International Hospitality Management Report: Marriott Hotel Review

This report provides a comprehensive analysis of the Marriott Hotel, West India Quay, within the context of international hospitality management. It begins with an introduction to the international hotel industry and the specific background of the Marriott Hotel, including its ownership, location, and features. A detailed SWOT analysis is conducted to evaluate the hotel's internal strengths and weaknesses, as well as external opportunities and threats. The report further examines the global hotel and tourism industry, focusing on emerging markets like India, and includes a PEST analysis to assess the political, economic, social, and technological factors influencing the business environment. The analysis considers Porter's generic strategies and Ansoff Matrix to formulate and justify a strategic approach for the hotel, particularly concerning its expansion into emerging markets. Finally, the report projects the practical application of the proposed strategy over a 5- and 10-year timeframe, concluding with a summary of key findings and recommendations. The document is a valuable resource for students studying hospitality management.

INTERNATIONAL HOSPITALITY
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
BACKGROUND TO INTERNATIONAL HOTEL INDUSTRY .................................................1
Background to Marriott Hotel, West India Quay.............................................................................2
SWOT Analysis of Marriott Hotel ..................................................................................................2
Background to Global Hotel and Tourism Industry – developed and emerging markets ..............6
Background to Emerging markets...................................................................................................7
PEST Analysis of India....................................................................................................................7
Analysis of SWOT and PEST..........................................................................................................9
Hotel strategy to be adopt and to be implemented within the entering market.............................10
Justification of strategy..................................................................................................................13
Practical application of strategy – 5 and 10 years ahead...............................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................18

INTRODUCTION
International hospitality management is basically a field that prepares for advanced
position in hospitality and tourism. Management skills in the international hospitality industry to
prepare advanced position in the industry of hospitality and tourism. In this present report,
Marriott Hotel West India Quay is taken for assessment. This is London Marriott Hotel, West
India Quay is a luxury star hotel in London, England. It was opened in 2004. John Christodoulou
is the owner of this hotel. Marriott Hotel Group operates this hotel. According to WTM 2014
Industry report and UNWTO Tourism Highlights 2014, India is reported as an emerging country,
so in this report, India is chosen as an emerging market. Further, this report also conducts SWOT
of hotel and PESTLE analysis for emerging market. In addition to this, Porter's generic
strategies, Ansoff Matrix will also be included in this report. This report will also make
understood background to International Hotel Industry as well as background to hotel.
BACKGROUND TO INTERNATIONAL HOTEL INDUSTRY
The Hotel industry is any types of business that provides services like accommodation in
lodging, beverages and food, travel and tourism. The history of hospitality industry could be
traced back by the end of 1700 in the colonial period. The word hospitality comes from a French
word. The French word 'hospice' is adapted from the French word that has been adapted to form
the word hospitality that means taking care of the visitors. It is the broad range of field within the
service sector that moves around lodging, theme parks, transportation, event planning, cruise
lines and plethora of other services geared towards comforts and serving others. The history of
hospitality is an outstanding landmark (Geerlink and Lashley, 2018). Hotel is place where travel
a traveller receive food and shelter. It is one of the oldest commercial business in the world. In 6th
century, there were no vehicles but people felt desire to travel. There was an 'Earliest inn' which
was started by husband and wife after the innovation of wheels. This hotel provided big halls to
the travellers to make their own bedding and take sleep on the floor. Food is also provided by the
hotel. Their business of inn keeping came into the more outstanding picture in England after the
industrial revolution. After some time, there was invention of steam ships and railways, which
made travelling much faster and easier. Travelling at the time is only with the purpose of social
travelling, which has changed to business travelling. The most common motive for travelling is
for commerce, trade and other activities connected with it.
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Hospitality industries not only offer tremendous range of guest services such as
conferences, banqueting and fitness, beauty, spas, bars as well as restaurants. In the economy of
UK, more than 20% of people are employed in hospitality sectors. There are various categories
which are included in international chains of five star resort, trendy boutiques, guest house, and
leisure. From earlier scenario till today, hospitality industry is the most important sector for the
entire development and growth of the economy. In 2017, it was recorded that about £141
revenue was contributed by the hospitality sector.
Background to Marriott Hotel, West India Quay
This is London Marriott Hotel, West India Quay is a luxury star hotel in London,
England. It was opened in 2004. John Christodoulou is the owner of this hotel. Marriott Hotel
Group operate this hotel. Marriott Hotel West India Quay is operated by the group of Marriott
Hotel. It is located at 1 West India Quay, 22 Hertsmere Road, Canary Wharf overlooking the
West India Quay Marina. At present it has 301 room with 47 apartments. The owner of Marriott
Hotel West India Quay is a billionaire developed of property. The landmark of Marriott Hotel
West India Quay is very beautiful and attractive and it is modern and vibrant hotel. It offers
comforts and convenience which is extraordinary and very advance. The room and interior of
Marriott Hotel West India Quay is beautifully designed the soul and body. For relaxing and
provide luxurious comforts by curve restaurant and bar with outstanding steaks and crisp sea
foods (Korstanje, 2018). The reception area of Marriott Hotel West India Quay are open for 24
hours. The entire management of Marriott Hotel West India Quay is managed by Marriott Hotel
Group. The planning permission was obtained by planning commission in 2001 by Square and
partners. The entire structure or building of Marriott Hotel West India Quay is designed by
HOK. Its construction was started in 2001 which was completed in 2004. It takes 3 years of
complete formation. It is about 33 floors story building in the Hotel.
SWOT Analysis of Marriott Hotel
SWOT Analysis is the framework that is used to measure competitive position of
company by identifying its strength, weaknesses, opportunities and threats. It is the fundamental
model for assessment that helps to measure actual organisation position as well as its potential
opportunities and threats. It is a technique of strategic planning that is used by the management
of company. It also provides the structure or framework that in which area company needs
2

