International Hospitality: Marriott Hotel's Market Entry Strategy

This report provides a comprehensive analysis of Marriott Hotel West India Quay within the international hospitality management context. It begins with a background of the international hotel and tourism industry, followed by a SWOT analysis of the Marriott Hotel West India Quay, examining its strengths, weaknesses, opportunities, and threats. The report then delves into the global hotel and tourism industry, focusing on developed and emerging markets, with specific attention to the World Market Report of 2014. A PEST analysis of an emerging market is conducted to identify political, economic, social, and technological factors influencing market entry. Furthermore, the report explores hotel strategies for entering emerging markets, utilizing strategic models and frameworks such as Porter’s generic model, Ansoff Matrix, and Nykiel’s fourteen models. The analysis aims to provide insights into the strategic approaches and considerations for Marriott Hotel West India Quay to succeed in the international hospitality landscape. Desklib offers a range of study tools and solved assignments to aid students in their academic pursuits.

International Hospitality Management
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Table of Contents
Introduction................................................................................................................................3
Task A........................................................................................................................................4
Background to International Hotel Industry (and tourism)........................................................4
Marriot Hotel West India Quay Background.............................................................................4
Swot Analysis of Marriott Hotel................................................................................................5
Task B........................................................................................................................................7
Background to Global Hotel and Tourism Industry – developed and emerging markets..........7
Emerging markets and World market report of 2014................................................................7
Emerging markets backgrounds.................................................................................................7
PEST analysis of the emerging market......................................................................................8
Task C......................................................................................................................................10
Hotel strategy to be adopt and to be implemented (using strategic model and frameworks)
within the entering market and Justification of strategy..........................................................10
Conclusion................................................................................................................................14
References................................................................................................................................15
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Introduction
This report is all about the Marriot Hotel West India Quay and its functioning. All pros and
cons are discussed in this report to analyse the Marriot Hotel West India Quay factors and
aspects in order to meet all its objectives and requirements. SWOT analysis is done to
understand the internal environment of the Marriot Hotel West India Quay so that company
or this hotel industry able to examine its strengths and weakness. Further world market report
and merging market is discussed in this report. World market report of 2014 depicts the travel
and tourism industry as new merging market. New emerging market and top get enters into it
includes many factors to must be known. Travel and tourism industry as new emerging
market helps the Marriot Hotel West India Quay in dealing with globalization level and can
enhance its performance.
Further three models are discussed in this report to understand the concept of emerging
market and its strategy to get entry into the emerging market. Porter’s generic model, Ansoff
models and Nykiels fourteen models are mentioned in this report with full implementation in
regards of emerging market. All facts and things cited in this report are based to analyse and
take brief of the international hospitality management.
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Task A
Background to International Hotel Industry (and tourism)
Hotel industry has been changing its scene since any years, its modification from ancient
times or medieval period is changing its scene from last two centuries. There were no scope
in hotel industry at were earlier time period. But now a day’s hotel industry is playing crucial
role in tourism industry.
Marriot Hotel West India Quay Background
Marriot Hotel West India Quay is in United Kingdom’s. Marriot Hotel West India Quay is
located in London with the highest rating in starrer Hotels of UK. It has approximately 300
rooms with advanced facilities and comfortable. Marriot Hotel West India Quay is
maintaining its hierarchy since very long. In fact it is the hotel that every customers and
[people wants to go and stay there. not only this hotel staff please the people with such
passion that they willing to go there again and again. Marriot Hotel West India Quay is its
name in hotel industry since when luxurious hotels were spare to be seen in the world.
Marriot Hotel West India Quay is a 5 star hotel with all the facilities that a person is required
in its vacation times and enjoying time (Faber, 2014).
All external and internal facilities in this hotel attract the customers and enhance the company
growth and development. Its party halls, gym halls, swimming pools, games court, Wi-Fi
credibility’s, meeting halls, conference rooms, payroll systems, software’s availability and
many more. The best thing about the Marriot Hotel West India Quay is that it always remains
open in all seasons with all facilities and services. Marriot Hotel West India Quay
background is very sustainable and string. John Christodoulou is the owner of Marriot Hotel
West India Quay since very long; he is Cyrus-born British billionaire property dealer. Hence
background of Marriot Hotel West India Quay is maintaining its name ante working with full
concentration and efficiency.
To examine the strengths, weakness, opportunities and threats, SWOT analysis of the Marriot
Hotel West India Quay is mentioned below. It determines the internal working of the
company or its micro environment.
