Strategic Human Resource Management Report: Marriott Case Study

This report provides a comprehensive analysis of strategic Human Resource Management (HRM) with a focus on Marriott. It begins with an executive summary and an introduction to the importance of HRM within the hospitality industry, particularly for companies like Marriott. The report undertakes a critical evaluation of Marriott's internal and external environments, utilizing SWOT and PESTEL analyses to identify strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, legal, and environmental factors. It then examines key HRM policies and procedures, including recruitment and training programs. The report concludes with recommendations for improving future performance, considering potential barriers like legislation and cultural factors. The analysis emphasizes the role of HRM in enhancing customer satisfaction and overall business productivity within the competitive hospitality market.

Strategic Human Resource
Management

Executive Summary
The following project has conducted a detailed study about strategic Human resource
Management with a burning example of Marriott. It explained about various kinds of
analysis which is to be done for the internal as well as external environment Marriott.
Project has highlighted on to the models of analysis that is PESTEL and SWOT. As
the report is totally based upon human Resource Management so it has explained its
role in the same with regard to the policies of HR. it explained two major policies
which covered under general not specific that is policy of recruitment process and
training program. At last, project explained about various kinds of methods which is
to be adopted by Marriott with regard to the increase in performance so that various
traveler shall get attracted towards it and show an interest ton avail services. The
project has also highlighted about different barriers like legislation and cultural for
implementation in same.

Table of Contents
INTRODUCTION..........................................................................................................4
TASK 1...........................................................................................................................4
Critical Evaluation of Internal and External Environment Analysis at Marriott.......4
TASK 2...........................................................................................................................7
Human Resource Policies and Procedure..................................................................7
TASK 3.........................................................................................................................10
Recommendation for future performance with barriers..........................................10
CONCLUSION............................................................................................................11
REFERENCES.............................................................................................................13

INTRODUCTION
When an organization is involved in business, it is very important for the
company to bring management into the organization so that they carried out business
activities in much managed form. Human Resource management is a department
which is more concerned about the bringing management into the company. Marriott
is considered as one of the main industry with regard to hospitality in which strategic
HRM is needed. There are certain major issue which are connected with human
resource management like conducting a selection process which will include filling up
of vacancies in Marriott. Another important function to be taken into consideration by
HR manager is to provide proper training to employees. The following project shall
create a brief understanding about how department of Human Resource Management
carry away work in Marriott with different approaches. The main aim of the project is
to develop skill and knowledge for same.
TASK 1
Critical Evaluation of Internal and External Environment Analysis at Marriott
Human Resource Management is the need of every industry as it helps in
maintaining proper management in the company. It helps the organization to make
certain policies so that various kinds of developments or changes can be incurred in
the firm. One of the important industry regarded a hospitality, which require human
resource management most is Hotel industry. It shall help the company to know
various kinds of flaws and changed need to be bring in hospitality as well as it will
help in generating relation of employer and employee. Marriott is one of the important
Hotel industry whose Human Resource Management helped it to overcome many
difficulties.
Marriott is an American multinational hospitality company that has established its
hotels all over the world. Company was found in 1933 and since then, it is continuing
to provide consumer satisfaction to all its customers. Before becoming a well-known
brand name, Marriott has faced many challenges and then built its empire. Therefore,
prior making any kind of changes into the firm, it is important for Marriott to
understand external and internal environment of the business. There are various
models by which such environment can be analyzed like SWOT and PESTLE which
are two most important ways by Marriott came to know various kinds of external and
internal factors, that effect its policy of hospitality for its consumers.

