Environmental Analysis of JW Marriot Hotel in Australia
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This report conducts an environmental analysis of JW Marriot hotel in Australia, including PEST analysis, SWOT analysis, and Porter's Five Forces analysis. Strategic recommendations based on the analysis are provided.
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Running head: MANAGEMENT Management Name of the Student Name of the University Author Note
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1MANAGEMENT Executive summary The purpose of this report is to conduct an environmental analysis of one of the most renowned hotel chain of Australia, the JW Marriot hotel. In order to conduct the macro analysis, PEST analysis as well as SWOT analysis of the mentioned organization will be conducted. For micro analysis,porter’sfiveforcesanalysiswillbeconducted.Alongwiththis,strategic recommendation on the basis of the environmental analysis of the hotels will also be provided in this report.
2MANAGEMENT Table of Contents Introduction......................................................................................................................................4 Discussion........................................................................................................................................4 Macro analysis.............................................................................................................................4 PEST analysis...........................................................................................................................4 SWOT Analysis........................................................................................................................5 Micro analysis..............................................................................................................................6 Porter’s Five Forces..................................................................................................................6 Recommendation and conclusion....................................................................................................7 Reference List..................................................................................................................................9
3MANAGEMENT Introduction The hospitality industry refers to a broad category of fields within the service industry that is comprised of lodging, event planning, transportation, cruise line as well as others that falls in the tourism industry. The mentioned industry completely depends on the availability of the leisure time as well as disposable income. A hospitality unit like hotel, restaurant as well as amusement park is comprised of multiple groups like direct operations as well as multiple maintenance (Patiar, 2016).When it comes to Australia, the nation is known for its hospitality and friendly gesture towards tourists. In this report, environmental analysis of one of the well known hotel chain that is operating in the nation, the JW Marriott has been performed. Two major theoretical modes namely, the PEST analysis as well as the SWOT analysis will be conducted in order to understand the external environment of the nation. In order to understand the internal environment, Porters Five Forces analysis will be performed. Finally, on the basis of the analysis, strategic recommendation will be provided for the mentioned hotel chain. Discussion Macro analysis Considering the fact that the hospitality industry is a highly crucial part of the nations, economy, the government of Australia supports establishment of hotels in the mentioned industry in order to ensure increment in the yearly revenue. As a result of this, a huge competition is there among popular hotel chains established in Australia. There, in order to create effective strategy for gaining competitive advantage in the highly saturated industry, it is highly crucial for the Management of JW Marriott to conduct external environment analysis. In
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4MANAGEMENT the following paragraph, PEST analysis of the hospitality industry of Australia has been conducted (Hardy, 2018). PEST analysis Political Factor The political stability of the nation encourages the establishment of Hotels in the nation. The government charges a good amount of tax on both the luxury as well as star category of the hotels. The government of Australia possesses good trading relation with the neighbor countries. This imposes positive impact on the mentioned industry sine effective deals results in increased business opportunities for the hotel chains. Economic Factor According to a survey conducted in the year 2018, Australia is considered to be the 13t largest economy of the world. The economy grew by 2.4 percent in the year 2017 that was bellow expectation. However, researchers are expecting a growth of at least 4 percent by the end of 2020(Goh, Nguyen & Law, 2017). Currently, a sharp growth has been recognized in the economy which is definitely imposing positive impact on the nation. The economic stability of the country attracts more and more international hotel chains towards the organization which is beneficial for the mentioned industry (Park & Allen, 2018). However, considering the fact that Australia is suffering from aging population, the labor market of the nation is getting diminished. The cost of labor hasgot increased which in turn is imposing adverse impact on the hotel industry of Australia. Social Factor
5MANAGEMENT Being a developed country, the residents of Australia are pretty affluent. The middle class as well as the higher middle class consumers possess the capacity to invest on luxuries hotels and thus can be considered as a a good news for the hotel industry. Not only has this, being a highly attractive tourist destination, the nation also attracted a good number of tourists with high disposable income (Brien, Thomas & Brown, 2017). The lack of racism as well as friendly nature of the residents further encourages tourism in Australia. Majority of the international consumers prefers lodging and the mentioned industry has taken a shift for this in the recent world. The rise of Air BnB can be considered as a major threat to the mentioned industry. Technological Factor Australia is highly advanced in technology. The technological advancement of the nation makes it possible for the hotels to provide 24 hours availability of electricity and transportation to both the local as well as international consumers. The technological advancement also makes to possible for the nation to provide their consumers with superior quality services which in turn enhances the consumer base of the hospitality industry each and every year. SWOT Analysis Considering the fact that high competition exists in the mentioned industry, it is highly crucial for the management of JW Marriott to develop strategic plan for gaining competitive advantage. For this, the company needs to understand its strengths, weaknesses, opportunities as well as threats. In the following paragraph, SWOT analysis of the mentioned industry has been conducted. Strengths The strict adherence to the operational Weaknesses The excessive focus on expansion is
6MANAGEMENT norms can be considered as one of the biggeststrengthsofthehotelchain. Their code of conduct has been custom designed by the top management and every employee is expected to follow it to the final detail. Thebrandequityaswellasthe worldwide presence of the mentioned organization can be considered another major strength of the same (McPhail et al. 2015). Themanagementofthehotelchain focusioninnovativetechniquesto attracttheeconsumersarecreatea competitive advantage. increasingly making it difficult for the organization to maintain their excellent standard of service. Thecontroversieslikeblockageof personalwifioftheconsumersare imposingnegativeimpactonthe business(Wirahardja,Turner& Richardson, 2016). Opportunities The high technological advancement of thenationmakesiteasierforthe organizationtomaintainitssuperior quality service. Increment of global travel as well as Threats Theincreasingcompetitioninthe Australian hospitality industry ThegrowingemergenceoftheAir BnBs
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7MANAGEMENT increment in the number of tourist in Australia can be considered as another opportunity for the organization. Vulnerability of terrorist attacks (Knox, 2016). Micro analysis Apart from understanding the external environment, it is also crucial for JW Marriot to understand the internal environment of the organization Porter’s Five Forces ForcesAnalysis Threat of New EntrantsThe threat of new entrance is moderate in the mentioned industry. The huge number of tourist and the popularity of the nation as a tourist destinationattractnewentrances (Sonnenschein,Barker&Hibbins, 2017). However, the high investment cost as well as the requirement of the large initial capital can be considered as a strong deterrent for the new entrances.