improvement. Marriott Hotel is also using the framework to identify its strength and weakness
and its overall internal abilities and capabilities. It is the internal analysis of the organisation.
SWOT analysis stands for S- Strength, W- Weakness, O-Opportunity, T-Threat (SWOT Analysis,
2017).
Strength
Marriott Ways- This is one of the biggest strength of Marriott Hotel that it is operated
by Marriott Group as Marriott Group is well recognised brand in the world. IT is operated by
norms and laws of Marriott group which is the international Inc. is a brand premium hotel and
which has presence across the world.
Financial Strength- This is one of the most powerful strength of Marriott Hotel West
India Quay. The financial strength of hotel is strong as its financial statements sounds good such
as balance sheet, profit and loss account and others statements as well. Companies financial
position sounds good which is one of the strongest strength of company (Van Niekerk, 2017).
Marriott Hotel has effective and regular flow of cash. In the year of crises, its revenue is reported
as 12 billion.
Focus on Innovation- Marriott Hotel always go for innovation and new creation in their
activities and services. This is the biggest secret of success of Marriott Hotel is its investment of
fund in the field of innovation. In order to sustain in the market, it is very necessary to have huge
or at least appropriate amount of investment in the filed of innovation.
Drive for competitive advantages- The strategies of Marriott Hotel in the area of
competition is very efficient as they have the main purpose of sustaining in the world of
competition and also to give level of competition in local as well as in global market.
Power of Positivity- This is also the key strength of Marriott Hotel as it was fails when
Marriott Group has gone for continuous failure but still Marriott Hotel does not lose its faith on
them.
Strength of learning and Growth- This is also the most powerful strength of Marriott
Hotel as they have strength of development and growth as well as strength of learning. The
management of Marriott Hotel used to organize development programmes within the
organisation.
3

Weaknesses
Customer Weaknesses- Customers are the blood or soul of each and every businesses or
company. So it is very important for Marriott Hotel that there customers should be satisfied. The
services which is provided to customers, if they need some improvement, management should
ensure development and improvement in its activities and services. Make sure, if customers are
not happy then it is not possible to sustain in the market (Madera, Dawson, Guchait, and
Belarmino, 2017).
Cost of operation- The cost of operation in hospitality industries is very high as it is not
easy to control the cost of operations for example cost of land, total cost of project, cost of
infrastructure and many other charges which is very high. Marriott Hotel is located in London,
which has high structure of tax as compared to other cities.
Internal Weakness- Marriott Hotel has many internal weaknesses like resources are not
adequate, they are not fully utilized, employees are unskilled as well as less knowledge. Proper
training is not given to them, and many other weaknesses too.
Overemphasis on standardisation of services- Marriott Hotel is a system that gave
huge emphasis on standardisation of services which results in weak system of management.
Performance of the employees as well as management both become pathetic.
High Debt-Marriott Hotel is facing high debt as because the financial position of hotel
sometimes become unstable in financial issues. When company gave its efforts in maintaining
the position stable, it increases the amount of debt and because of high ratio of debt, they are
facing declining in its market share (Yüksel, 2017).
Backward in the field of information technology- Marriott Hotel is also facing
backwardness as they are not investing fund in the expansion of digitalization or advance
technologies in the operations and functions. In the area of infrastructure, they are facing
slowness as well.
Opportunities
Merger and Expansion- This is also one of the most outstanding opportunities for
Marriott Hotel as by doing merger with another big hotel industry leads to development and
growth of company.
4

