Detailed Case Study: SWOT Analysis of Marriott International

This case study presents a SWOT analysis of Marriott International, a global leader in the hotel industry with over 4100 properties in more than 80 countries. The analysis identifies Marriott's strengths, including its global presence, customer-centric approach, high market revenue, and workplace equality. Weaknesses include potential difficulties in maintaining service standards due to rapid expansion and a new cancellation policy that may negatively impact customers. Opportunities include increased RevPAR, growing demand for luxury hotels, strong demand in emerging markets, and the use of modern technologies. Threats include below-average revenue in certain regions, competition from Hilton Worldwide, and security issues. The analysis concludes with an implementation plan focused on encouraging a technology-friendly environment, addressing security concerns, providing reasonable room rates in specific countries, ensuring strong security services, and introducing more customer-centered policies. Desklib provides a platform for students to access this and other solved assignments and past papers.

Running head: SWOT ANALYSIS
SWOT Analysis
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Author Note

1SWOT ANALYSIS
Marriott International is one of the largest hotel industry in the world and their business is
scattered in the whole world. They have almost 4100 properties in more than 80 countries in this
world. In 2015, they founded their 4200th property (David & David, 2016). However, most of the
rooms and properties either franchised out or in long-term management agreements. In this
essay, the SWOT analysis of the company is discussed.
Strengths
Strengths refer to the current positive features of a particular company that can uplift the
business of that company.
 Marriott international seals its presence in all over the world by opening branches in the
world. They have their hotels in Africa, India, East Africa and in cities of China. The
presence in almost 80 countries can be counted as the strengths of the company.
 They mainly focus on the priority of the customer and they believe that customers are the
main priority and serve the customers through their associates in an urgent manner.
 High market revenue every year
 Work place equality (David, & David, 2016).
Weakness
Weakness refers to those areas of business on which improvements can be done.
 Marriott is more focusing on the expansion of their business and as a result, it may
possible that they face difficulties in maintaining standards of their service.
 The new policy of cancellation will not allow the customers to cancel their booking
without any penalty and this may have a negative impact on the customers (David, &
David, 2016).

2SWOT ANALYSIS
Opportunities
 In 2014, Marriott has 6.6% increase in the RevPAR and this will allow them to enhance
their service in the world.
 Demands of luxury hotels in the whole world.
 Strong demand in the countries like Russia, UK, Eastern Europe countries.
 High RevPAR from the middle income countries like Thailand, Indonesia.
 25 % compounded growth in the Middle East countries in between 2014-17.
 Use of modern Technologies (David & David, 2016).
Threats
 Generation of below average revenue from the countries like Egypt, China, regions of
Asia Pacific.
 Hilton Worldwide has become the second largest hotel chain and from this company
Marriott is facing a lot of difficulties regarding business
 Security issues in the hotels in the whole world (David & David, 2016).
Implementation Plan
As a part of the improvement program, more technology friendly environment can be
encouraged. The company held off the decision of using smart phones as keys due to security
issues. The security issues should be resolved in a quick manner so that technologies can be
implemented completely. As in some countries like China, India, the generated revenue is
below, so in those countries, company should concentrate on providing rooms in a reasonable
range along with quality must not be compromised at all. In addition, they can provide discounts
to attract more customers. Strong security services should be ensured by the company so that

3SWOT ANALYSIS
people can feel safer in the hotel of the Marriott International. More customer centered policy
such as discounts, cancellation without any penalty facility, should be introduced as a part of
their business policy.

4SWOT ANALYSIS
References
David, F. R., & David, F. R. (2016). Strategic management: A competitive advantage approach,
concepts and cases. Pearson.