8MANAGEMENT Power of the buyersThe power of the buyer is moderate in the mentioned industry. Thesuperiorqualityoftheservice provided by the mentioned organization isquitehardtoimitateforthe competitors However, a good number of luxuries fivestarhotelsarepresentinthe mentionedindustrywhichinturn enhancestheopportunityofthe consumersto theirloyaltyformone hoteltoanother(Wang&Chung, 2015). Power of the suppliersDue to the presence of a good number of suppliers in the mentioned industry, the power of supplier is moderate. Thehighlaborcostprovidesthe opportunity for the suppliers to bargain (Sonnenschein,Barker&Hibbins, 2017). Moreoverthehotelmanagers completely depend on the suppliers for the technologyand advancedsystem
9MANAGEMENT that helps the same to mage and locate prospective properties. Threat of the substitutesThe power of the substitute is low. Agoodnumberofmiddleclass consumers prefer Air BnB instead of hotels. However,theavailabilityofthe benefitslikerestaurantsandpasare better provided in hotels and hence the treat is yet of no match for an entity with a strong brand equity that provides customer satisfaction Revelry amongst competitorsRevelry among competitors is high. Due to low barrier to the entrance, a goodnumberwellestablished international hotels have expanded their business in Australia (Wang & Chung, 2015). Apart from thisthe local hotelsalso adaptinginnovativewaysforattract consumers in order to gain competitive advantage Recommendation and conclusion From the above discussion it can be clearly understood that JW Marriot has the potential to become the most popular hotel chain in Australia. Considering the fact that some major issues
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10MANAGEMENT have been detected, in the following paragraphs, recommendation to eradicate the issues has been discussed. 1.The first step that needs to be taken by the mentioned hotel chain is to introduce innovative methods for enhancing the competitive advantage in the highly competitive hotel industry of Australia. Considering the fact that the mission of the JW Marriot hotel chain is to become the premier provider as well as facilitator of the leisure and vacation experience across the world, the management can incorporate introduce strategies like capturing and analyzing the feedback of the guests, regularly track as well as measure the performance as well as tie staff incentives to guest satisfaction. 2.Considering the fact that the organization has recently dealt with a good number of negative publicity, the consumer base and loyalty of the same is getting affected. In order to deal with the issue, JW Marriot should establish an effective communication with the target consumers both online as well as offline. For this usage of social media sites will be an effective way since majority of both international as well as local consumers are present there.Enhanced direct communication will help the management of the hotel to develop effective consumer-management bonding which in turn will definitely enhance their overall revenue in the following years.
11MANAGEMENT Reference List Brien, A., Thomas, N. J., & Brown, E. A. (2017). How hotel employee job-identity impacts the hotelindustry:Theuncomfortabletruth.JournalofHospitalityandTourism Management,31, 235-243. Goh, E., Nguyen, S., & Law, R. (2017). Marketing private hotel management schools in Australia.Asia Pacific Journal of Marketing and Logistics,29(4), 880-889. Hardy, A. (2018). Tourism boom and hotel investment lauded by industry, but some fear Tasmania's natural charm under threat: Interview with Natalie Whiting. Knox, A. (2016). The temporary agency work industry and its regulatory environment: Evidence from Australia. InTemporary Agency Work and Globalisation(pp. 117-148). Routledge. McPhail, R., Patiar, A., Herington, C., Creed, P., & Davidson, M. (2015). Development and initial validation of a hospitality employees’ job satisfaction index: Evidence from Australia.International Journal of Contemporary Hospitality Management,27(8), 1814- 1838. Park, S. Y., & Allen, J. P. (2018, July). THE HOTEL INDUSTRY VS. ONLINE TRAVEL AGENCIES: FOREVER FOE?. In2018 Global Marketing Conference at Tokyo, 837- 842. Patiar,A.(2016).Costsallocationpractices:EvidenceofhotelsinAustralia.Journalof Hospitality and Tourism Management,26, 1-8.
12MANAGEMENT Sonnenschein, K., Barker, M., & Hibbins, R. (2017). Chinese international students' perceptions of and reflections on graduate attributes needed in entry-level positions in the Chinese hotel industry.Journal of Hospitality and Tourism Management,30, 39-46. Wang, Y. C., & Chung, Y. (2015). Hotel brand portfolio strategy.International Journal of Contemporary Hospitality Management,27(4), 561-584. Wirahardja, F., Turner, G., & Richardson, S. (2016). Who will stay in the hospitality industry?: A blue mountains international hotel management school case study.CAUTHE 2016: The Changing Landscape of Tourism and Hospitality: The Impact of Emerging Markets and Emerging Destinations, 632.