Business Health Check Report: Marriott Hotel, Module Name, Semester

This report provides a comprehensive business health check for Marriott Hotel, a multinational hospitality industry leader. It begins with an introduction to the hospitality industry and a brief overview of Marriott's history and objectives. The report then delves into a detailed analysis of Marriott's objectives, scope, mission, and vision, evaluating them against SMART criteria. It examines both internal and external factors impacting the business, utilizing SWOT and PESTLE analyses to identify strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, legal, and environmental influences. The report further explores potential improvements to the business, focusing on Ansoff's Growth Matrix, particularly market penetration and market development strategies. It also assesses the effectiveness of various business areas and proposes plans for improvement, justifying their value. Finally, the report addresses the current skills of management and staff, suggesting plans for skill development and concluding with recommendations based on the analysis.

Business Health Check

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Objectives of the business................................................................................................3
1.2 Factors that impact on business........................................................................................4
1.3 Potential improvements to business organisation and/or operation.................................7
M1 Analyse how objectives of organisation meet ‘SMART’ criteria of organisational
objectives................................................................................................................................8
D1 Analyse how elements of Ansoff’s Matrix have contributed to improvements to
organisation............................................................................................................................9
TASK 2............................................................................................................................................9
2.1 Effectiveness of business..................................................................................................9
2.2 Develop plans to improve business, justifying their value.............................................10
M2 Evaluate how effectiveness of areas of the business can contribute to organisational
growth...................................................................................................................................11
D2 Critically analyse how plans developed can lead to an improvement in business.........12
TASK 3..........................................................................................................................................12
3.1 Current skills of management and staff..........................................................................12
3.2 Plans for development of skills for management and staff............................................13
M3 Analyse effect of current experience, skills and abilities of management and staff may
have on business...................................................................................................................14
D3 Critically evaluate various methods that can be used to develop skills of management and
staff.......................................................................................................................................14
CONCLUSION..............................................................................................................................14
RECOMMENDATIONS...............................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Hospitality industry is outlined as class of various areas in service sectors including food,
lodging, event planning, transportation, drink service, theme parks, travelling and others
(Abdelhak, Grostick and Hanken, 2014). It is also referred as group of business which focus on
providing services to users or consumers. This is depended on income of individual and leisure
time for availing services of hospitality sector. The different sector which lies under hospitality
industry are hotels, events, luxury services, food services, travel & tourism and others. In today's
scenario, hospitality industry plays an effective role in rising growth of country as it is fastest
growing sector in market. Different types of services are providing to users and guest for
increasing profits and gains. In order to manage hospitality sector, different department such as
technical, housekeeping and operations plays effective role in achievement of goal and objective
of business. The organization selected for granted project is Marriott Hotel founded at United
States in 1927 for providing hospitality industry service. This is American multinational
organisation providing lodging and hotel facilities to their users. The aim of report is discuss
about objectives, factors impacting business with help of PESTLE and SWOT analysis, Porter's
five models. For improvement of concern operation, Ansoff’s growth matrix has used. It also
covers effectiveness and plans for improving enterprise. There are some management and staff
skills and for improving those plan has been made.
TASK 1
1.1 Objectives of the business
The organisation chosen for assignment is Marriott Hotel which was established in 1927
at United States. It is multinational American hospitality industry having franchise to deal with
lodging and food facilities (Almahmoud and Doloi, 2012). This is regarded as largest hotel unit
in world. It consists of 30 brands having 7003 properties in 131 countries around world which
possess 1332826 rooms. In the year 2017, it was ranked as 33 on 100 best fortune companies to
work for providing services. The products of Marriott Hotel are resorts and hotel which is
serving worldwide. The number of employees working in respective organisation is more than
176000. This has subsidiaries branches of Ritz Carlton, Starwood and Le Meridien.
In order to run business successfully and achieve growth, it is very important for Marriott
Hotel to set objectives, scope, mission and vision. They are as follows:

