent assignment report is based on the case study about Marriott Hotel which is one of thelargest diversified hospitality company that manages and franchises a broad portfolio of hotelsand related lodging facilities. It decided to expand its business operations through opening newbranch in Australia. This will requires to analyse business environment using PESTLE Analysis,porter's five forces and other analytical tools are briefly described under this report.TASK 1Background to Marriott HotelMarriott Internation Hotel is an American diversified hospitality company operated atglobal level managing and franchising a broad portfolio of hotels and related lodging facilities. Itis founded by J. Williard Marriott which will further headed by his son and executive chairmanBill Marriott. It is one of the largest hotel chain in the world. It served more than 130 countriesincluding Australia, UK etc. with having more than 6700 properties across such number ofnations. It has attained over 1.2 million rooms and have an additional 195,000 rooms in thedevelopment pipeline. It has generated over 22 billion US dollars as revenue in the year 2017. Itsheadquartered is located in Washington DC in Bethesda, Maryland (About MarriottInternational, 2018). The company came into market for the first time in the year 1957 inArlington, Virginia and from then to now, It was ranked 33 on Fortunes “100 Best company towork for” list. Marriott is well known for providing copies of the Book of Momon in addition tothe Bible in their rooms so as to facilitate its customers In addition with this, other backgrounddetails are mentioned as under:Mission: The mission statement of Marriott is “to enhance the lives of people byestablishing and enabling unsurpassed vacations and leisure experiences”. Vision: The vision statement of Marriott is “to become the premier provider andfacilitator of leisure and vacation experiences in the world”.1
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Competitors: Hyatt, Hliton and Starwood hotels and Resorts are some tough competitorsof Marriott which brings lots of challenges towards them to sustain in market for longer periodof time.Size: In the year 2017, Marriot has employed more than 1777,000 people acrossworldwide who workded to serve company's clients in more effective an efficient manner(Number of Marriott International employees, 2018).Types: Marriott has attained several hotel brands among which J.W. Marriott Hotels andResorts, Renaissance hotels and resorts, Ritz-Carlton, Courtyard and Residence Inn are somerecognised brand across worldwide.Amenities: The Courtyard brand has attained various amenities for the business travellerssuch as internet access. The Ritz-Carlton and J.W. Marriott brands are having amenities fortravellers seeking a more upscale experience including fine dining and decor.Incentives: The Marriott has rewarded its customers by giving them an opportunity toearn points towards hotel stays, airline miles, room upgrades, shopping and more. There aremainly three level of services for their travellers which includes Silver, Gold and Platinum.Considerations: The members of Marriott buying silver, gold and platinum gets specialservices and benefits which includes a designated telephone number for reservations. Platinummembers gets an arrival gift and vouchers at Marriott hotels worldwide (Baker, 2012).Ownership structure:Marriott hotel has a specific structure which gave competitiveadvantage to it. It operates 3916 hotel properties which are either managed, franchised orlicensed. A few numbers of properties which are owned by the company.Franchised – Marriott operates the vacation property such as a hotel or a resort which isgiven to other hospitality company exchange of an initial application fee.Managed properties: It includes the management fees to manage the properties under along term agreement which can renewed after 20 years.Owned and Leased properties:The company only had nine owned hotels and 35 leasedproperties in fiscal year 2013. The lease agreements include fixed annual rentals and additionalrentals based on a percentage of annual revenues in excess of a fixed amount.Financial performance: Marriott has attained good financial position in market due togenerating net income which are mentioned as under:Profit & Loss a/c (Figures in millions)2
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