Strategic Analysis and Recommendations: Birmingham Marriott Hotel

This report provides a consultancy analysis of the Birmingham Marriott Hotel, focusing on the challenges it faces and offering recommendations for improvement. The report begins with an executive summary and introduction outlining the scope of the analysis. The main body delves into operational problems, including the impact of COVID-19, cleanliness issues, food and beverage quality, and parking concerns. SWOT and PESTLE analyses are used to identify internal strengths and weaknesses, external opportunities and threats, and macro-environmental factors affecting the hotel's performance. The report suggests improvement techniques, presents findings and results, and proposes an action plan with specific recommendations. The report concludes with a summary of key findings and suggestions for enhancing the hotel's operations and brand image. The analysis includes an overview of the hotel's services, location, and historical context.

Birmingham Marriott
Hotel - Consultancy in
refurbishing hotel

Executive summary
The aim of this report is to address the challenges that Birmingham Marriott Hotel is facing and
provides recommendations for the same. The hotel is located in Birmingham, UK which is facing
the toughest challenge of COVID 19, in which they are not able to operate properly as visitors
are not allowed and also they have to maintain social distancing. Another issue in the cleanliness
issue in the bathroom, where the customers complains. This leads in degrading the brand image
of the hotel. Followed by this, the food and beverages issue leads in declining the reputation. The
guests raise issue about the overcooked food and the quality. Along with this, the menu is not
also set as per the season requirements. The customers also face an issue of parking where the
vehicles are being damages by the other vehicles and even there is lack of parking space for
them. They also complain about the overcharge of the parking space. As recommendation, the
solution of these issues can involves providing training sessions to all the employees so that they
are able to handle the things properly such as parking facilities. As a matter of fact about the
cleanliness of the bathrooms, the hotel management can recheck the rooms before allotting the
next customer. It is to be found that, the food and beverage section contains the Birmingham
Marriott Hotel's restaurant and bar which serve low-quality food and beverages and provide poor
service. The hotel's rooms are very big, well designed, air-conditioned and odor-free. The
venue's design and atmosphere are well-structured, well-designed, and extremely gorgeous and
captivating. Also, the several duties and duties of the hotel's personnel result in both a seamless
flow of activity and confusion. The Birmingham Marriott hotel's cuisine selection is not regarded
specific and adequate.
This report covers overview about the hotel, SWOT and PESTLE analysis for identifying the
factors which impact its performance. The issues in the operation of the hotel and its techniques
for the improvement are mentioned. Moreover, finding and results sections and action plan is
also explained with the recommendations.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................1
Scope and analysis..................................................................................................................1
MAIN BODY...................................................................................................................................6
The problems in the operations of hotel are:..........................................................................6
Improvement techniques........................................................................................................8
FINDING AND RESULTS...........................................................................................................11
ACTION PLAN.............................................................................................................................13
RECOMMENDATIONS...............................................................................................................15
CONCLUSION..............................................................................................................................16
References:.....................................................................................................................................17
Books and Journals...............................................................................................................17

INTRODUCTION
A consulting report is a document that contains a consultant's specialist knowledge and
suggestions on a certain issue. It is typically written by an expertise for a customer or
organisation that lacks the time or expertise to do the essential investigation and prepare
the document. The aim of this report is to address the issues that Marriott Hotel of Birmingham
is facing. Marriott is a well known hotel in the hospitality industry in which they are encountered
many challenges such the current issue of COVID 19 which created a huge impact on Marriott as
well as all the industries. This leads in losing of jobs of the individuals, shutting down of many
companies as people were not allowed to go outside their houses because government of the
United Kingdom and other countries imposed lockdown due to this outbreak. This leads in
lowering down of the productivity as well as profitability of the hotel. Another issue is that,
Marriott is facing a challenge of terrorists attracts which was happened in Mumbai and in
Nairobi which resulted in degrading the reputation as well as its effects on the profitability. The
factors which leads in creating issues for the hotel is analysed with the help of SWOT analysis
and PESTLE analysis. These are those tools which will assist the organisation in knowing about
the all internal as well as external factor which creates impact on them and its performance and
productivity.
