Hospitality Business Strategy

Hospitality Business
Strategy

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
PART 1.......................................................................................................................................3
Applying appropriate frameworks, analyse the impact and influence of the macro
environment on a given hospitality organisation and its strategies........................................3
Analyse the internal environment and capabilities of a given hospitality organisation using
appropriate frameworks.........................................................................................................5
Applying Porter’s Five Forces model, evaluate the competitive forces of a given market
sector for a hospitality organisation.......................................................................................7
PART2........................................................................................................................................9
Strategic marketing plan by using different theories and frameworks..................................9
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................13
Books and Journals..............................................................................................................13

INTRODUCTION
There is Development within tourism and travel industry Because of continuous
increasing trend of traveling. This also impacted on the business of hospitality industry in a
positive manner as they are also earning lot of opportunities because of increased markets
(Sowanber, Ramkissoon and Mavondo, 2018).
In this report, chosen organisation is Marriott International. Is operating within the
hospitality business and performing its operations at global level Marriott International is an
American multinational company which it Services within the hospitality industry in different
countries. Company have more than 7000 properties in 131 countries and territories around
the world which provide more than 5 lakh rooms. It is also listed in 100 best companies to
work for in fortunes list. In current times, Marriott hotel is providing 1400693 rooms on 2104
destination. Companies headquartered in in Bethesda Maryland in Washington DC.
In this report, there is discussion about application of different frameworks to identify
macro and micro environment. There is also discussion on porter's five Force model as well
as ANSOFF Matrix to identify the business Strategies and formulate the proper business plan
which can be followed by organisation to develop its objectives as well as reach at the plinth
of market. This report is also discussing the strategic marketing plan related to the
organisation. The strategic marketing plan consists of mission objectives vision of the
organisation. In relation to Formulation of strategic plan organisation will use the frameworks
ANSOFF matrix and porter's generic strategies.
MAIN BODY
PART 1
Applying appropriate frameworks, analyse the impact and influence of the macro
environment on a given hospitality organisation and its strategies
PESTEL ANALYSIS
PESTEL analysis is the framework which is used for analysing external
environmental factor which enforces direct impact on productivity as well as profitability of
organization in future period of time. In context of Marriott International, the PESTEL
analysis is going to be mentioned below:

Political factor: Political factor include government regulations, trade, tariff political,
stability as well as many more which imposes direct impact on success as well as growth of
the company in future period of time. Due to stability in political condition of country it
affect positively on growth of the company. The organization does not want to change their
policies procedures because of political instability occur in the country. On the other hand,
due to increase in tax rate, it decreases the profit of the company in future period of time and
also it demotivates them to perform their services in the better manner (SALEHIPUR, 2018).
Economical factor: Economic factor involves inflation and deflation, exchange rate
interest rate as well as so on which is necessary to consider for success and growth of
organization in future period of time. Due to increase in unemployment rate it decreases the
income level of individual person and individual spend less amount of money on taking the
services which is provided by the company. In context of Marriott International, they offer
high quality Services to its customer as per their needs and wants in order to satisfy them. It
helps them in increasing profitability as well as sales in future period of time. There is
different kind of services such as gym. Spa as well as bar facility to its customer for
increasing brand image and reputation of company in front of customer at marketplace.
Social factor: Social factor involves culture, values fashion trends, as well as
preferences of customer. Due to frequently change in the taste and preferences of consumer it
is not possible for Marriott International to change their policies in order to satisfy their
changing need in an effective manner. It imposes negative impact on profitability of
organization in future period of time. On the other hand they provide innovative and unique
services to its customer that help in increasing profitability in upcoming time period. It
increases brand image and reputation of hotel in front of customer at marketplace (Reilly,
2018).
Technological factor: Technology plays an important role for growth and
development of organization in upcoming period of time. It is essential for Marriott
international to implement latest technology for providing innovative and unique services to
its user Therefore; they implement advanced technology for satisfying changing need and
wants of consumer at marketplace. On the other hand, the execution of latest technology adds
extra cost for organization which negatively affects profitability of organization in future
period of time. It helps in boosting brand image and reputation of Marriott international in
front of buyer in the market.