Marriott International: Future Business and Innovation Capabilities

This report provides a detailed analysis of Marriott International's business strategies and innovation requirements for 2020 and beyond. It includes an industry analysis, company analysis, and strategy analysis, focusing on the innovations necessary for Marriott to sustain its growth. The report identifies key challenges the company faces, such as Brexit, stricter legal regulations, changing technologies, and increasing competition, using Porter’s five forces framework and PESTLE analysis. It also discusses the capabilities Marriott needs to develop, based on a SWOT analysis, to address these challenges. The report emphasizes the importance of effective leadership, a positive workplace environment, an improved value chain, partnerships with competitors, and the implementation of Internet of Things technologies to ensure Marriott's continued success.

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Executive Summary
The aim of this report is to explain Marriott International business strategies which are necessary
to sustain the growth of the company in the future. This report covers industry analysis, company
analysis, and strategy analysis for 2020 and beyond. It will also describe about the innovations of
the Marriott International and it will briefly explain about the innovation requirements of 2020
and beyond. The findings of this report include key challenges which Marriott International will
face in the future which are likely to affect its profitability. To understand these factors, Porter’s
five forces framework and PESTLE analysis is used in this report. The company faces challenges
due to Brexit, stricter legal regulations, change in technologies, customer perspective, intensity
of competition and others. These factors will affect the operations of the company in 2020 and
beyond. The capabilities which Marriott is necessary to develop are discussed in this report
based on SWOT analysis to ensure that the company is prepared for the challenges in 2020 and
beyond. The corporation should focus on effective leadership, positive workplace environment,
improved value chain, partnership with competitors, implementation of internet of things
technologies and others to ensure that it is able to sustain its growth by 2020 and beyond.

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Table of Contents
Introduction......................................................................................................................................3
Purpose of the Report...................................................................................................................3
Structure of the report..................................................................................................................3
Overview of the organization.......................................................................................................3
Innovation history of the organization.............................................................................................4
The Future of the Industry 2020 and beyond...................................................................................6
Porters 6 analysis of Marriott International.................................................................................6
The Organisations Innovation Requirements 2020 and Beyond.....................................................7
Political Factors............................................................................................................................8
Economic Factors.........................................................................................................................8
Social and Cultural Factors..........................................................................................................8
Technological Factors..................................................................................................................9
Legal Factors................................................................................................................................9
Environmental Factors.................................................................................................................9
Building the Future Innovation Capabilities..................................................................................10
SWOT of Marriott International................................................................................................10
Capabilities of Marriott International........................................................................................11
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

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Introduction
Handling Innovation in commercial enterprise is an important method that any company has to
put into effect in order to acquire aggressive advantage. Technological changes are helpful for
the business of an organization in different perspective. Innovations are helping the Marriott
international in their business (Arabia, 2018).
In this report will discuss about the strategies of Marriott International for 2020. It will also
explain about the Porter’s 6-force model and PESTLE analysis for the Marriott international.
Purpose of the Report
Future innovations are making basic principles for the organizations. It is a way to maintain their
standard with good quality. There are so many strategies for the handling of business of Marriott
International at global level. Following are the goals of the Marriott International for their future,
which are;
• It started different services for making their business higher.
• Marriott international started their innovations from 1927. They are continuing their work for
making their future in the field of hospitality.
• Present performance is based on the innovations
• The enterprise in 2020 – using Porter’s six forces analyses to have a look at the industry in
2020
Structure of the report
In this report, different analysis’s are conducted for the 2020 and beyond for the Marriott
International. It is based on the innovations and requirements in the future. In this report, Porter’s
six-force analysis is used for the Marriott International. Porter’s analysis is helpful for the
planning and execution for different business processes in future. This report is also included
PESTEL analysis for the Marriott International.
Overview of the organization
The researcher has chosen Marriott global for a venture that is associated with the Hospitality
enterprise. The agency is an international resort chain that gives luxury accommodation in one
hundred thirty countries all over the world. John Willard Marriott and Alice Marriott are the

