Hospitality Management Report: Marriott International Case Study

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HOSPITALITY MANAGEMENT
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Table of Contents
Introduction................................................................................................................................3
LO1............................................................................................................................................3
P1 Different Types of Business in Hospitality Industry and Diverse Product and Services they
offer............................................................................................................................................3
P2 Range of Operational and Functional Departments within Marriott International...............5
P3 Contribution of the Hospitality Industry to Local, National, International Economies........5
M1 Review of the Interrelationships of the Operational and Functional units within Marriott
International...............................................................................................................................6
M2 Assessment of the use of franchising and licensing agreements influence on the global
development of the hospitality industry.....................................................................................6
D1 Contribution of the Global Growth, Franchising and Licensing Developments to the
Economic Worth of the Hospitality Industry.............................................................................6
LO2............................................................................................................................................8
P4 Different Operational Roles within the Hospitality Industry................................................8
P5 Skills Required for roles within the Hospitality Industry and Current Skills Shortages......8
M3 Skills Gaps within the Hospitality Industry in Relation to a Range of Different
Operational Roles.......................................................................................................................9
D2 Analysis of the Impact that Skills Gaps have on Hospitality Businesses and Solutions......9
LO3..........................................................................................................................................10
P6 Assessment of the PESTLE Factors that Affect the Development of Organisations
Operating within the Hospitality Industry................................................................................10
P7 SWOT Analysis for Marriott International.........................................................................11
M4 Evaluation of the Impacts of the External Factors on the Development of Organisations
operating within the Hospitality Industry using Specific Examples........................................12
LO4..........................................................................................................................................13
P8 Implications of Current and Potential Trends in the Hospitality Industry..........................13
M5 Ability of a Specific Hospitality Business to Develop Products and Services to meet
Current Trends.........................................................................................................................13
D3 External Factors Impact on Current and Potential Trends and Developments in the
Hospitality industry..................................................................................................................13
Conclusion................................................................................................................................13
References................................................................................................................................15
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Introduction
This research paper deals with the different aspects regarding the hospitality business
platform throughout the world. There are several operational and functional departments that
should be known by the audience and the customers in order to have a better insight upon the
hospitality facilities. Many different operational and managerial functions can give the
organization a lot of depth and benefits. The hospitality industry and the different concepts
associated with have been discussed with the reference to the Marriott International in order
to have an example of the successful hospitality industry and its expansion. The different
products and the services that are provided by the hospitality services are the focus of the
discussion too because this can actually give deep insight about the exact radar of the
hospitality industry in the business platform.
LO1
P1 Different Types of Business in Hospitality Industry and Diverse Product and
Services they offer
The hospitality industry is a very wide business platform where many other activities can take
place. It can be said that there are different types of businesses that can be seen just within the
hospitality industry because they are the very part of the hospitality industry as well. The first
and foremost industry that is an integral part of the hospitality industry is the food and
beverages industry (Priporas et al. 2017). In a hospitality establishment, there is a severe need
for the food and beverages that are very important for the different customers who are
provided with the hospitality services. Initially in order to fulfil the demands of the
hospitality business the food and beverage industries within the hospitality industry has risen
which is actually very important and compatible within the hospitality business. Besides that,
there are other businesses as well which also falls under a different category of the hospitality
business as well. When a customer is availing the hospitality services, they are also looking
for travel destinations as well. That is why travel and tourism is also a big part of the
hospitality business (Davis et al. 2018). Besides that, the services like the lodging and
recreation also became a part of the hospitality business and they have acquired a place in the
business platform that is why they are considered as the business operations within the
hospitality program.
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P2 Range of Operational and Functional Departments within Marriott International
Marriott International is a very huge hospitality service directed for different customers. The
customers can get many benefits from the Marriott hospitality services. This has faced a lot of
growth and development in recent years. It is very important to focus upon the different
organisational and departmental services that are given by this organisation (Sanjeev and
Bandyopadhyay, 2016). They are a very important part of the hotel itself. Executive services
are the most important services provided by the organisation itself. This is a department with
the majority of the organisational heads and they help the organisation to go in the right path
and take many decisions that will be beneficial for the organisation in future. Another
important function that has been served by the organisation is the Front Desk Services. These
people and these services are given to guide the guests of the organisation. Besides that, they
can provide any type of help to the guests in the time of need. Housekeeping and the
Mountains are the other two departments and operations that are provided by the
organisation. These departments actually help the rooms to be very clean and fresh for the
guests (Marriot et al. 2018). The maintenance department actually maintains and look after
all the major and trivial aspects of the organisation. These basic things are part of the
operational and departmental elements of Marriott International.