Enhancement in services- This is also one of the most essential factor in order to grasp
the opportunities in the market as well as gain customer loyalty. Marriott Hotel management
should always do efforts in enhancement of their services.
High potential in emerging market- Marriott Hotel can also expand its business in
emerging markets like India, Brazil etc. which is the one of the outstanding opportunities for
hotel to grow and develop more (Sun, Wei and Zhang, 2017).
Innovation- This is also one of the most essential opportunities for Marriott Hotel as in
the era of globalisation, customers are very demanding they need innovative and creative
products and services. So, this is the best opportunities for Marriott Hotel to provide highly
innovative services to customers like better interiors, well done renovations etc.
Threat
Social and Economic Uncertainty- There are some aspects in the hospitality industry
which must be considered like shift in economy, natural disasters, tourist attacks. These are all
the factors that caused changes in demand in the need/wants to travel and stay in the hotels all
over the world.
Threat of new entrants- Marriott Hotel is facing huge amount of threat of new entrants
as in London is developed city which in result entry of several global brand along with the strong
hold of standing.
High Competition- In the field of hospitality industry, there is huge amount of
competition which in result become threat of high competition. Marriott Hotel is facing intense
competition in the city of London from various hotel industries.
Political Unrest- Political factor has great influence in the profit and market share of
hospitality industries as because political factors plays a critical role in reducing tourist traffic
and continuously affects the business of hospitality industry. Entire profit of Hotels is affected by
political unrest (Sahin, Gulmez and Kitapci, 2017).
Threat of substitution- This is also the major threat which is faced by Marriott Hotel as
well it is the threat that is faced by almost all the hotels in hospitality industries. In hos
industries, rate of customers substitutions is very high as because there are huge number of
hotels.
5

Background to Global Hotel and Tourism Industry – developed and emerging
markets
The history of hospitality industry could be traced back by the end of 1700 in the colonial
period. The word hospitality comes from a French word. The French word 'hospice' is adapted
from the French word that has been adapted to form the word hospitality that means taking care
of the visitors. It is the broad range of field within the service sector that moves around lodging,
theme parks, transportation, event planning, cruise lines and plethora of other services geared
towards comforts and serving others. The history of hospitality is an outstanding landmark. Hotel
is place where travel a traveller receive food and shelter. It is one of the oldest commercial
business in the world. Travelling at the time is only with the purpose of social travelling, which
has changed to business travelling. The most common motive for travelling is for commerce,
trade and other activities connected with it. Hospitality industries not only offer tremendous
range of guest services such as conferences, banqueting and fitness, beauty, spas, bars as well as
restaurants. In the economy of UK, more than 20% of people are employed in hospitality sectors.
6
Illustration 1: SWOT Analysis
(Source: SWOT Analysis, 2017)

