Research Project: Competition, Regulation, and Marriott UK Performance

This research project assesses the impact of competition and regulation on the market performance of Marriott UK, a prominent hospitality company. The study aims to determine how competition affects sales and how regulations influence profitability. The research employs an inductive approach and interpretivism philosophy, utilizing both primary data collected through questionnaires from Marriott UK managers and secondary sources such as books and journals. The project includes a literature review examining the effects of competition and regulations within the hospitality industry, a description of the research methodology, and a Gantt chart outlining the project timeline. Data analysis is conducted using qualitative techniques, with findings presented through graphs and charts. The study evaluates factors affecting the research's achievement, such as the availability of literature and the support of respondents. The project concludes with recommendations for Marriott UK to enhance its market performance, considering the challenges of intense competition and regulatory compliance.

Research
Project
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TABLE OF CONTENTS
Task 1 Proposal............................................................................................................... 3
1.1 Rationale of research..............................................................................................3
1.3 Review of literature.................................................................................................3
1.4 Proposed methods for research.............................................................................5
1.5 and 2.1 Gantt chart ................................................................................................7
Task 2 Project implementation and presentation ............................................................8
2.2, 2.3 Justification of research methodology that has used and collate and analyse
data to address the research question and objectives..................................................8
3.1 Description and evaluation of factors that affected the achievement of present
research project..........................................................................................................17
3.2 Interpret and analysis of the results......................................................................18
3.3 Recommendation based on findings ....................................................................21
References..................................................................................................................... 23
Appendix ....................................................................................................................... 23
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TASK 1 PROPOSAL
Aim
“To assess the impact of competition and regulation on market performance of
hospitality companies”- A study on Marriott UK.
Objectives
 To assess the impact of competition on sales of Marriott UK.
 To identify the effect of regulation on the profitability of organization.
 To recommended ways through which Marriott can enhance its market
performance.
1.1 Rationale of research
In the present scenario, it has become very difficult for the organizations
operating in hospitality industry to attract customers and increase sales(Jones, Comfort
and Hillier, 2006). Further, it can be stated that along with high growth rate, industry
also experiences intense level of competition among all the businesses (Jin-zhao and
Jing, 2009). The present research will help to assess what kind of impact does
competition have on the sales of business operating in hospitality industry. On the other
hand, in last few years lots of regulations have been developed which all the
organizations in this industry are required to follow (Blomme, Van Rheede and Tromp,
2010). This research will also result in identifying the effect of these regulations on the
overall profitability of businesses. Two factors which inspired researcher to select this
research are increasing competition and strict regulations in the hospitality industry.
1.3 Review of literature
Impact of competition on sales of businesses in hospitality industry
In the modern era, high level of competition in hospitality industry has emerged
as one of the biggest threats for all the businesses. Nowadays, it is not easy for
companies to retain their old customers and attract new ones. People in market are
available with a wide variety of products and services available to choose from. As per
the view of Claver-Cortés and et.al., (2007) competition has direct impact on the overall
sales of business enterprise. A competitive market is the one which has many buyers