Scope and analysis
Company overview
Birmingham Marriott Hotel is located at the heart of city, Birmingham, UK. This hotel
was established in 1990 and renovated in 2008. They are offering 104 rooms which includes 6
meeting room and 4 suites (Schultz and Kamari, 2021). It is close near to the ICC and it access to
train lines. It includes a large number of recreational amenities such as well-equipped fitness
centre and an indoor heated swimming pool. Along with this, spa with a steam room and a
variety of treatments is also available. All of the rooms include luxury mattresses, modern
private bathrooms and satellite television. Brew Bar Lounge serves delicious gourmet dining and
modern British cuisine in a comfortable setting. The hotel has an overall review of 4.2 out of 5 in
which 85% positive responses are for the services (Google, 2021).
SWOT analysis
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SWOT Analysis is a tool which is used in analysing a company’s entire strategic position
as well as its surroundings (Sinclair, 2019). Its primary goal is to find the approaches that will
contribute in a company-specific business strategy that effectively links a firm's assets and skills
to the needs of the conditions in where the organisation functions. The internal business strengths
and weaknesses are factors in which they have influence and can modify whereas external
opportunities and threats are changes that occur outside of the firm (Giovannoni, 2020). In
context to the selected organisation, SWOT analysis is mentioned below:
Strength: Strength refers to the characteristics that are believed to be required for the
overall accomplishment. The assets and capabilities that could be utilized to gain a competitive
edge are referred to as strengths. Marriott ranks 21st among the world's top imaginative and
unique businesses. Marriott’s performance is mostly due to its effective use of modern
technologies. The brand provides a pocket free experience, as well as residences and resorts.
Marriott’s consumer is one of the most committed in the world (Chen and Luk, 2017). They are
not replacing Marriott with another hotel. To make things easier for their consumers, the
organization also provides a variety of reward programmes. The company ensures that its
consumers receive the best services possible. The customers can encounter cleanliness, well-
dressed workers, and exceptional service. All of these items are the standards of their brand. The
organisation ensures that its workers follow its policies and provide the best services
(Adityanandana and Gerber, 2019).
Weaknesses: Weaknesses are that aspects in the SWOT analysis which could discourage
an enterprise from succeeding. Business standards and guidelines are important to any company's
growth. Marriott's standards are so rigid that they suffocate their staff (Shipper and Hoffman,
2020). As an outcome, employee efficiency, productivity, and amount of work satisfaction are all
falling. In 2018, for illustration, the hotel and resort business fired a staff for liking a tweet that
insulted China on Twitter. Marriott has long had a complicated relationship with the law, which
has resulted in poor branding for the firm. For example, a consumer filed a case against business
for restricting his wifi connectivity, and the court fined Marriott $600,000 dollars (Patel and et.
al., 2018).
Opportunities: Opportunities are defined those as external aspects that may be useful in
accomplishing the company's objectives. Marriott is planning to develop 160 new hotels in the
coming years. It is the time for the organisation to increase its service range by integrating
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related services such as logistics, real estate, tourism, hotels, and a range of other industries. This
could assist Marriott in attracting new consumers (Wan Rodi and et. al., 2019). The customer
demography has shifted, as the market is made up of millennial and generation Z who want a
brand that is younger and vibrant. Marriott has the chance to redefine the youth energy and
implement it into its hotel company depending on the customer wants. Marriott is known in the
market as a family owned company (Robson, 2017). Young millennial on the other side,
represent the country's success. They find the family-owned business uninteresting, which is one
of the company's brand key flaws.
Threats: The external elements may have a significant impact on
the enterprise's effectiveness. Marriott is a 5 star hotel that offers high quality lodgings and other
amenities to guests of all nations. Terrorists seek to exploit top-rated 5 star hotels with a large
number of international guests in order to create a mark. The business's protection should be
strengthened. The year 2020 was the year of the COVID 19 outbreak which caused the
worldwide market to go into crisis (Moretti, 2017). Due to this, government imposed lockdown
in which no person was allowed to step out of their houses that leads in affecting the job of the
people. Many industries were shut down due to this pandemic. Marriott is in the luxury hotel
management industry. The disease outbreak had the maximum effect on the company. As an
outcome, the premium hotel brand's annual sales and revenue have decreased noticeably.