There are various categories which are included in international chains of five star resort, trendy
boutiques, guest house, and leisure. From earlier scenario till today, hospitality industry is the
most important sector for the entire development and growth of the economy.
India is an emerging market as per WTM 2014 Industry report and UNWTO Tourism
Highlights 2014. The hospitality industry in India is one of the biggest revenue generator as
compare to other countries as because tourist in India is not a new concept, however, it is one of
old recorded history. The historical records are satiate with remark of dharmshalas,
musafirkhanasa, viharas, sarais, etc. These are the establishments that provide a residence to
tourists. It is the culture of India to provide efficient services to guest. Thus, from earlier period
to present time, there is constantly increase in the growth rate of hospitality sector which is
account to 7.5 %. The disposable income of people is increasing as well as standard of people
middle classes is also rising which has direct influence the profitability of hotel industries. As per
the report of KPMG, states that India's hospitality sector will be anticipated to grow at 16.1 % to
reach 2,796.9 thousand crore in 2020. About 25% population of India is employed in₹
hospitality industry, it provides both direct and indirect job to people. The growth of hospitality
sector in India and its contribution to the GDP is considerably higher that other industries.
Behind the growth and development of India's economy, there is a vital role played by
hospitality sector.
Background to Emerging markets
India, formally best-known as the Republic of India, is the 7th largest country by area, and
the 2nd most populous in the world with more than 1.2 billion people. The hospitality industry in
India is one of the biggest revenue generator as compare to other countries as because tourist in
India is not a new concept, however, it is one of old recorded history. According to WTM 2014
Industry report and UNWTO Tourism Highlights 2014, India is an emerging market. It is one of
old recorded history of hospitality sector in India. As per the report of KPMG, India's hospitality
sector will be anticipated to grow at 16.1 % to reach 2,796.9 thousand crore in 2020. About₹
25% population of India is employed in hospitality industry, it provides both direct and indirect
job to people (Ali and et.al., 2018). The growth and development in the hospitality industries and
its outstanding contribution in GDP is adoptable form past to the present time. In India,
hospitality sector is one of the most heavily taxed sector with multiple taxes such as VAT,
Luxury tax, Service tax. After the regime of GST, there are large changes in the taxation like it
7

makes the structure of taxes easy and simple. The government of India also takes initiatives in
the development and growth of luxury and ultra-luxury project like in hospitality industries and
travel industries. There is interconnected relationship in the functions and operations of
hospitality sector like entertainment, restaurants, transportation, aviation etc.
PEST Analysis of India
Pest analysis is the framework that is used to track the impact of external factors. When
Pest analysis is conducted for country, analysis become generic. There are four factors in Pest
analysis which are P-Political, E-Economic, S-Social, T-Technological.
Political Factor- India is one the largest and powerful country in the world. The political
conditions of India is stable as it is one of the largest democratic nation among the world. China
and Pakistan is the two neighbourhood countries which are one of the powerful country in world.
Further, Bangladesh, Nepal, Myanmar, Bhutan and Sri Lanka are also the neighbouring countries
of India. India runs federal form of government. Government policies, interest of politicians and
several ideologies of political parties are the factor which influence on political environment.
The stability in political factor of India attracts foreign direct investment. Corruption is one of
the serious concern in India (Sheehan, Grant, and Garavan, 2018). It badly affects the image of
country as well as its political environment. Marriott Hotel, West India Quay can explore its
business in India and can enjoy the stability in political environment of India.
Economic Factor- The economic conditions in India is stable since the implementation
of policies of industrial reforms 1991 (PEST Analysis, 2017). According to these policies,
government reduce the barriers for industries such as liberalization of foreign capital, industrial
licensing, etc. which results in continuous development and improvement in the economic
environment of India. The GDP is recorded as $2.4 trillion that makes 7th economy the in world
according to IMF, 2017. Current corporate tac in India is 30%. Among the various industries,
India is one of the top-pest country among the world. For example- India is the largest
agriculture producing nations among the world, it is 7th largest coffee producing country in the
world. The hospitality sector of India is well-developed. Marriott Hotel, West India Quay can
grow and develop its business in India and enjoy the opportunities of economic stability.
Social Factor- India has large market of customers with total population of 1.2 billion. It
has ample of market which is a great opportunity for international organisation. India ample of
multinational companies are operating. The cost of labour is not so high as in other countries
8

which is the biggest advantages for multinational companies. India is a country of multi-
dimensional cultures which is a great strength of India. India is one of the most attractive
markets in many sectors like hospitality sector is also emerging in great extend which is a great
opportunity for Marriott Hotel, West India Quay to expands its business in India (King, 2017).
Technological Factor- In the field of technology, it is one of the largest technological
advanced nation. India is the 3rd largest technologically advanced nation in the world, as stated
by various sources. It is wonder for India that many big technological companies are investing in
India like Apple Inc., Facebook, Microsoft. In the field of IT, India is highly skilled. In NASA,
about 45% of people employed are from India which is one of the appreciable feature for India.
Marriott Hotel, West India Quay can grow more in India as it offers great opportunities for
entrepreneurs to enter upon scientific projects.
Analysis of SWOT and PEST
There is direct relationship in between PEST analysis and SWOT analysis as they are
closely related approaches to analysis of business. It is very essential for business to analysis the
internal and external factors that has direct impact on the operations and functions of business.
9
Illustration 2: PEST Analysis
(Source: PEST Analysis, 2017)