SWOT analysis for Analyzing Internal Environment
Strengths
The major strengths of organization is its
increased productivity and improved
customer services (Chuang, Chen and
Chuang, 2013). Also, technical
innovation is also one of the biggest
strengths of Marriott enable the industry
to increase consumer satisfaction with
respect to services and it will enhance the
productivity of business as well. It has
good employee retention with total force
of 150,000. Strength had made company
to establish its 3700 hotels in more than
70 countries.
Opportunities
There are many opportunities present for
Marriott as it is the industry which deals
in the business of hospitality. Firm carries
a high potential in the emerging markets
and can make innovation in customer
services as there are many new
technologies present in the market
(Kehoe and Wright, 2013). Marriott can
focus on the infrastructure as well as can
also provide an attractive ambiance so
that consumers would get attracted
towards the same.
Weaknesses
As the business has expanded into many
countries, it is not able to provide a
proper form of management which is the
key principal of hospitality industry
(Marler and Fisher, 2013). There is not
much stability in the financial condition
of company which is the reason that it is
bearing lots of debts. Infrastructure is the
main concern of hotel as it plays a vital
role in attracting consumers to avail
services but due to outdated infrastructure
and IT sector, Marriott is facing a lot of
problems.
Threats
One of the biggest threats which have
been faced by Marriott is that there are
many firms present in the hospitality
industry which are entering into the
market in which Marriott is operating and
making a positive influence on customers
by their attractive policies
(Messersmithand Wales, 2013).
Recommendations- It can be recommended that main strength of Marriott is its
technical innovation that helps in improving the productivity of firm in market. So
that it helps in improving the efficiency of firm and thus attain desired results. Further,

it is also recommended that company should overcome its threat and thus enter into
the market in which they aim to operate so that efficiency of firm could be improved.
It is being recommended to firm that they can expand their operations in market and
provide wide range of services to customers.
PESTLE for Analyzing External Environment
Political Factor The major political factor which can create an adverse impact on
Marriott is the international relation between the government of
different states (Al Ariss, Cascio and Paauwe, 2014). As it is the
industry which deals in international Hospitality, so it is very
important to establish healthy relation with other country's
government as well.
Economic Factor The major factor which can affect the business of Marriott is
decreasing economic growth of certain countries. For an example:
it has been seen that there is decline in the economic growth of
China. The stock market get collapsed in China and there were
also debt crisis in Europe as well (Armstrong and Taylor, 2014). It
has effected Marriott very much as business travel became
gradually decreasing. A long term economic threat for which
Marriott has to prepare itself is long termed economic instability
in some of the countries by which people will reduce their
expense on hotel bookings and shall not possess the ability to stay
at luxurious Hotels like Marriott.
Social Factor Social factor has increased the productivity of Marriott. It has
been observed that international travel to hotel industry has
increased to 13% approx between 2013 and 2014 because of
change in culture prevailed in Marriott. There has been increase in
the number of Chinese as well as Asian travelers because they are
finding packages much more attractive with lots of facilities
(Jackson, Schuler and Jiang, 2014).
Technological
Factor
Marriott has adopted technology in several ways. It has tried to
open an online portal where necessary details about hotel industry
are available. The person can easily avail services by applying

online at Just-one-click. It has saved the time of many travelers
and helped them to deliver high quality services to customers. The
portal shows every bit detail of hotel which will include its
packages and other security measures with amazing and attractive
pictures (Renz, 2016). Besides that, Marriott is successful in
locating many technological devices into the hotel so that
consumers shall get attracted towards the same.
Legal Factor In the future, just the industry will not face any kind of problem
regarding legality, Marriott has to considered all the legislation
which has been established by the government for the protection
of rights and duties of its employee as well as its consumers as
well. Marriott must ensure in future that there will be total
regulation of business law and employment laws so that there will
not be any kind of legal liability rise in company (Shaw, Park and
Kim, 2013).
Environmental
Factor
Currently the major Environmental factor which could affect
hospitality business of Marriott is the failing in price of Oil. As it
will lead towards travel costs and more demand for hotel rooms. A
potential threat could be sudden increase in the price of oil
particularly for airlines(Kehoe, and Wright, 2013). a long term
environmental factor which could affect Marriott and its business
is cost of electricity created to Curb green house gases by burning
less coal in power plants (Storey, 2014). As Marriott also deals in
the services of Ski and beach resort but increase in global
temperature can decrease consumer of Ski and beach resort as it
will bring discomfort for availing same.
Recommendations- It can be recommended that PESTEL analysis needs to be done by
the Marriott management so that best decisions could be made. It also helps in
enhancing the performance of hotel and satisfy the needs of clients. Overall, it can be
suggested that company need to follow specific CRM practices so that environment
could not be affected. Also, they need to assess the current needs and wants of
customers so that best services can be provided to them.