Objectives- It is defined as a statement that describes what organisation or company
want to achieve in particular period of time such as short or long term. The short term objective
of Marriott Hotel is to increase brand value and develop awareness among users. The long term
objectives is to provide high quality services with innovation in order to satisfy their consumers
need and requirements by providing great experiences to them.
Scope- There are various scope of Marriott as it is providing different products and
services such as lodging, foods, Wi-Fi, luxury rooms and others. This helps to increase revenue,
brand value and goodwill in market. Its scope is to focus on requirements of consumers and
fulfilled them in effective and efficient manner.
Mission- The mission is to enhance lives of users and consumers by creation and
enabling unsurpassed leisure and vacation experiences.
Vision- The vision statement of Marriott Hotel is to become high quality service provider
and facilitator of vacation and leisure experience in world.
1.2 Factors that impact on business
There are various factors such as internal and external which can influence business and
their activities and operations (Arntz-Gray, 2016). The internal influence is within organisation
and can be controlled that is measured through SWOT analysis. Similarly, external influences
are outside business which cannot be controlled that is measured through PESTLE analysis.
These factors provide both positive and negative impact on business of Marriott Hotel which are
described below:
SWOT Analysis
This is used for internal analysis of business that impact organisation in positive and
negative manner. SWOT analysis is defined as strategic tool which is used for helping
organisation in order to identify their strengths, weaknesses, opportunities and threats for project
planning or business competition. It is very important for Marriott Hotel to analyse SWOT in
order to know their strong and weak points for carrying out business in competitive market. They
are described below:
Strengths- Marriott Hotel is leading brand in terms of hospitality industry which focus
on providing high quality services to their users. It has various strengths which leads it to earn
maximum gain and profits. This has set their own way for carrying out activities and operation
for employees which should be followed by them. It is present in 122 countries having 600

properties with 1.2 million rooms across world (SWOT analysis of Marriott Hotel International
Inc, 2019). Marriott Hotel has strength in terms of innovation as it focus on new ways and
methods to provide services to their consumers and guest nu ensuring value for money.
Weaknesses- It is defined as areas where Marriott Hotel need to make improvements in
proper manner for achievement of their goals and objectives in effective and efficient manner. It
focus on expansion which creates problem in maintaining standard of services at every location
that dilute brand value in market. Marriott Hotel is regarded as system driven business where
each and every employees is bound to follow procedure for whatever they perform work which
lower morale of working force. It focus on family business so plans, policies and values are set
accordingly which is not changed as per time and situation which is weak point for respective
organisation.
Opportunities- This is defined as environment where Marriott Hotel can increase their
returns and revenues (Boedker and et. al., 2017). Due to change in behaviour of consumers
whenever people want to travel with their family they can easily stay at luxury hotels which is
creating opportunities for respective hotel to increase their revenues. With rise in global travel,
Marriott Hotel has an opportunity to tie ups with various airline hotel chain for providing their
services to their guests and users. Nowadays, consumers focus on personalisation so Marriott
Hotel has opportunity to provide them with customised services and charge for it.
Threats- It is external factors that can detrimental business growth and success in
competitive market. The threats which can be faced by Marriott Hotel is in terms of competition
and economic recession. Due to increase in competition from various brands like Hilton, Holiday
Inn, Radisson Blu which creates problem for surviving in market. The global recession has
created threat for hospitality sector which has affected many properties and they are out of
market for sale that leads to low generation of profits.
PESTLE Analysis
It is defined as tool that is used for analysis and monitoring macro environmental factors
that can impact performance of organisation (Chang and et. al., 2016). This type of framework is
useful when firm want to enter into international market or start new business. There are six
components of this analysis which can impact Marriott Hotel business and its performance that
are described below:

