Organisational Consultancy: Strategic Analysis of Marriott Hotel

This report presents an organizational consultancy for JW Marriott Grosvenor House London, focusing on internal and external business environment analysis using SWOT and PESTLE methodologies. It identifies key strengths such as brand image and cleanliness, and weaknesses including high prices and information security vulnerabilities. Opportunities for website development and innovative customer service are highlighted, alongside threats from competitors and the impact of the COVID-19 pandemic. The PESTLE analysis examines political, economic, social, technological, legal, and environmental factors influencing the hotel's operations. The report addresses critical issues like poor customer service, IT problems, and website usability, proposing an action plan with recommendations such as employee training, IT infrastructure improvements, and website redesign. The conclusion emphasizes the importance of regular business environment scanning to mitigate risks and leverage opportunities for sustainable growth and profitability, encouraging the hotel to convert weaknesses into opportunities.

Organisational
Consultancy
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Table of Contents
Executive summary.............................................................................................................3
Introduction.......................................................................................................................6
Scope and analysis.............................................................................................................6
Overview of the hotel...................................................................................................................6
SWOT analysis..............................................................................................................................7
PESTLE analysis.............................................................................................................................8
Department descriptions .................................................................................................10
Findings and results..........................................................................................................17
Action plan ......................................................................................................................20
Recommendations ...........................................................................................................22
Conclusion .......................................................................................................................23
REFERENCES.....................................................................................................................25
Online-.............................................................................................................................26
Executive summary
Internal and external business environment will affect the basic operations of the
company. SWOT analysis model is used to identify the area of strength and
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weakness of the company as well as opportunities for growth and threats to defend.
Marriott hotels are gaining strength by their brand image and hygienic factors of their
hotel rooms. Marriott hotels keep their rooms clean so that more customers will get
attracted and their high brand image is used to increase the total number of
customers for the hotel. On the other hand, their high prices of services will also
impact bad upon customers decision making process for using their hospitality
services. Ineffective information security like hacking of personal data of Marriott
hotel's customers and employees will impact bad upon their high brand image.
PESTEL analysis is used to identify positive and negative impacts of external
business environment of an organisation. In context of Marriott hotel, there are
gaining opportunity from UK's political factor because they are having less
restrictions on their trading activities. Hence, the company can import their raw
material such as mattresses, furniture’s, and few others from other countries where
they found good quality in low prices. On the other hand, their economic factors like
high employment rate will also help them to hire skilled employees for their
operational activities. The high cost of raw material can be impact negative upon the
performance of hotel. Social factors of UK population are also play an important role
for the growth of Marriott hotel because their customers prefer more quality products
and their high quality of lifestyle to enjoy their life will help hotel to offer those
services to their customers which can provide satisfaction for the customers. On the
other hand, using high quality of machines and tools will improve their productivity
and profitability. It is also essential for the hotel to follow their legal regulations to
survive in the market and must focus on sustainable changes within their
organisation.
Identifying the organisational issues and make strategies to mitigate them is
also one of the most important tasks for the company to achieve their growth. In
context of Marriott, there are three issues which are impacting bad upon their growth
like their employees are not able to serve appropriate customer services to their
targeted customers. Most of their customers complaint regarding unresponsiveness
of the hotel toward their mails and texts. Second issues are IT problem and this
happen due to their technological challenges. They are mostly highlighted for their
insecure data protection tools. In the year 2018, the data of customers and
employees get hacked by the third party. Third and the last issue of Marriott hotel is
regarding their website and mobile applications. Their customers complaint that they
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are facing issues in reserving their rooms through their website and applications.