P3 Contribution of the Hospitality Industry to Local, National, International Economies
It has been already discussed that the hospitality industry is a very huge industry to be there
within the business platform. The revenue that has been collected by the hospitality industry
has a lot of contribution to the financial structure of the local, national and international
business platform. When a hospitality industry tends to do well and earns a lot of profit that
means that also contributes to the government as well (Noe et al. 2017). Besides that, the
place where the hospitality organisation is set up tends to attract a lot of attention to the
customers. The excessive amount of customers is very good for the local market as the sale of
the market can be increased within the specific locality. That is why the local financial
structure can be increased with the flourishing of the hospitality industry. As the revenue of
the hospitality industry can raise the revenue of the government as well, it can also increase
national finance as well. There are some international elements as well which are attached to
the hospitality industry (Backer and King, 2015). Many people usually come from an
international platform. There travelling is good for the travel industry of that international
platform as well.
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M1 Review of the Interrelationships of the Operational and Functional units within
Marriott International
There is an executive department in the Marriott International. It has a lot to do with the
different elements of operations within the industry. The industry actually does various things
that need the approval of the heads of the industry as a whole. The executives are established
with the management and the dead of the different heads of the hospitality industry. They
tend to discuss amongst themselves and take the right decision for the organisation. Another
functional department in Marriott International is the housekeeping department. They have
many activities regarding the maintenance of the different services within the organisation.
Besides that, those activities also include the different cleaning function of the organisation
itself (Noone et al. 2017). This gives very positive and refreshing vibes to the customers. So
it can be said that every activity that takes place within the Marriott international is
supervised by some functional department which makes out very beneficial for the
organisation itself.
M2 Assessment of the use of franchising and licensing agreements influence on the
global development of the hospitality industry
When a hospitality industry tends to expand its business throughout the global platform it is
very important to know about the different scenarios over that specific market place. Besides
that, the permission of the local government is very much needed prior to the establishment
and the expansion of the specific organisation. The organisation actually provides different
facilities towards the customers and one of them is the staying facility means the lodging
services. For that, a building is severely needed for the hospitality business (Cornelissen,
2017). In order to establish the building, it is very important to have the government's
permission otherwise; it can raise many legal issues in the near future. That is why
franchising and the licensing part have a huge effect on the organisation and its expansion as
well.
D1 Contribution of the Global Growth, Franchising and Licensing Developments to the
Economic Worth of the Hospitality Industry
With the increase of the global business economy, there is a lot of scope for expansion and
growth for the hospitality industry. There are many people who want to travel and that are
why the tourism industry tends to flourish a lot, which is part of the hospitality industry.
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When a hospitality industry gets the right amount of franchising it can become very popular
amongst the customers of a different place. Besides that, the economy worth throughout the
world can change the financial structure of the hospitality industry as well (Wallace, 2019).
This can have a deep impact on the hospitality industry. That is why all of these features are
very important for the hospitality industry.
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LO2
P4 Different Operational Roles within the Hospitality Industry
In order to maintain the vastness and the popularity of the hospitality industry, it is very
important to focus upon the different operations and activities that are going on within this
organisation. This organisation deals with different operations in order to rise to the height of
success. Along with that, these features tend to satisfy the customers as well (Fraj et al.
2015). The initial and foremost operational role that needs to be there in hospitality
management is human resources. Many parameters of human resources are needed in order to
maintain the different activities going on within the organisation. Without the help of human
resources, cleaning and maintaining cannot be done at all. The public relation is another
important aspect to be there within the organisation. This actually helps the organisation to
maintain a modified and comfortable relationship with the customers and this will help them
in expanding the popularity as well. The room services and the food services are also much-
needed phenomena within the organisation (Khan et al. 2015). Besides them, the customers
cannot give the demanded service and it can dishearten the customers. These are the set of
different operational services that are needed within the hospitality industry.
P5 Skills Required for roles within the Hospitality Industry and Current Skills
Shortages
In order to prioritize the criteria of skills that are required in the field of the hospitality
industry. Some skills shortages are threatening the industry of hospitality and management.