Political Factors- The political factors which can affect Marriott are international
relations, terrorism danger and climatic conditions in tourist destination (PESTLE Analysis of
Marriott International, 2019). It is facing threat in terms of terrorist attack that is disrupting air
travel or frightens individuals to move away from travelling. For example, attack in June 2015 at
Tunisia where 39 people were killed in hotel beach which create problems for Marriott to scare
away potential guests and charge of security measures also increases.
Economic Factors- The factors which affect Marriott are slow economic growth of
Europe and China. It leads to market collapse in China and crises in Europe where purchasing
power of consumers decline for taking trip packages. This effect is tapering business of Marriott
Hotel. For example, due to high exchange rate in US dollars discourages people of America to
avail travelling and visit places which affect respective organisation.
Social Factors- This factor can help Marriott to increase their profits as number of
traveller is increased from past year and planning for trip every year with their family, friends
and others. This seems people are travelling more and ready to pay for more for better
experience. The respective organisation is impacted through culture and increase of Chinese and
Asian travellers. Here, European and American prefer more travelling and want to increase travel
experiences like luxury resorts and packaged tours which is opportunity for Marriott.
Technological Factors- This factor has large impact on Marriott Hotel because of online
rental services like Airbnb which provides private rented rooms to individuals or homes to
travellers. With use of technology, Marriott can provide easy booking and cancellation to their
users for effective outcomes. This can help to increase profits and gains of business.
Legal Factors- There are some legal laws made for hospitality sector which need to be
followed by them such as health and safety laws, criminal laws and others. Here, Marriott hotel
need to follow all legal laws for their business and consumer so that they can avail facilities and
services in effective manner.
Environment Factors- The factors which is disrupting Marriott hotel is prices of fuels.
The fall in prices of oil leads to reduction of travelling cost and demand of hotel rooms. The
threats which can be faced by respective organisation are sudden rise in cost of fuels. Due to rise
in global warming leads to increase in temperatures that make resorts and beach too hot for
comfort. This forces relocation or closure of hotel.

1.3 Potential improvements to business organisation and/or operation
It is very essential for Marriott Hotel to make improvement in business activities and
operation for achievement of goals and objectives (Ghaddar and et. al., 2012). For that they need
to identify best suitable strategies to make proper decisions in business in order to grow, sustain
and earn profits. The potential improvements strategy adopted by Marriott Hotel is Ansoff's
Growth Matrix which is described below:
Ansoff's Growth Matrix
It is defined as growth corporate strategies which focus on products and market of
organisation. Ansoff's matrix is developed by Russian Igor Ansoff for helping organisation. This
helps manager, executive, marketers for devising strategies in order to grow in future time
period. This consists of four various strategies which are as follows:
Market Penetration- This is the strategy which can help Marriott Hotel to achieve
growth by selling existing products in existing market. It is less risky strategy which can help
respective organisation to leverage capabilities and resources. The main aim is to increase market
share of existing products through use of sales promotion, advertising, pricing strategies. It can
helps to improve situation of business by expanding in same market with same products. For
example, Marriott Hotel can sell their existing product such as food, parking areas, clean room,
Wi-Fi in hotel in existing market. If they can provide it in effective manner then they can grow in
market.
Market Development- This is defined as strategy where Marriott Hotel can grow by
selling existing product in new market (Ansoff Matrix, 2018). It is good strategy which can be
adopted by respective organisation in order to gain competitive advantage in new market. This
can be possible if they search new geographical market and distribution channels. It is risky
strategy because of targeting new market. With help of such strategy it can make improvement
by coming into new market where there is no services of respective organisation for increasing
profits. For example, Marriott Hotel can come up in new market with same products for
increasing market share and profits. While choosing new market they need to focus on their
consumers who are going to use various services.
Product Development- This is strategy where Marriott Hotel can grow their business
with new products in existing market (Goins and Pye, 2013). The respective organisation can
grow if it can focus on particular requirement of their targeted consumers. It requires new

