Hospitality Business Strategy for Marriott: SWOT, PESTEL, and Porter's Analysis

Hospitality Business Strategy

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................4
MAIN BODY.......................................................................................................................................4
PART A.................................................................................................................................................4
1.1 SWOT Analysis of Marriott ......................................................................................................4
1.2 PESTEL Analysis of Marriott ...................................................................................................5
1.3 External environment analysis in the strategic management of Marriott-.................................6
1.4 Internal analysis of Marriott using VRIO framework-..............................................................7
1.5 Analysis of hospitality sector using Porter's framework-..........................................................7
PART B.................................................................................................................................................8
2.1 Evaluation of strategic directions with Porter's generic strategies............................................8
2.2 Recommendations of appropriate platforms for growth strategies with Ansoff matrix............9
2.3 Strategic management plan process.........................................................................................11
CONCLUSION..................................................................................................................................13
REFERENCES...................................................................................................................................14

INTRODUCTION
Business strategy is defined as the action plan that help businesses to achieve a set of the
objectives that are pre decided by the organization. Today, hospitality has become one of the fastest
growing sector In the world economy. This report is going to address the concept of the different
business strategies that are required to grow business in the context of the one of the largest hotel-
Marriott Hotels and Resorts.
Marriott international is an American multinational company that operates worldwide and
provides hotel and residential properties. Company operates with 30 brands and has 8000 properties
that are located in almost 131 counties. The company was formed in 1993 and today has become
one of the largest hotel chains in the world. Marriott t still faces difficulty to work in the external
environment of different countries. Marriott can form good business strategy in order to survive in
difficult conditions that keep on generating in different countries worldwide.
MAIN BODY
PART A
1.1 SWOT Analysis of Marriott
SWOT analysis stands for strength, weakness, opportunities and threats to evaluate the framework
of company to find its strategic position in the Market. This analysis gives competitive advantage to
the company.
Strengths- Marriott company looks at the key aspect of the business in every way that has given its
competitive advantage over the other companies that are operating in same market. Brand's strength
includes following factors-
 High brand positioning in the market.
 Technical innovations of the company has enabled to company to improve consumer
experiences.
 Employee retention is the another biggest strength of the company. Marriott today has
workforce over 150,000.
 Various brands are interested in collaborating with Marriott