Comprehensive SWOT Analysis of JW Marriott International Hotels

This report presents a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of JW Marriott International. The executive summary provides an overview of the company's global presence and its commitment to providing quality services. The introduction gives background information on Marriott International, a multinational hospitality organization operating in numerous countries. The SWOT analysis explores Marriott's strengths, such as its strong brand image, strict operational norms, wide presence, and focus on innovation. The weaknesses include excessive emphasis on expansion and controversies. The opportunities include changes in consumer behavior, a focus on unexploited markets, and an increase in traveling. The threats involve competition and economic recession. The report also includes a SWOT chart and details on focus groups, including questions used to gather customer feedback. The conclusion summarizes the key findings, highlighting Marriott's strengths, weaknesses, opportunities, and threats. References from academic journals and online sources are also provided.

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Executive Summary
In the below presented report, the discussion will be executed on the approach of SWOT
analysis of the Marriot International group of hotels. Marriott international is an American
multinational diversified hospitality organization that is managing and franchising a broad
portfolio of hotels and associated lodging facilities. The business organization is a premium
range of chain of hotels all over the world. Expanding the business with best quality of services
to the customers and the guests is the prime motto of the business corporation. The business
organization is operating business in approximately 122 countries all over the globe and is
expecting further expansions and hence the approach of SWOT analysis is adopted. This
approach will be aiding the entity in analyzing the new markets and regions in which the firm is
planning The Marriott has the strong brand image in the world but also has the weaknesses and
has to face the threat from its competitors.

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Table of Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................3
SWOT Analysis of the Marriott hotel..........................................................................................................3
SWOT Analysis chart..................................................................................................................................4
Focus groups...............................................................................................................................................5
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

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Introduction
Marriott International
Marriott is an international premium brand of hospitality and hotels chain headquartered
in The United States (Marriott 2018). The company owns seven and five-star hotels across 122
countries. This premium brand hotel chain has about 1.2 million rooms in the whole world. The
below presented report wil be focused on the operations management of Marriott International
by making use of SWOT analysis (Bromiley & Rau, 2016).
SWOT Analysis of the Marriott hotel
Marriott has a strong international presence. As the manager of the Marriott hotel in the
USA, I have observed that the change in the booking patterns and the type of consumer has
increased the stay of the customer in the Marriott international hotel (Takacs & vaduva, 2017).
The SWOT Analysis of the Marriott international hotel is:
Strengths
 Marriott Way: The strength of this premium brand of hotel chain is that there are strict
rules of operational norms. The top management is authorized to design the code of
conduct for the employees of the company and they are abiding by this code of conduct.
Their policies are based on their resourcefulness (Kang, 2015).
 Wide Presence: Marriott is present in the 122 countries in the world. The company owns
600 properties across the world. Its huge presence across the world creates its strong
brand image and visibility.
 Focuses on the innovation: The operational process of the Marriott focuses on the
innovative practices, its systems, and the procedures focus on fulfilling their commitment
so that their customers get the value for the amount they had invested.
 Competitive position: Marriott is the leading and the competitive brands in the hotel and
hospitality industries in the world.
Weaknesses
 Extreme Emphasis on expansion: Marriott is focusing excessively on their expansion.
The empire of this premium hotel chain becomes so wide that it becomes impossible for
the Marriott international hotel to maintain their standing in the whole world and this
resulted in the dilution of the brand.
 Marriott's Controversies: The image of the Marriot is been diluted because of the
continuing controversies in their hotels (Fernfortuniversity 2018). The latest example of
these controversies is that the customers are facing the privacy risk, due to the blockage
in their personal wifi.

