Business and Business Environment Analysis of Marriott Hotel - Report

This report provides a comprehensive analysis of the business and business environment, focusing on Marriott Hotel. It begins with an introduction to the roles of public, private, and voluntary sector organizations, their legal structures, and stakeholders. The report then explores Marriott's vision, mission, and business objectives, followed by an examination of its internal functions, including marketing and finance, and their alignment with the company's overall goals. The organizational structure of Marriott is also discussed. Furthermore, the report identifies both the positive and negative impacts of the macro environment on Marriott's operations. A SWOT analysis is conducted to evaluate the company's strengths, weaknesses, opportunities, and threats, followed by an explanation of how these factors interrelate with external macro factors. The report concludes with a summary of the key findings and a list of references.

Business and Business
Environment

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explaining the various types of organisation public, private and voluntary sectors
difference between them, different legal structures and stakeholders....................................1
P2 Explaining the vision, mission and business objective of the organisation......................3
P3.....................................................................................................................................................5
Different function within the Marriott Hotel..........................................................................5
Relationship of functions of organisation with Mission and Vision of Marriott Group........7
Organisational Structure of chosen companies .....................................................................7
P4.....................................................................................................................................................8
P4 Identification of both positive and negative impacts of macro environment upon business
operations...............................................................................................................................8
P5...................................................................................................................................................11
SWOT ANALYSIS of Marrlott Hotel .....................................................................................11
P6 Explain how strengths and weaknesses interrelate with external macro factors.............13
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
For the development of the society and the nation organisations play a vital
role by providing revenue and sustainable growth to the country. All the type of company
whether private, public and voluntary operating in the economy are helping the
government in earning the revenue in form of taxes and other things. Stakeholders are the
people who mainly have the interest in the organisation or its profits they include
governments, suppliers, customers, employees, banking institutions and society. SWOT
and PESTLE analysis are done to take out the factors whether micro or macro which are
affecting the organisation in its growth and development. SWOT analysis make out the
strengths, weaknesses, opportunities and threats to the organisation which are affecting
the company as a whole. PESTLE analysis are all the external factors affecting the
organisation like political, economical, social, technological, legal and environmental
which affect the company.
TASK 1
P1 Explaining the various types of organisation public, private and voluntary sectors
difference between them, different legal structures and stakeholders.
There are different types of organisation operating in the country some for profit,
some not for profit and while others for social motive or nations welfare to increase the
employment level in the economy (Barkemeyer, and Tsang, 2014). The organisation work
in the society to earn the profits or just to develop the country or to expand their own
business. The various types of organisations are public, private and voluntary sector
organisation they all have different purpose and mission to be in the society and also they
have their own legal structures. They all can be small, medium and large in size
according to the number of employee working in the company or the operation level. All
the type of organisation are having their stakeholders who generally have the interest and
expectation with the company.
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Public sector- this is that type of organisational sector which is under the direct
control of government of that country in which it is established. Public sector is
generally working to develop the country or for increasing the employment level
in the country. The main scope of public sector company is providing a large work
force to the company like in Marriott Hotel & Resorts is an international hotel
brand. It is operating on a worldwide level with around 500+ hotels in the world
and thus the scope of Marriott Hotel & Resorts is very wide as is a large brand.
Marriott Hotel & Resorts is a hospitality based company and is owned, managed
and franchised by a broad portfolio of hotels and shareholders from which 25% is
owned by the Marriott family and is about 90 years old hotel brand (Bøllingtoft,
2012). Marriott Hotel & Resorts is a hotel chain industry which is serving food
which is completely free of trans fats in almost all the hotels in the world. The
stakeholders are its employees working worldwide, the governments of all
countries of world, suppliers of all food staff and hospitality industry, the
shareholders of the company and mainly the customers of hotel brand.
