Nelson College: Hospitality Industry Analysis and Trends Report

This report provides a comprehensive analysis of the contemporary hospitality industry, focusing on Marriott International and its strategic plans for expansion, particularly in Asian markets. The report begins with an overview of the industry, its key components, and current trends. It then delves into a detailed case study of Marriott International, examining both the external and internal factors influencing its business. The external environment is analyzed using PESTEL analysis, considering political, economic, social, technological, environmental, and legal factors specific to the Asian countries. Internal factors are assessed through a SWOT analysis, identifying Marriott's strengths, weaknesses, opportunities, and threats. The report also explores the impact of external factors on the company's development, emphasizing the role of technology and social considerations. It further examines current trends in the hospitality industry, such as the increasing importance of technology and international travel, and assesses Marriott's ability to adapt to these trends. Finally, the report concludes by summarizing the key findings and highlighting the implications for Marriott International's success in the Asian market and the broader hospitality industry.

About the Contemporary
Hospitality Industry

INTRODUCTION
 Hospitality is the industry which include Hotels, events , restaurants and
other tourism related services. This industry is necessary for the businesses
but also to the country's economy where they are having huge
contribution, customers and employees as well.
 This report will cover case study of Marriott international hotels which is
one of the top hotel in the Hospitality industry, and they are planning to
Expand their business in the Asian countries, and they will look for the new
investors. In the first section this report will explain the industry and the
trends information and the other will cover the companies environment
and their capabilities.

External factors in environment which
can affect the business
There are some external factors which can affect the Business of the
Marriott international and their plan is the expand their business on the Asian
country so this factor can become barrier for them if the companies superiors
will not be aware about them. This can be easily analyzed by using the
PESTEL analysis of the Asian countries.
Pestle Analysis
Political factors
Political factors like Tax structure and the governmental polices are
different in the Asian countries which can affect the business of the Marriott
international. Some of the polices like Hygiene and shifty of their customers
have different laws which should be followed by the Marriott international if
they wan to expand their business, and they have to pay taxes according to the
rules within Asia countries.

To Be Continue.....
Economical factors
Most of the countries in Asia are still developing and this can be good
opportunity of the Marriott international. The labor rates in the countries are
cheaper as compare to the other countries an employee will be ready to work
for the company in fewer salaries. They can invest their money in the training
and development of the employees which can helps them to achive success in
the Asia, and they can show their presence in those countries.
Social factors
People in The Asian countries follow the country trends, and they speak
varieties of the languages and food they demand of their own culture so
Marriott international should be aware about it. They can add some value for
the customers by providing their local food facility, and they will need to
recruit lo0cal people from the Asian countries, so they can conferrable
communicate with the guest and create good experience for them.

To Be Continue.....
Technological
Technology within the industry has huge impact and Marriott
international can take the competitive advantages if they will use the new
technology trends, and they can bring n=the new technology in their business
to create opportunity for them in the Asia, and they will able to gain
competitive advantages.
Environmental
This is most important factor and Marriott international should give their
contribution toward the environment. They can plant trees near their Hotels
which will gel[ to create good image among the people.
Legal Factor
Legal polices like Labor lows has huge impact on the business of the
Marriott international and the Asian countries have different labour lows
which company have to follow and provide the rights to their employees as
per the Labour laws.

Internal factors to understand the
companies strength and weakness and this
can be helpful in decision-making
SWOT Analysis can be used for the decision-making process where the
superiors of the Marriott international can find out their strength and
weakness. This will helps them to make the new strategies and company
can easily expand their business in the Asian country
SWOT Analysis of the Marriott international
Strength
 Marriott international is highly success in the Go to market strategies for
their product, so they can use this strategy to expand their business sin
the Asia market as well.
 Support performance in the new market by Marriott international This
creates good image of this Hotel in the industry which will enable them
to take entry in the Asian Market.

To Be Continue.....
Weakness
 Financial planning is not done properly and efficiently. The current asset
ratio and liquid asset ratios suggest that the company can use the cash more
efficiently than what it is doing at present.
 This can create the barrier for the company take entry in the new market so
finance manager of the company have to ensure the use of financial resources
within the company.
 Need investment in the technology because they are using the old
technology.

To Be Continue.....
Opportunities
 Expansion of the business in the Asian country will create opportunity
for the Marriott international to take competitive advantages.
 Innovation is the technology can enable them to take competitive
advantages, so they should follow the new technology trend withing the
industry which will also enable their entry in the Asian market.
Threat
 Competitors within The industry where Marriott international is
working is very high which is creating the pressure on the company
and business are braining new technology and innovation to steal the
market shares

To Be Continue.....
 Not highly successful at integrating firms with different work culture. As mentioned earlier
even though Marriott International is successful at integrating small companies it has its share
of failure to merge firms that have different work culture.

Impact of external factors on the
development of company
 External factors can create the opportunity of the Marriott International and
make them successful if they are aware about the factors within the industry
and company can successful enter in the new market and show their
presence in the market. Technology factors which has huge impact on the
development of the company. It is necessary for the Marriott International to
look for the new technology trends within the industry, so they can
implement new technology at their workplace and take the comparative
advantages.

To Be Continue.....
 Social factor which are also a part of the external factors where Marriott
International can develop their business For example- adding some value of
the customers like providing them affordable price accommodation
facilities. Political factors like policy changes affect the product and service
prices of the Marriott International this can be both positive and negative
impact on the business of the Marriott International.
 Just like that economic factors like decrease in the Tax rates are the
advantages o for the company because they can take loans in less interest
rates which can allow them to invest capital in their business and
company can more expand their business in the new market and develop
their resources.

Implication of current trends in company
to achieve success
 There are many new trends in the hospitality industry which can be helpful
for the Marriott International take comparative advantages, and they can
successful ent6er in the Asian market. Here trends in the Hospitality
industry -
 Teach explosion
 The majority of the guest in this industry are the self-sufficient, tech savvy
travelers who are conferrable using the mobiles and the websites. Marriott
International should make sure that their offering for customers are up TO
date and it should be user-friendly At the companies meeting and the
conferences, travelers expect for the hotels and conference center to have
the high quality tech equipment and knowledgeable to support staff.
Marriott International can add the conference hall for the guest, so they can
held the meetings if it is necessary.