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founders of Marriott. It is situated in the Washington D.C.-Maryland. It is offers a high-quality
customer support in the field of hospitality. Marriott is fastest growing organization in the
hospitality industry. The industry covers accommodation, meals, beverage, journey, and
tourism. Marriott business enterprise becomes the very first hotel chain that launched on-line
booking and it provides best facilities to the customers in all over the world. Marriott
International and its subcontractors are the most popular brands at the International level. It is
first choice of the customers for stay in every corner of the world, as it provides best facilities to
the customers. Business enterprise takes competitive advantages via reducing the competition
and making them partners. It is a best approach for reducing the competition in the market
(Gollan, Marriott International Will Open 40 Luxury Hotels in 2018, 2017).
Innovation history of the organization
Marriott international is best performer in the field of hospitality industries based on their
innovations and facilities for the clients. Forbes announced that Marriott is one of the most
modern organizations becoming a member of ranks like – Amazon, Tesla and Apple in 2017.
They are always focused on the innovations for their clients as well as business. Marriott is
having a great role in the field of innovation in hospitality industry. They start loyalty rewards to
their valuable customers. They started Marriott rewards, Ritz-Carlton rewards for their clients.
They can redeem their points according to their requirements, when they travel in all over world.
Marriott is having a long history in the field of innovations. They are always following the
innovative ways for making their customers happier from their services (Brooks, 2013).
Following are the innovations of Marriott international:
Year Innovation 4 P’s of
Innovation
space
1927 First A&W root beer stand is started
by the Marriott International
Service -
Radical
1988 In Poland, they started 500 hotels Position –

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(marriott.com, 2018, A). Incremental
1997 The acquisition of Renaissance Hotel
Group.
Position -
Incremental
2004 Marriott’s has announced about the
first Bulgari Hotel and resort.
Position –
Incremental
2009 They started Autograph collection Position -
Incremental
2011 In Europe, Brazil and North
America, they started AC Hotels for
their clients (marriott.com, 2018, A).
Position -
Incremental
2012 Marriott started one click scheme for
the RED coat in which customers
will manage their events.
Process -
Incremental
2013 MOXY was lunched in the Europe
for targeting their market. It is a 3-
start hotel.
Position -
Incremental
2014 Marriott International doubles their
distribution in Africa for reducing
competition.
Position –
Incremental
2015 Marriott merge the Delta hotels and
resorts in them.
Position –
Incremental
2016 Starwood hotel is merged with the
Marriott and it is reducing the
competition of it (marriott.com,
2018, A).
Position –
Incremental

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2017 The company was awarded with
digital edge 50. (Marriott News
Center, 2018).
Process –
Incremental
2018 Loyalty Rewards are started for the
clients, which is beneficial for clients
as well as for the organization
(Marriott News Center, 2018).
Service –
Incremental
The Future of the Industry 2020 and beyond
Porters 6 analysis of Marriott International
Porters six forces model is used for analyzing the competitive environment. The forces in the
model include:
Bargaining power of suppliers (medium)
It is depending on the number of supplier that the organizations negotiate with suppliers if they
are more than in number. Marriott International is having many suppliers but if they compromise
with the quality of the products than it will also affects their image in the industry. In 2020, the
corporation will have to change its suppliers as the demand of customers changes based on
which it will have to create a positive relationship with them.
Bargaining power of buyers (high)
If supply is lower than demand than buyer is power is decreased. Marriott international is always
a foot ahead for making their customers happy and satisfied with their facilities. However, the
number of competitors will increase by 2020 and technological advancement will allow
customers to easily check and compare prices. There is no switching costs based on which the
barraging power of customers is high.
Threats of Rivalry from the new entrants (moderate)
New entrants are decreasing the profitability of any company. There are so many things to be
considered for manage this threats, such as patents, rule, regulations, brand, government policy.

