Strategic Analysis of Marriott International: Assessing Market Position and Competitive Advantage

Hospitality

Marriott International 1
Contents
Introduction................................................................................................................................2
Findings......................................................................................................................................2
PESTLE Analysis...................................................................................................................2
Porters Five Forces.................................................................................................................4
Recommendation........................................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

Marriott International 2
Introduction
Strategic Analysis is a process that analyse the business organisation environment in which it
operates. It is essential for the organisation to formulate strategic planning for smooth
working in order to grab the high market share and gain competitive advantage. The main
aim of this report is to explore the organisation to evaluate its position in the market. Hotel
Marriott International has been taken into consideration to evaluate its position in the market.
Marriott International is American Multinational diversified Hospitality Company that
manage and franchise a brand portfolio of Hotels. It is the largest hotel chain in the world
with the 6500 properties in 127 countries.
In this report, two theoretical models will be used to analyse the market environment of the
hotel such as Porter’s Five Forces Framework and Pestle analysis. At the end of the report,
recommendation will also be mentioned.
Findings
Strategic tools are used by the organisation to determine the position and the factors which
affects growth of the company.
PESTLE Analysis
This a strategic tool which is used to analyse the external factors such as Political, economic,
environmental, social, technology, legal and environmental. These factors affect the activities
of the organisation and its performance. The position of the hotel analyse by these tools are as
follows:
Political