Internationalisation Strategy for UK Hospitality Industry: A Study on Marriott

This research aims to determine the internationalisation strategy that would be used by an organisation for improving their business growth at global level. The report is focused on UK hospitality industry and Marriott. It includes literature review, research methodology, data analysis, and conclusion with recommendations.

TO IDENTIFY THE INTERNATIONALISATION STRATEGY THAT
WOULD BE USED BY UK HOSPITALITY INDUSTRY FOR IMPROVING
THEIR BUSINESS GROWTH AT GLOBAL LEVEL
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ABSTRACT
Purpose: The major purpose of this research is to determine the challenges faced by organisation
in their internalisation strategy. The report is also providing impact of internationalisation on
business functions within hospitality industry.
Methodology: In this research various research methods were used in order to collect and
analyse the research in desired manner. The current research is associated with qualitative
research methods in which in-depth information can be collected.
Results and findings: In this research the major findings are related with examination of issues
faced by businesses in their process of internalisation. Besides this the research report also
demonstrated that the impact of internalisation over business functions in positive and negative
manner.
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Table of Contents
ABSTRACT ....................................................................................................................................2
INTRODUCTION, AIMS AND OBJECTIVES ............................................................................4
Introduction to the research topic...........................................................................................4
Introduction to the organisation..............................................................................................4
Research questions ................................................................................................................5
Research aim .........................................................................................................................5
Research objectives ...............................................................................................................5
Rationale of the research........................................................................................................5
Snapshots of methodology.....................................................................................................6
LITERATURE REVIEW ...............................................................................................................7
What are the different types of internationalisation strategy used by UK hospitality industry?
................................................................................................................................................7
What is the effective internationalisation strategy that would be used by Marriott for its
business expansion? ...............................................................................................................9
What is the impact of internationalisation strategy for Marriott?........................................10
What are the challenges that Marriott could be faced for using specific internationalisation
strategy?................................................................................................................................11
RESEARCH METHODOLOGY ..................................................................................................13
DATA ANALYSIS AND DISCUSSION.....................................................................................16
CONCLUSION AND RECOMMENDATION.............................................................................22
Conclusion............................................................................................................................22
Recommendation..................................................................................................................24
REFERENCES .............................................................................................................................26
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INTRODUCTION, AIMS AND OBJECTIVES
Introduction to the research topic
Internationalisation strategy is defined as the strategy which is used by the businesses in
order to expand their business in various other nations and global market territory.
Internationalisation is the practice of designing of goods and acquiring internal operations so that
other market can also be adapted by the organisation (Magnani and Zucchella, 2018). These are
the strategy which is used in order to expand business in other markets and to develop global
existence as well. This process is used by the organisation when the business is tend to satisfy
needs and demands of their consumer at different nations. These strategy can be used when the
organisation is willing to expand beyond national boundaries so that to attract high customers
and to make customer base at global level. These are multidimensional in nature and related with
taking such decisions by which overall succession opportunities can be enhanced. These
strategies are emphasised over selling the goods and product at international level and to set
example for organisational competitors. In the current time internationalisation strategy has
gained higher prominence due to emergence of global economies and due to increasing market
flexibility. Internationalisation is a time taking process which is helping the business to grow at
multidimensional manner so that long term business goals can be set and such efforts can be
made in order to attain the same. The current research report is emphasised over examination of
internationalisation strategies and their importance for the organisation in business expansion.
There are multiple factors which are responsible for success or failure of internationalisation
strategy and in this some are internal and some are external (Kaczmarek and Nyuur, 2021). The
report is going to discuss various challenges which can be faced by the organisation when they
use internationalisation strategy and expand their business at global market.
Introduction to the organisation
Marriott is a selected American multinational hotel that was founded in 1927 by J.
Willard Marriott and Alice Marriott. Marriott is one of the powerful organisation which is having
30 brands in their business portfolio and having their business in more than 131 countries around
the globe. The major principle of the organisation is to manage their culture in such a way that
customers can be served in better manner. The company has their fundamental value which is to
include equality and diversity at their workspace so that most precious inheritance can be
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maintained. The company is continuously making efforts in order to expand their business in
various countries so that to cover all the global market and to earn market prominence as well.
Research questions
 What are the different types of internationalisation strategy used by UK hospitality
industry?
 What is the effective internationalisation strategy that would be used by Marriott for its
business expansion?
 What is the impact of internationalisation strategy for Marriott?
 What are the challenges that Marriott could be used for using specific internationalisation
strategy?