Private sector- is that type of organisation which is mainly operated by a single or
group of individuals who are working to earn profit from that business. Hilton
hotels & resort is a kind of private sector hotel brand which is operating on a
global level with about 570+ hotels worldwide. The company was founded by
Conrad Hilton about 98 years ago and is now a flagship brand of Hilton. All the
properties of Hilton hotels & resort are owned or franchised by autonomous
operators of Hilton only (Cheng and Yeung, 2012). The scope is very wide as is
operating on a worldwide level in around 85 countries of 6 continents as on 2017.
The stakeholders are the people who have their interest in the business or profits of
the company like the customers who are visiting or who have been served, the
people or employee working in the hotels, suppliers of the products and
governments of different countries in which the Hilton hotels & resort are
operating in.
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Voluntary sector- is mainly operated for the betterment of the society or
environment and is working for non profit bases may be on national or internation
level. Oxfam is an international UK based charitable trust which is operating
worldwide for poverty reduction or disaster relief. The scope is wide as is
operating worldwide of a noble cause by a group of Quakers social activists or
several local committees. The main mission of Oxfam is to work with many local
partners to reduce poverty, get the relief for disaster prone areas of world and also
famine relief to the victims of Israeli, Palestinian conflict, North Korean famine,
2011 East Africa drought and many more areas. The stakeholders of Oxfam would
generally be all the victims of the disaster prone areas where it is serving, banks
from where it is taking loan for the relief funds, the local committees with which
they are operating, and also the government under which they are operating.
There are also organisation which are divided on the bases of their size like micro, small,
medium and large level enterprise. Small enterprise are the organisation which are
operating on a small scale and giving employment to limited number of employees.
Medium enterprise are the organisation which are operating on a similar level as small
sector but the number of employee are around 20 and profit margin is more than micro or
small sector enterprise (Craig and Campbell, 2012). Large organisation are operating on a
wider range than that of small or medium enterprise their scale is high and more
employee are employed there. The business purpose, objective and supply of goods and
service are all different in all the 3 types of industry their scope also varies form each
others. Market force, economic operations, and the supply and demand of the goods and
service are also a factor influencing scope of business.
P2 Explaining the vision, mission and business objective of the organisation.
Marriott Hotels have the mission of becoming the worlds best and favourite travel
company which is also their vision in the hospitality industry. The business objective of
Marriott hotels is to make the worldwide customers happy and satisfy them with the
quality of service provided, pursuing excellence in the business, embracing the changes
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in the industry and keep growing and expanding the operations. At Marriott Hotels their
vision is to provide most extraordinary and personalised service to its customers beyond
the expectations and they also respect the stakeholders and their objectives. The
development in the technology are also on of the major objective of Marriott hotels. As in
Marriott Hotel they are providing the Wi-Fi facility and because of this the Federal
Communications Commission fined it for the wrong use of Wi-Fi in the year 2014
(Dumas, and Reijers, 2013). For the sake of environment Marriott Hotels in US, Canada
and most of the other part of the world are becoming smoke free hotels including the
guest room, lounges, bars, meeting rooms etc.,
Hilton hotels & resort has always been the world leader in the hospitality industry
since its foundation the company's vision is to deliver most quality of service to its
customers in every hotel of the world. The mission of Hilton hotel is to provide meaning
full experience for the clients, good opportunity to the employees, high profits to owners
and a positive impact on the society. The objective of Hilton hotels is to keep growing in
the industry and to serve the clients to the best level to make them feel comfortable at
every visit. The strategic objective of Hilton Hotel for the year 2019 is to become more
powerful on the bases of customer support and the employee opportunities. It also wants
to increase the range or expand its business in many other parts of the world. The mission
statement of Hilton Hotels are consisting of two aspects that is hospitality and high
positive impact and giving the best quality of service to the customers visiting.
