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International Hospitality Management Assignment - Marriott international

   

Added on  2020-12-10

14 Pages4564 Words271 Views
INTERNATIONAL HOSPITALITYMANAGEMENT
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INTRODUCTIONMany trends have been taking place in relation with the international hospitality industryand all these trends are linked with the speedy development in assimilation, globalization, newmanagement and vacation ownership. Many organizations such as Marriott Vacation Club,Hyatt Hotels and Hilton Hotels have added brand power to the concept and are being taking partin an industry that is showing rapid growth in recent years. If the firms venture outside theirhome nation then there are many possibilities for them to develop. For this purpose, MarriottHotel West India Quay has been taken into account. In addition to this, Marriott International isone of largest hospitality organizations all over world and also possesses large number ofproperties as well. The present report will carry out SWOT and PEST analysis of the hotel andwill evaluate the best strategic options for Marriott international to pursue for within selectedemerging market by adopting various strategic tools and techniques. TASK – 1SWOT analysis of Marriott Hotel West India Quay Marriott International has inaugurated first hotel in Arizona in the year 1967 in USA.They being to expend their operation outside US in the year 1969 and by 1975, they haveexpanded their operations in Europe. The hotel is a multi-national diversified hospitalityorganization which are effectively managing and franchising a broad assortment of hotels andrelated amenities for lodging. At international level, the firm is carrying out operations in 19brands (Cook, HSU and Marqua, 2013). Furthermore, in year 2015, Marriott has acquired theCanadian Hotel chain known as Delta Hotels and Starwood Hotels and Resorts for $12.2 billion.Because of this deal, Marriott hotel became the largest hotel company all across world. Inaddition to this, company follows its 19 brand. This type of acquisition has helped hotel inhaving larger presence outside US and around 75 percent of revenue of Starwood comes frominternational market. In this context, below given are the SWOT analysis carried out for MarriottHotel West India Quay: Strengths (S) – The hotel holds positive brand image in market and has an ability to takemarket position. Seeking help from their target customers, Marriott Hotel West IndianQuay has gained popularity and has become famous as well. In addition to this, the hotelalso possesses internal control system which has lot of efficiency and effectiveness.Consequently, it becomes important on part of the hospitality organizations to take into1
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account propositions of international context where they are operating and must beprepared to address questions which are rising from the environment which is inclined tochange. This important part is taken into account of hospital for purpose of internationalsystems. The hotel carries out their functions and operations by seeking help frommanagement skills which is every forceful style and dynamic leadership. Moreover, thereis also a positive reputation of the management of Marriott Hotel West Indian Quay thatthey have competence of satisfying needs of targeted customers. It also carries differentfunctional and operational activities. The hotel is adopting continuous technologicalinnovation with passage of time and improving customer’s experience. Lastly, they arealso upgrading their processes in relation with the business. Weaknesses (W) – The hotel is missing out from any customers as it is a very costlybrand. Marriott Hotel West Indian Quay is targeting only those individuals who belongsto business class and because of this, requirements and gratification of the middle classpeople are getting ignored. Its weakness is that they do not see that they lose customers.In regards to this company is also losing in terms of profit. This is the main reasonbehind dealing with very limited number of clients by hotel. Furthermore, hotel has verylimited and reduced size of market. Pertaining to this, Marriott hotel is not able todiversify their services. Opportunities (O) – Studies have reflected which Marriott international is operating inmore than 73 nations of the world. This has significantly helped the hotel in buildingbrand loyalty and awareness in same. In addition to this, the Marriott Hotel West IndianQuay will also be able to increase their revenue and is availing opportunities in regardswith growth of business. Other than this, Marriott hotel is also carrying out their businessseeking support of the policies that are linked with sustainable development and eco -friendliness (Pizam, 2009). With the help of this, Marriott Hotel West Indian Quay is ableto create e scope for enhancing their current business which in turn support in bringinginternational visitors or tourist from many parts of world. Significantly, this helped hotelin terms of kindness and in increasing its potential. The hotel is also continuously makinginnovation in their services as well as products associated with customers. Threats (T) – The major threat in relation with Marriott Hotel West Indian Quay isrelated with terrorism and political unrest in certain countries of the world. In addition to2
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