competencies and developing modified products in existing market with some differentiation
from competitors. It is risky which requires research and development and insight into needs of
consumers. For example, Marriott Hotel can introduce new products such as recreation for
children which can really work to attract families to avail facilities and services. There are many
times when family make their trip with small kids which creates problems for parents to visit
along with them in such case respective hotel can provide recreation facility for kids and have
person to look after them in same existing market. Therefore, this can help them to increase
market share and fulfilling their target consumers’ requirements.
Diversification- It is strategy which can be adopted by Marriott Hotel where they can
grow their share and profit by introducing new product in new market. It is more risky strategy
because of new product in new market where marketer may have no or little experience. It is
highly rewarding strategy if it get success in competitive market. For example, Marriott Hotel
should have clear idea about what product they are going to offer and in which market then they
can make best strategy and plan to make it success and profitable in competitive market. They
should offer new and innovative products which can make them different from competitors.
After analysing various growth strategies, it can be concluded that Marriott Hotel need to
adopt market penetration strategy. As it does not require more cost because it deals in existing
market with same products. As user and consumers are already know and aware of products and
services offered by them.
M1 Analyse how objectives of organisation meet ‘SMART’ criteria of organisational objectives
It is essential for Marriott Hotel to set SMART objectives which should be based on
specific measurable attainable realistic and time (Hardy, Deane and Gray, 2012). This can help
business to achieve their set goal in effective and efficient manner. The SMART objective fixed
by Marriott Hotel is to decline energy usage from business operation by 25% and reducing waste
and water. It can be accomplished by giving training and development programmes to their
working force for reduction of water. In order to reduce waste, Marriott Hotel should give
training session regarding impact of pollution to our environment, society and health. For
achievement of SMART criteria, organisation should perform work through step format in
proper manner. Therefore, it should be made in SMART way for their business so that result can
be known.

D1 Analyse how elements of Ansoff’s Matrix have contributed to improvements to organisation
There are four elements of Ansoff's Matrix which assist in improvement to Marriott Hotel
(Hyppönen, Hämäläinen and Reponen, 2015). In market penetration, respective hotel can supply
existing product in existing market in effective manner for fulfilling their need and demand. For
product development, they can add various new goods for fulfilling requirements of their
consumers in existing market. For increment of market share and profits, Marriott can enter into
new market with same products through market development strategy. Similarly, in case of
diversification strategy they can enter into new market with new goods for their consumers. For
this strategy, they require proper research and development to sustain in market. Therefore, in
this way all elements of Ansoff's matrix help to contribute in improvement of decision making of
Marriott Hotel in effective and efficient manner.
TASK 2
2.1 Effectiveness of business
Business effectiveness is referred as organisation's efficiency in order to accomplish
objective and goal of business. This means enterprise has made production without damage and
wastage. The effectiveness in business is regarded as quality level which helps to carry activities,
operation and process for high performance of business. It is also called business capacity in
order to produce expected results with less time, cost, human resources, material and others
(What is Effectiveness, 2019). The business effectiveness is also considered as individual work in
organisation in order to achieve effective outcome with high efforts. The manager need to review
business effectiveness on frequent basis to know about how much set results has been achieved
by organisation. In order to know about business effectiveness of Marriott, different areas has
been set by manager for positive outcomes. The areas included in business effectiveness are
described below:
Products/Services- For achievement of business effectiveness, Marriott need to deliver
high quality goods and services to users. The products offered by Marriott are cleaning and
laundry facilities, beds, Wi-Fi, high premium room and so on. Services include parking,
recreation activities for children, delivery of food on timely.
Marketing- This area assists in building strong relationship with users and consumers to
get positive result (Inoue and et. al., 2012). For running business effectively, Marriott need to