This shortage in the hospitality industry is considered one of the most turn down for the vast
industry of hospitality management. This shortage points out the fact of poor team morale
amongst the employees of this industry. The main concern that shortage causes are this
industry gets affected by this poor team morale. Inability to compete in the business field is
considered the other facts of shortage inside this industry. The solution to prevent all these
problems can be a tricky process to tackle. The dissatisfaction of work among the young
generation must be presented on the first hand. The less career opportunity is another factor
that needs to be removed (Solnet, 2015).
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M3 Skills Gaps within the Hospitality Industry in Relation to a Range of Different
Operational Roles
The hospitality industry has to countenance a skill gap in recent days. The main problem that
is becoming a barrier between the signs of progress of this industry is the skill gap and the
less efficiency amongst the workers. This problem is arising due to the lack of training of the
employees. This is why their skills are not developing. On the other hand, some of the
employees are multi-skilled in that aspect their skills are not being properly executed or
utilized. Another skill gap is that it creates technical competence amongst the employers that
is why the employees get affected by that. Other than this the unexpected and unrealistic
expectations and so on.
D2 Analysis of the Impact that Skills Gaps have on Hospitality Businesses and Solutions
The impacts that this skill gap brings in the hospitality business solution are considered as the
keys. These keys are considered as the skills debate in the hospitality industry. This is the
nature of the work in this industry. The other dimension of this industry is that it generates
the deskilling effects in the hospitality industry and the workplaces that come under this
industry. The debate that centres the idea of technical skill is another conduct of this
hospitality business industry (Brien, 2017). Next comes the educational training process that
is inevitable to reach the main target of hospitality management.
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LO3
P6 Assessment of the PESTLE Factors that Affect the Development of Organisations
Operating within the Hospitality Industry
Political
The political factors are always playing a crucial role in the progress of the hospitality
industry in a global aspect. In the present day, political factors do an effective role in
hospitality as it associated with the raising factor of terrorism. Therefore, political stability is
always preferred by the hospitality industry to develop their progress.
Economic
The economic factors are also significant in the hospitality business as it affects both the local
and international economy. At the same time, the demand for travel and tourism is also
increasing and that affect the international economy. Similarly, a huge amount of revenue
also helps to better the local economy (Bamiatzi et al. 2016).
Social
The society is also affected by social factors as it provides different scope to better the
financial condition of the local people. At the same time, another business such as private
transport trail and other pharmacy business are also affected by this.
Environmental
A sustainable environment is also required to grow the hospitality business and that is the
reason the industry focus to improve the environmental issues. They rather focus to introduce
ecotourism to attract their customers.
Legal
The hospitality industry is also paying greater attention to maintain the entire labour and
environmental laws that they can enhance the desired success in their field. At the same time,
they also enhance the risk management system in their sector.
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Technological
The impact of technological factor is also affected by the hospitality industry. The demand
for technology is also rising along with the demand for tourism (Mowforth and Munt, 2015).
Tourist required fast booking of tickets and search out their hotels by the help of
technological equipment.
P7 SWOT Analysis for Marriott International
Strength Weakness
● The code of conduct is very strict
and the entire employees are strictly
allowed to follow it
● Marriott International presents more
than one hundred and twenty-two
nations. Similarly, it has six hundred
properties all around the world.
● Marriott International’s brands are
well renowned and enhance suitable
competitive advantages (Agrawal,
2016).
● Marriott International has expanded
its business widely and aggressively
but in the present condition, it
becomes very tough for them to
maintain a huge empire of them.
● The reputation of the hotel become
under several controversies that
affect their business as it cannot
drive strong privacy security of their
customers
Opportunities Threats
● The trend to stay luxury hotels
becomes increasing and that will
enhance many opportunities for the
Marriott International that they can
grow their business.
● Marriott International is supported
by the community of LGBTQ that
also increase the several scopes for
the organization.
● The level of competition is very high
for the Marriott International that
affects the brand of their services.
● Economic recession is also a big
threat for the Marriott International
that affects the annual revenue of the
organization (Lin, 2016).
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M4 Evaluation of the Impacts of the External Factors on the Development of
Organisations operating within the Hospitality Industry using Specific Examples
The external factors such as social, technological, ethical, political and finance are playing a
crucial role in the development of the organization that is associated with the hospitality
industry. Social beliefs is an important issue that affects the performance of the hospitality
business as an example change of healthcare issues can affect the customer's behaviour. At
the same time, technological changes are also affecting the hospitality industry as it provides
a lot of scopes to develop the sector (De Grosbois, 2016). On the other hand, ethical issues
such as differences between the right and wrong policies also affect the customer's behaviour
that affects the overall performance of the organization.
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