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Swot Analysis of Marriott Hotel
Strengths Weakness
o The hierarchy of Marriot Hotel West
India Quay is reflecting since very long
which is exhibiting its brand name (Gupta,
2013).
o This hotel industry us dynamic
approach for effective leadership qualitative
analysis.
o In regular time periods company
check outs its performance and innovated its
services and facilities.
o Marriot Hotel West India Quay has its
fixed and targeted customers or visitor, it do
not often lead their degradation. It maintains
their faith and never let them dishearten. It is
the most strong point of the Marriot Hotel
West India Quay
o It staff, internal control system,
owners, board of directors all are very
qualitative and enhances the company
performance with full attention.
o Marriot Hotel West India Quay is
very Royal Hotel; many of the customers do
not get pleasure of staying in this hotel,
which reduces its number of visitors
(Korinek, 2017).
o The most lacking thing about the
hotel is that it relied only on the upper class.
It never thought about the middle class
people and its visit.
o Its diversification is very narrow,
means it relied only to limit reaps and people.
o The other weakest thing about the
Marriot Hotel West India Quay is it has
limited numbers of services with limited
number of people.
Opportunities Menace
o Marriot Hotel West India Quay
providing its services since very long in
many operating countries, it is approximately
75 countries of the world and it’s very huge
in terms of5-starrer hotel industry (Lehr,
2015).
o Threats of terrorism and political
unrest creates disturbance in the function of
the Marriot Hotel West India Quay.
o Its brand name is not easy to
maintain. Every action should be done
properly so that there is no harm to its brand
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o It has trained and skilled staff among
all the top-starrer hotel of the world. Its
recruitment and selection of the staff and
employees is very tough to beat.
o Marriot Hotel West India Quay has
name with itself. Its brand name and loyalty
attracts the customers.
o In seasonal and vacation time period,
company earns half of its profit in contrast of
annual profit.
valuable name of Marriot Hotel West India
Quay.
o Marriot Hotel West India Quay is
point of very one’s eyes. Every competitor
and rivals targeted it.
o Company still relying on the old and
traditional methods.
o In race of remain at the top, Marriot
Hotel West India Quay sometime losses its
spark and cannot focuses on the actual
working of the hotel industry (Shaw, 2012).
The above analysis of the company Marriot Hotel West India Quay reflecting its working and
exhibiting its terms and regulations. SWOT analysis of the Marriot Hotel West India Quay
helps is determine its internal environment of business tragedy and helps in adopting different
approaches and tools. Marriot Hotel West India Quay features and functions examine the
company strengths and weakness that helps it in achieving all its goals and objectives.
Threats and opportunities helps in indentifying the competition intensity. All factors are
discus on the factors of company growth and development.
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Task B
Background to Global Hotel and Tourism Industry – developed and emerging markets
Emerging markets and World market report of 2014
World market report of 2014
World trade report of 2014 exhibiting the emerging tourism industry with its current usage. It
is dealing on those graphs and charts which are depicting the current trends of glo0balization
in marketing of tourism business. World market report highlighting the new emerging
markets and its trends. It also highlighted the points which are needed to be concern by any
hotel industry like Marriot Hotel West India Quay. not only this it examine that which area is
of tourism sector is demanding like food, accommodation, travelling facilities or bookings of
tickets, travel agents and many more. Marriot Hotel West India Quay a get its useful
information from this report so that it can build techniques and tools to enter into the merging
market. According to worked market report of 2014 many unknowing factors has comes in
contact in which company Can relied and get a chance to take full advantage of tourism
industry. travel and tourism is the only industry in this world which is very emerging and
crucial at all times because it never gets out of the fashion, that means its rends always
remains changing which enables it to keep Woking at globalization level (Greets, 2014).
Hence it can be said that all threats, opportunities, strengths and weakness do the tourism can
be evaluated and on the other hand external environment can also be examined easily with
practical implementation, facts and figures.
Emerging markets backgrounds
Tourist industry and hotel industry is best combination to work together. Tourism industry is
the most current and new emerging market of today’s’ generation and era. Marriot Hotel
West India Quay can link itself with the tourism industry in order to enter into the emerging
markets. Marriot Hotel West India Quay opens many doors and opportunities while
emerging into the tourism market. Many new things and opportunities come it the ways and
tourism industry is the best way to enter into the world of profit and establishes many new
ideas and things. In African countries chances of getting high profit is more because places
like Egypt, morocco many are the most frequent places for visitors, so Marriot Hotel West
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India Quay Company can think over this area. Company can provide their services here and
anything they wanted to do. To enter into the new emerging market, there is a little risk
associated with it so company need to be ware and alert. Unit also requires full time and
proper investment. By understanding the current trends, culture and merging aspirants of the
markets should be known by the hotel industry. To enter into the merging market is really
very profitable because tourism industry is the only industry which deals with so many
hospitalities like food, accommodations, travelling, payroll systems and many more
(Vaswani, 2018).