perform proper marketing for organisation. This can be done by satisfying consumer's
requirements and maintaining relationship with them so that they would avail same service again
in future time period. Therefore, it can helps in achievement of goal and objectives of business.
Sales- It is the areas which help to enhance profits and gain of respective organisation.
The sales manager of Marriott has to perform various roles for making business effective such as
proper market research, services, promotions, packaging, advertising and so on. Also they need
to analyse requirement of their consumers in effective manner.
Finances- In order to make finance areas effective, it is responsibility of finance manager
to make proper allocation of funds to each and every department for carrying of activities in
proper manner. They have to make allocation in marketing, sales, staffing and promotions and so
on. If all activities are carried out in effective manner then set objective and goal can be
achieved.
Staffing- For effectiveness of business, Marriott Hotel need to hire skilled, experienced
and capable employee for performance of work. If they carry some weaknesses then they should
be provided with training and development. The employees and staff should be motivated and
encouraged through bonus, rewards, incentives and others.
Business Image- This is also the areas which helps in creating effectiveness of business.
If Marriott provides high quality products and services to their user along with providing benefits
to working force then it can increase goodwill and brand value in competitive market. With help
of business image, respective organisation can earn maximum gains and profits in proper
manner.
Record Keeping- It is very important area of hospitality industry. The record keeping of
each and every activity can help business to know about work performance of organisation and
their weaknesses (Ismail and Atkin, 2016). This should be done by finance manager or account
expertise that possess good knowledge of maintaining data and information.
2.2 Develop plans to improve business, justifying their value
Business planning is referred as written legal document that is designed for providing
accurate data and information about both new and existing firms. There are various aspects
covered in business plan such as financial background, nature of firm, sales and market strategy
(Business Plan, 2019). It is called future road map of enterprise that provides direction in order

to achieve goal and objectives. Marriott Hotel needs to make proper business plan which should
consider the following areas such as:
Planning Marketing- Marriott Hotel need to make marketing plan for creating
relationship with users and satisfying their requirements. It is very important to analyse market
first and planning according to their requirements. In this business plan, need and demand of
consumers are given first priority for achievement of goal and objectives.
Sales and Productivity- In order to increase revenue, Marriott Hotel need to make
strategies related with sales and productivity. They should produce high quality products and
provide to consumers for increment of sales and profits (Kamio and et. al., 2014). It also consists
of consumer requirement of buying of products. Thus, if requirement and quality both are
fulfilled then respective organisation can enhance sales and productivity.
Planning Organisation's Financial Management System- This is considered as most
important part of business plan where planner need to allocate their funding to all department
and activities to achieve goal and objectives in effective manner. This helps in goal achievement
of Marriott Hotel in effective manner.
Planning the Roles and Responsibilities of Staff and Management- The business need
staff as well as management for carrying out operations, activities in systematic way. For
planning of staff and management, their roles and responsibilities need to identified and assigned
to them for carrying of work effectively. It includes various roles such as checking, assisting and
guiding.
Planning Performance Monitoring- In order to measure employee and staff
performance, Marriott Hotel can use different tools and technique such as 360 degree, feedback,
appraisal and management by objectives and others. In business plan, this area should be
considered for goal achievement.
M2 Evaluate how effectiveness of areas of the business can contribute to organisational growth
There are various areas of effectiveness which includes service, staffing, product,
marketing and others that helps in business growth (Khadjesari and et. al., 2015). Here, product
and service is called USP (Unique Selling Proposition) of business which create awareness and
letting consumers to know about products. Marketing assist in knowing about activities to be
performed by them and staffing builds relationship with visitors. In this way, different areas help
in contribution to growth and success of organisation.