The political conditions of India is stable as it is one of the largest democratic nation among the
world which become the strength for Marriott Hotel, further there are many ways which is the
strength for Marriott Hotel like, the stability in political factor of India attracts foreign direct
investment, the hospitality sector of India is well-developed and in the field of technology, it is
one of the largest technological advanced nation are the external factors which become strength
of Marriott Hotel. When Marriott Hotel go for Merger and Expansion, Enhancement in services,
High potential in emerging market and Innovation, these opportunities become the strength of
company (Peng, Zhang, and Wang, 2018)
Further there are some external factors that become weaknesses for Marriott Hotel like
corruption is one of the serious concern in India. It badly affects the image of country as well as
its political environment. Multiple system of taxation of India is also become major weakness for
hotel. If Marriott hotel cannot over come these threats such as social and economic uncertainty,
threat of new entrants, high competition, political unrest and threat of substitutions these all
become weakness of Marriott Hotel which is not good for companies profitability and its market
share.
Hotel strategy to be adopt and to be implemented within the entering market
Porters Generic Strategies
It is the strategy that helps organisation to gain competitive advantages. It has four parts
which is used to analyse the direction of organisation. This model was given by Michael Porter
that describe the model creating and sustaining superior performance (Lashley, and Barron,
2006). This model is used by Marriott Hotel to gain the competitive advantages in India.
Here are the strategies as describe below-
 Cost Leadership
 Differentiation
 Cost Focus
 Differentiation Focus
Cost Leadership- This is one of the common strategy that each and every company
adopts to gain the competitive advantage. Cost leadership means company is going to lead the
market by controlling and managing cost in one way or another. There are commonly two ways
that Marriott Hotel can adapt to win the edge of competition in India like first option is to
provide the services at lower cost in comparison to competitors to grasp the huge amount of
10

market share. In Indians are very price sensitive so this is the best way to attracts customers. On
the other hand, second option available for Marriott Hotel to make sure that they have huge
market share with average prices (Geerlink, and Lashley, 2018).
Differentiation- This is one of the critical competitive advantage that able organisation to
win the market locally or globally. The strategy of differentiation is directly opposite to the
strategy of cost leadership. This strategy has direct focus on quality of product or services and on
its uniqueness rather than price. Differentiation strategy is the most profitable strategy for
organisation. It is very toughest strategy but once company make them different from others in
market then they will gain heavy success (Porters Generic Strategies, 2017).
Cost Focus- This strategy is almost similar to cost leadership. In this strategy,
organisation focus or target on niche market like which have little competition, focused market
and offers the lowest price as possible as can. Marriott Hotel can also target niche market like a
selected market rather than providing services to broad market that focus on purchasing of
unique services. By adopting this strategy, Marriott can become the major player on small niche
market (Liang, Schuckert, and Law, 2017).
Differentiation Focus- This strategy is some wall similar to cost focus. Brand loyalty is
involves in this strategy. It is very essential that services of Marriott should remain unique. In
this strategy, organisation also focus on niche market.
11

Ansoff Matrix
This is the growth strategy that is given by Igor Ansoff in 1957. It is the market planning
that helps business to determine its products and market growth strategy. This is the strategy that
has four phases such as Market penetration, Market development, product development and
diversification (Xu, and Wu, 2018). This model is most commonly tool that is used by many
organisations. Marriott Hotel also use these strategies to analysis its marker growth. Here are the
foru quadrants of Ansoff Matrix-
 Market Penetration
 Market Development
 Product Development
 Diversification
Market Penetration- This is the first quadrant in Ansoff matrix. It is the strategy that
adopted by organisation when company has existing serviced with a known market which
required growth strategy within that particular market (Ansoff Matrix, 2017).
Market Development- This is the second quadrant in Ansoff matrix. It is the strategy
organisation used when they have to target on new market or customers. This strategy is only
12
Illustration 3: Porters Generic Strategies
(Source: Porters Generic Strategies, 2017)

good when company has good image or brand loyalty in existing market. It can be in
geographical market, new product dimensions, new channels of distributions.
Product Development- It is the third quadrant in Ansoff matrix. In this strategy
organisation that has excellent market share in the existing market and wants to introduce new
products or services for expansion. It is required when firm has cracking base of customers.
Research and development as well as on innovation is focused in this strategy of product
development (Goh, Ritchie and Wang, 2017).
Diversification- It is the last quadrant in Ansoff matrix and the most important factor.
Company use this strategy when product or services is new and it should being introduce in the
market. In this strategies company grow up by diversifying into new businesses by developing
new services for new markets.
13
Illustration 4: Ansoff Matrix
(Source: Ansoff Matrix, 2017)

