Marriott International's Strategic Implementation Plan Case Study

This case study examines Marriott International's implementation plan, detailing its global expansion strategies and challenges. Founded in 1927, Marriott has grown to own approximately 4100 properties across 80 countries, with significant expansion plans in Asia, the Middle East, and Africa. The company aims to prioritize customer care and workplace equality, despite potential challenges like the Ebola outbreak. Marriott's long-term goals include increasing its presence in China and India, while short-term goals involve acquisitions like the Canadian-based Delta Hotels. The case study also points out areas for improvement, such as the company's cancellation policy, which may negatively impact customer perception. Desklib provides students access to similar case studies and assignments.

Running head: IMPLEMENTATION PLAN
Implementation Plan
Name of the Student
Name of the University
Author Note

1IMPLEMENTATION PLAN
This essay will discuss the case study of Marriott International which is one of the largest
hotel industries in the world. The business chain holds the ownership of almost 4100 properties
in 80- countries scattered all over the world. Along with ready 700,000 rooms, they also have
200,000 rooms that are under the construction process. With the huge rise in their business, they
opened their 4200th property in the summer of 2015 in London. The Marriott international was
founded by the Wilard Mariott in 1927 in Washington DC. By the end of 1957, the company
expanded their business and became a company that offered share to the public market and they
founded their first hotel in Virginia. They also opened a fast food restaurant with the partnership
of Sun Line cruise ships. In 2013, they introduced Vacations by Marriott and in 2014 they started
the initiative “The Envelope Please” (David & David, 2016).
The strategy of Marriott clearly showed the fact that they are trying to expand their
business in the overseas market such as market of Asia, Middle East and Africa and they
identified that the market of that area are one of the key area of their business development. As
the organization, assumed that they might have 25% growth in this market in between 2013 to
2017. The growth of Africa tourism in 2013 was almost 6% and this fact encouraged Marriott to
grow their business in the Africa and it has become largest hotel company in Africa. They are
aiming to expand their business in China, although they had their branch in Shanghai and
Beijing. The main aim of the company is to take care of the customers in a priority basis and
recruitment of adequate female staffs in their organization is indicating towards their non-
discriminative nature towards their employee. This work place equality is a good advertisement
of their good gesture in the whole world (David & David, 2016).
The company is also aware of that their business can face difficulties in Africa due to the
Ebola outbreak. The long term vision of the company will help them to combat against various

2IMPLEMENTATION PLAN
difficulties that may be faced by them. In addition, the maintaining of equality in the work place
also enhances the reputation of the company in front of the world. In addition, they also prioritize
their customer and this strategy make a good reputation of the company among the customers of
the company.
As a part of the long term and short term goal of the company planned to expand their
business in the China as a part of their long term strategy. They have also planned to increase the
number of hotel in India from 24 to 50 by the end of 2050. In their short term goal they planned
to buy Canadian based Delta hotels in 2015 (David & David, 2016).
The new policy of the can be improved as the new policy of the company will not allow
the customers to cancel their booking without giving any penalty. This new policy may create a
bad reputation about the company in the world. This segment of the policy may be improved by
the company.

3IMPLEMENTATION PLAN
References
David, F. R., & David, F. R. (2016). Strategic management: A competitive advantage approach,
concepts and cases. Pearson.