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Marriott international is using a best approach for reducing competition by acquiring new
business and it is a well-established brand which is likely to sustain its brand reputation.
However, other competitors might also follow this strategy; therefore, the threat of new entrants
will be moderate in 2020.
Threats of substitution (low)
Strong branding is reducing the substitution threats, such as iPhone is having a brand. There are
not specific substitute products; however, some substitute includes motels, guest house, Airbnb
and others. By 2020, new substitute might launch such as virtual experiences, however, they are
less likely to disrupt the industry; thus, the threat of substitution is low.
Competitive Rivalry in the industry (high)
This is the biggest threats for the organization. It is a high-level rivalry between the products of
different organizations. The number of competitors for Marriott is likely to increase by 2020 and
it will create challenges for the company. Competitors of Marriott include IHG, Wyndham
Worldwide Corporation, Choice Hotels International Inc., Four Seasons Hotels Limited and
others which are likely to rely on innovation to expand their operations by 2020, therefore,
competitive rivalry is high (Winder, 2018).
Relative power of other stakeholders (moderate)
The government is another key stakeholder which affects the operations of Marriott
International. Marriott operates globally; therefore, the company is affected by actions taken by
governments in many nations. By 2020, governments will new regulations for the hospitality and
Airlines industries which will be enforced on Marriott. This industry in highly affects the
economy of the country. It is also based on the tourism and traveling from the national as well as
international tourists. New changes brought by the government will influence the profitability of
Marriott since its management will have to change its current processes to comply with new
guidelines. Therefore, the relative power of other stakeholders is high for Marriott since it will
influence the profitability of the industry.

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The Organisations Innovation Requirements 2020 and Beyond
Marriott international is a great innovator in the field of hospitality and other business. There are
so many things for making their business in increasing stage. Therefore, they are highly focused
on the innovations in the field of hospitality. It is also necessary for following the rules and
regulations of governments and it is helping to maintain their status (Whiteling, 2010).
These are the basic strategies of Marriott International Inc. for growth in future.
PESTLE analysis is most important thing for an organization. Here is PESTLE analysis of the
Marriott International.
Political Factors
The main political elements that would have an effect on Marriott are the danger of terrorism,
International business and the political climate in famous tourist locations. Major political
decisions such as Brexit resulted in affecting the operations of the company. For example, the
United Kingdom is a major market for Marriott and Brexit will makes it difficult for the
company to effectively manage its operations situated in European nations. The number of
customers is likely to reduce and other tariffs, duties and charges are likely to increase which
poses new challenges for Marriott. The threat of terrorism has also affects the hotel industry and
it is also a reason which frightens people away from traveling (Pestleanalysis.com, 2018).
Economic Factors
Essential monetary elements on the way to affect Marriott’s business are the slowing of
economy. It increases in China and the continued financial issues in Europe. Such occasions as
the inventory market collapse in China and the crisis in Europe have substantially decreased
individuals’ travel at different places ( Gollan, Marriott Wants To Build Loyalty With Luxury
Travelers By Providing Transformative Experiences, 2018).
Social and Cultural Factors
Social elements make the destiny appearance very good for Marriott International. It is also
based on the quality of travelers that planned to travel all over the world. Social perspective of
customers towards luxury travel is changing and millennial customers prefer to pay extra for a
luxury travelling experience. By 2020, the use of technology will makes it easier for Marriott to

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reach new customers in developing nations as the access of customers to the internet increases.
These changes can expand the numbers of tourists form the different cultures, such as China,
India, and many other countries (Oskam & Boswijk, 2016).
Technological Factors
IoT is changing the way services and products supply fee and in imminent future it will also
redefine guest enjoy by means of rendering hyper-personalized tips and fixing actual-time
queries of the guests. famous person-wood motels & hotels utilized a technique referred to as
“sunlight hours harvesting” to shop electricity and growth indoor lights consistency by way of
routinely adjusting the power-efficient LED lighting based at the natural light detected entering
the room ( Bursell, 2017).
The hospitality enterprise is imposing IoT-centric systems to better serve customers and boom
the performance of its operations. As an instance, the motel industry can use IoT to offer
included services, which include application driven devices and automated triggers like
automatic door locks, set-pinnacle-bins, thermostats, phones, mild switches, electric powered
blinds, and different gadgets, which are connected on a not unusual network to enable the
services that visitors want. These forms of facilities will help hoteliers to decorate their in-room
studies and provide a high priced ambience for his or her guests (Center, 2018).
Legal Factors
The fundamental legal element with the intention to affect Marriott’s future business is the
popularity of offerings. ( KHARE, 2016). Legal changes brought by Brexit will affect the
operations of Marriott since it will have to comply with new legal guidelines. The corporation
which uses online platform to reach a wider audience, such as Marriott, will have to comply with
cyber security and data protection regulations to ensure that they protect the privacy of their
customers. A good example is implementation of GDPR (General Data Protection Regulation) in
European Nations, UK and the United States (Tankard, 2016).
Environmental Factors
Environmental element that could disrupt Marriott’s business is gas prices. There are so many
things, which are related to the environment. Falling oil fees may want to cause decreased travel
costs and more demand for motel rooms. Glaringly, a capability chance to Marriott’s commercial