Hence, Marriott hotels must modify their website in such as manner which help
customers to use them effectively. It is essential for them to analyse the issues and
make effective measures to solve them as soon as possible before it impacts upon
their productivity and profitability. The following report also covers action plan to
mitigate the issues which was founded in the Marriott hotel. For example, for the
issues of poor customer services, Marriott hotel must hire new employees and
provide effective training to them to make sure that they will enhance their skills to
provide effective services to their customers to gain their high satisfaction. It is also
recommended in this report that the superior must measure the performance of their
employees on regular basis to analyse which employee is performing well and which
one is not so that the training opportunities will be provided to correct group of
workforces. On the other hand, it is also recommended that the hotel will take the
advice of IT expert to mitigate their IT problems within their organisation. IT expert
will help them to suggest few advance and modern tools and software which will help
them to protect their data from external threats and maintain the decorum of the
hotel. Secondly, hiring IT employees will also help the hotel to save their charges
which they spend on external IT services whenever they need an IT solution. Hiring
IT employees will help them to solve their issues quickly without paying additional
charges. The last recommendation is made regarding their website. They can use
various tools to develop effective designing of their website and mobile application
such as Web.com, Chrome DevTools, Grunt, and few others. They are also required
to measure the performance of their website that how much visitors visit their
website and what they are searching on their search tool through Google Page
Speed Insights, Gtmetrix, Dotcom-Monitor and many others.
They also set time to achieve this solution like for mitigating the risk of poor
customer service, they choose 6 months’ time duration, 8 months for solving IT
problem and 1.5 months to develop effective website for their organisation which will
satisfy their customers. It is concluded that regular business environment scanning
will help the organisations to analyse their issues and risk and they can make
effective strategies to reduce the impacts of these risks upon their organisation.
Analysing strengths will help the company to gain high profit from these factors and
analysing weakness will help the company to work harder to convert their weakness
upon their opportunities.
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Introduction
It is essential for an organisation to identify their internal and external business
environment so that they can analyse the risk and make corrective actions to
mitigate the risk (Hodges, 2018). JW Marriott Grosvenor House London is a 5-star
service and luxurious hotel which is chosen for this report as the main organisation
to complete the report. There are various kinds of issues which are faced by this
hotel and due to which its operations get affected. Few of the issues are poor
customer service where most of the customers complaint that their mails regarding
any doubt or clarification of services will not get responded by the hotel (Top 10
Marriott Complaints and How They Can Be Resolved in 2019, 2019). Another issue
is IT problem where Marriott hotel is facing issues with reservations of guests, and
this happen due to technological challenges. And the last issues faced by customers
of Marriott hotel are regarding using their websites and applications for booking their
rooms. The search page of Marriott hotel is unable to answer the question
appropriately which is asked.
The following report will cover SWOT analysis and PESTEL analysis, wide range of
management techniques, positive and negative aspect of analysis, findings and
results, action plan to mitigate problem and recommendations. SWOT and PESTEL
analysis are used to identify internal and external business environment of Marriott
hotel so that the hotel will use the opportunity for growth and make effective
decisions for mitigating the risks and promote productivity for their hotel operations.
Hence, the main purpose of this report is to mitigate three risks of Marriott hotel
which is mentioned above by using SWOT and PESTEL analysis.
Scope and analysis
Overview of the hotel
JW Marriott Grosvenor House London is a 5-star service and luxurious hotel which is
located on Park Lane in Central London. They are having various kinds of rooms like
Deluxe room and superior room. The Ballroom of this hotel is perfect for wedding
and society events. This room has capability of 500 guests for conducting an event
(JW Marriott Grosvenor House London, 2022). They are having 420 total numbers of
rooms within their hotel, and it is founded in 1929 which means this hotel is having
93 years of age in the market. Recently the hotel is having 4.5-star rating for their
location, service, and hygiene. Recently, the hotel is facing the issues related to their
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website. Most of the customers are complaining that they are unable to use their
website appropriately for their reservations and secondly, customers are also
complaining that the hotel does not value for the money, and they charge high prices
for their services where most of the customers remain unsatisfied with their high-
priced services (JW Marriott Grosvenor House Mayfair, London, England, 2022). The
mentioned hotel is having 23 event rooms with 5,449 square meter total event
spaces. The largest space capacity of hotel is 2,000 guests with 29 breakout rooms
(JW Marriott, 2022).