D2 Critically analyse how plans developed can lead to an improvement in business
Different type of planning is made by organisation like sales, organisational financial
system, marketing, productivity, performance and monitoring. It is creating both positive and
negative impact to business. In order to improve business by Marriott Hotel, they need to analyse
requirement of consumers, visitors, users and make planning accordingly for effective results.
Therefore, it is essential for enterprise to make continuous improvement in their business and
their activities.
TASK 3
3.1 Current skills of management and staff
Skill is referred as ability and capacity in order to perform work in sustained and
systematic manner by giving efforts to carry work smoothly and effectively (Kutzin, 2013). The
different skills required in hospitality industry are:
Technical Skills- It is the abilities and knowledge required to perform specified work. It
is practical in nature and having information of mechanical, mathematical, technology and
scientific task. Examples are: mechanical tools, programming language knowledge and others.
Operational Skills- This is regarded as operational leadership skills that reflect
interactive delivery which allow leader to develop practical solutions for challenging situations
arise in environment whether unplanned or planned. This includes policy deployment, structure
making skills, daily operations management skill.
Managerial Skill- It is called skills which are held by manager of organisation. This
includes various skills such as organising, planning, directing, controlling, staffing, decision
making, leadership, communication, problem solving.
The various current skills needed for staff and management are given below:
Problem Solving- There are various problems arise in Marriott hotel where management
should encounter them and provide solutions (Laws, 2015). The staff should give their ideas and
opinions to their manager for effective outcomes.
Communication Skills- In order to interact and communicate such skills is required
within management and staff for goal achievement. It assists in proper understanding of visitors
requirements and fulfilling it in better manner.

Decision Making- The management and staff of Marriott Hotel need to make decision
for business and department considering past data and future requirements for accomplishment
of goal and objectives (Lehto and et. al., 2012).
Time Management- It is important skills which is required for management and staff
working in Marriott Hotel to complete assigned work on given time period. For every activity,
time should be managed properly.
3.2 Plans for development of skills for management and staff
For running business in systematic manner, management and staff should require some
skills for achievement of goal and objectives. This assists them for better work performance.
Marriott Hotel needs to make plans for development of existing skills for management and staff
which is described below:
Learning
Objectives
Target
Proficiency
Development Opportunities Time
Scale
Problem Solving 10 This can be developed by reading books related with
problem solving so that work can be done in
effective and efficient manner.
50 to 75
days
Communication
Skills
10 In order to deal with consumers and guests, it is
very essential for management and staff to improve
their communication skills through public speaking,
participating in various activities.
80 to 95
days
Decision
Making
10 There are various opportunities available in market
which should be analysed by management and staff
and grab best one through decision making skills.
25 to 40
days
Time
Management
10 Different activities need to be performed by
management and staff which can be possible
through time management. For improving such skill,
training should be provided in effective and efficient
manner for better outcomes.
30 to 50
days

M3 Analyse effect of current experience, skills and abilities of management and staff may have
on business
The current experience, skill and abilities of management and staff of Marriott Hotel help
in goal accomplishment (Lencioni, 2012). With experience they cannot make any mistake for
assigned work. Similarly, skills and abilities of staff and management can help them to guide and
solve arise issues and problems. With performing various roles and responsibilities helps
manager and staff to increase their experience and enhance skills and abilities.
D3 Critically evaluate various methods that can be used to develop skills of management and
staff
In order to develop skills of management and staff, different methods can be used by
Marriott Hotel which includes training, mentoring and coaching (Morgan, 2016). The training
methods help management and staff to increase current skills and improve competence of future
for effective outcomes. The training can raise pressure and stress on management and staff due to
conducting it on regular basis. This require more time that leads difficulty in managing other
work by them in business.
CONCLUSION
As above discussion, it can be concluded that organisation need to make objectives,
mission and vision for goal achievement. It is important to conduct PESTLE and SWOT analysis
by respective organisation to know about external and internal factors of business. The
continuous improvement should be performed by organisation with help of Ansoff's matrix.
Business plan need to be made by firm in proper manner considering all aspects. Both
management and staff should have skills to achieve business goals and objectives and which
should be improved on continuous basis.
RECOMMENDATIONS
In order to run business operation and activities, some recommendation has been
provided to Marriott Hotel which are described below:
 They need to follow rules and regulation for providing services to their users, guests and
others in order to increase brand value and goodwill in competitive market.
 The organisation need to do market analysis for knowing requirement of their consumers
and providing accordingly to fulfils their need and demands.

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