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SWOT Analysis of Marriott International

   

Added on  2021-01-02

10 Pages2476 Words465 Views
Evaluation of Conceptual FrameworksUsed in Strategy Development

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Strategic position of each companies in industry........................................................................1Assessing the impact of internal factors that governs the strategic direction of both companies......................................................................................................................................................2Impact of external forces that can affect the strategic position of both the companies..............3Presenting Porter' Forces analysis on both companies with its challenges.................................5Finding the reason for successful strategy of one company than other with reason...................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8

INTRODUCTIONThe strategic development is very important for companies operating in the sameindustry. On the basis of cited case situation, for this project Airbnb and Marriott Internationalhave been selected. Airbnb Inc. is a recently established rental website, while Marriottinternational is traditional luxurious hotel brand. In present report, strategic position of eachcompany will be discussed. The internal factors that governs strategic direction will be discussedby using SWOT analysis of each company. This report will also shed light on STEPPLE and thePorter's five forces analysis in the context of chosen organization.Strategic position of each companies in industryBasis of comparisonAirbnb. Inc.Marriott internationalCompany's overviewAirbnb is a privateaccommodating rental websitewhich enables hosts to rent outtheir properties or rooms to guestswho uses the website to find aplace to stay.In 80 years, Marriottinternational has built areputation for immeasurablequality, service excellence andinnovation. It is the leadinglodging company in industry.Market share in industryIn 2017, the total number ofbookings through Airbnb.com is108.1 million approx. There are 10cities in U.S with highest marketshare of Airbnb company. The company has seen largegrowth in both propertynumbers and revenue (Belk2014).After 1957, Marriott hasgrown in both propertynumbers and revenue as aresult of acquisition of Starwood hotels and resorts.Target market ofcompanyThe users of Airbnb is divided intwo market segmentations. Peoplethat are looking for places and onewho are willing to rent out theirs.Travellers and hosts are maintarget market of Airbnb. Marriott international, as aluxury brand designed mainlyon customer who are lookingfor quiet and luxurious stay fortheir accommodation.1

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