SWOT analysis
Strength  High brand image
 Clean rooms
Weaknesses  High prices
 Ineffective information security
Opportunities  Effective and attractive design of website.
 Innovation in customer services
Threats  Competition
 COVID pandemic
Explanation of SWOT analysis of Marriott Hotel-
Marriott hotels are having various strengths like high brand image and clean
rooms and many others.
Strength-
They are 5-star hotel which is having high brand image at market and due to their
high brand image, most of the customers prefer to use their services more than once
because they have trust on the hotel. Secondly, hygienic factor is also one of the
biggest factors for the strength of the hotel (Brandi and Elkjaer, 2019). Their rooms,
dining halls, event halls, waiting area, garden and many other places of the hotel are
maintained clean.
Weakness-
On the other hand, the main weakness of the chosen hotel is their high prices. They
are having high prices than their competitors which can influence their customers to
use other hotel services as compared to Marriott. Hence, this can impact negative
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upon customer base. Secondly, they are also receiving more complaints about
ineffective information security because in the year 2018, the reservations database
ofMarriott hotel was hacked and the data of 500 million customers was leaked
(Informative S.W.O.T Analysis of Marriott, 2022).
Opportunities-
Marriott hotels are having appropriate opportunity for the development of their
website in a proper manner which can be easily understood by their customers and
can be used effectively. Secondly, they can also use innovative way to serve their
customers so that they will gain high satisfaction. Innovation services like they can
welcome their customers respectfully by giving them a booklet of flowers.
Threats-
On the other hand, their competitors like Premier Inn hotels, Four Season Hotel,
Hilton hotel and resorts and many others are their biggest threat which attract more
customers toward their effective services and low prices (Damasceno and Abreu,
2018). COVID pandemic also impacted badly upon gaining revenue for Marriott
hotel. Government regulations such as lock down, social distancing did not allow the
customers to use hospitality services openly.
PESTLE analysis
PESTEL factors Their positive and negative impacts
Political factors  Fewer restrictions for trading activities for UK based
companies.
 UK's good relationship with other countries.
Economic factors  High employment rate
 High cost of raw material
Social factors  High purchasing power of customers
 Lifestyle of UK's population
Technological factors  Using advance and modern tools and machines.
 Designing effective website to meet customer’s
needs.
Legal factors  Health and Safety at Work Act, 1974
 Furniture and Furnishing (Fire Safe) Regulations
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1988/1989. 1993 and 2010.
Environmental factors  Marriott Global Cleanliness Council
 UN Sustainable development Goals.
Explanation of PESTEL analysis of Marriott Hotel-
Political factors- In context of UK, they are having no trading restrictions for UK
based companies which means the companies based in UK can import and export
their products and services easily without many restrictions. This can be beneficial
for Marriott hotel to gain more international customers. Secondly, UK is having good
relationship with other countries which can help Marriott hotel to expand their
business in other countries and gain high revenue.
Economic factors-According to D. Clark, 2022, unemployment rate of England was
4.2%, 4.1% in Scotland, 3.1% in Wales and 2,7% in Northern Ireland
(Unemployment rate in the United Kingdom from May 1992 to December 2021, by
country, 2022). This will help Marriott hotel to hire experienced and skilled
employees in their staff members so that they will manage the operational activity of
the hotel and provide effective customer service to their targeted customers. UK is
also having high cost of raw material which can impact negative upon Marriott hotel
to purchase their raw material like mattresses, furniture’s, eatable items to make
dishes and many others at high cost.
Social factors- UK's population is having high purchasing power which means they
are more focused on purchasing high quality of products and services (Musa and
Suryono, 2022). Hence, it is the good opportunity for Marriott hotels to offer high
quality of services to their customers to gain high revenue. Secondly, the lifestyle of
UK population regarding travelling is positive which means the population of UK
prefer to travel more and enjoy their life at the fullest. Hence, this can be the
opportunity for Marriott hotels.
