Marriott International: External Analysis Report, Business Development

This report presents an external analysis of Marriott International, examining the economic, political, social, technological, and legal factors impacting the company. The analysis employs the PESTLE framework to assess the macro-environmental factors. Key findings include the impact of economic factors, such as the relationship between expenditure and revenue. Political factors like Brexit and terrorism, technological influences such as the Internet of Things and cloud technology, and social factors like consumer preferences are also discussed. The report highlights the importance of licenses for food and beverage services and examines key competitors like Wyndham Worldwide and Choice Hotels International. References to relevant academic sources are provided to support the analysis. The report also touches upon the effects of climate change and the need for businesses to adapt to changing circumstances. The report concludes by stating the importance of the company to be aware of all these factors.

“External Analysis”
PESTLE analysis evaluates several factors,
which include political, economic, social,
technological, environmental and legal
factors.
It is an framework and tool, which is being
used by the marketers to check the macro-
environmental factors having impact on the
company.
Marriott
International
Political factors affecting Marriott International
• Political factors are considered behind the
development of hospitality sector.
• Terrorism and UK brexit are most important
political situations that affect the revenue
generation of industry.
• Increasing international air mission with the
increase in aggressive of new terrorist
organisation.
Technological factors
While planning for the international trip, it
is seen that technology is the biggest
influencer.
After 2017, it is seen that internet of
things, and cloud technology affect the
mobile.
Key competitors
• Wyndhan worldwide
Corporation
• Choice hotels international
Inc.
• Hyatt hotel corporation
• Hilton Hotels
• Accor hotels
• Sheraton hotels
Economic factors affecting
Marriott international
It is seen that one percent
increase in the total expenditure
will increase by .8 percent.
• It is seen that by the end of
2025, 3.8 million jobs and the
UK`s GDP, which will increase
by 10-11 percent.
Social factors affecting Marriott international-
Due to flourishing demand of the hotels, it is
seen that discount offers attract the customers.
Consumer preferences for the accommodation
seen in the recent years.
Social factors can create sustainable future in
the Marriott hotels by 13 percent where most of
people spend range from $5955 to $8000
(Düerkop, & Huth, 2017).
Legal factors-
Food and beverage
department will have to be
licenced for liquor in order
to regulate the industry and
laws (Duysters, Lavie,
Sabidussi, & Stettner, 2019).
Environmental factors
Climatic disruption will lead to
disallowance of flight outlooks
where it does not allow flights
while travelling because of
worst weather conditions
(Bertozzi, Ali, & Gul, 2016).

References
Bertozzi, F., Ali, C. M., & Gul, F. A. (2016). Resource Based
View of an Organization and PESTEL Analytical Tool; An
Analysis of Hotel Corallo, Rimini. EPH-International Journal
of Science And Engineering (ISSN: 2454-2016), 2(11), 57-71.
Düerkop, S., & Huth, M. (2017). Transportation under Threat–
A PESTLE Analysis for Critical Logistical
Infrastructures. ICTA2017, 14.
Duysters, G., Lavie, D., Sabidussi, A., & Stettner, U. (2019).
What drives exploration? Convergence and divergence of
exploration tendencies among alliance partners and
competitors. Academy of Management Journal, (ja).