and sellers. Almost all the businesses provide same kind of products and services in the
hospitality industry (Claver-Cortés and et.al., 2007). Zhu and Sarkis, (2007) has
explained that low number of firms increases sales of businesses as people in market
have very fewer alternatives available with them (Zhu and Sarkis, 2007). However,
Barrows and Power, (2008) argued that high level of competition can force a firm to
push its efforts to exceed its normal limits. Along with this, it also encourages
organizations to think something creative and innovative. Businesses in hospitality
industry always try to offer something new and unique so that they are get rid of intense
competition and increase their sales (Barrows and Powers, 2008). It can be stated that
competition has affected the overall sales of organizations and now they are finding it
very difficult to attract customers.
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Affect of regulation on profitability of the organization
Nadiri and Tanova, (2010) has explained that businesses are required to
consider lot of codes, regulations and laws before operating in hospitality industry.
Regulations related to fire, working environment and food hygiene need to be followed
in the best possible manner (Nadiri and Tanova, 2010). It can be also stated that breach
of all the laws and regulations can result in heavy fines and penalties on businesses.
This lowers down the entire profitability as majority of their profits are being spend on
paying fines and penalties (Tavitiyaman, Qu and Zhang,2011). In hotels, one of the
major threats to employees, customers and property is associated with fire. Therefore,
regulations such as (Fire) (Safety) Regulations 1988, Gas Safety (Installation and Use)
Regulations 1994 etc. have been developed. As per the view of Cho and et.al., (2006)
organizations are required to use effective measures to deal with issues related to fire at
workplace (Cho and et.al.,2006.). On the contrary has Becerra, Santaló and Silva,
(2013) argued that Health and Safety at Work Act 1974 is one of the major regulations
among all of them. Organizations operating in hospitality industry are required to take
note of those substances which can result in illness, harm or injury to all the workers
(Becerra, Santaló and Silva, 2013). Businesses also need to provide workers with
protective clothes at the time of handling any kind of harmful substances. This increases
the overall cost of businesses and lower down their profitability. Therefore, it can be
stated that such regulations are negatively affecting the overall profits of businesses
which are operating in the hospitality industry.
1.4 Proposed methods for research
 Research approach: Research approach can be defined as the way in which a
scholar carries out his/her study (Chilisa, 2011). In the present research,
inductive approach will be used to accomplish objectives of this study in the best
possible manner. One of the main reasons behind using inductive approach is
that it will provide more accurate information regarding the impact of competition
and regulation on market performance of hospitality companies.
 Research philosophy- There are two different types of research philosophies
which are interpretivism and positivism that can be used by the scholar to carry
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out study (Terrell, 2012). For the present research, interpretivism philosophy will
be used. The reason behind using this philosophy is that it will help in
determining what kind of impact does regulations and competition have on the
overall market performance of Marriott. This will also allow the researcher to
access information from the managers of hotel.
 Data collection- Researcher will be using both primary and secondary sources to
collect information regarding the subject matter. Rationale behind using the
above stated sources is that it will help in getting more reliable information on the
impact of competition and regulation on market performance of hospitality
companies. Secondary sources will provide researcher with generalize
information related to the topic. On the other hand, primary sources will help in
getting more specific information about the selected organization. Primary data
will be collected by five managers of Marriott UK with the help of a well-structured
questionnaire. Books, journals and online articles are some of secondary sources
which researcher will be using to collect information.
 Sampling- Sampling can be defined as the process in which researcher use an
appropriate method to collect data from primary sources (Hine and Carson,
2007). Non-probabilistic and probabilistic are the two common types of sampling
methods which can be used to collect information. In the present study,
purposive sampling which is a technique of non-probabilistic sampling method
will be adopted. Further, reason behind choosing this technique is that it will
support in getting the best and more reliable information suitable with the
purpose of this research. The sample size is going to be five managers of
Marriott. It can be stated that selected sample will help in getting useful
information about the topic under investigation.
 Data analysis- Data analysis can be termed as the method of analyzing
information collected from various sources in order to get the findings (Terrell,
2012). In the present study, qualitative technique of data analysis will be used.
The reason behind this is that information will be present in non-numeric form
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and therefore, qualitative technique will be more suitable. Collected information
will be presented through various graphs and charts.
2.1 Resources required to conduct research