Oxfam is a charitable trust operating on a worldwide bases and are always a part
of global movement for brining the change in community. The vision of Oxfam is to
provide equality between men and women in society and to reduce poverty, Famine
problem and social injustices. The main aim of Oxfam is to run life saving responses and
developing projects to tackle poverty at grass root level. Oxfam is always ready to bring
about the change in global movements, giving power and confidence to the people in
creating a secure future for them and also to free them from poverty (Kindsfaterienė and
Lukaševičius, 2015). The stated goal of Oxfam is to help people when they are in need or
when they are insufficient in developing themselves. Oxfam is also working for the
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human rights in practical world where it is necessary the most like right to basic social
life, right of sustainable bread and butter, right of life and security. Poverty reduction is
the main aim of Oxfam which can be eliminated by human action and with the help of
government.
P3
Different function within the Marriott Hotel
The functions of a organisation is based on that element which is divided in essential
various departments. These departments and group are interconnected with each other. The
categorisation of groups is a best way of communicating with each other. These essential
departments will perform their work within the organisation with the common goal. The typical
business firm will divide their entire firm in small groups and these groups perform the task.
Marketing Department- This is based on the department which is very essential to
perform the regular task in the organisation. It is the main function to create the proper and
systematic relationships within the organisation. It involves at the high range of process which is
concerned to find the requirement of customers and their want. On the basis of their wand and
needs they coordinate with sales department. The basic purpose of the marketing department is
to advertise their product and provide their services in such a way that more and more customers
are attracted in log run.
Marketing department is that essential group in the company which is the base of the
company (LiPuman and Doh, 2013). The Marriott Hotel is a well known public company which
provide their best hospitality services. Their department organisation provide services to their
customers on the basis of their requirement. Their hospitality services are well and provide best
facilities to their customers.
Financial Department- Finance and the capital is that important base in the organisation
which is very much essential for the survival of the company. The science of management and
assets, in other words supplying funds and capitals is known as the financial department. Finance
is called as the money raising, recording, manage and control the cost system in any
organisation. it plays a specific role in any company where it is a profit based organisation or the
non- profit firm. This department is interconnected with the all other departments because it
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directly affect the goodwill of the company. The financial department is the valuable element
which is essential to task decisions of the company.
The Marriott Hotel is that large group which provide large amount of hospitality services
to their customers. Their provided facilities are best as compare to other companies. The cash
flow is life blood of Marriott group (Padmanand and et.al., 2016). The entire department is
specifically responsible for accounting, auditing, planning, and organising the Marriott company
finances. The department of finance in Marriott group is also responsible in producing the
company overall financial statement. The cash flow is the lifeblood of the Marriott group as it is
very much important to manage the business cash outflows and inflows. The company is not
capable to operate without the involuntary of money transactions.
Human Resource Department- The Human resource and the personnel is the life blood
of the company. They perform, manage and control the entire other groups in the company. The
main function of this department is to make decisions and manage relations between high
management and working labour capabilities. The people in the business that seat are not fills
and it's a motivated department are give the chance to show the skill within the company. In the
company in takes come people in who have experienced in related field, with promote the skill
of employees with friendly environment and its positive effect of outperformance. the HRM
department is very helpful to take decisions, Making plans to achieve the goal and objective of
the company.
Human resource department of Marriott Hotel is the asset of their group. The heart of the
Marriott lies on its personnel (Popescu, 2013). HR department is responsible for recruiting the
right people with the required skills, qualifications and experience, is is responsible for
determining the salaries of different positions in the Marriott company and also involves to
provide training and development sessions to the employees of the Marriott group.
Operation Department- The operation department is the that essential part of the
company which perform, the task and in other words it is backbone of the entire business. It is
based on the task performing aspect which is work on the basis of company planning and
strategies. The operational department is the essential part in the company. It is very helpful to
overseeing, designing, controlling the process of production and redesigning business operations
in the production of goods and services.