Research aim
The aim of this research is “To determine the internationalisation strategy that would be used by
an organisation for improving their business growth at global level”: A study on Marriott
Research objectives
 To determine the types of internationalisation strategy used by UK hospitality industry
 To identify the effective internationalisation strategy that would be used by Marriott for
its business expansion
 To evaluate the impact of internationalisation strategy for Marriott
 To determine the challenges that Marriott could be used for using specific
internationalisation strategy
Rationale of the research
The rationale behind selecting this topic or research is to help Marriott in its business
expansion. This research helps them by providing accurate information regarding the
internationalisation strategy (Braga, Marques and Serrasqueiro, 2018). Current research is
essential by increasing their understanding regarding the suitable internationalisation strategy
along with its importance in their business expansion. This research is also important for various
stakeholders such as Marriott hotel, students and researcher. For students, this research helps
them by increasing their knowledge about the internationalisation strategy that would be used by
an organisation for improving their business growth at global level. For the researcher, this
research helps them by improving their various types of research skills such as data collection,
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decision making, time management and many others. All these are main skills and helps an
investigator in its personal along with professional development. For Marriott hotel, this research
or study is essential for them by enhancing its understanding about the effective
internationalisation strategy along with its significance in its business expansion.
Snapshots of methodology
Methodology is the process used by a researcher for gathering and evaluating accurate
information regarding a research topic. For collecting information regarding the the
internationalisation strategy that would be used by an organisation for improving their business
growth at global level, secondary research is used by an investigator (Nawaz, 2018). Within this
research secondary sources of data collection are used. These sources are books, journals,
articles, publication research etc. Along with this, there are also various methodologies that
would be used by an investigator such as interpretivisim philosophy, inductive approach,
qualitative secondary data etc. Thematic analysis is an analytical technique that is used by an
investigator for evaluating qualitative secondary data within minimum time period.
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LITERATURE REVIEW
Literature review refers to the systematic process of gathering secondary data from available
sources that are articles, publication research, books, journals, magazines and many others.
These are main sources that helps an investigator in collecting secondary and in-depth
information regarding the topic (Eduardsen and Marinova, 2020). The purpose of literature
review is to find out research gap in existing research. In this research, main gap is that there was
lack of information regarding the internationalisation strategy that would be used by an
organisation for improving their business growth at global level. In previous studies, there was
lots of data available about the internationalisation strategy but there was lack of information
regarding the role of internationalisation strategy in business expansion. This is a main gap and
for addressing this, research questions are explained below;
What are the different types of internationalisation strategy used by UK hospitality industry?
As per the viewpoint of Torkkeli and et. al., (2019), international strategy is a plan which
is developed to run the business activities in international market. The International strategy
mainly requires defining goals, analysing the international market, studying resources,
understanding market dynamics and developing offerings. Through implementing international
strategy, company can gain recognition and also consolidate management with economies of
scale. Through implementing international strategy, UK hospitality industry can gain various
benefits as it helps in increasing revenues, decrease competition also focuses on longer product
lifespan. International strategies help in attracting more and more customer towards the brand
and increase the market influence. By international strategy, companies can expand their
business in oversee market and establish growing presence. It also helps in allowing businesses
to grow, generate revenue and gain competitive advantage in market. In order to develop
international strategy, it is important to set goals, identify product, research new markets,
understand the competition, plan marketing strategy, plan international organisational structure,
determine distribution strategy and assemble strategy document. International strategy helps in
improving the business performance by targeting new market and increasing the penetration in
existing market. There are mainly three types of internationalisation strategy which can be used
by UK hospitality industry in order to run the business activities in effective and efficient manner
such as multi-domestic, global and transnational strategy.
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Multi-domestic strategy:
Multi-domestic strategy is one of the strategy which can be used by UK hospitality
industry by investing in creating a strong presence in foreign market and fulfilling the needs and
preference of local markets. Through adopting multi-domestic approach, hotels and restaurants
can invest in various localities where they can actively market their products. In order to connect
with consumers, organisation can use multi domestic strategy in order to create wide range of
tactics for creating strong presence. UK hospitality industry can adopt this strategy and offer the
services according to the customs, cultural traits and tradition of foreign market. Each country
has different tradition and customs due to which it becomes difficult for company to attract the
customer of foreign market. It is important for UK hospitality industry to take into account the
foreign tradition, customs and cultural traits. By using multi-domestic business strategy,
hospitality industry maintains their headquarters in the country of origin. They can also establish
localised headquarters overseas so that they can easily manage the relations with foreign
customers. Multi domestic strategy focuses on establishing a strong presence in market and also
tailors the products to suit new markets. This strategy is mainly used by hospitality industry and
food and beverages industry.