Marriott's primary competitors include Hilton, Hyatt, Four Seasons Hotels and Resorts and many
more. They have the resources and strong brand to grow the market share of the company
(Hamilton and Ohlberg, 2020). As a result, the hotel and resort brand should distinguish itself
and expand client loyalty programmes.
PESTLE analysis
PESTEL analysis is a method for analysing and monitoring macro-environmental
elements which have a significant influence on an organization's performance. In context to
Marriott, PESTLE analysis is mentioned below:
Political factors: This defines the amount to that which government and its policy can
have an influence on the company. It includes factors such as political policy and stability, fiscal
policy, taxation policy and many more (Babutsalı Alpler, Şahin and Dağlı, 2020). Marriott has a
global presence in several nations. It increased its operations in politically stable nations such as
New Zealand, Finland, Lithuania, and others in 2017. Marriott's merger in Starwood Hotels in
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2016 benefitted both companies in lowering their management expenses. Earlier, Marriott's sales
have fallen as a result of an increase in terrorist attacks, such as the Mumbai terror attack and the
Nairobi attack which drastically damage the brand's reputation, client base and income. Along
with this, Marriott operates in nations where corruption is usual and so they are forced to follow
certain regulations, such as the U.S. Foreign Corrupt Practices Act which may find it very hard
for them to conduct business in that country (Loeng, 2020).
Economic factors: These factors have an effect on the economy and its productivity
which has a major impact on the company and its profit. Interest rates, employment rates, foreign
currency rates and so on are included in this (Reed, 2019). The changes in the local currency will
also have an influence on Marriott's success. For illustration, if the dollar's value rises in relation
to the domestic currency, the hotel will gain fewer US dollars in exchange for the domestic
currency. And because currency swings are continual, it is tough for Marriott to evaluate its
resources. As part of the brand Marriott, it also affects the operation of Birmingham Marriott.
Furthermore, a large segment of wealth is created by US government expenditures Marriott has
suffered as a result of recent budget cuts and expenditure constraints. Also, because Marriott
mainly serves Luxury & Premium service, it could see a drop in income if the economy slows
(Zhang and Liao, 2020). Although its Select category, which offers a personal environment
without charging expensive prices, could still operate amongst all the economic crisis.
Social factors: These are the elements which are concerned with the social environment
and the identification of new trends. This allows an organisation to better recognize the
requirements and desires of their clients. It involves factors such as education levels, attitude
shifts, lifestyle changes and many more (di Carlo, 2020). As the hospitality sector is very
competitive, Marriott is encountering rivalry from many hotels in the United Kingdom, it is vital
for the organisation to deliver first rate and excellent service to their consumers. It is necessary to
also have a variety of hotels that cater to the demands of various individuals. Marriott has
divided its hotels into three categories: luxury, premium, and select. To maintain and engage
consumers, Marriott has a Loyalty programme called Marriott Bonvoy which attempts to reward
consumers with free hotel stays and extra promotions (Fleck, 2019). Marriott also has also
have website where visitors can choose hotels of their preference at the best available rates and
options.
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Technological factors: Technological factors are associated with both industry and total
business innovation. It includes factors such as automation, R&D activities, technological
incentives and so on (Qvesel, 2020). The increase of third–party business providers is causing
tension at the hotel. The use of alternative reservation agents to book hotels may increase their
total expenses and as a result, lower their income. Despite the fact that the Loyalty Programs
initiatives have severely lowered the influence of certain trip booking agencies in which Marriott
cannot afford to neglect it. Marriott must also prioritise maintaining up with technology in order
to cut operating expenses and increase consumer loyalty (Tonelli and Cristoni, 2018). There is a
major requirement to have a structure that preserves customer data and is resistant to leaks and
hackers.
Legal factors: Legal factors are the legal influences that govern what a firm could and
cannot do. It includes factors such as labour law, intellectual property, license and permits and
many more. Marriott has been involved in various lawsuits as a result of the Data Security
breach that occurred in 2018 (Orbasli and Vellinga, 2020). And over 380 million customers'
personal data was exposed as a result of the breach. Regarding this event, the ICO London
notified Marriott that an inquiry into the company's security practices will be conducted. These
kinds of inquiries can result in significant charges and punishments. Aside from all of that, it
might harm the company's brand and weaken consumer trust (Cheng, Gong and Li, 2020).