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The Marriott Hotel is based on that hospitality service provider company which is
required a preparation of best operational stems in their organisation. In the procedure of service
provider the operation department of Marriott company is perform the functions to designed
processes and produce the provide the hospitality services efficiently and effectively. The
concerned operational department of Marriott Hotel is also responsible for the acquisition of
materials ensuring a functional flow of the entire hospitality services.
Relationship of functions of organisation with Mission and Vision of Marriott Group
Mission and vision is the lifeline of the entire business organisations it refers to that
blueprint of the company strategic plans which they want to achieve in the future. Mission and
vision both relate to an organisation purpose and aspirations, and are typically communicated in
some form of brief is based on the written statement (Rossi, Vrontis and Thrassou, 2012). A
mission statement is based in that document which communicates the organisation reasons for
being and how it aspires to serve its key stakeholders of Marriott Group. The vision statement is
a narrower, future-oriented declaration of the organisational purpose and aspirations. However,
the Marriott Hotel mission and vision is to guide for the strategical development and concerns
with the help to communicate the purpose of their company.
Organisational Structure of chosen companies
Organisational Structure of Marriott Hotel – Marriott hotel are divided into 3 categories that is
luxury, midscale and economy this division is according to the brand name. Luxury consist of
Marriott hotels and resort, Renaissance hotels, JW Marriott, Autograph collection, Bulgari hotels
and resort etc. Midscale comprise Courtyard, Fairfield Inn and suites, Marriott Execustay, etc.,
Economy forms of Marriott Executives Apartments. There is managing director on the top of the
structures followed by directors of sales & marketing, of production, of finance and of human
resource. Production is further divided into hotel and quality control manager. And finance is
divided into management accounting and financial accounting.
Organisational Structure of Hilton Hotel- Hilton hotel organisational structure is very large
consisting of 140 million guests under about 13 brands. The organisational structure is divided
into ownership, management & franchise division and timeshare division (Sena Ferreira,
Shamsuzzoha, Toscano, Cunha, et.al., 2012). The company is headed by General manager and
Executive Assistant manager is under working for Hilton hotel. All the other managers are
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coming under the executive assistance manager like HR, Finance manager, room division
manager, sales & marketing manager, food & beverages, credit manager and IT manager.
Organisational Structure of Oxfam- Oxfam being a charitable trust does not need that much
organisational structure just like Marriott and Hilton hotel and is having very simple and flatter
structure. The paid staff ratio in the Oxfam is very less than compared to the others as it is having
more of a voluntary workers working under it around the world. The organisational structures
comprising the board of management and Chief Executives and under them whole organisation
is working (Yu and Ramanathan, 2012). As Oxfam is operating in whole world so it is divided
the organisation accordingly like central, east, west, north parts and children and family service,
national service and training consultants are working in these different parts. Then there is
finance and HR manager looking after the management and information sector and corporate
service as well. Publication, communication and policy are also the part who are responsible for
the marketing of the firm.
P4 Identification of both positive and negative impacts of macro environment upon business
operations
PESTLE analysis of Hilton
Illustration 1: PESTLE analysis
[Source: PESTLE analysis. 2017]
1-POLITICAL FACTOR
When the country is politically stable and the rising affluence of its population will
provide the sustained growth, which will gain investor's confidence in the hotel industry that will
lead to the investments in Marriott (Asghar, 2013). The main factor which hurt the business of
Marriott are the danger of terrorism, international relations and the political climate in popular
8

tourist destinations. Increased international tensions and new aggressive terrorist organisations
such as is make some events likely in the future. Naturally, any fall in the air travel would
decrease the demands for hotel rooms. If the political condition of the country is favourable then
this will affect Marriott in a positive way.
2-ECONOMICAL FACTOR
The main economical factor which will affect the Marriott is growing income inequality and
stagnation of middle class wages in the united states, which will reduce the people's ability to
travel and stay at hotels. The major problem for Marriott is high exchange rates for the US dollar
overseas which discourages Americans from travelling and foreign tourists from visiting. And
this increase in the exchange rate for the US dollar will affect Marriott in negative way as the
tourist coming to the hotel will not be able to come if the exchange rates are not stable.