TASK 2
Human Resource Policies and Procedure
Strategic Human Resource Management help in making various important
decisions and without such no entity will be able to make necessary decisions with
context to work. Therefore, it can be said that Strategic Human Resource
Management helps HR in taking major steps with regard to work and to conduct it in
more organized form. There are certain targets which has been taken by HR
department to fulfill and such management helps in achieve same. Besides that one of
the important work which will be done with application of Strategic Human Resource
Management is to make various kinds of policies and procedure with regard to human
Resource management(Wright, Coff, and Moliterno, 2014).
There are various kinds of models to be used by Strategic Human resource
management of which one is explained below:-
 Job Analysis:- basic information regarding the knowledge, qualification ability
are mentioned that is the HRM of Marriott need to analysis the general
responsibilities and duties which is to be taken by employee.
 Job Design:- are different kinds of jobs present in Marriott to be perform by
various employee. Structure of such or the framework of such job is
considered in design. Marriott needs to design specific job for HR manager so
that skilled candidates can be selected. For instance, it is significant for
management of Marriott to undertake effective job design so that skilled
candidates could be selected for particular job (Ramirez, Madero and Muñiz,
2016).
 Recruitment and Selection:- it is one of the major step of Strategic HRM
model in which a proper selection process is being carried out by Marriott.
 Equity and Diversity:- Strategic Human Resource Management in Marriott
must ensure that there shall be equity among employee of the organization for
the betterment of same.
 Training and Development:- Proper training will be provided for the employee
at Marriott so that skills and knowledge shall be increased of an employee.
 Performance Appraisal:- rewards and attracting perks in will be given to
employee of Hotel in terms of works. Management of Marriott is required to
identify the performance of every individual and then provide them appraisal

accordingly so that best results can be attained. For instance: through
providing proper appraisal, it would result in encouraging the employees and
thus, enhancing customer satisfaction through their high quality services.
 Health and safety:- employee and employer of Marriott must maintain health
and safety as it is one of the important thing to be carried out in an
organization.
 Ethics:- employers must work on the productivity establishing good
relationship within the members of Marriott.
 Labor Management relation:- Marriott must establish a good relation between
management and government which is good for organization.
Illustration 1: SHRM model
(Source: Strategic Human Resource Management, 2017)
Human Resource Policies are considered as guidelines for organizations by which
it will be able to manage its people. It will build its concern towards employments and
employee relation which will focus on to the promotion, training or recruitment
program. The purpose behind enacting several kind of HR policies is to make
organization meet requirement which are present both in external as well as internal
environment. They provide frame wok which will consist of decision to promote
equity among people or employee it can also be supportive in building up desired
organizational culture. For an example there are recruitment and retention policy
which will enable flexible workforce(Messersmith, and Wales, 2013).
HR Policies could be classified on the basis of sources and Description on the
basis of description, HR policies are mainly classified into 2 that is general and
specific. General Policy not consist of any specific rule to be furnished. They are

formulated by top of management they are called general because they are not related
with any kind of specific matter. Where as specific policy shall create a focus on to
the staffing, collective bargaining or compensation.
One of the general policy of HR is selection process. It shall referred to the way
of selecting or sorting out people who had appeared for job interviews in an
organization(Chuang, Chen, and Chuang, 2013). The main purpose of using selection
process is that the company will be able to select a deserving candidate who has
proper knowledge about work as well as he shall possess the capability to handle and
manage work on time while achieving goals and objectives for the company. There is
a particular procedure which is to be followed by HR department in order to carry out
recruitment process.
Notification: A recruitment process is generally taken up by the organization
when there is a need to fill vacancy for any post. The manager of the company has to
commission Human Resource to fill a new or vacant position. They have to first of all
decide what all qualification is desired or required for the vacancy and how many year
of experience must be needed. One the job requirement are identifies then a Job
advertisement is to be prepared by HR which will be published on several platforms
like newspaper, online portal, public notice board etc(Armstrong, 2014).
Reviewing: Once the advertisement has been posted on various platforms then the
next step to be take by HR is to review various application which has been received
for desired post. As there are a hundred of resume received by the company so it is
very important for the organization as well as for the HR to review in order to select
appropriate. The main focus while sorting application will be done on qualifications
and experience of a person.
Interviewing: It is considered as one of the most important step in a selection
process. Different companies has several ways to conduct face to face or personal
interviews but the basic idea behind conducting the same is to check a confidence
level of a person as well as company may meet the human resource the hiring
manager and the other employees.
Selection: the hiring manager generally ask for the feedback from Human
Resource and other employee who had interviewed job candidate(Chartered Institute
of Personnel and Development, 2017). The more consideration will be put on to the
qualification and experience and the way he presented himself in front of HR and
other employee.