Environmental factors: These characteristics are related to the effects of the surrounding
environment and natural elements. Recycling techniques, waste disposal, carbon footprint and so
on are the factors which are involved. Marriott pledges to follow the various environmental
legislation and norms in the areas where they are operating (Beske, 2018). Marriott has taken a
significant step into sustainability, in which it has resolved to ban the use of all plastic straws in
all of its hotels around the world. It will also result in a 1 billion unit reduction in plastic straw
use (Farnhill, 2018). Marriott has been able to educate over 500000 of its hotel employees on the
subject of human trafficking. Marriott's "Serve 360: Doing Good in Every Direction" initiative
which focuses on UN Sustainability objectives such as human rights and lowering carbon
footprints and many more.
Development of reputation
Birmingham Marriott Hotel is famous for providing services. They have spacious area
where people can celebrate. Westpoint, Aston Martin, West Two, West One and West by The
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Brew Bar Lounge and Terrace for areas socializing with friends and families (Mosey, 2019). The
hotel management will manage things such as dinner, decoration and other amenities to provide
customers a perfect event. It has a well reputation in terms of event organisation and services.
The customer liked the breakfast as well as gym which is provided by the hotel that leads in
maintaining their reputation (Tagg, 2018).
MAIN BODY
In every organisation there is imperative need of the improvement for maintaining the quality
and value of the products and services offered by the organisation (Darvishmotevali, Altinay and
Köseoglu, 2020). Similarly, in the hospitality industry of UK in which Birmingham Marriott
Hotel operates the continuous improvement in its operations is essential to provide the guest’s
with the quality service and well experienced stay at the hotel. The hotel is well known for its
god staff service as they are highly welcoming and polite towards their guest and also make them
feel warmth and comfortable with the outstanding 24 hrs room service and other necessary
service on call (Hao, Xiao and Chon, 2020). There are some problems in the operations of the
Birmingham Marriott Hotel’s operations some of which are also stated by the guest on the online
review sites and also the website of the hotel that are required to be resolved to ensure the guest
that their problems and issues are reconsidered by the company and also improved for providing
them better service.
The problems in the operations of hotel are:
 Covid-19 issue: this issue is global issue of the industries including the hospitality
industry that has faced major downfall in its service, revenue and other operations due to
this pandemic. The Covid-19 has completely shut down the businesses of the hotels as
the travelling was prohibited which means there were no tourists and visitors in hotel.
After the re- opening of the hotels post Covid-19 the hotel was facing issue in operations
as they were require to maintain social distancing and also the there was requirement of
refurbishment such as full sanitization of the rooms after the visitors leave (Etehadi and
Karatepe, 2019). The operation were also required to maintain the records of the guest
negative report before entering and the new medical system was required to appointed to
check the temperature and other tests of the guest for the safety of employees and other
guest. Due to Covid-19 there was also reduction in the demand of rooms that forced the
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company to reduce its operating cost and also have to reduce the work of associated by
eliminating the on property and above property positions. Due to lack of finance the
company also modified the food services and amenities that is risking the loyalty of
customers, reputational damages etc (Tfaily, 2018).
 Cleanliness issue: Many guest of the Birmingham Marriott Hotel has faced the issue
related to cleanliness in the bathrooms. Some guest has also stated these issues on the
review sites which are bad for the reputation and brand image of the company. The Guest
has faced the false smell issues and the dirt in the bathroom which is risk to their hygiene
and makes there stay a bad experience. The towels and napkins placed in the bathrooms
where also partially unclean (James, 2020). Hence it is very crucial issue for the hotel and
is required to improve that at first priority by training the cleaning staff properly and
making sure by rechecking that that room is clean before the guest enters the room. The
cleanliness issue is the risk to the operations of the hotel that is required to be improved.
