Strategic Human Resource Management - Marriott Hotel
Added on 2019-12-03
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Strategic Human Resource Management1
Table of ContentsINTRODUCTION ...............................................................................................................................3TASK 1.................................................................................................................................................3Critical analysis of internal and external environment for Marriott Hotel .....................................3TASK 2 ................................................................................................................................................5Development and critically evaluated a variety of human resources policies and procedures with the help of concepts and models of SHRM for Marriott Hotel ......................................................5TASK 3 ................................................................................................................................................8Recommendations relating to the attraction and retention of talent to support future performance of Marriott Hotel..............................................................................................................................8CONCLUSION..................................................................................................................................10References..........................................................................................................................................122
INTRODUCTION Strategic human resource management (SHRM) denoted the different plans and intentions ofthe organization to attain the business objectives with the help of personnel. This concept is basedon the three things: human resources, implementation of strategic planning and the approach tomeet the objectives of business. The following research has based on SHRM and for this MarriottHotel has taken into the consideration. Beside from offering a competitive packages, company hasgiven the good work life to its employees. Company is having its own HT department and for staffbenefits, it has developed many of HR practices and policies. The major HR practices of MarriottHotel are manpower planning, recruitment and selection, training and development, welfareinitiatives, employee retentions and grievance redress. TASK 1Critical analysis of internal and external environment for Marriott Hotel SWOT and PESTLE analysis are the two methods to address the internal and externalenvironment analysis in the context of Marriott Hotel. Internal environment: For analysing internal environment of Marriott Hotel, SWOT analysis hasused. With the help of this, it becomes easy to analyse the present strengths and weaknesses of hotelin the light of opportunities and threats (Kasi, 2012). Strengths: Marriott Hotel has very strong position in the market place because it has provided thediversified services to the customers and run business operation at global level. The huge amount ofdebt and having the strong financial position in the market, it made Marriott Hotel leading companyin hospitality industry. On the other hand, firm has greater staff retention ratio and in the presenttime, the number of employees across the world are about to 150000 (Kasi, 2012). Weaknesses: Marriott Hotel is having the weak management system because of large expansion ofbusiness around the world. This thing define the pathetic performance of company. But MarriottHotel has faced the poor infrastructure in the area of information technology. The market position ofthe company has lower down because the debt ratio is high which create the instability in themarket. The product portfolio of hotel has created the confusion in the mind of customers. Theresult of this is Marriott Hotel has only 3.5% share of room revenues in UK in 2013. The majorcompetitors has beat the firm in the marketplace and increase their % share in terms of roomrevenue (Aghazadeh, 2003). On the other hand, from the data of article of Skit.com has been foundthat less people are visiting the Hotel brands Facebook page of Marriott as compare to theStarwoods, Hilton and Hyatt. In this context, the Facebook visits market share of Marriott Hotel is3
15.6% which has less as compare to his current competitors in the UK market (Dhar, 2008). Opportunities: There is a great opportunities for Marriott Hotel in the emerging market to expandthe business. By using the new technologies, hotel can easily improve the customer service andprovide the great accommodation and other supportive facilities to the guest. The employmentopportunities for the females are increase because Marriott Hotel has stated to given the priorities tohire more female staff for providing the better services to the services users. Beside this, hotel haspromoted the GO GREEN theme during delivering the various services and business operations(Adam, 2011). Threats: From the research, it has found that during conducting business at international level,Marriott Hotel has faced the different political challenges. Because of high fluctuation in pricing ofhospitality services has increased the intensity of competition in this sector. The major threat for thehotel is no brand loyalty because in the present time, customers are choosing those hotels serviceswhich are giving the services at lower cost with high quality (Adam, 2011). External environment: Here, PESTLE analysis has used to assess the external environment ofMarriott Hotel which is as follows. Political: The stable political situation and rising richness of population of UK has provided thestrong based to Marriott Hotel for achieve sustainable growth. The benefit of this is it has attractedand influenced the investors to increase the investment in new projects of hotel. The stable taxeshave taken by government to provide the development opportunities to Marriott Hotel (Moke,2015). Economic: The fluctuation in currency exchange rate and impact of rescissions in UK economichas still affected the operations of Marriott Hotel. It has reduced the spending power of peoplewhich directly affect the sales of hotel. Beside this, the increase inequality in the incomes of middleclass people has also decreased the capability of travelling and staying in hotels (Moke, 2015). Social: From the research, it has found that the number of visitors to travelling international hasincreased by 13% between the era of 2013 to 2014. for getting the more experience, people arewilling to pay more for better services (Moke, 2015). Technological: It has made the huge impact on the business of Marriott Hotel in terms of increasedsales. In this context, the hotel management has provided the online reservation system. Along withthis, to notify any suspicious activity within the premisses of hotel, management has put the CCTVcameras and other things (Moke, 2015). Legal: Marriott Hotel has run its business at international level and for this, the different rulesmight be followed by firm. In this context, the various laws, regulations, health and safety rules etchas to followed by organization to operate the business at international level (Moke, 2015). 4
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