Hospitality Business Strategy

Hospitality Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART A...........................................................................................................................................1
A Stakeholders’ analysis of the group of people or organisations..............................................1
External factors that influence the strategies...............................................................................2
Internal environment and capabilities..........................................................................................3
Competitive forces.......................................................................................................................5
PART B............................................................................................................................................6
Strategic directions......................................................................................................................6
Application of Ansoff’s Product/Market Growth Matrix............................................................7
Strategic planning for a given hospitality organisation...............................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Business strategy can be describe as the process of organisation that includes planning,
analysing and selecting the best possible way to enhance activities of business. It is crucial for
organisation to develop effective and efficient business strategy in order to attain desired
objectives. business strategy is consider as the combination of all decisions which is taken and
action performed by organisation in order to gain competitive advantage over other rival
companies (Ruel and Njoku, 2020). This report is based on Marriott International hotel. This is
American multination company which is conducting its business practices in hospitality industry.
Marriot organisation was developed in year 1927 and founder of this organisation is J. Willard
Marriott and Alice Marriott. Head office of this company is located in Bethesda, Maryland, U.S.
This report includes stakeholders analysis in order to determine influence over business
practices. Different external and internal factors has been analysed. This report consist of
evaluation of the competitive forces market area. Different types of strategic directions for
business is determined in this report. Apart form this, appropriate growth platform and strategies
for business and strategies planning has been analysed.
MAIN BODY
PART A
A Stakeholders’ analysis of the group of people or organisations.
There are different individuals or group of people that are associated with business and lead
to have major impact on overall performance of business (Canhoto and Wei, 2021). it s essential
for respective company that is Marriott International hotel to determine different stakeholders
along with their impact on business and its practices.
Stakeholder analysis
Stakeholder analysis refer as the process of identifying different people according to their
participation level, interest as well as influencing capability in the process. Stakeholder analysis
in respect to Marriott International hotel is mention below –
 Manage closely – This segment of stakeholder analysis consist of individuals who have high
power as well as high interest in business activities. For example owners, CEO of respective
company.
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 Keep satisfied – It includes all those stakeholders who have high power to influence
decision making but low interest in business practices. This consist of government and legal
authority.
 Keep informed – This segment includes people that have high interest in business activities
but have low power to take decisions. For example employees or customers of Marriott
International hotel.
 Monitor – Stakeholders who have low power as well as low interest in business practices are
considered in this segment. For example non profit organisation, media people and so on.
External factors that influence the strategies.
There are different factors and elements of business which will lead to have affect over
business and it will influence over decision making practices. It is important that Marriott
International hotel is consider impact of external factors of business environment in order to
accomplish desired goals and objective of business. External environment can be describe as the
outer surrounding of business that lead to have direct or indirect affect over business and its
activities (Nikolskaya and et.al., 2020). In order to determine influence of external factors on
strategy of respective company, Marriott International hotel PESTLE analysis is considered.
PESTEL Analysis
PESTLE stands for political, economical, social, technological, legal or environmental
factors. Different elements of PESTLE analysis is mention below –
 Political factor – This factor refers to different rules and policies which are develop by
government and authority to carry out business practices. Political factor consist of taxation
policies, rules and regulation, tariffs and so on. Marriott International hotel have to consider
changes in rules and regulation that is developed by UK government while developing
effective business strategy.
 Economical factor – Economical factor will lead to have significant influence over
performance and profitability of business. it is important that Marriott International hotel is
consider different factors such as economic growth rate, interest rates, exchange rates,
inflation, employment rates and disposable income. Respective company will consider
economic growth rates of UK market area while taking important business decisions and
developing strategies.
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