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enterprise would be any surprising increase in gas prices, specifically for the travelers, which are
using airways for travel (Quaste , 2017).
An ability long-term environmental impact on Marriott may want to encompass accelerated
strength charges created by means of efforts to slash greenhouse gases by limiting the burning of
coal in strength plants. Climate trade may want to damage Marriott’s business with the aid of
elevating ocean degrees and flooding inns or growing storms that discourage seashore going.
Accelerated temperatures from international warming result in closing ski resorts or make a few
beach hotels too hot for comfort. These factors will force Marriott to rely on innovation to
change its offering and innovations in order to sustaining develop in 2020 ( Solis, 2018).
Building the Future Innovation Capabilities
SWOT of Marriott International
Strengths
 Strong profitability: Marriott international has sustained its profitability by expanding
its operations globally. The company reported a massive internet a profit of 398 million
greenbacks inside the first zone of 2018, which is a 7 % growth comparing to the first
zone of 2017, expects the second area of 2018 to reach approximately 945 million dollars
gross costs sales which makes 10 or 11 % boom profitability evaluating to 2nd quarter of
2017 ( Taylor, 2018).
 Market share: Marriott International is one in all leading organizations in to the
hospitality industry.it is spreading their business day by day at all over the world.
Employer presently operates 29 specific manufacturers around the globe. The plan of
expansion is positive and the agency appears after new share markets ( Yu, 2017).
 Strong focus on innovation: Marriott International has announced that they are very
proud to introduce a brand new loyalty scheme for his or her clients in 2018 across 6500
hotels in 127 countries. The brand new scheme will deliver the possibility for clients to
gather factors and gain Silver, Gold and Platinum fame with a view to result in extra
bonuses and blessings (Volodzko, 2018). These types of innovations are beneficial for the
organization as well as for clients. The business enterprise has additionally introduced a

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moment of stay – musical and culinary display provided through Marriott with
partnership of widespread song institution (Development, 2018).
Weaknesses
 Excessive focus on expansion: The Corporation is extensively focused on expanding its
operations in new areas which resulted reducing the quality of services of the company.
 Attrition of employees: Marriott is finding it difficult to retain talented employees in the
workplace since its attrition rate is high. Many people leave Marriott and join its
competitors due to lack of availability of facilities and growth opportunities.
 Lack of environmental friendly policies: The importance of social responsibilities of
companies is increasing based on which many competitors of Marriott are improving
their value chain in order to implement sustainable policies which are likely to negatively
reflect on the public image of Marriott.
Opportunities
 Shift in consumer behavior: Perspective of customers is changing and prefers to pay
extra for a luxury travelling experience.
 Increase in number of customers: The number of global travellers is increasing,
especially in developing nations. New market expansion opportunities are available for
hotel corporations to expand their business in the market.
 Personalized travel: Hotels are giving personalized travel option to their customers in
which customers can customize their travelling experience and they pay extra for those
customizations.
Threats
 Competition: Increasing competition is a major threat for hotel corporations since the
number of competitors is increasing in the market.
 Strict compliances: Governments are introducing new laws and regulations on hotel
corporations which make it difficult for them to sustain their profitability in the market.

