Business Strategy and Strategic Management Plan for Marriott Hotels and Resorts International

Business Strategy –
Strategic Management
Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 - Impacts and influences of macro environment on Business strategies...........................1
TASK 2 - Organisation’s internal environment and capabilities.....................................................5
TASK 3 - Porter’s Five Forces to Analyse Market..........................................................................8
TASK 4 - Models, Theories and Concepts to Support Business Strategy for the Organisation....10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business strategy refers to a series of actions and planning that an organisation develops for
carrying out its activities and business operations in optimum manner (Kong and et. al., 2020). It
is defined as a series of plans and actions that an organisation implements for securing and
gaining higher competitive advantage, smooth business operations, better customer satisfaction,
organisational growth and optimum performance of the business. For developing strategic plans
it is important that an organisation should identify the course of action, evaluate the alternatives,
select the best plan and move in the direction for achieving desired results. Strategic business
management involves a series of actions that are deliberately conducted for achieving greater
efficiency and effectiveness in performance. The business strategy is also helpful to improve the
competitive strength of the organisation and identify or pursue the opportunities in the market
and discover the threats that may harm the business. A business strategy is very helpful because
it consists of many actions that are deliberately taken by an organisation to increase its
performance, achieve organisation goals, compete correctly, improve customer experience etc. It
provides a direction to the form for achieving its business needs and desired outcomes in the long
run. Marriott Hotels and Resorts International is an American multinational brand of full service
hotels and resorts that was established in the year 1957 and is headquartered in Bethesda,
Maryland, US. The report will analyse the external and internal environment factors that affect
the organisation within a given market and strategic planning that organisation uses for its
survival and growth.
TASK 1 - Impacts and influences of macro environment on Business strategies
Macro environment factors that affect the organisation can be evaluated with the help of
PESTLE Analysis. Macro environment factors are those extrinsic factors that affect the activities
of the organisation from external sources that arise beyond the walls of business and have great
impact on the company’s strategy (Linnik and et. al., 2020). PESTLE analysis tool is a designed
framework that can be used to understand the external factors that are elaborated below.
 Political factors: The major political issues that could affect Marriott business are related
to various government policies that prevails across the National and international borders.
The major issues that affect the business strategies are government interventions related
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to international trade, and the policies of the government (Wabrowetz, 2021). The travel
and tourism locations throughout the world are majorly affected due to the Covid-19
pandemics and the intensifying cross border conflicts throughout the various countries in
the world. The recent cases of Afghanistan, Ukraine and Myanmar can be considered that
disrupted the international air travel and travelling of people to tourist locations. The
greater risks of international incidents have highly affected the industry and affected the
business of Marriott international. The policies of Government across the National
borders and throughout the world have also affected how the business operates in today's
world. Especially in the hospitality and tourism sector, the willingness of people to travel
through various Nations is determined by the policies of the government to support
international travellers and provide a safe environment for their better satisfaction. The
activities of terrorism like air missile strike on airlines flight MH 17 in July 2014, and the
killing of approximately 40 people in June 2015 including tourist in the cost of Tunisia.
These events were due to the lack of government interventions and proper guidelines for
safety and security of the tourists. Such activities hamper the business activities of
Marriott international and decline the oral customer satisfaction in the places where
government policies and procedures are not appropriate.
 Economic factors: Economic factors could highly affect the business of Marriott because
it involves the major factors that affect the costs of business at a particular place
(Yeniaras and Kaya, 2021). The economic conditions such as recession, depression,
export-import rates, purchasing power of people affects the activities of business. The
closure of China's economic growth and the collapse of the Ukraine economy are the
major examples that have affected the commodity market for the businesses and have
affected their activities in the international market. The major factors that have led to the
decline in tourism activities are affected by the economic conditions throughout the blue.
Marriott is based across many countries throughout the world and the trading cost of the
business highly affects the US dollar exchange rates. Due to this, the organisation has to
suffer from trading losses across the seas which discourages or declines the American
economy to operate its businesses across other states. Due to the increased rates of
exchange the company has to face many challenges and may lead to economic disparity
across various places. Due to the economic conditions the long term risks on the
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