Global strategy:
Global strategy is another internationalisation strategy which can be used by UK
hospitality industry in order to expand business. By adopting global strategy, company focuses
on treating the world as one market and also leverages the economy of scale in order to generate
revenue and increase reach. The global companies generally have central office and headquarters
in their country of origins and also they focus on establishing their repartition in foreign markets.
Through implementing global strategy, hospitality industry generates revenue potential and also
diversifies their markets in order to create strong customer base. While adopting global strategy,
hospitality industry treats each foreign market differently and also adapts their products and
services to foreign market. For example, Marriott generally alter, add and remove the certain
items from their menus in order to suit the needs of local markets.
Transnational strategy:
Transnational strategy is also an internationalisation strategy which focuses on combining
the elements of global and multi-domestic strategies. The transnational strategy depicts that
organisation operates their business activities from its headquarters in its country of origin and
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also they focuses on expanding their business activities with full scale operations in foreign
markets. Through implementing transnational strategy, hospitality industry can offer their
products and services in multiple countries across the globe but they have to understand how the
product can be marketed in each country. The product and services in transnational strategy
doesn't get changed in order to suit a new market. There are few challenges which can be faced
by hospitality industry such as large investment cost and effective management tactics. While
using transnational strategy, company must have separate marketing and research and
development departments so that they can respond to local customer.
What is the effective internationalisation strategy that would be used by Marriott for its business
expansion?
As per the opinion of Jia and et. al., (2017), the effective internationalisation strategy
which can be used by Marriott for its business expansion is multi domestic strategy. Through
adopting multi-domestic strategy, company can achieve maximum local responsiveness by
customising the product and service offerings and marketing strategies in order to match
different national conditions. While adopting multi-domestic strategy, Marriott have to sell their
products and services according to the custom and tradition of the local market so that they can
attract and retain more and more customers towards the brand. This strategy tailors the product
selection, payment methods and marketing to the regulations and values in each country where
they operate business. The main purpose of multi-domestic strategy is to attract maximum
customer towards the brand by offering them product and services according to their taste and
preference. In order to create strong market presence, it is important for Marriott to serve their
communities and stay ahead of competition. The hotel has its unique product strategy which
aims on attracting luxury travellers. The core product of Marriott which helps in grabbing the
attention of maximum customer is hospitality services. The product strategy of Marriott
generally includes everything that goes into running the hotels. Marriott has expanded their
business in different countries and cities by having headquartered in their country of origin. In
order to reach maximum number of audience, Marriott advertise their products and services in
digital, national TV and print media in last years. The brand generally focuses on investing in
premium ads with multiple media formats. By using multi-domestic strategy, Marriott make their
customers feel valuable and important due to which they gain loyalty of their consumers. The
strategy also helps hotel to compete with competitors in effective and efficient manner. It is
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important for Marriott to create its strong presence in different countries in order to enhance the
profitability and growth of business. While implementing global strategy, Marriott can customise
their products and services according to the need and preference of customer in order to make
them satisfied with the brand. When Marriott customise their products and service according to
the taste and preference of customer it helps in gaining competitive advantage in market and also
helps in creating strong presence in market. Multi domestic strategy enables individual
subsidiaries of Marriott in order to compete independently in different domestic markets. The
multinational headquarters of Marriott coordinates financial controls and marketing policy in
order to run the business activities in effective and efficient manner. Marriott operates their
business in more than one country due to which it is necessary for company to adopt multi-
domestic strategy so that they can smoothly run their business activities in each of the markets.
What is the impact of internationalisation strategy for Marriott?
According to Hazarbassanova (2016), there is a huge impact of internalisation strategy for
Marriott as it helps in improving the business performance and profitability. Internationalisation
strategy creates a positive impact on the performance of business by achieving economies of
scale, improving brand awareness and converting unique abilities to advantages. Through
international strategy, company can enhance their recognition and also lower their cost with
centralisation and streamlined operations. It also gives an opportunity to Marriott to develop
connection with other markets and enhance their communication and awareness.
Internationalisation strategy provides access to new investment opportunity and new market due
to which Marriott can enhance their customer base and profitability. It creates vision and
direction for organisation in order to expand business in international market (Jafari-Sadeghi,
2021). There are various benefits of internalisation strategy which helps organisation as it gives
an opportunity to enter into new markets and also increase the business growth. Through
implementing internationalisation strategy, company can stay ahead of competition and also gain
competitive advantage in market. It also helps in providing larger market access and offer
economies of scale with additional learning opportunities. Internationalisation strategy gives
multiple opportunities to company in order to enhance their sales performance and productivity.
The impact of internationalisation is positive as it helps in increasing the growth of business by
attracting more and more customers towards the brand and getting out of saturated market.