3-SOCIAL FACTOR
social factor of Marriott is very good because the number of people that planned to travel
internationally increased that means there are more travellers spending more money. Demand for
products is not bought by the quality of services but, psychological factors that motivate
individuals so Marriott should satisfy the customers in order for a return visit (Cai and Yang,
2014). Cultural changes that could impact Marriott is increased number of Chinese and Asian
other travellers. Population of Europe or US that are growing older can demand certain kind of
travel experience such as packaged tour and luxury resorts. The growing population will affect
the profits of Marriott hotel as more and more people will be coming to visit the hotel and this
will be helpful for the hotel.
4-TECHNOLOGICAL FACTOR
the hotel industries continue to demand the use of good technology and systems thus Marriott
greatly reduces the ability of intermediaries to undercut the published rates at hotels and
continues to use a variety of online marketing methods to attract the customers.
The major threat to Marriott is Airband as it provides individual rent rooms or homes directly to
traveller and its hosts can avoid expenses as hotel taxes and fire regulations. Which means they
have much lower operating costs. That enables the Airband hosts to undercut hotel room rates in
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many markets. Growing use and demand of technology are increasing in the present scenario and
Marriott is also using this technology like in serving the clients and customer this will increase
the profit of the company.
5-LEGAL FACTOR
The major legal factor that will impact Marriott is status of services like Airband, Airbnb was
fined because of its host for violating laws and regulations in United States the Marriott also
faces the possibility of increased minimum wage as $15 an hour in some proposals (Corsetti,
Kuester and Müller, 2013). That could to higher labour costs and service reduction in Marriott
and this will lead to increase in salary of the employees of company and thus they will be doing
much better and get motivated.
6-ENVIRONMENTAL FACTOR
The major environmental factor that will affect the Marriott is fuel prices and. if these
prices increases it will lead to reduced travel costs and demand for hotel rooms. The potential
impact on Marriott can be by increase in electricity costs created by the efforts to curb
greenhouse gases by limiting the burning coal in power plants. Climate changes can very much
affect the business of Marriott if there is raise in ocean level, flood in resorts or any storm which
will discourage the beach going. Increased temperature from global warming could close the ski
resorts or could make beach resorts too hot to handle. These developments can cause closure or
relocation of hotels and thus affecting Marriott in a negative manner.
Porters Five Forces of Marriott Hotel
1-BUYER POWER
The buying power of the Marriott is moderate as its player are continuously trying to reduce it.in
the hotel and motel industry the main strength is to have the brand name or a very high
reputation. The strong brand recognition not only attracts the first-time customers but also entails
the customers to visit again since switching cost can be trifling in this industry. Price competition
is not stimulator of this force but innovation undeniably is. Companies are continuously trying to
gain the attention of customers from the middle-class people to a particular segment. For primary
10

players of this industry there is no impact to lose a customer but they will strive to retain what
they have and will try to attract the new customers.
2-SUPPLIER POWER
The supplier power of the Marriott is moderate mainly due to the circumstances that creates
advantages to the supplier. The suppliers in this industry consists of many varieties like property
owners, developers, real estate company, architect, marketing company. Suppliers can in this
industry can take many shapes (Jiménez, Ongena and Saurina, 2014). Mainly the hotel managers
have to rely on technologies and system to take the best property which will increase the
profitability of their hotel. That is why they have to go through the different suppliers which
strengthens the bargaining power. Apart from this supplier of high quality guidance can have
more power on the firm.
3-THREAT OF NEW ENTRANTS
The threat of new entrants is very strong for the Marriott because the industry of hotels and
motels is growing very rapidly which is gaining or attracting the attention of the new entrants.as
this industry highly influenced by the tours and travels it is gaining the attention of new
competitors. The threat of new entrants is mainly in the Asian region because the number of
tourists are rapidly growing there. The new entrants will face some problems due to this industry
which requires high capital investment. New entrants can also be bound by some foreign
investment regulations.