Technological factors- It is a good opportunity for Marriott hotels to use advanced
and high quality of tools and machines like smart energy management, big data
protection by using advanced software, smart room keys, automatic changing lights
of rooms and many others. It is also suggested for the Marriott hotel to use effective
software to design their website like Adobe Dreamweaver, Weebly, WebFlow.
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Legal factors- It consist of all legal laws and regulations of a nation. In context of
UK, their Health, and Safety at Work Act, 1974 states that employer must focus on
safety measures at their workplace for their employees so that their employees will
not get injured while performing their official task (de Sousa and Castañeda-Ayarza,
2022). In context of Marriott hotel, they are having fire extinguisher at their kitchen
area and each floor to protect the employees and customers from fire. Secondly,
according to Dr. David Hawkridge, 2011, Furniture and Furnishing (Fire Safe)
Regulations 1988/1989. 1993 and 2010 law of UK how hospitality industry states that
every hotel in UK must purchase that furniture which will not spread fire quickly in
case of any accident in hotel related to fire (Flammability Guide: Fire Safety of
Furniture and Furnishings in the Home, 2011).
Environmental factors- in context of Marriott hotel they launched Marriott Global
Cleanliness Council to focus more on cleanliness factors or the hotel in pandemic
situation. Marriott sustainability and social impact platform, serve 360: Doing Good in
Every Direction guide the company’s commitment to make a positive and sustainable
impact (Marriott International Provides Updates on Sustainability and Social Impact
Progress, 2020).
Department descriptions
In context of JW Marriott Grosvenor House, there are various kinds of department
which will help the hotel to conduct their operational work and few of the department
and their benefits and limitations are mentioned below-
Front Office Department- This department is responsible for solving customer’s
quarries regarding their services and facilities (Schuetz, Mair and Schrefl, 2018).
Benefits of front office department-
 Reduce call durations- One of the best benefits of front office department is
to reduce the time taken to answer a customer issue. This will help the
chosen organisation to satisfy their customers by answering the calls quicker.
 Less training- The employees of front office department need less training as
compared to other department employees. Hence, chosen organisation is not
required to spend more time and efforts for their front office department
employees.
Limitations of front office department-
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 Less salary- Less salary is given to the employees of this department which
is one of the biggest demotivation factors for the employees to perform well in
this department.
 Answering many calls and messages all together- It is tough for an
employee to answer calls continuously. This can create mistake or error for
employees to convey wrong information to wrong customer.
Solution- It is recommended to the Front Office department of Marriott hotel that
they must provide appropriate salaries and higher salaries to the employees of their
front office department to motivate them for better work and must analyse their
needs and wants to fulfil them appropriately. Purchasing high quality of machines to
answer the calls in computerized manner will reduce the efforts of employees and it
can reduce the errors.
Housekeeping Department- This department is responsible for cleaning rooms,
dining area, garden, and other area of hotel (Martínez-Martínez et. al., 2019). In
context of Marriott Hotel, their benefits and limitations are mentioned below-
Benefits of housekeeping department-
 Helps to maintain cleanliness of hotel areas- It helps the hotel to look
beautiful and hygienic for their guests and this is one of the most essential
factors in this department because it makes customers more satisfied.
 Fewer efforts in recruitment and selection- Hotels are not required to pay
more attention to test their skills and they directly assign them job on the basis
of their existing employee’s recommendations.
Limitations of housekeeping department-
 May disturb the guests- Housekeeping department is responsible for
cleaning the rooms on timely basis. This may disturb their guests again and
again for cleaning purpose.
 Unethical way of replying customers- Most of the hotels hires
housekeeping department t employees without conducting their interviews.
Hence, sometimes they hire bad mannered employee who reply customers
rudely. This can make customers dissatisfied with the hotel services.
Solution- It is recommended to the Marriott hotel that they must train about time
management to their employees in housekeeping department. They can teach them
that how politely they are required to reply their customers in case of any quarries.
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Secondly, they must clean the customer’s room when they were not present in the
room like when they left the room for dinner or any other purpose.