Marriott can also stay ahead of the competition and also avail access to new customers. By
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expanding business in new market, organisation can gain access to pool of potential employees
with unique skill set. Through internationalisation strategy, company can also gain competitive
advantage by offering products and services according to the need and preference of customers.
Thus, it is important for company to focus on developing effective internationalisation strategy
that helps in creating strong presence in market and also enhance the profitability of business.
What are the challenges that Marriott could be faced for using specific internationalisation
strategy?
As per the viewpoint of Morais and Ferreira (2020), there are various challenges which are
faced by company while using specific internationalisation strategy. In order to expand the
business in international market, there are various challenges which can be faced by Marriott it is
important to overcome the issues in order to run the business in effective and efficient manner.
The challenges are as follows:
Language barrier:
Language barrier is one of the challenges which can be faced by Marriott while expanding
the business in international market. While expanding the business in international market,
Marriott have to consider the language which is spoken in the country so that they can run the
business in effective and efficient manner. It is important for the company to hire interpreter and
consultant with native speaker in order to represent their business in new market. Language
barrier can influence the performance and growth of company. It is essential for Marriott to
identify the language of the chosen country so that business continues to separate in smooth
manner.
Managing global teams:
Managing global teams is also a challenge faced by company while expanding business in
international market. It becomes difficult for Marriott to manage the employees who live all over
the world. For Marriott, it is important to build and maintain strong working relationship with
global teams, use video conferencing platform and also facilitate regular check-ins in order to
interact with employees in real time. Through managing global teams effectively, organisation
can achieve their goals and objective in effective manner and also employees contribute their
productive outcomes. Thus, it is necessary to manage the team in smooth manner so that
business can generate revenue and enhance their growth.
Legal and compliance issues:
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It is also an issue which can be faced by Marriott in order to expand the business in
international market through adopting specific internationalisation strategy. Legal and
compliance issues are the major concern for the business while expanding business in
international market (Franco and Haase, 2016). While expanding the business in international
market, it is necessary to understand the legal and compliance issues of the country in order to
run the business sin significant manner. Some of the compliance and legal issues are lack of
training, laws and regulation, lack of accountability and inability to establish best practices of
managing business.
Cultural difference:
Cultural difference is also a challenge which can be faced by company while establishing
business in new market. It is important for Marriott to understand the culture of the country in
order to run the business activities in effective and efficient manner. Through understanding the
culture, Marriott can offer product and services according to the taste and preference of
customers as it helps in increasing the customer base and also improve their experience.
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RESEARCH METHODOLOGY
Research methodology is the process used by an investigator for collecting and evaluating
data or information regarding any topic. There are several methodologies that are used for
collecting secondary data regarding the internationalisation strategy that would be used by an
organisation for improving their business growth at global level. These methodologies are
explained below;
Research philosophy: This is the effective and useful process used for collecting,
evaluating and using data regarding specific research topic. There are basically two types of
research philosophies such as positivism and interpretivism. These are effective but
interpretivism is a useful philosophy within a current research because it helps an investigator in
collecting, evaluating and using qualitative secondary information (Bresler and Stake, 2017).
Main purpose behind the use of interpretivism philosophy is it not require maximum time and
helps in getting valid outcomes as compared to the positivism type.
Research approach: This is the process applied by an investigator for evaluating gathered
information via an effective approach of research. There are two approaches of the research such
as inductive and deductive. In this research, inductive approach is more useful and valuable for
the researcher. Main purpose behind the use of inductive approach is it helps in evaluating
qualitative secondary data in given time period. As compare to the deductive approach, inductive
is time and cost effective as well as helps in getting reliable outcomes.
Research choice: There are mainly three choices of the research such as mono, mixed and
multi-mixed. These are essential but within a current investigation, mono method is used for
collecting qualitative data under secondary research. There are certain reasons behind the
selection of qualitative data under mono method. These are; provides data in theoretical manner,
not require maximum time, helps researcher in getting valid outcomes and many others. On the
other hand, quantitative is another method that not used within a current research because it
requires a lots of time and not helps in collecting as well as evaluating secondary data (Sahu and
Singh, 2016).
Research Strategy: Research strategy is defined as such processes which is used by the
investigator in order to carry out the research in appropriate manner. Research strategy is
focused over gathering of authentic and appropriate data so that research can be executed in
systematic manner. Research strategy is divided into different parts such as action research,
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survey methods, grounded theory, systematic literature review and many others. In the current
research systematic literature review is selected so that to gather in-depth information related
with research can be collected. This is helpful in making appropriate judgements within research
so that researcher get an edge to manage the research in desired manner. This is analysed that
with the help of systematic literature review research topic can be analysed in such manner that
results within research can be attained.