4-THREAT OF SUBSTITUTES
The threat of substitutes for the Marriott is moderate because the existence of the substitute
outside the realm of the industry can switch the customers but yet the threat may be attained as
restrained (Kitzmueller and Shimshack, 2012). Even though the substitutes exist with low cost
but they cannot attain the quality of services which hotel with brand name provides. The
substitutes may present in this industry but they are no match to the entity with brand name
which provides the customer satisfaction.
5-THREAT OF RIVALRY
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threat of rivalry to the Marriott is very moderate due to mostly financial and logistical factors.
Most of the key players of hotel industry are in the large chains. There are large number of
independent companies in the industry. The large chains have powerful competitive advantage to
use their higher part of revenues in their other business. On the other side smaller companies
have fights for staying in the industry. Furthermore, many large chain businesses have started
using asset light business by diverting and raising capital. competitors can spend more capital
and it will increase the level of competition between rivals.
P5 SWOT ANALYSIS of Marriott Hotel
The SWOT analysis is being done of the hotel named as Marriott Hotel. The hotel is situated in
UK. It deals mainly with tourism and hospitality sector. SWOT analysis is the method of
internal analysis which is used by Marriott hotel to identify the strengths to increase them,
weakness to minimize them, opportunities top grab them and threats to overcome them. SWOT
is carried out for any company, products, place, industry and persons.
Illustration 2: SWOT analysis
[Source: SWOT analysis, 2017]
STRENGTHS:
It has a high brand name: it has different segments and different franchisee located all over the
world so it has got a high brand name.
New innovations are being done from time to time: new innovations are needed because now-a-
days new techniques are being used by the employees in any organisation.
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New employees are being hired so that fresh blood or fresh talent or knowledge is being
introduced in the industry: fresh talent is being used so that new and innovative ideas and
old techniques are being rejected. Old forms of techniques are not used now-a-days.
It has a good leadership quality: it has a good brand name because of its good leadership skills.
To remain in the hotel industry we should gain more amounts of customers and according to
the needs of the customers we should follow.
There are about 3700 hotels in over 70 countries.
Marriott is having all these strengths because it is having a big brand value in the hospitality
industry.
WEAKNESS:
1. High income group of people can't afford to go to that hotel: low or medium class group of
people can’t afford because of its high rates so it should be according to the need of every human
being
2. Making less investment in the market share: this industry does less amount of investment so
that there is less market share and the competitors are less because people are not aware of the
industry located.
Marriott is all these above weaknesses as the middle class people will not be able to go and enjoy
there and the number of rich people are less than number of poor people.
OPPORTUNITIES:
New and innovative after sale service is being provided: a proper feedback is being given
by the customers and a proper service should be given to them
Good infrastructural facilities: now-a-days people want comfort so proper facilities
should be provided in the hotels as well as in the resorts.
High ability to retain in the market: if the service provided by the employees is good then
retention is being made in the market.
Marriott can grab these opportunities and grow in the market in a very effective manner.
THREATS:
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1. Competition between different brands: apart from this brand different brands also exist in
the market so to remain at the top most industry it should satisfy its customers and work
according to the needs of the customers.
2. Stable growth of the industry: if the prices and rates are according to the demand and
needs of the customers then the industry will remain stable in the market. And if it is
stable then growth of the industry increases and more profit is being incurred.
3. There are different competitors also so that less profit is being made. The competitors
include Hilton Hotel, Starwood Hotel, Taj Hotel.
Marriott is having very tough competitors in the market and is having less market share in many
countries which it is operating it.
The main motive of doing SWOT analysis is that we can able to know how much
company earns profit from its strengths so that company is at its higher growth rate and less
amount of loss is being incurred.