Entering into the emerging market, Nigeria is considered to be the best because this country
has stable government. Marriot Hotel West India Quay can increase its economic values by
entering into the new merging market. Marriot Hotel West India Quay has a biggest
advantage to enter into the tourism market because there is no other hotel which has all the
facilities with single brand name. So to attract the tourist tourism industry can take help of
Marriot Hotel West India Quay and this hotel also gets profit to enter into and with emerging
market. Morocco of Egypt is considered to be another emerging market for Marriot Hotel
West India Quay. Marriot Hotel West India Quay has a balance support with it services’
another emerging market of tourism industry is Colombia of Latin America.
All the above discussed emerging market for Marriot Hotel West India Quay of tourism
industry is very helpful in term of increasing the brand name and revenues of the company
and company also keep in touch with the current and changing trends of the world (Faber,
2014)
PEST analysis of the emerging market
PEST analysis of the emerging market helps in identifying the political, economic, social and
technological problems and issues that occurs while entering into the emerging market. Here
emerging market is indicating the travel and tourism industry. Travel and tourism industry
external analysis helps in identifying the macro environment of the company. Not only has
this it also exhibited the outcomes that can company generated ill going to generate form this
analysis. Hence, below given is the pest analysis of the merging market to understand its
current global positioning.
o Political Factors
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Political unrest and political issues creates disturbances in the emerging market. Travel and
tourisms industry is the new emerging market, nay government laws, taxation policies, tariffs
made and labour laws creates various amendments for the emerging market. Market has to
follow in that specific direction. Merging market strateg7 top use the techniques for
globalisation of the merging market.
o Economic Factors
Economic factors like inflation rates, deflation rates, economic degradation and hike create
disturbances in the economic conditions of the emerging market. FDI policies affects the
investment properties for the emerging market Bessie government of hat nation changes the
foreign direct investment rate every year which makes the company to change and frame new
policies every year (Lehr, 2015).
o Social and Culture Factors
Tourism industry is the only industry which affected form the social and cultu5al factors a lot
because different countries have different social trends and different culture. To analyse and
work according to that it become quite difficult. Culture changes offers the company to
follow all their culture and do not harm their interest and values. Hence social and culture
factors plays crucial role in emerging market (Greets, 2014).
o Technological Factors
Technological plays crucial role in merging market’s change in technical trends and
innovation in technology and introduction of technology enables the company in to follow
the current technological factor. In cost of following the technological factors enables the
tourism industry to rely on technological factors.
It can be said after analysing this PEST factors that affect the emerging market at very much
extent. All the factors determine the changes and external effect of the environment of the
travel and tourism industry or company.
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Task C
Hotel strategy to be adopt and to be implemented (using strategic model and
frameworks) within the entering market and Justification of strategy
Porters Generic Strategies
This method deals with the cost differentiation, differentiation and focus strategy. This helps
in identifying the functions of the Marriot Hotel West India Quay in terms of meeting all
goals and objectives. Not only has this had it also helped in indentifying the emerging
market. Marriot Hotel West India Quay exhibiting this model in analysing the factors which
affected the emerging market and its trend (Walker and Walker, 2016).
o Cost differentiation
Cost differentiation means there is difference between cost and its values. Different services
and different things are different in different countries according to the different travel and
tourism sectors or industries. Not only these factors in analysing the actual rate of that service
among all, and providing these services at moderate rate to the visitors attracts them and
helps in gaining more and more visitors. In order to provide better services for the travellers
cost differentiation strategy of porter’s model is very vital because it helps in analysing the
cost differentiation.
o Cost leadership
Cost leadership means changes in the rates of cost of the services of the company. Cost
leadership and cost differentiation helps in indentifying the all those which affected the
functioning of the company like travel and tourism sector. Travel and tourism sector is the
new emerging market of current globalization factor. Marriot Hotel West India Quay can
enhance its performance by examining the internal factors of the tourism industry.
o Focus strategy
Focus strategy means to focus over the cost leadership or cost differentiation. Here focus is
on specific strategy of the Marriot Hotel West India Quay which depicts the hotel industry
emerging market and analyse its effectiveness in order to understand the travel and tourism
industry. All its performance and analyse is done over the cost differentiation and cost
leadership and many more. Focus strategy is the most effective strategy among it helps in
identifying the current trends which is new at globalization level (Tanwar, 2013).
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all factors and methods that is used in the porters’ model helps in examining the emerging
markets status in the global market and also helps in examining the crucial factors that need
to be consult in this emerging market. All such standard which analyse the points of porters
models in this report. hence it can be said that cost differentiation, cost leadership and focus
strategy all plays vital role in emerging market and this model is also very useful in this
direction.
