Marriott International: An Analysis of Future, Present, and Past Operations

MARRIOTT INTERNATIONAL
VISION
 The vision of Marriott International is to ensure continues success by making the company as world’s favorite travel company.
 As Marriott wants to becomes the most favorite brand of customers. For meeting such vision, the company takes care of their people and embrace change by driving innovation which helps the company in meeting the competition in and enhancing their
competitive position within the hospitality industry.
 The core values of Marriott international which supports the brand and encourage their employees in meeting their vision are- the company ensures to keep their employees first; the company focuses on providing excellence by hiring competent employees
who can have critical skills and can perform effectively for the development and growth of the organization.
 Marriott also embrace change by encouraging employees to accept change through which they can enhance their performance, meet organizational objectives and enable business to face competition within dynamic and wide hospitality industry.
 Through following and operating with integrity, such values support Marriott International in supporting business growth and making the brand trustworthy where employees deliver their performance and duties with integrity to make Marriott the most liked
brand among customers all around the globe.
PRESENT OPERATIONS
• Some of the operational issues which ensures sustainable growth of Marriott International are based on climate
change, energy consumption, waste production, threat to public health, loss of biodiversity, social exclusion,
management of natural resources and land use. Such issues are responsible to create a negative impact in the
operations of business and thus also reduced the revenues and profitability of hotel chain. The hotel chain has been
a part of energy and water consumption and use of consumable goods which has been major concern for the
sustainability.
• The hotel industry is responsible to create huge impact in the environment which is due to waste hotels create. The
hospitality sector is responsible to leave 21% of their ecological footprints due to waste and pollution they leave for
the environment.
• The corporate social responsibility of Marriott International focuses on resolving the social, environmental md
economic issues. The hotel chain has planned a sustainability objective which will be met by 2025. This
sustainability and social impact objective focus on creating a positive and sustainable impact wherever the business
is operating.
• In order to meet corporate social responsibility, Marriott International also introduced Serve 360 which will assist
the company in aligning their business activities with United Nations Sustainable Development Goals (SDGs).
Through this initiative, the company wats to do good in every direction.
• The CSR activities of Marriott International also focuses on N(nurture), S(sustain), E(empower) and W(welcome).
Through such initiatives, Marriott International will believe in forming such communities where they can deliver
support in time of needs. Through bringing sustainability to the value chain, this will assist the hotel in eliminating
climate related risk. Through empowering, the hotel will eliminate discrimination and offer job opportunity to
diverse talent pool. By offering effective training and development to employees, this will ensure they can welcome
customers effectively which cans support the brand in creative a positive impact on their brand image. This will
also enhance accountability of business and will create a safe working environment.
OVERVIEW
Marriott International is American multinational company which was developed by J. Willard Marriott
and Alice Marriott. With over 6500 hotel properties globally, the company is offering various lodging
services to greater number of customers. Marriott international is currently operating in around 133
countries and is a big part of hospitality industry. The headquarters of Marriott International is in
Bethesda, Maryland. This public company is operating in hospitality industry and is offering their services
all around the globe. Marriott international was formed in 1993 after the split of Marriott into two
companies: Marriott International and Host Marriott corporation. There are various subsidiary companies
which are operating under Marriott International, these companies are- Marriott Hotels and Resorts, The
Ritz Carlton Hotel Company, Le Meridien and Sheraton Hotels and Resorts.
The powerful portfolio of Marriott International supports the company to successfully connect, experience
and expand in the world. The company have 30 brands and ore than 7000 properties across 131 countries
and territories. The major focus of Marriott International is on their core values, diversity in their human
capital and workplace, sustainability through which they can create positive social impact and also offers
numerous employee opportunities for career development and growth. Marriott International is also
focused towards meeting their social responsibility where the company is focusing on all social,
environmental and economic issues. Therefore, the CSR of Marriott International focuses on N(nurture),
S(sustain), E(empower) and W(welcome).
PAST OPERATIONS
In order to meet the vison of becoming most preferred brand among customers has been fulfilled by Marriott International, as
the company always focuses on putting their customers before them.
Marriott International follows Group Pricing Optimizer which helps the brand to focus on demand segmentation and price
elasticity. In order to meet the visons, Marriott International defocus in their business values which will support them in
aligning business activities with such factors. The hotel chain focuses on embracing change which helps them in facing
competition and maximize business profitability.
Title and Student
names/ID/ Tutor
name
FUTURE OPERATIONS
The future operations of Marriott International for market and product developed is addressed with the help of
Ansoff Matrix. In context of Marriott International, a comprehensive study of Ansoff matrix of the hotel chain is
addressed below:
Market development- In order to develop a strong market and consumer segment, Marriott International will
invest in effective research and development which will be helpful in understanding the changing business
environment and dynamic customer behavior. The hotel will expand their chain regionally and will also explore
new consumer segments in same market which will allow the hotel to tap into new market for growth and
expansion. Marriott International will also engage in brand awareness activities through which they can boost
their sales and earn higher revenues.
Market penetration- In case of Marriott international, the hotel will focus on this strategy for growth of their
existing services in the market. The hotel will increase their production capacity which will allow Marriott in
reaching greater number of customers and will assist the hotel chain in controlling the overhead cost. The hotel
will promote through creative contents and will invest in marketing and advertising which will be helpful in
increasing market penetration. The hotel chain will focus on using new and enhanced distribution channels
which will support the brand in increasing their accessibility to their customers.
Product development- Marriott International will bring modifications to their existing product range for their
customers through which they van increase their sales. The company will also invest in R&D activities which
will help them in understanding customer segments and will increase the reach of hotel. The company will also
invest in new product development which will support them in offering quality products in same market through
which existing and new customers can be targeted. For effective product development, Marriott International
will also engage in strategic partnership which will help them in exploring different options.
Diversification- Marriott international will focus on vertical diversification which will allow the company to
focus towards growth and business development opportunities. By driving horizontal diversification, Marriott
will introduce and engage with new product development through which they can gain various economic
benefits. Marriott will diverse their business through becoming a conglomerate and this growth can be managed
by entering into new business through mergers and acquisitions.
GOALS
1. The goal of Marriott International is to leave a legacy of excellence in the service and hospitality industry as Marriott
international wants to become the most famous and favorite travel company all around the globe.
2. Marriott International also have a long-term goal of sustainability and social impact which they want to achieve till
2025. In this goal, the hotel chain wants to reduce the water intensity by 15%, reduce carbon intensity by 30% and
reduce waste to landfill by 45%.
3. Marriott International wants to enhance the lives of their customers by creating and enabling their leisure experience.
4. Marriott international wants to put people first and serve the world with quality services.
5. The goal of Marriott international is to direct their employee’s behavior through which they can help in directing the
operations of the business which will support the hotel chain in meting excellence.