Comprehensive Situation Analysis Report: Marriott International Hotels

This report presents a situation analysis of Marriott International Hotels, examining various factors impacting its business. The analysis begins with a product situation assessment, differentiating between core, actual, and augmented services, and highlighting Marriott's brand value and unique themes. Environmental factors are then evaluated, emphasizing the company's commitment to operational standards and its global presence. The report identifies standardization and recent Wi-Fi blocking as weaknesses, while innovation and global presence are listed as strengths. Opportunities for future growth and threats from competitors like Novotel and Hilton are also considered. The report then delves into the company's people and competitive situation, highlighting its focus on employee training, customer service, and its position in the high-price, high-quality market segment, including recommendations for attracting medium-income customers through discounts and coupons. The report is based on information available up to 2019, and includes references to various sources.

Running head: SITUATION ANALYSIS
Situation Analysis
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2SITUATION ANALYSIS
Product situation
The product considered here is the International Marriot group of hotels in different parts
of the World. They have been able to establish their bran d value in many different parts of the
world by serving their customers with an undying hard work and effort (www.marriott.com.
2019). The hotel divides its services mainly in the 3 parts: core, actual and augmented which
comprises of different services like Hotels, Hospitability management, Resorts, lodgings etc.
They are able to derive the maximum amount of value from the core product that is the hotel and
the hospitality sector. They have their unique themes and styles that enable them to attract a large
number of visitors from different parts of the world.
Environmental factors
Their greatest strength is their strict commitment or adherence towards their operations
and their code of conducts. Thus they are able to make all their employees abide by the rules and
regulations irrespective of their ranks and their hierarchies in the hotel chain (Hassard & Morris,
2018).
Presence across the world-The hotel chain has a huge presence in many different parts
of the world. They are present in almost 22 different countries and are the owner of 600 different
sets of properties. Thus this is one of the most important strengths of the organization.
Emphasis on innovation-This is one of the most important strengths of then
organization. This is because they keep on innovating their products on a constant basis so that
they can make the newer and the dynamic up gradations for meeting all the needs and demands
of the customers. Thus it can be said that the service of the organization is being boosted to at
every single time with the most uncommon and the innovative technologies

3SITUATION ANALYSIS
There are some weaknesses in the company as well. They are
Standardization is good for the development of the services of the hotel. However too
much focus on the standardization might destroy the morale of the employees. The employees
often feel that they are being subjected to immense pressure and very strict set of rules. Thus
they will have problems in understanding the needs and demands of the employees.
There are many scamps that have been deteriorating the standard and good reputation of
the hotel. In the recent past the blocking of the wifi or the internet of the customers for their
personal use has also been blocked. This was taken as a huge scamp on the reputation of the
organization.
Opportunity
As Marriott International’s is a chain of luxury hotel. It is very essential for them to
utilize this opportunity for future (Lee & How, 2018). Novotel, Hilton and others are the
competitors of the organization. Thus they have to upgrade themselves to maintain their
standards.
Threat
A huge competition is faced by the Marriott hotels. As the needs and demands of the
customers are increasing so is the level of threat. Thus efforts have to be made so that they can
give a very tough competition to all their competitors
People

4SITUATION ANALYSIS
Marriott International keeps on increasing the knowledge base of their employees by
training them on a continuous basis. The policy of continuous learning and continuous
improvement is followed. Service is one of the most essential aspects of their services. Thus they
try to take care of their customers at each and every single step.
Competitive situation
The organization is currently facing a tough competition in the hotel and hospitality
sector. They are in the high price high quality position in the current scenario. Thus they must
work towards finding new discount offers and coupons so that they can attract the attention of
customers belonging to the medium income groups as well.

5SITUATION ANALYSIS
References
Hassard, J., & Morris, J. (2018). Contrived competition and manufactured uncertainty:
Understanding managerial job insecurity narratives in large corporations. Work,
Employment and Society, 32(3), 564-580.
Lee, C. G., & How, S. M. (2018). Long-run causality between customer satisfaction and
financial performance: the case of Marriott. Current Issues in Tourism, 1-6.
Lee, J. W., & Kwag, M. (2017). Corporate marketing strategy using social media: a case study of
the Ritz-Carlton Seoul. Journal of Asian Finance, Economics and Business, 4(1), 79-86.
www.marriott.com. (2019). www.marriott.com. Available from:
https://www.marriott.com/marriott/aboutmarriott.mi