Justification of strategy
Form above strategies which had discussed above are strategies for strategic growth and
development for company. Marriott Hotel is one of the famous hotel in the world but still there
are some internal weakness which put company in bad situation, so in order to overcome these
weaknesses, there are some models which help company to grow in emerging market i.e. India.
Ansoff Matrix and Porters Generic Strategies are the two models that Marriott hotel is using to
develop its market in India. Both the strategies are excellent but for Marriott Hotel, Porter's
Generic Strategy is the best. It is because it gives the clear direction or path to gain competitive
advantages. In order to grasp the market share it helps in creating and sustaining superior
performance of Hotel (Calhoun, O’Neill, and Douglas, 2018). In India, people are very price
sensitive, thus to grasp amble amount of market share and profit, it is very necessary to provide
the services at lower cost in comparison to competitors. Porters generic strategies also focus on
differentiation which is also one of the incredible factor that company can win over its customers
by offering unique services. So, for Marriott Hotel, Porter's Generic Strategy is the best.
Practical application of strategy – 5 and 10 years ahead
According to the above strategy which was chosen that is Porters Generic Strategy. This
is one of the best strategy for Marriott Hotel as because it will help hotel to expands its business
in other countries. Once company established its business in India, porter's generic strategy
model is very useful for company to do better and make the ample amount of profit as well as
expand more and more. This strategy is not only used for only accommodation facility but it can
be applied in travel business, business of food and beverages, entertainment, etc. Once hotel
enter in the market, they should use first element that is cost leadership. Company has to select
low cost leadership which is most preferable choice of Indians. Once company grasp the huge
amount of market than they should go for differentiation. Addition to this, Marriott Hotel can
enter into the market by two ways, either from low cost leadership or by differentiation in there
services from competitor and they will easily run there business for 5- 10 years ahead.
Differential factor is good but it does not last for many days as because competitors make close
substitutes for that particular unique services (Sun, Wei, and Zhang, 2017). So, with the use of
Porter's Generic Strategies, Marriott Hotel can earn high profit and can also enlarge its business
in other countries.
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CONCLUSION
Form the above report, it was sum-up that management skills in the international
hospitality industry to prepare advanced position in the industry of hospitality and tourism. This
report also conducted SWOT and PEST analysis of Marriott Hotel. Furthermore, this report also
summarized analysis of SWOT and PESTLE. Background of company, emerging market (India),
is also discussed in this report. Addition to this, Porter's Generic Strategies and Ansoff Matrix is
also done in this assignment as well as justification of strategies is also given in this report.
15

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APPENDIX
PESTLE ANALYSIS
 Pest analysis is the framework that is used to track the impact of external factors. When
Pest analysis is conducted for country, analysis become generic.
 Political Factor-India is one the largest and powerful country in the world. The political
conditions of India is stable as it is one of the largest democratic nation among the
world.
 Economic Factor- The economic conditions in India is stable since the implementation
of policies of industrial reforms 1991
 Social Factor- India has large market of customers with total population of 1.2 billion.
It has ample of market which is a great opportunity for international organisation. India
ample of multinational companies are operating
 Technological Factor-In the field of technology, it is one of the largest technological
advanced nation. India is the 3rd largest technologically advanced nation in the world, as
stated by various sources.
SWOT ANALYSIS
 SWOT Analysis is the framework that is used to measure competitive position of
company by identifying its strength, weaknesses, opportunities and threats.
Strength
 Marriott Ways,
 Financial Strength-
 Focus on Innovation
 Drive for competitive advantages
 Power of Positivity Strength of learning and Growth
Weaknesses
 Customer Weaknesses-
 Cost of operation-
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 Internal Weakness
 Overemphasis on standardisation of services-
 High Debt-
 Backward in the field of information technology
Opportunities
 Merger and Expansion
 Enhancement in services
 High potential in emerging market
 Innovation
Threat
 Social and Economic Uncertainty
 Threat of new entrants
 High Competition
 Political Unrest
 Threat of substitution
20