Data collection: This refers to the process of collecting information from a suitable research
method. There are basically two essential methods of data collection such as primary and
secondary. Both methods of data collection are effective but in this research, secondary method
of data collection is used because it provides in-depth information within minimum time. There
are several sources that are used for collecting secondary data regarding the internationalisation
strategy that would be used by an organisation for improving their business growth at global
level. These sources are books, articles, magazines, journals, publication research and many
others. All these are effective sources that used for collecting in-depth and secondary information
about the internationalisation strategy (Ratnam, 2019). There are various advantages behind the
use of secondary sources such as not require maximum time, no need for access, facilitate in
acquiring valid results and many others. Therefore, as compared to the primary research,
secondary is more effective and valuable for the researcher.
Research Ethics:
Research ethics are defined as accumulation of such practices which are used within the
research in order to manage and finish the research in effective and systematic manner. Ethics
are significant for the research in order to develop all the practices within research in ethical
manner. Under the current research secondary information is gathered and only by undertaking
reliable sources information will be gathered (Nakata, 2015). This would be helpful for
researcher to gather relevant data in which investigation can be completed in accurate manner.
On the other hand, researcher would focus on not harming anyone while conducting the research
and while gathering of information. Investigator will also use only latest publications so that in
real time accurate information can be gathered.
Time Horizon:
Time horizon is defined as one of the significant research methodology which is
associated with inclusion of various factors and helps the researcher in gathering of research
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objectives. Time horizon explores the time needed by the researcher in order to complete the
dissertation (Brown and Tidy, 2019). Time horizon is of two types such as cross-sectional and
longitudinal. In the current research cross-sectional time horizon is used as this is a
multidimensional method which helps the research to manage the research in easy manner.
Data Analysis:
Data analysis is described as the methods which are used within research in order to
analyse the overall gathered information and to align the same in the direction of research
objectives. There are two major methods that can be used in data analysis such as thematic
analysis and frequency distribution table (Guthrie, 2015). In the current research thematic
analysis will be used so that research objectives can be attained in easy manner.
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DATA ANALYSIS AND DISCUSSION
Theme 1: Determine the types of internationalisation strategy used by UK hospitality industry
It is being analysed from the above information that there are different types of
internationalisation strategy which can be used by UK hospitality industry. Through
internationalisation strategy, company can run the business activities at global level in effective
and efficient manner. In order to frame the internationalisation strategy, it is important for UK
hospitality industry to define goals and objective, analyse the international market, study
resources, understand market dynamics and also develop offerings. Hospitality industry focuses
on implementing internationalisation strategy in order to gain recognition and develop
economies of scale. Organisation can gain various benefits through internationalisation strategy
such as it helps in enhancing revenue and productivity of business. The strategy helps in
expanding business in oversees market due to which company can enhance their market presence
and also improve their profitability (Ngoma and et. al., 2017). For developing the
internationalisation strategy, UK hospitality industry is focusing on setting goals, identifying the
suitable product for selling in international market, research the chosen market, understanding
the competitors, planning marketing strategy, determining international organisation structure,
planning for distribution strategy and assembling strategy document. Through implementing
internationalisation strategy, hospitality industry can improve their business performance and
efficiency. It also helps in targeting new market and also enhance the penetration in existing
market. There are mainly three types of internationalisation strategy such as multi-domestic
strategy, global strategy and transnational strategy.
Multi-domestic strategy is effective strategy which can be used by UK hospitality
industry in order to grab the attention of local responsiveness by customising the product and
market offerings so that they can match the national condition of country. By adopting multi-
domestic strategy, UK hospitality industry can grow their business in significant and smooth
manner. If organisation implements multi-domestic strategy they can invest in various localities
in order to expand their business in effective way. In order to expand the business in new
locality, it is important for the company to identify the tradition and custom of country so that
product can be produce according to the taste and preference of customer. The priority of UK
hospitality industry is to fulfill the need and preference of consumers in order to gain competitive
advantage in market. By using multi domestic strategy, UK hospitality industry can establish
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their localised headquarter in chosen country. The strategy helps in establishing strong presence
in market and also creates loyal customer base. The other strategy which can be used by UK
Hospitality industry is Global strategy. Through implementing global strategy, organisation
focuses on treating the world as one market and also assess every product from the perspective of
both international and domestic market. Global strategy helps in generating revenue and also
creates strong customer base. It helps in making sales in new markets, enhance global brand
awareness and also attract the customer by fulfilling their needs and requirements. The another
internationalisation strategy is transnational strategy, it generally focuses on combining the
elements of multi domestic and global strategies. Through using transnational strategy, company
operates their business activities from country of origin and they can also focus on expanding
business activities with full scale operations in foreign markets. Transnational strategy helps in
expanding the business in multiple countries and also determine how product can be marketed in
effective and efficient manner. It is important for the company to develop separate marketing and
research and development department in order to analyse the foreign market and fulfil the need
and preference of customers.