The researcher will require various kind of resources in order to carry out this
research and accomplish its aim and objectives. Human resources will be required to
collect data, analyse and present the same as useful information. Financial resources
will be also required to gather information from various primary and sources. Time and
money is needed to approach managers of Marriott and gain useful information from
them. Technical resources are also needed at the time of recording and presenting
information.
1.5 and 2.1 Gantt chart
Research questions
 Determine the impact of competition on sales of Marriott UK?
 Identify the effect of regulation on the profitability of organization?
 What are the ways through which Marriott can enhance its market performance?
Activities 1st
Wee
k
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
week
10th
Week
Drafting the
proposal of
research
Determining
the aim and
objectives
of study
Literature
review
Identifying
methods of
data
collection
Determining
research
methods
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Collecting
secondary
data
Deriving the
findings
Data
analysis and
discussion
recommend
ations
Final
Submission
The scholar with begin with activities such as drafting of the research proposal in
the first weak. Further, in second week aim and objective will be developed for the
study. The writing down of literature review will get started in 3rd week. In the fourth
week, the researcher will be identifying methods of data collection and determining
research method. Collection of secondary data will take two week time and findings will
be derived in secondary week. In 8th week the scholar will continue with Data analysis
and discussion and at last with recommendations in 9th week. The final submission will
be done on 10th week.
TASK 2 PROJECT IMPLEMENTATION AND PRESENTATION
2.2, 2.3 Justification of research methodology that has used and collate
and analyse data to address the research question and objectives
The present investigation is aiming at assessing the impact of competition and
regulation on market performance of hospitality companies therefore, Marriott UK is
chosen to conduct the investigation. There have been used number of research
methods and tactics to reach the outcomes of investigation. Here, for present
investigation inductive research approach is selected as the study has a new concept
and it is required to have an in-depth investigation into the topic. Through using this
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approach new theories are going to be analyzed that are suitable to reach the
outcomes. Research philosophies are the research method that are helpful in changing
the mindset of researcher. For this investigation researcher has used interpretivism
philosophy as it allows to have an in-depth investigation and researching into wide
literature. This is used just because it helps in determining what kind of impact does
regulations and competition have on the overall market performance of Marriott.
The use of interpretivism philosophy and inductive approach allow researcher to
access information from the managers of hotels. In respect with the present
investigation, both the methods such as primary as well as secondary have been used.
For primary collecting primary sources, questionnaire method is used. However,
secondary data collection sources are books, journals as well as online and physical
library. The rationale behind using secondary sources is to gather generalize
information on the research topic. However, primary sources are being used for the
purpose of collecting more specific information about the selected organization. The
above mentioned both the data collection methods have been used for the purpose of
gathering reliable information on the research topic. To collect the data via primary
sources, it was required to approach the right population for the purpose of making an
accurate study.
The research population for the present investigation were the managers,
employees as well as the board of members. For the present investigation managers of
Marriott organization are selected for the purpose of collecting information via well-
structured questionnaire. For the preset investigation, purposive sampling technique of
non-probabilistic sampling method is used and the rationale of using such tactic is to get
more reliable information suitable with the purpose of this research. In respect with this,
it could be said that sample size of present investigation is 5, managers of Marriott. The
selected sample size is justified as it is sufficient to provide the information on this
research topic. However, in this investigation qualitative technique of data analysis are
used as it was required to represent the information in non-numeric form.
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Collate and analysis of data
Age Number of respondents
Below 25 0
25-35 1
35-45 1
Above 45 3
1. The level of competition
among businesses in
hospitality industry is very
intense
Number of
respondents Percentage
Strongly agree 2 40
Agree 2 40
Neutral 0 0
Disagree 1 10
Strongly disagree 0 0
10
Age
Below 25
25-35
35-45
Above 45

High level of
competition affects
sales of Marriott in
negative aspects
Number of
respondents Percentage
Yes 4 80
NO 1 20
11
The level of competition among businesses in hospitality
industry is very intense
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

3. Marriott is required to follow
all laws and regulations in order
to operate smoothly
Number of
respondents Percentage
Strongly agree 2 40
Agree 3 60
Neutral 0 0
Disagree 0 0
Strongly disagree 0 0
12
Yes NO
0
10
20
30
40
50
60
70
80
90
High level of competition affects sales of Marriott in negative aspects