P6 Explain how strengths and weaknesses interrelate with external macro factors.
This is to discourse upon the interrelation between the strengths and weaknesses of
organisations like Hilton Hotel with that to the external macro factors. It is required to be done
on the basis of above conducted analysis of Hilton by applying both SWOT and PESTLE
analytical models. By which, Hilton is expected to know its present strength and weaknesses and
compare it to the external macro factors that in turn indicates the future opportunities and threats
to Hilton in the market (Zhang and Huang, 2012). This is for instance to specify the existing
strength of Hilton where it is known to have high brand recognition with some effective
technical innovations for enhancing the experiences of the consumers to a great extent. Beside
this, they are together known to have good retention practices for holding the employees for a
greater time period with near about 600 hotels established in nearly 80 distinct nations. Also,
they are known to have good reputation in the market and is operating in this industry from last
95 years with some proficient experts in this field.
However, there together exists some major drawbacks of Hilton Hotel where it is known
to have limited number of shares in the market. Also, its operations are internationally affected
due to distinct set of policies in all its marketplaces. Both these strengths and weakness have
depicted the internal status of Hilton Hotel where the external macro factors are together referred
to play an important role in an overall determination of Hilton’s future. This is basically to
14

discuss upon the opportunities and threats to Hilton that are referred to extract from the external
environmental factors (Cai and Yang, 2014). This refers to the factors analysed by applying
PESTLE analysis where on considering the same, some vital opportunities ascertained for Hilton
involves a high potential in the developing set of markets where it can together get into the trend
of innovation with a more rigorous approach as a way of spreading it more in the
underdeveloped markets. Next is the use of digitalization by which, Hilton can refer to make a
better usage of technology. Lastly, the threats exist in regard to Hilton’s business indicates some
potential risks from its differing political and legal changes where it is known to have a stagnated
growth in the future. This is however due to a rising level of competition in the market where it
is also going through an economic and political turbulence in several number of nations due to its
global presence.
CONCLUSION
Form the above report it is concluded that there are various forms of organisation
working country which are divided whether on the bases of sector like public, private and
voluntary or on the bases of size like small, medium and large enterprises. All these
organisations are having their own legal structures, vision, mission, business objective, scope
and background details and working for various products and services. It is also concluded that
there are many external factors which impact the business of the organisation with both positive
and negative ways they are political, economical, social, technological, legal and environmental
factors. Marriott need to monitor the PESTLE analysis to do the organisation's external audit and
help to formulate the new strategy keeping in all the factors in consideration. To take out the
weaknesses, strengths, opportunities and threats of Marriott hotel SWOT analysis is used so that
it can cope up with weaknesses, identify the surrounded opportunities, increase the strengths and
determine the threats in the hospitality industry. Organisational structures also help to know the
scope and extant of business and the range of firm. Use of Porters five factor model also assist in
find the interrelationship of the strengths and weaknesses have with the external factors on
Marriott hotel.
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PESTLE analysis, 2017 [Online] Accessed through<https://www.google.co.uk/search?
q=PESTLE+analysis+of+Hilton&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjf7aKrs-
bXAhULQ48KHSgDAdIQ_AUICigB&biw=710&bih=777#imgrc=_>
SWOT analysis, 2017 [Online] Accessed through <https://www.google.co.uk/search?
biw=959&bih=777&tbm=isch&sa=1&ei=LgcgWqOzCsrtvgTgsLfQDg&q=SWOT+analysis+of
+Hilton&oq=SWOT+analysis+of+Hilton&gs_l=psy-
ab.3..0j0i24k1l2.634997.636353.0.636683.4.4.0.0.0.0.194.717.0j4.4.0....0...1c.1.64.psy-
ab..0.4.715...0i7i30k1j0i13k1.0.M0Picoj-Goo#imgrc=5sBrN7Eit4mKXM:>
18