Figure 1: Marriott: Expect More Than Expected In 2020, 2021
(Source: Marriott: Expect More Than Expected In 2020, 2021)
 Food and beverage issue: the hotel has really expensive in-house food and beverage
service but there is the issue with the quality and taste of the food and beverages which
are the problem for the hotel as in such expensive price the guest expect tasty, delicious
and good quality food (Clifton, 2019). the guests has faced the issues with the food
service such as over- cooked food and also the quality of vegetables, pork, fish, meat is
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low. Sometimes the taste is too spicy or salty which upset the guest experience. The
menu is not appropriately set as per the season (Ikegawa and Tokunaga, 2018).
 Rip off parking system: There is lot of issue in the parking space of the hotel the system
of parking is not properly managed and functioned that delays the guest for meeting and
also cause other trouble related to damage to cars etc. The parking staffs are highly
unprofessional and are not properly trained for its duty. Even due to the lack of their
professionalism some guest were all required to pay the parking fines (Hull, Robertson
and Mortimer, 2020).
 Environmental issues: the company is also facing the issue related to the environment
there is growing concern of the environment among the stakeholders like investors,
customers, suppliers etc. which adversely impact the operations of the hotel (Evelyn,
2020). In the Birmingham Marriott hotel there is lot of wastage of natural resources like
electricity, paper napkins that lead to tree cutting, food wastage, water wastage etc. that is
the problem for the company’s operations as there can be lack of resources and the
environmental legal claims on the company.
From the above SWOT and PESTLE analysis it is analysed that some operations of the hotel as
well versed and are highly effective in nature and are remained to be stayed same for the future
and some of the operations of the hotel is required to improve its operations in different areas for
the betterment of the hotels reputation and growth. This also helps to satisfy the guest and make
their experience more satisfying. In the organisation for the operation management some
improvement techniques are required to be implemented for the continuous improvement
(TRIWANIT and Teeranuson, 2018). Some improvement techniques in context of Birmingham
Marriott Hotel are discussed below:
Improvement techniques
Total quality management
The total quality management is a effective technique by which the Marriott hotel can
strategies for the long term success of the organisation there is no doubt that the company offers
the best service to their guest in terms of quality but in hospitality sector the guest always expect
more from the hotel in terms of service, food and other benefits (Pushpanathan and Dhananjani
Silva, 2020). The TQM will focus on the customers and the measures by which Birmingham
Marriott Hotel can measure the success of customer satisfaction with the services and products
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provided by the company. The TQM also ensures that all the employees are highly involved in
attaining the success. The TQM organise the company in establishing the long term and short
term goals by which there is continuous improvement in the operations of the organisation. For
this technique to be implemented the hotel is recommended to have effective communication
between the different departments during day to day activities to run the functions smoothly and
also during the organisational changes. By this company can ensure the low prices of the
products by reducing the cost by eliminating the waste and also by saving time (Suwandej,
2015).
Lean Manufacturing
It is analysed from the above scope and analysis that company have most efficient service
as company does not make their guest wait or delay any of its service. Along with that the hotel
always supports new innovations in its operation to improve the quality and to support the
change management within its organisation (Kiran, 2016). But in all of these activities the
company lacks in one thing that is the wastage of resources and other essential things. Therefore,
In order to reduce the waste that is happening in the Birmingham Marriott Hotel the company is
recommended to use the Lean manufacturing model. The Lean manufacturing model is
generated to avoid 7 kinds of waste such as transport, motion, waiting, over processing, defects,
over production and inventory. In Birmingham Marriott Hotel the categories of waste is
inventory, over – processing and motion. The company is highly known for its Just in Time
management technique by which the hotel avoid over production. The hotel is recommended to
avoid the motion waste as company is waste major time perfecting one thing before starting
another. Over processing of the resources all lead to lack of quality sometime (Faraj and et. al.,
2021). Therefore the Hotel must use the PDCA cycle to avoid the wastage as the cycle has four
steps Plan where the perfect planning of completely the operation is done then DO stage where
the plan is put as the chosen place of problem them third stage CHECK where the comparison is
made with previous results to check the accuracy of current plan and at last the ACT in which the
plan is implemented successfully for the improvement of operations in the organisation.
Six Sigma Tools
In Birmingham Marriott Hotel is the premium luxury hotel where the company provides
outstanding quality service to their guest in the premium prices with utmost perfection and
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