Theme 2: Identify the effective internationalisation strategy that would be used by Marriott for
its business expansion
From the above information it is being determined that the effective internationalisation
strategy that could be used by Marriott for its business expansion is multi-domestic strategy. It is
a strategy that helps in grabbing the attention of customer by offering them product and services
according to their need and preference. Through implementing multi-domestic strategy, Marriott
focuses on attracting and retaining customer by understanding their needs and requirement.
Marriott have to sell the product and services according to the custom and tradition of customer.
The motive of implementing multi-domestic strategy is to create strong customer base and gain
competitive advantage in market. By using this strategy, company get an opportunity to offer
unique product and services to its customer in order to increase the profitability and growth of
business. Marriott have its unique product strategy that helps in attracting maximum number of
customer towards the brand. The hotel have its presence in different countries due to which they
adopt different custom and tradition according to the country (Magnani and Zucchella, 2018).
For increasing the customer base, Marriott advertise their products and services in print media,
national TV, digital media, etc. Multi-domestic strategy helps in making customer feel important
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and valuable which helps in gaining loyalty of people. It also helps in gaining competitive
advantage in market by identifying the needs and preference of customer and making them
satisfied. Marriott have strong presence in different countries due to which it is necessary for
company to adopt multi-domestic strategy so that they can reach to new market and create their
presence. Through implementing multi-domestic strategy, Marriott can enhance their growth and
also compete independently in different domestic markets.
Nowadays, it is important to attract and retain customer as it helps in increasing the
profitability and growth of business. In order to attract customer, it is necessary to focus on
implementing multi-domestic strategy as it helps in attracting the foreign people by satisfying
their need and wants. It is important for the company to focus on improving the experience of
customers and make them satisfied with the products and services. Through customising the
product or services, Marriott can generate more sales, stand out from competition, increase
customer loyalty and also gain better customer insight. Marriott gain various advantages through
offering customised products and services to its customers such as it encourages them to pay
more, gain better data of people and also appeal for growing demand for product customisation.
By using multi-domestic strategy organisation can make their customer feel happy and engaged.
Theme 3: Evaluate the impact of internationalisation strategy for Marriott
As per the above information it is being analysed that there is a huge impact of
internationalisation strategy for Marriott. Internationalisation strategy helps in improving the
growth and profitability of business. There is a positive impact of internationalisation as it helps
in improving the performance and productivity of business. Through adopting
internationalisation strategy, company can achieve economy of scale and also improve their
brand awareness in market. Internationalisation strategy helps in increasing the growth and
profitability of business. These strategies encourage organisation to internationalise and enhance
its volume. International strategy helps in increasing the recognition of brand and lower the cost
with centralisation and streamlined operations (Hagen and Zucchella, 2018). Marriott generally
focuses on diversifying their market in different countries in order to enhance their growth and
profitability. While establishing business in international market, Marriott gains an opportunity
to run their business activities in new market and reach to more and more customers due to
which the sale of company increases. Internationalisation strategy makes company to stay ahead
in competition and gain competitive advantage in market. It also provides an opportunity to
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Marriott to increase its customer base and gain larger market access. By implementing
internationalisation strategy, Marriott can develop connection with other countries and expand
their business in effective and efficient manner. It provides vision and direction to organisation
in order to achieve target and expand business globally. Marriott can also improve their sales
performance through adopting internationalisation strategy. Thus, internationalisation strategy
creates a positive impact on the performance and efficiency of Marriott.
There are various advantages which can be gained by company through using
internationalisation strategy for expanding business such as it increases revenue, decreases
competition, focuses on better risk management and also gain longer product lifespan.
Internationalisation strategy gives an opportunity to company to gain new customers for the
products and services. While expanding business in new market, it is important to identify the
suitable market for establishing business and understand the market dynamics of the chosen
country. Through expanding new business in market, organisation creates economies of scale
and also enhance their market influence. For adopting internationalisation strategy, it is
important for Marriott to analyse the international markets, study resources, define goals,
understand market offerings and develop offerings. Thus, it is necessary for Marriott to
implement effective internationalisation strategy for expanding business as it helps in
understanding the market and needs and preference of customer so that company can gain
competitive advantage in market. While adopting internationalisation strategy, Marriott avail
access to new employees who give their productive outcomes in achieving the goals and
objective of business (Jafari-Sadeghi, 2021). Foreign talent are highly educated and qualified
due to which they contribute their creative and innovative ideas in improving the performance
and productivity of business. Furthermore, internationalisation strategy helps in increasing the
productivity and performance of business.