HR Department- This department is responsible for managing manpower and other
essential resources of the organisation (Filimonau, 2021). In context of Marriott hotel,
it is essential for them to manage their employees well to gain high satisfaction of
customers. The benefits and limitations of HR department of Marriott hotel is
mentioned below-
Benefits of HR department-
 Help the hotel to hire skilled employees- HR department help the hotel to
hire skilled and talented employees for their each department. This will
enhance the productivity and profitability for hotel.
 Resolve organisational conflicts- HR department help companies to
resolve their internal conflicts most of the time. They analyse the factors of
conflict and communicate to both parties to resolve their conflict.
Limitations of HR department-
 HR guidelines and restrictions limits the flexibility- The guidelines and
restrictions which are made by HR department limits the flexibility for
employees to manage some organisational issue by their own due to
restrictions. Hence, it lowers down the flexibility within the organisation.
 Involve in quick decision making- Sometimes HR department make quick
decisions without analysing the organisational current environment.
Solution- It is recommended to the HR department of Marriott hotel that they must
prepare those guidelines and rules which could not lower the flexibility within the
hotel. They must allow their employees to handle issues at their own level if they feel
that they are able to solve the problem.
Marketing Department- This department of Marriott hotel is responsible for
conducting marketing research and analyse the preference of customers, current
trends of growth and few other factors which can be used by the hotel to enhance
their productivity (Je, Khoo and Yang, 2021). Benefits and limitations of marketing
department of Marriott hotel is mentioned below-
Benefits of marketing department-
 Helps to analyse customer’s preference- Marketing department help the
hotel to analyse the needs and preference of their targeted customers and
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they analyse the factors which can influence their customers to attract toward
their services.
 Analyse current trends- Marketing department also help an organisation to
analyse current trends in market so that they will adopt services and
processes according to that and satisfy their customers.
Limitations of marketing department-
 Need high budget- This department require high budget for conducting their
marketing researches. Hence, it is costly.
 May collect outdated data- Market is having dynamic nature which means it
changes after every few days. Hence, it might be possible that when data was
processed by marketing department which they collected few days back
become outdated on the time of report presentation.
Solution- It is recommended to marketing department of Marriott hotel that they
must make a proper budget for their surveys and research and make sure that they
will cover all their marketing activities within the prepared budget. Secondly, they
must collect their marketing information and prepare their reports as soon as
possible and keep working to seek opportunity by their current marketing trend.
In context of Marriott hotel their employee training and development programme is
mentioned below-
International hourly training- Marriott hotel claims that they provide 15-minute
training to each employee at every day where the manager analysis the skills of the
employees and the area where they need improvement (HR: Marriott employee
training and development program, 2010).
Gateway- Marriott have this training programme for non- management employees.
This programme is designed to train discipline and specific skills required by
employees to perform their job role.
Core management training- This training programme is for managers of the
Marriott hotel. Their managers participate in over 20 different training programs
where the courses are taught by certified trainers and experts (Chaudhuri, Arora,
and Roy, 2020). The classes areheld for 20-25 employees and they were taught
communication skills and group performing activities.
It is also suggested to the Marriott hotel that they can make some modifications in
their training program such as they can analyse the experience of their employees
and ask them about their own convenience related to training program that which
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training session, they are feeling comfortable to enhance their skills and talents. The
following recommendation is related to one of the issues which is mentioned above
in the report. The basic issue of Marriott hotel is that they are conveying poor
customer service to their customers. This issue can be mitigated well by providing
effective training to the employees. There are various kinds of positive as well as
negative aspects of the analysis (Yang, Luu and Qian, 2021). For example, Marriott
hotels are analysing their internal and external business environment which further
help them to identify the issues and risks related to their business and the
opportunities of growth to gain competitive advantage. After analysing the internal
and external business factor it is analysed that the Marriott hotel is facing few of the
issues like poor customer service, IT problem and ineffective website. Hence, they
can make effective strategies to mitigate such risks as soon as possible. It is
analysed that the Marriott hotel is focusing on their training and development
programs effectively to enhance the skills of their workers. They use all the gathered
information in their decision-making process where they can analyse their report and
make some effective decisions for their organisational benefit.