Ansoffs Matrix
Ansoff’s matrix is very useful in understanding that what is new and what is running the
market. It helps in analysing the new product development and its trend in the market of
merging market. Current trends services and products help the Marriot Hotel West India
Quay in indentifying the new in merging market. This model helps in examining the crucial
factors about the merging market. This matrix leads growth and development of the company
in many sectors. These are listed below:-
o market penetration
o product development
o market development and
o diversification
Product innovation is helpful in terms of meeting the current trends protocols. Innovating the
existing product and understanding its aspects (Johnson, 2016). To analyse the marketing
strategy this matrix is very useful so that Marriot Hotel West India Quay gets benefitted from
the marketing strategy and it can use this matrix as to get entry into the emerging market.
Marriot Hotel West India Quay can uses this ansoff matrix as role model in developing the
skills of marketing and understanding its concepts. All other factors and phenomenon
included in the ansoff matrix helpful in determining the going marketing trends of merging
market and provides benefit to Marriot Hotel West India Quay.
ansoff matrix analyse the new products and modification of exiting product or service which
depicts the current position of the emerging market and it is quite helpful when it comes to
understand the concept of emerging market as travel and tourism industry for Marriot Hotel
West India Quay. Market segmentation is helpful for this matrix. Calculation of this matrix
leads growth and develops net of the Marriot Hotel West India Quay. Market segmentation
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helps in analysing the facts and figures for the emerging market. It also judge the current
segmentation and tools required to analyse this report to provide benefit to the Marriot Hotel
West India Quay (Swarbrooke and Horner, 2012).
Market segmentation. Product development, market penetration and diversification help in
understanding the Marriot Hotel West India Key role in entering into the emerging market of
the travel and tourism industry. Diversification helps in understanding the different areas of
the world and different countries of the world. All and all this matrix can be used by the
Marriot Hotel West India Quay to get entry into the merging market. Marriot Hotel West
India Quay can use the strategy to analyse the market trends and current lieu of the Marriot
Hotel West India Quay among its competitors.
Nykiels’s fourteen
This strategy helpful in analysing the facts and figures, it contains fourteen main steps in
understanding the strategic management of the Marriot Hotel West India Quay. These are
listed below with their explanation in order to get entry into the new merging market.
1. Horizontal extension
It means opening of new market form one place to another. This helps in knowing the
horizontal expansion of the company Marriot Hotel West India Quay (Hussain, et.al, 2014).
2. Geographical or demographical expansion
Geographical and demographical expansion helps in knowing and come in contact with the
more and more people of Marriot Hotel West India Quay.
3. Product hybridization
Product hybrid means its innovation and changing in its functioning so that merging market
get new shape. This product helps in extending of the product and its services.
4. Speciality or specialist
To rely on speciality of the Marriot Hotel West India Quay gives immense shape in order to
achieve entry in the emerging market.
5. Product tiers at various levels
Product tiers means levels of products that enhances at various level to understand the
competitors of new emerging market.
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6. Re-branding of product at various levels
Are branding of the product means give enhancement and modification in the new
merging market of the services at various levels.
7. Franchising
Franchises means having different branches contains different offices and travel sectors in
different countries.
8. Non-franchising
Non- franchise means do not have branches but still following the emerging market trends
and its rules in order to get entry into the merging market of travel and tourism industry for
Marriot Hotel West India Quay.
9. Vertical integration or expansions of the company
As horizontal extension, vertical expansion of the company helps in collecting the trends of
vertical integration of the merging market (Wong, et.al, 2014).
10. Brand name collection
Brand name of the company helps it to get entry in the new emerging market. It helps in
achieving all goals and objectives.
11. Contracts management
Contracts management is very helpful in entering into the emerging market of travel and
tourism industry.
12. Single development
Single development means development in specific direction.
13. Products and services related to company
It is very helpful in merging market.
14. Positioning or lieu of the company.
It is very helpful in merging market.
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Conclusion
After analysing this report, it can be concluded that Marriot Hotel West India Quay is dealing
with so many crucial factors which is need to be concerned. Its internal business environment
is examined to analyse its current market situation and need to evaluate the trends. World
market report depicts the tourism industry as new emerging market and helps in knowing the
many facts and vital factors about the merging market. Emerging market provides
opportunity to the Marriot Hotel West India Quay to get entry into its functioning. Marriot
Hotel West India Quay uses various tools and techniques to get enter into the merging
market. Emerging market exhibited that, it works at global level and helps in coming with the
new contacts and doors.
At last, three models that are described in this report helps in knowing about the emerging
market. Marriot Hotel West India Quay can use one of the strategies a suited it best for
entering into the merging market. Hence it can be said that Marriot Hotel West India Quay
applied all tools and methods that should be [performed by it to get enter into the merging
market or tourism industry. this report enables to understand the trend and function of the
travel and tourism industry as new merging market’s.
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