Strategic and Operations Management at Marriott International Inc.

Running Head: Strategic and Operations Management
Marriott International Inc.
Strategic and Operations Management

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Table of Contents
Introduction......................................................................................................................................2
a. Operations performance...........................................................................................................2
b. Information processing technology..........................................................................................4
Supply chain.................................................................................................................................5
c. Quality improvement programme............................................................................................6
Introduction of programme..........................................................................................................6
Implementation of programme.....................................................................................................6
d. Demand for hotel rooms...........................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
Marriott International Inc. is a multinational leading lodging company worldwide. With more
6,500 properties in more than 127 countries territories, organization’s revenues were $22 billion
for the year ended 2017. Main reasons for organization’s success are their core values, objectives
and vision towards customers. They have adopted customer centric approach and with their
services always seek for providing unique and satisfactory experience to its guests. Marriott
International Inc. has adopted unique and distinct strategies from its competitors to stay on the
leading position. Company has been awarded many times in respect to their innovative practices
and adaptation of appropriate strategies so that precisely consumer’s needs could be fulfilled. In
terms of franchise preference, ownership and customer satisfaction, organization has always
been on the leading positon (Marriott International Inc., 2018).
Marriott International has various brands under its name and these are also known for luxurious
amenities, customer satisfaction and attentive guest care. These brands are established with the
objective of enhancing organizational performance, enhancing market share in the global market
along with making a distinct leading position in the worldwide lodging industry. Marriott’s
major brands are ST Regis Hotels & Resorts, W Hotels, The Luxury Collection, The Ritz-
Carlton, JW Marriott, Edition, BVLGARI Hotels & Resorts, etc. There are numerous other
brands which are working under Marriott International in various countries across the globe and
in relation to this, all these centres are segregated on the basis of luxury, upper middle scale,
upper upscale, upscale, etc. ((Marriott International Inc., 2016).
a. Operations performance
Ritz-Carlton and Courtyard are two international hotel brands which are operating as subsidiary
company of Marriott International across the globe. Ritz-Carlton Hotel Company is an American
Hotel Company which mainly operates as the luxury hotels. It has established its image in more
than 30 countries and territories with approximately 130 hotels. Apart from this, Courtyard by
Marriott is another international brand of hotels owned and operated by Marriott International.
This hotel is included in the mid-scale level and especially designed for providing luxurious
amenities for business travellers and families. Both these hotels are operating in various parts of

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the globe and the major success of these two brands has been determined in Dubai, UAE by their
unique offerings (Marriott International Inc., 2018).
Dubai is the most populated and largest in United Arab Emirates (UAE). Dubai is mainly known
as business hub especially for Middle East. Being a global city, there are numerous attractions
for the city and it is also known as transport hub for passengers and cargo. Dubai is always being
the highlight of UAE as well as of the world because to attain world attention, various
constructions have been made such as world’s tallest building exists in Dubai i.e. Burj Khalifa.
Country’s major revenues are dependent over tourism activities, aviation, real estate, and
financial services. With regards to the increasing tourism activities, Marriott International’s
subsidiary companies have adopted relevant strategies in order to satisfy target and potential
customer’s needs (Manzini & Di Serio, 2017). Both the brands are operating in different
segments because Ritz-Carlton is known for rendering luxurious services whereas Courtyard is
being established with the objective of providing relished experience of luxurious amenities for
midscale people (Jacobs, Chase & Lummus, 2014).
As the primary objective, goal and mission of Marriott International is customer satisfaction,
thus, both these brands have also prioritised customer satisfaction and for the same, benchmarks,
standards and various other parameters have been adopted to analyse the effectiveness of the
quality of service which is rendered to the guests. Customer service and service quality are two
primary tools through which a hotel could enhance its brand image amongst the target market
along with acquiring brand loyalty from customers (Hitt, Xu & Carnes, 2016). Following are
operation performance objectives of Ritz-Carlton and Courtyard by Marriott International in
order to make its image as the leading hotel in their segments:
 Target Audience: As Dubai is a famous for tourism, tallest building on earth and for
various other purposes. Ritz-Carlton and Courtyard, both have specific target audience,
thus, their positioning strategies also differs from each other. In order to establishing a
unique and different brand image in the competitive lodging market, both the hotel
brands have developed their effective image in the target market by providing effective
services to the customers (Phadnis, et. al., 2017).