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Opportunities
 Changes in the consumer behavior: The person around the world wants to stay in the
luxury hotel. This has been observed that the people trend of staying in the luxury hotel is
increasing continuously in the developing countries. This change in the consumer
behavior is considered as the major opportunity for the Marriott International hotels.
 Focus on the unexploited market: The premium group of Hotel chain is providing their
support for the community of LGBTQ and the special offers for the same-sex pairs
(Bhasin 2017). Their offers and the support to develop an opportunity for the
enhancement of their brand image.
 Increase in Travelling: In recent years, it has been observed that the number of traveling
among the people has been increased as compared to the previous years. This is
considered the opportunity for the success of the company.
Threats
 Competition: The Marriott is facing competition from the brands like Novotel, Mercure,
Hilton, and Raddison. These hotels are the threat of the growth of Marriott.
 Economic recession: The recession in the world has adversely affected the hotel and the
hospitality business. Many properties in the market are out for sale, as it becomes
difficult for them to earn proper revenues
SWOT Analysis chart
Strength Weakness
• Highly successful marketing
strategies
• Wide online and offline
presence
• Competitive position
• Wide range of reliable suppliers
• Profitability ratio and net
contribution is below industry
average
• Marriot's Controversies
• In-efficient and improper
financial planning
Opportunities Threats
• New pool of consumers from
online platform
• Changes in Consumer behavior
• Focus on the unexploited
market
• Intensified Competition
• Economic Recession
• New technologies developed by
competitors

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Focus groups
The focus groups for the Marriott in the USA are the high-class customers and the
travelers from around the world. In recent years, the traveling has increased twice as compared to
the previous years, now the travelers' wants to explore the different parts of the world and wants
to stay in the luxury hotels around the world (Marriott 2018). The Marriott has the strong presence
in the different countries of the world.
Questions created by the Marriot International for their focus Group are:
Questions Ratings
 On what scale you want to rate our service? 1 2 3 4
 On what scale you want to rate our ambiance? 1 2 3 4
 Food quality 1 2 3 4
 Swimming pool facilities 1 2 3 4
 Customer care services 1 2 3 4
The management of the Marriot International creates these questions. The ratings are
described as 1 is for poor. 2 is for good, 3 is for very good, 4 is for excellent (Marriott 2018). These
questions are asked by the focus groups of the hotel and the customers who stay at the Marriot
International hotel. These Questions are the feedback of the customers and the company will
focus on improving their weak points in order to maintain their brand image.
Conclusion
In the limelight of the above-executed analysis it has been concluded that the above
report is majorly focused on the approach of SWOT Analysis of Marriott International. Marriot
international is one of the leading premium hospitality organization and hotel chain all over the
globe. The premium chain of hotel is famous for its excellent service and ambiance. It is present
in the different countries around the world and has the strong brand image. The strength of the
Marriott is that they had their own way of management, competitive position and huge presence
around the World. The weakness of the Marriott International is that their extreme emphasis on
the expansion dilutes their management control and there are many controversies of Marriot,
which is the major weakness of the Marriott international group of hotels. Their focus on the
unexploited market, increase in traveling and change in consumer behavior are the opportunities

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of the Marriot and the Marriott group of hotels are facing a threat of competition from their
competitors. The focus group of the Marriott is the travelers and the high-class people.

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References
Bhasin, H, (2017) SWOT analysis of Marriott International Inc. [Online]. Available at:
https://www.marketing91.com/swot-analysis-marriott/. [Accessed on 16th August 2018].
Bromiley, P., & Rau, D. (2016) Operations management and the resource based view: Another
view. Journal of Operations Management, 41, 95-106.
Fernfortuniversity, (2018) Marriott international SWOT analysis /Matrix, [Online]. Available at:
http://fernfortuniversity.com/term-papers/swot/1433/195-marriott-international.php.
[Accessed on 16th August 2018].
Kang, H. (2015). Toward Entrepreneurial Success: A Strategic Planning and Analysis Model.
Business Journal for Entrepreneurs, 2015(3).
Marriott, (2018) out Marriott nternational ind your orldAb I -F w Available at, :
https www marriott com marriott aboutmarriott mi:// . . / / . Accessed on. [ 16th August 2018].
Takacs, J., & vaduva, S. A. (2017) A swot analysis of the global hospitality industry. Revista
Economica, 69(6).