Basic description of issues faced by Marriott hotels-
Poor customer service- It is very essential for the companies of hospitality industry
to focus on providing effective customer service to their customers (Adeniji and et.
al., 2019). Because an effective service to hospitality customers will help the
company to gain high advantage to satisfy them. In context of Marriott hotel, most
their customers complaint regarding their customer services that they are not
responding to their issues well and did not reply to the mails regarding the
complaints. Customer’s complaints that their mails were unanswered for a longer
period, and it took 48 hours and even more to answer customer's mail by the
mentioned hotel. It is essential for the Marriott hotel to make effective strategies as
soon as possible regarding these issues because this issue can harm the overall
productivity and profitability of their organisation. They can mitigate this issue by
various strategies such as the hotels must seek customers feedback and
strengthening the customer service team by hiring skilled and talented employees
and providing them timely based training.
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The above diagram shows that the Marriott hotel's performance gets decline in
satisfying their customers. According to Charlie Wright, 2019, it is seen that they
have declines by 1% from 2018 to 2019 in providing effective customer services to
their targeted customers (Marriott Continues to Get High Marks in Customer
Satisfaction, 2019).
IT problem- This issue is one of the most common issues faced by most of the
hotels and restaurants because they basically hire only service department
employees and ignores to hire IT employees which can handle their IT problems
(Melián-Alzola, Fernández-Monroy and Hidalgo-Peñate, 2020). Due to this issue
them Marriott hotel also face IT problems; their outdated technology is unable to
secure the data of their customers well. In case this issue is further ignored by the
hotel, than the Marriott hotel will face huge loss. Their customers will no longer trust
them and use their services. Hence, it is essential for them to use updated and
modern technology for storing the data of their customers and employees so that it
will not hack by external individual. Secondly, hiring a team of IT expert can also help
the hotel to resolve their IT problem. Taking an IT expert advice can help them to
recognise which software they can use within their organisation for higher growth
opportunities.
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Ineffective website- Another issue of Marriott hotel is regarding their website, their
most of the customer’s complaint that they are facing issue to use their website to
analyse their services and prices of their services. Even customers complaint that
their website did not help them to complete their reservations. The search tool of the
website is unable to show the appropriate results by using keywords and there are
many other problems related to the company's website. It is essential for them to
mitigate this issue as soon as possible because their most of the bookings will get
cancelled. Secondly, it is essential to fix this problem as soon as possible because
the company's website will provide first impression to their new customers. When a
customer thinks about the hotel then they first visit to the hotel's website and analyse
the services and prices of services (Sharma, Zsarnoczky and Dunay, 2018). In case
the website did not perform appropriately than it will put a negative impact upon
customers regarding Marriott hotel reputation. It is essential for them to redesign
their website and mobile application and use high quality software and website
developer experts to redevelop their website.
Table of description of organisational issue-
Issue Description Solution
Poor customer
service
Here, most of the customers of
mentioned hotel are complaining
that the staff members of their
hotels did not offer appropriate
services to them.
Providing appropriate
training to employees on
timely basis by effective
trainers.
IT problem There are various issues with the
tools and machines of the hotel
which they use on regular basis.
There are less IT skilled employees
in the hotel.
Hiring more IT skilled
employees can reduce the
risk of IT issues within the
chosen organisation.
Ineffective
website
The design of website is
unattractive and the customers face
lot of issues to reserve their
bookings. They are unable to
understand which option is
presented at what side of website
Redesigning the website
again by using effective
web design application is
effective. Secondly, taking
the advice for an expert is
effective.
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and how to use those options
Findings and results
It is found from the above information that it is essential for every hotel to analyse
their internal and external business environment so that they will get to know about
the risks and issues of their business and analyse the opportunities for growth.