Theme 4: Determine the challenges that Marriott could be used for using specific
internationalisation strategy
It is being determined from the above information that there are several challenges which
can be faced by organisation by using specific internationalisation strategy such as language
barrier, managing global teams, legal and compliance issues and cultural difference. These
challenges creates an impact on the performance and growth of Marriott. It is important for
organisation to focus on overcoming these challenges in order to run the business activities in
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effective and efficient manner. Language barrier is a challenge that could be faced by Marriott by
using specific internationalisation strategy. In order to expand the business in international
market, it is important to understand the language of the chosen country so that they can
influence the purchase decision of customer. Language barrier can influence the performance
and efficiency of business. Thus, it is necessary for organisation to focus on on understanding the
languages of different countries in which Marriott is operating so that business can be run in
effective and efficient manner (Rana and Elo, 2017). In order to convey the information and
messages to new market, it is necessary to hire consultant and interpreter who can convey the
message in smooth and efficient manner. The other challenge which can be faced by organisation
while using specific internationalisation strategy is managing global teams. It is one of the
difficult task to manage the global teams in appropriate way. Marriott must focuses on creating
inter-connectedness between the branches in order to run the business activities in smooth and
effective manner. It also helps in creating strong bond between the branches and also company
can generate more and more revenue by using specific internationalisation strategy. Thus, it is
essential for Marriott to focus on managing the global teams effectively by using video
conferencing and facilitating regular check-ins so that they can interact with employees in real
time. It is the responsibility of manager to clearly state the roles and responsibility of each staff
so that they can work accordingly and accomplish their task in significant manner. Legal and
compliance issues is also a challenge which can be faced by organisation while using
internalisation strategy. While expanding the business, it is necessary for company to focus on
identifying the legal laws and regulations of the country in which they are operation in order to
stay away from any legal issues and conflicts. Marriott must focus on understanding the legal
and compliance issues as it can influence the growth and performance of business. The few
compliance risk which can be faced by organisation while using internationalisation strategy for
expanding business are employee behaviour, workplace health and safety, environmental impact,
social responsibility, legal laws and many others (O'Hagan-Luff and Berrill, 2016). The other
factor which becomes issue for Marriott while using specific internationalisation strategy is
cultural difference. It is one of the challenge which can influence the performance and
productivity of business. Marriott must focus on understanding the culture of country in order to
run the business activities in effective and smooth manner. By understanding the culture of
20

country, company can offer the products and services according to the need and preference of
customer and create strong customer base.
21

CONCLUSION AND RECOMMENDATION
Conclusion
It is being concluded from the above information that internationalisation strategy plays
an important role for improving the performance and productivity of business. It is the strategy
which is used by company in order to expand the business activities in new market and gain
competitive advantage. Through internationalisation, company can expand their business in
different regions for creating strong customer base. Organisation generally use
internationalisation strategy in order to satisfy the need and preference of customer at different
localities. The strategy helps in expanding business beyond the boundaries in order to attract
more and more customer towards the brand. Internationalisation strategy is time taking process
which helps business to expand business at global level and improve its profitability. There are
different types of internationalisation strategy which is used by organisation in order to expand
their business in international market such as multi-domestic strategy, global strategy and
transnational strategy. The different types of strategy have different benefits and disadvantage, it
is important to identify the suitable strategy that helps in improving the performance and growth
of business. While implementing the internationalisation strategy it is important for company to
define the goals, analyse the international market, study resources, understand the dynamics of
market and also develop offerings. Internationalisation strategy helps in gaining market
recognition and also helps in consolidating the management with economies of scale. Through
adopting these strategies, company can gain competitive edge in market and also attract more
and more customer towards the brand. One of the type of internationalisation strategy is multi-
domestic strategy. By using this strategy, company expand their business in new market by
addressing the needs and requirements of customer. While adopting the multi-domestic strategy,
organisation customises the products and services according to the taste and preference of
customers. Thus, it is important for the company to identify and understand the need and
preference of people in which they are operating so that they build strong presence in market and
also improve their profitability and growth. Multi-domestic strategy is one of the effective
strategy which helps in maintaining and managing the relations with foreign customer. The other
strategy which organisation implements is global strategy. Through adopting global strategy,
company treats the world as one market and also focuses on leveraging the economy of scale.