Another important policy which has to be taken into consideration by HR is
Advertising Policy. It is basically promoting job vacancies which a company open for
several of people for posting desired candidate. There are certain steps which has to
be taken into consideration while making any advertisement:-
When to Advertise: the job vacancy must be advertise immediately when there is
any vacancy.
Budgeting: It is essential for management of firm to make proper budget for
advertisement and thus proper advertising campaign could be carried out (Jackson,
Schuler and Jiang, 2014).
Setting goals: HR department of firm needs to identify and set the goals so that it
could be meet on time (Shaw, Park and Kim, 2013).
Advertising venue: HR also need to assess the place where the advertisement
should be done. It means it is essential for them to identify the place where they can
attract more number of target audience. For instance, TV, newspaper, radio and
magazine etc (Nickson, 2013).
Placing the advertisement: Here, the advertisement is being placed so that people
can be attracted towards the job position offered (Ostrom, 2014).
It could be analyzed from the findings of above task that through carrying out
effective strategies and implementing SWOT and PESTEL helps in undertaking
effective decisions so that Marriott performance could be enhanced. It is essential for
firm to improve the products or services of firm in market. Therefore, they are
focusing upon implementing CRM practices and thus improve the performance of
hotel in market. Such practices are considered as effective and identify the current and
future needs of consumers. Marriott possess effective strength that focuses upon
enhancing the efficiency of firm and thus obtain desired results. Also, business need
to identify its threats and opportunities so that market strategies could be improved in
regard to expand the business operations and implement effective results so that
desired outcomes could be attained. Here, implementing different HRM models helps
in influencing individual skills and capabilities so that desired outcomes could be
attained.

TASK 3
Recommendation for future performance with barriers
There are many works which shall be taken into consideration by Human
Resource Department of which one of the main job is to provide management in the
industry so that consumer will get attracted. There are many methods in which HRM
can provide management. For a hospitality industry like Marriott, it is very important
to adopt certain HRM approaches which will attract and provide retention of talent
support the future performance of Marriott(Thunnissen, Boselie, and Fruytier, 2013).
Some of the approached are:-
Attracting, Motivating and Retaining Job Performance:- Marriott has to place the
job for employee in such a manner that they will find job much more attractive. It is
very important that the employee must be engaged in his job profile so that they will
be able to conduct work with more efficiency. Marriott by initiating several kind of
incentives and perks can make job for the employee more attractive. Monetary
satisfaction is one of the factor which will engage person into the job. Another
recommendation which shall be made in terms of improving talent and performance is
to motivate employee with regard to their performance so that there will be increase in
the same and employee will be able to provide a productive service to service users.
For instance, it is essential for Marriott management to identify the need of employees
and provide them the same so that they could be motivated and retained within firm. It
is also significant for them to enhance the job performance and thus attain desired
results.
Training: Another way in which performance can be enhanced of employee in
Marriott is to provide proper training to the person who are new to the industry. A
training program is very much necessary for any industry as it will help in generating
skill and knowledge of n employee(Strategic Human Resource Management, 2017.).
Once the staff will be able to manage work in more productive manner, it will be
suitable for Marriott. By a variety of service and increased performance, hotel
industry will be able to give consumer satisfaction. Conducting a Training program is
the most important method or policy because it will help the person to train on certain
event or work. Further, appropriate training needs could be identified and thus provide
them the same in terms of improving their skills and achieve organizational targets.
For instance, providing customer service training helps in encouraging the employees