SWOT analysis is used to identify internal business environment and PESTEL
analysis is used to identify external business environment (Dicen et. al., 2019). It is
also found that various department is having their own benefits and limitations for the
whole organisation. The clear findings of the benefits and limitations of different
departments are mentioned below-
Departments Benefits Limitations Solutions
Front office
department
 Reduced call
duration
 Less training is
required by
employees of
this department.
 Less salary of
employees is
demotivation
for them.
 Responding
many calls all
together can
create error.
 Providing
higher
salary to
employees
as
compared to
their
competitors.
 Using high
quality of
technology
to auto
respond the
calls.
Housekeepin
g department
 Helps to
maintain
cleanliness of
the hotel.
 Management
team did not
required to pay
 They may
disturb the
guests while
cleaning the
rooms again
and again.
 Most of the
 Providing
training to
them and
keep
focusing to
enhance
their
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much attention
to the
recruitment
process of hotel
for this
department.
housekeeping
department
employees
respond the
customers in
an unethical
manner.
knowledge
and make
them learn
to talk
politely with
guests.
HR
department
 Help the hotel
to hire skilled
employees.
 Resolve
organisational
conflicts.
 HR guidelines
and
regulations
limits the
flexibility within
the
organisation.
 They make
quick decision
without
scanning their
current internal
environment.
 Focus to
prepare
such
guidelines
which
support
open
communicat
ion for
employees
within the
hotel.
 Give
appropriate
time for
making any
decision
and make
sure to scan
internal as
well as
external
business
environment
during
decision
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making
process.
Marketing
department
 Helps to
analyse
customer
preference.
 Helps to
analyse current
marketing
trends.
 They need
high budget to
perform their
marketing
activities like
surveys and
researches.
 Due to
dynamic
nature of
market, it is
possible that
marketing
department
may collect
outdated data.
 Prepare
appropriate
budget with
the help of
financial
expert.
 Keep
updating
self and
make their
reports as
soon as
possible
before the
information
gets
outdated.
Table of issue, possible impacts and recommended solutions-
Issues Impacts upon organisation Recommended solutions
High cost of raw
material
(Economic
factor)
In case of purchasing
furniture’s, eatable products,
mattresses on high prices than
this can decline the revenue of
chosen hotel and hence, they
will earn less profit.
Importing the required material
from that country where they can
find low price of material with
high quality is effective solution.
It is essential for them to focus
on purchasing products in bulk
because purchasing small
quantity can add more cost of
shipping charges and many
other import charges.
Poor customer Due to ineffective service, their Providing training to employees
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service customers will get dissatisfied
easily and did not think to use
same hotel services next time.
Hence, this can impact upon
declining their customers and
profitability.
on timely basis and hire skilled
and talented employees only.
Updating the knowledge of
employees regarding new ways
to serve their services can also
help to mitigate the issue.
IT problem Due to this issue, company is
unable to manage their
software and machines
appropriately and this can
decline their brand reputation
in market.
Hiring more employees to
resolve IT issues is effective
solution of the mentioned
problem. Secondly, enhancing
their skills by a well popular IT
expert is also beneficial.
Ineffective
website
Due to this issue, company
can lose their customers easily
and they can stay behind in the
race of competition to reach
competitive advantage.
Preparing appropriate website by
effective web application with the
help of Web designer can
mitigate this issue.
Action plan
Num
ber
Problem Solution Desired
outcome
Time
scale
Compl
etion
date
Planne
d
budget
1 Poor
custome
r service
It is essential for
Marriott hotel to hire
skilled and
experienced
employees for solving
these issues and train
them on regular basis
so that they can
enhance their available
skills to provide
This will help to
enhance the
brand
reputation of
Marriott hotel
and help them
to gain more
customers by
reducing their
complaints.