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Global strategy helps UK hospitality industry to expand their business globally and attract
maximum number of customer towards the brand. By implementing global strategy, organisation
treats each foreign market differently and focuses on working within custom and tradition of
country. The another internationalisation strategy which can be implemented by organisation is
transnational strategy. It is a strategy which includes the combination of both multi-domestic and
global strategy. Through adopting transnational strategy, company focuses on developing
separate team of marketing and R&D department so that they can understand the market
dynamics and also respond to local customer in effective and efficient manner. One of the
effective internationalisation strategy is used by organisation in order to expand their business is
Multi-domestic strategy. It is a strategy which helps in improving the performance and growth of
business. Through implementing multi-domestic strategy, company tailors their product
selection, marketing ideas, payment methods and values in each country in order to stay for long
run in market and gain competitive advantage. By adopting multi-domestic strategy, company
offers their product and services according to the tradition and custom of country. It is important
or organisation to focus on identifying and understanding the custom and tradition of country in
which they are operating so that they can successfully establish their business and also generate
more and more revenue. In order to create strong market presence, it is essential to focus on
fulfilling the need and preference of customer so that company gains their loyalty. When people
are satisfied with the products and services it helps in improving the profitability and growth of
business. Organisation also uses various types of advertising strategy in order to grab the
attention of viewers and attract them towards the brand. UK hospitality industry can also enable
their individual subsidiaries by using multi domestic strategy. Internationalisation strategy helps
in creating positive impact on the organisation as it helps in increasing the profitability and
growth of business. Through internationalisation strategy, company also gains strong customer
base and improve their sales performance. There are various benefits which can be avail by
company through adopting internationalisation strategy such as it helps in increasing the
profitability, improve growth rate, access to new customer, access to new employees and also
organisation can avail advanced technology. Organisation also faces various challenges while
implementing internationalisation strategy, it is necessary for company to focus on overcoming
those challenges as it can influence the growth and profitability of business. The few challenges
which are faced by organisation while implementing specific internationalisation strategy is
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language barrier, culture barrier, managing global teams and legal and compliance issues.
Organisation can focus on understanding the language of the country in which they are going to
expand business. Through understanding the language of the country, company can make their
customer feel familiar and make them understood about the products and services they are going
to offer, It is necessary to adopt language of the country in order to sustain in market for long run
and gain competitive edge. For running business internationally, organisation has to deal with the
suppliers, clients and employees and focuses on overcoming the gaps between the cultures.
Through understanding the language, company can foster stronger personal relationship and also
make their business profitable. The other issue which can be faced by organisation while using
specific internationalisation strategy is managing global teams. It is essential for the company to
manage the global teams in effective and efficient manner so that business activities can be run
in significant way. While managing global teams, an inclusive climate of diversity is developed
within organisation. Global teams helps in increasing the productivity and efficiency of company
due to which they can achieve the goals and objective of business. Legal and compliance issues
is another problem which can be faced by organisation while implementing specific
internationalisation strategy. Thus, it is important for company to overcome these challenges in
order to run the functioning of business in smooth manner.
Recommendation
 It is being recommended from the above information that company must focus on
mitigating the problems which they face while implementing specific internationalisation
strategy. They must focus on speaking their language in order to make them understood
about the products and services. Speaking the language of native country helps in making
their customer feel comfortable and also reduce their queries related to the product and
services. If organisation don't use their native language it becomes difficult for company
to attract and retain customer. Thus, it is important to know the language of the country in
which company is dealing with in order to provide great customer service and improve
their experience.
 It is essential for company to focus on understanding the local preference as it helps in
attracting more and more customer towards the products and services. By understanding
the taste and preference of customer, Marriott can identify the product portfolio,
determine the product for future diversification and also build marketing and sales
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strategy in order to penetrate the local market. Understanding the local preference helps
in creating strong customer base and also company can gain loyalty of their potential
customer.
 Marriott must focus on targeting social media and search engine strategy in order to reach
to maximum number of customer towards the brand. It is important for Marriott to have
strong presence on social media marketing for improving the profitability and growth of
business. While entering into new market, it is necessary to target social media and
search engine marketing.
 In order to overcome the challenges, it is essentials to focus on studying the local culture
and laws carefully in order to stay away from any legal disputes and conflicts. Marriott
must focus on getting complete understanding of the local workings and culture before
targeting the particular market as if company is not able to cope up with the culture and
tradition of country it can influence the profitability and growth of business. Local culture
helps in providing a sense of identity for rural residents and communities. Through
understanding the culture of country, Marriott can determine the local identity and
solidarity of country.
 Navigating new legislation and compliances is also a way through which company can
overcome the challenges faced while implementing internationalisation strategy. It is the
responsibility of organisation to identify and understand the new legislation and
compliances so that they can run business activities according to the new legislation and
compliances. It also helps in increasing the goodwill and profitability of business.
Through implementing new legislation, company also gain competitive advantage in
market.
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