European Union Policies and Marriott International Marketing Report

This report provides an analysis of the marketing environment affecting Marriott International, with a specific focus on the political and legal factors impacting its operations within the European Union. The report examines how changes in EU policies, regulations, and the influence of pressure groups affect the hospitality industry and Marriott's marketing strategies. It highlights the challenges and opportunities presented by these external factors, including the impact of political instability, terrorism, labor costs, and consumer laws. The report also discusses the role of pressure groups in shaping government regulations and their subsequent effect on the hotel industry. The conclusion summarizes the key findings, emphasizing the importance of understanding and adapting to the dynamic political and legal landscape to ensure the success of Marriott International.

MARKETING ENVIRONMENT
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Table of Contents
INTRODUCTION................................................................................................................................3
Political and legal factors.................................................................................................................3
CONCLUSION....................................................................................................................................4
REFERENCES.....................................................................................................................................6
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INTRODUCTION
External environment plays a crucial role in marketing environment and it directly
affects the reputation of the firm. Managers or leaders should know how and up to which
extent the resources can be utilized in the external environment. To make sound marketing
strategies, a manager needs to have a look at the positive and negative of its outside
environment. Below article is in relation with the political and legal factors affecting
hospitality of Marriott international because of the policies and laws of the European Union
and pressure groups. Moreover, it consist the effects of the regulation and policies on the
hospitality of the hotel industry (Kotler, 2011).
Political and legal factors
Political and legal factors of European Union that affect the Marriott international Hotel
1. Political factor of European Union: Political factors are the major factors which affect the
development process of hospitality and tourism sectors by changing the policies and the
regulation of the other countries. or newly applied government rules and many more. For
example, in Marriott international groups, if European Union change their rules and policies
then the tourism department also has to be change their own policies as per the government
says. Moreover, because of that factor it directly affects the customer's requirement and the
industrial growth as well. (Jevtić, 2017). Legislation factor which directly impact the
company's operations in either in good or bad way. By changing the policies and legislation,
the demand of the customer and the quality services of the firm both are affected As per the
alteration in law and policy of the government, it directly affects the growth of business and
development. There are several type of action of the government which affect the hospitality
of the hotel industry in the way of local, regional, national and international. There are
several factors which affect hospitality of Marriott international hotel in the way of positive
and negative way both. Marriott has seen a significant growth in the current market trend of
hotel industry and having brand reputation as well. There are various political factors like
changing the rules and regulation of the government policies and the legislations which are
directly affect the growth of the company. Major political factors which impact the Marriott
are danger of terrorism, international relationships, mainly the climate change in the other
countries and destinations. Another major issue faced by the firm is terrorist attack on the
tourist site and it directly affect the development and growth of the hotel industry in many
ways.
2. Legal factors and pressure groups: Increasing value of the wages are the main issue faced

by the firm which will directly affect the development of Marriott and their hospitality as
well. Higher labour cost and services reduction problem are the major issue faced by the
Marriott. European government change their rules and regulation which affect the
production or quality of services of Marriott. Pressure groups impact the hospitality of
Marriott international and these are given below:
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 There are several types of pressure groups like; insider groups, outsider groups, and interest
or sectional group, cause and promotional group. Pressure groups are those groups which
are not directly connected to the election process but indirectly affect the government rules
and regulations and also influence the industry policies. (Morrish, 2011). Due to their
presence in the changing process of rules and regulation of the government it affects the
hospitality services which are provided by the company. Their main aim is to influence those
people who have the power to make and has the potential to take the perfect decision on
instant basis.(Kulzhanov and Rechel, 2016). For example pressure groups affect working
process of the hotel industry in the way of applying the new regulations and policies as well.
 The effect of pressure groups can directly impact the legislation and policies of the Marriott
international after that it also affect the government rules and policies either internal or
external way. in addition to this internal factor of the firm affect labour cost and services
which they provide to their employees and employers as well. Consumer's law, safety
standards and the labour laws are the main legal factor that impact the hospitality policy of
hotel and affect the growth of development.
 Marriott international provides best goods and services to their customer and according to
that they have great reputation in current market of the hotel industry. Political conflicts can
majorly affect hotel sectors because there is major risk in travelling other countries and
offering the cheaper price to their customers.(Kulzhanov, 2016).
CONCLUSION
As per the above study, it can be concluded that the political and legal factors of the
European Union and the pressure groups directly affect the hospitality and services of hotel
industry. Moreover, it includes the law and regulation of the government which impact the quality
services of the hotel industry like the way of safety, labour cost, production and more. Pressure
groups plays major role in growth of the company and development as well which affect the
services provided by the hotels.
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REFERENCES
Books and Journals
Bibeau, W.S., and et.al., 2012. Perceptions of the food marketing environment among African
American teen girls and adults. Appetite. 58(1). pp.396-399.
Jevtić, M., 2017. Political science and religion. The Politics and Religion Journal. 1(1). pp.59-69.
Kamlage, J.H. and Nanz, P., 2017. Crisis and participation in the European Union: energy policy as
a test bed for a new politics of citizen participation. Global Society. 31(1). pp.65-82.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
Kulzhanov, M. and Rechel, B., 2016. Kazakhstan: health system review. Health systems in
transition. 9(7). pp.1-158.
Lux, S., 2016. Strategic fit to political factors and subsequent performance: Evidence from the US
coal industry, 1986 to 2000. Business & Society. 55(1). pp.130-147.
Morrish, S.C., 2011. Entrepreneurial marketing: a strategy for the twenty-first century?. Journal of
Research in Marketing and Entrepreneurship. 13(2). pp.110-119.
Tejada de Rivero, D.A., 2016. Alma Ata revisited. Perspectives in Health. 8(2). pp.3-7.
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