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Capabilities of Marriott International
Following are different capabilities which Marriott has to focus on innovating in order to sustain
its growth by 2020.
 Legacy of strong leadership: For over ninety years the business enterprise become
leaded in to the right course presenting balance in the hospitality industry and gaining
competitive advantage on different corporations (Newsroom, 2016). In 2012, the
organisation changed into given to Arne Sorenson and he became the new CEO of the
corporation. Arne Sorenson introduced the new loyalty software after the purchase on
Renaissance resort organization that has a large impact on to the brand new history of
Marriott international (Forbes, 2016). Effective leadership will result in motivating
employees to improve their performance and it will reduce the attrition rate which will
enable the company in retailing talented employees.
 Culture of organization: The Company should focus on establishing a positive culture
in the workplace in order to reduce attrition rate of employees. It will assist the
corporation in retaining its customers by ensuring that employees provide them high
quality services. Innovation is a key component and Marriott believes that to expect
customer wishes and expectation ordinary changes are appropriate (InvestopoliNews,
2018). The corporation should focus on following elements in order to establish a
positive culture:
Integrity - How we do, commercial enterprise is as essential because the enterprise we do.
We keep felony standards and ourselves to uncompromising ethical.
Way of serving – the spirit to serve makes the company more potent.
The subsequent core values are very important in order to supply excellence in customer
support to obtain competitive benefit. The newly innovated structures and use of virtual
generation that enterprise carried out are the principle key factors that result in
achievement (Davila, 2018).
 Company structure: The structure of the company focuses on flow of information in a
hierarchical order which resulted in enabling the company to ensure that it is flexible
towards changing regulations. The company has to observe a hard and fast of rules and
tactics. Very much less flexibility for employees which leads to bureaucratic fashion of
control. The corporation should also focus on specialization in the field by dividing the

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enterprise in to special departments, which makes it easier to give customization option to
customers.
Even though the agency structure of Marriott International stays as a Hierarchical
organization with bureaucratic style of management and very less flexibility for
employees comply with by unique policies and strategies, the agency improvements
observe via strong management and control by the management created one of the
maximum innovated and a hit employer in 21st century (austinmarriottdowntown.com,
2018).
 Value chain analysis
The provided version of fee chain analysis for Marriott global indicates the primary
activities that are presently involved in creating and presenting the principle services and
products and the secondary sports within the corporation that aren't at once contain with
production but has an important function to convey extra performance and achievement.
It is based on the above information it appears that evidently the combination of Arne
Sorenson management style collectively with an agency subculture that sell teamwork
lets in Marriott International to innovate thru price chain starting from inbound
operations to margin (marriott.com, 2018b). The corporation should implement
sustainable supply chain management (SSCM) policies in order to ensure that it comply
with environmental friendly policies while delivering services to customers.
 Partnership with the competitors
The corporation should focus on partnering with its competitors in order to expand its
market share in developing countries to increase its profitability. A good example is the
partnership with TED enterprise which will acquire extra modern programs. The
partnership cover creatively design TED Talks to guest rooms and particular TED
Fellows salons in motels located all around the world (Marriot.com, 2018a). Moreover, it
will assist the company in reducing the threat of competition which will benefit the
corporation in the future.
 Effective teamwork: A key point within the employer that asserts a hit commercial
enterprise begins with properly skilled and prompted personnel. To achieve success in an
enterprise it does not count how lengthy has it been existed or how huge the enterprise is,
the principle factor is to maintain that people have given an effort and ideas for future

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improvements. The agency duty in phrases of imparting powerful teamwork is to
awareness on management talents and abilities and increase strong and trustful courting
between personnel (marriottnewscenter.com, 2017). Moreover, the company should focus
on implementing training and talent management program in the company to ensure that
it is able to deliver high quality services to customers which will sustain its growth in
2020.
 Internet of things (IoT): Marriott can rely on IoT technology to offer customized
services to its customers which will ensure that it is a relevant player by 2020. Though
IoT technology, the company will be able to ensure that customers receive a comfortable
experience in which they can use technology to perform various tasks which will create a
positive image of the company as well.
Conclusion
In conclusion, this report evaluated the future of hotel industry by 2020 and the organizations
innovation requirements in order to sustain its growth. In the case of Marriott International, the
corporation has proliferated in the past few decades based on which it has established a strong
market presence. However, by 2020, the corporation will face new challenges which will require
the company to rely on innovation to sustain its growth. Porter’s six forces framework and
PESTLE analysis is evaluated in this report to understand the challenges faced by the company
by 2020 such as change in legal environment, Brexit, increased competition, change in customer
perspective and others. Based on SWOT analysis of the company, various recommendations are
given for Marriott in which the company should focus on innovation to develop new capabilities.
Effective leadership, training programs and positive workplace culture will improve the quality
of services offered by Marriott and it will increase retention rate of employees as well. The
company can also use IoT technology to improve comfortable of customers. Based on these
innovations, Marriott will be able to sustain its growth by 2020.

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