6
months
20/08/
2022
£15,00
0
(Hiring
new
employ
ees
and
providi
ng
them
20

effective services to
their customers.
training
as well
as
focusin
g on
purcha
sing
effectiv
e
resourc
es)
2 IT
problem
Marriott is aware about
their IT issues, and
they can make
effective changes in
their hotels like they
can take the advice of
IT expert and provide
them actual and fair
report related to their
available technology
and software which
they use to manage
their daily operations.
That IT expert will
advise some changes
which must be adopted
by the hotel as soon as
possible.
This will help to
gain trust of
customers that
their personal
data is kept
safe and
secure by the
Marriott hotel.
Due to this
their customers
will feel free to
use their
services and
products.
8
months
20/10/
2022
£25,
000
(For
purcha
sing
some
new
tools
and
machin
es and
well as
softwar
e)
3 Ineffectiv
e
website
and
Marriott hotel can use
paid website creator
agencies and make
sure that their website
This will help
them to gain
more
reservation of
1.5
months
05/04/
2022
£20,00
0
21

mobile
applicati
on
will be created in such
a manner which will
satisfy their customers
and help them to solve
their issues and
problems (Ariza-
Montes and et. al.,
2019). They can also
compare their website
designs with other
hotel's website design
to analyse the
difference. Google
Page Speed Insights is
one of the commonly
used tools to analyse
the performance of
website which can be
used by Mentioned
hotel to analyse
whether their website
is performing well or
not.
customers as
the website is
used to collect
information
about the hotel.
Hence, an
attractive
website with all
added features
will help to gain
the attention of
customers
toward the
hotel so that
they get
influenced to
use hotel
facilities.
Recommendations
 It is recommended to Marriott hotel that they can hire new employees which
are skilled and experienced, and they can select after testing their probation
period to observe whether their available skills are suitable for vacant job role
or not. Secondly, they must train their employees on regular basis to handle
different behaviour of customers at different situations. The supervisor of the
hotel must observe their staff members on regular basis to check whether
they are serving appropriately or not. They must hire a team which can handle
22

their social accounts and reply for the mails from their customers as soon as
possible.
 It is also recommended to the hotel Marriott that they must analyse their
competitive environment and analyse which technology and IT tools will help
them to conduct their operations appropriately so that they can learn the
process of using effective IT tools. They can take IT expert advice to hire new
tools and machines at their hotels and make sure that they will train their
employees appropriately to use their new technology effectively. Secondly,
they must hire IT skilled employees also so that in case of any IT issue, their
IT employees will fix it and the Marriott hotel will not use external help for IT
solving quarries.
 It is also recommended to Marriott hotels that they can use various tools and
software for developing their website such as Adobe Dreamweaver, Visual
studio code and many others and they can conduct a test to check the quality
of website that whether it is attractive or not for their customers and it is
solving their quarries or not. It is also recommended for Marriott hotel to use
tools for testing continues progress of their website. Few of the tools are
Pingdom Speed Test, WebpageTest, and few others.
Conclusion
From the above information it is concluded that it is essential for the companies to
analyse their internal and external business environment so that they can analyse
opportunities for growth and risks to mitigate. SWOT analysis is used to analyse
strengths and weakness of the organisation as well as opportunities for growth and
threats to defend. On the other hand, PESTEL analysis is used to identify external
business factors which can impact positive as well as negative upon organisational
operational activities. Most of the hospitality companies can gain their strength by
their brand image because brand image attracts more customers. To gain
competitive environment it is essential for hotels and restaurants to serve better
customer services at lower prices than their competitors. UK's less or no restrictions
on their trading activities will help the companies to import raw material and export
their finished goods for their growth. High employment rate of UK will help UK based
companies to hire skilled and experienced employees for the success of their
company. It is also very essential for the company to analyse the issues and
23

problems faced by them so that they will make effective strategies to mitigate them
as soon as possible. For example, the issues of poor customer service by a hotel
can be mitigated by hiring skilled and experienced employees and providing training
to them for enhancing their available skills. In case of IT issue, companies must take
IT expert help to make changes in their organisation which can enhance their
productivity and profitability.
24

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