Strategic Hospitality Management Plan Report: Analysis and Strategies

This report presents a comprehensive strategic management plan for Marriott International, a leading global hospitality company. It begins with an introduction to strategic control in the hospitality sector, emphasizing the importance of a robust framework for achieving organizational goals. The report is divided into two main parts: Part A focuses on analyzing the internal and external environments, including stakeholder analysis, PESTLE analysis, and SWOT analysis to assess strengths and weaknesses. It also utilizes Porter's Five Forces model to evaluate competitive forces and proposes strategies to enhance Marriott's competitive edge. Part B delves into strategic planning tools such as Bowman's Strategy Clock and Ansoff's product matrix, along with a discussion of the strategic planning process and product strategic management. The report concludes with a critique of the information and data, applying environmental and competitive analysis to provide a holistic view of Marriott's strategic position and future direction.

Strategic Hospitality
Management Plan
Report
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART A...........................................................................................................................................3
Stakeholder analysis...............................................................................................................3
PESTLE analysis....................................................................................................................4
Macro environment of hotel and strategic management decisions........................................5
Analysis of internal environment and capabilities by using SWOT Analysis.......................5
Evaluation of internal environment to assess strength and weakness....................................6
Evaluation of competitive forces using the porter’s five forces model..................................7
Appropriate strategies to enhance competitive edge and position of market.........................7
PART B............................................................................................................................................8
Bowman’s strategy clock.......................................................................................................8
Ansoff’s product matrix.........................................................................................................9
Strategic planning process....................................................................................................11
Product strategic management..............................................................................................12
Critique and interpret information and data applying environmental and competitive analysis
..............................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Strategic control in cordiality venture calls for developing and forcing the cravings that
are focused in this particular undertaking to improve the standing of a venture. Vital control
works at the business enterprise variant of a venture to make forceful advantage withinside the
undertaking. The enterprise wants to have an essential control method for solidarity, course and
an encounter of distinguishing proof in accomplishing business undertaking wants. Key control
will help the enterprise to get their authoritative cravings in a green and amazing way (Craig and
Karabas, 2021). This report depends on Marriott International, Inc. is an American worldwide
association that works, establishments, and licenses facilities like lodging, private, and co-op
properties. It is established in Bethesda, Maryland. The underneath report incorporates the
miniature and large scale climate. Organization embraces some essential speculations for better
arranging of the executives projects.
MAIN BODY
PART A
Stakeholder analysis
Stakeholder assessment is the procedure of evaluating a machine and capacity changes to
it as they identify with pertinent and included gatherings. This measurements is utilized to assess
how the interest of these partners need to be tended to in an undertaking plan, strategy, program,
or positively thought to be one among a kind activity. As a worldwide visit association with
controlled and diversified cabins activities, Marriott International has different partner
companies, which incorporate investors, inn owners and franchisees, providers, partners, clients,
network enterprises and association relationship, notwithstanding legislative and
nongovernmental. Partners of Marriott organization of cabins play a fundamental capacity in the
use of the satisfaction and forming the maintainability procedure. The critical partners are
buddies, clients, organizations, investors, foundations, convey chain, owners and establishments,
nongovernmental gatherings and government. The interests of buddies are to make programs
which incorporate Cultural Appreciation Day, Marriott Jobs and Careers, wellbeing program,
Living the Gold Standards, Associate Appreciation Week and absolutely thought to be one
among a kind related exercises. The pastimes of organizations are to get stressed withinside the
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organization commitment. Bundles, raising support, chipping in, a debacle treatment and in-kind
gifts. The diversion of investors envelops of examiner gatherings, yearly report, phone calls,
carbon divulgence, manageability detailing and yearly investor gatherings. The hobbies of
foundations are workshops, research, board enrolments, walking gatherings, associations, guides
and campaigning.
PESTLE analysis
Political: The essential political components that may affect Marriott are the danger of
psychological oppression, worldwide individuals from the family and the political climate in
renowned explorer objections. The biggest risk here's a psychological militant attack or a
military battle that may disturb worldwide air travel or terrify individuals a long way from
voyaging.
Economical: The foremost money related components so it's anything but an impact on
Marriott's undertaking are the easing back of financial expansion in China and the proceeding
with financial disturbance in Europe. Such exercises in light of the fact that the stock commercial
center disintegrate in China and the obligation debacle in Europe have significantly diminished
individuals' looking for power and their cap potential to travel (Turan, Asoglu and Harman,
2021). The biggest effect of that is the subsiding of big business venture, which Marriott is
firmly settled upon.
Sociological: the fate appearance incredible for Marriott because of the reality the scope
of individuals that purposeful to travel across the world improved through method of method for
2019 and 2020, in accordance with Mashable. All the more significantly, the amount travellers
purposeful to spend a long way from home-grown improved from a middle of $5,955 in 2013 to
$5,136 in 2014. That way there are additional sightseers going through additional cash.
Technology: It might need to have a huge impact at the cabin undertaking inside side the
state of on-line condominium contributions alongside Airbnb, which will we non-public
individuals recruit rooms or houses promptly to sightseers. Around 6,000,000 guests remained in
Airbnb homes in 2013, in accordance with Inc.
Legal: The chief criminal angle so it will impact Marriott's predetermination venture is the
prominence of contributions like Airbnb. Experts in towns as various as New York, New Orleans
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and Barcelona have fined Airbnb and its hosts for abusing drafting laws, stop rules and wellness
and assurance rules.
Environment: the primary natural viewpoint that may disturb Marriott's venture is fuel
charges. Falling oil charges might need to cause diminished excursion costs and additional call
for hold up rooms. Clearly, a capacity peril to Marriott's endeavor may be any amazing
development in fuel costs, basically for the aircrafts.
Macro environment of hotel and strategic management decisions
Each macro surroundings elements are have an effect on the all selections of strategic
management. The macro-surroundings refers to how the macroeconomic situations wherein a
business enterprise or zone operates impacts its performance. The quantity of the macro
environment impact relies upon on how tons of a business enterprise's enterprise is depending on
the fitness of the general economy.
Analysis of internal environment and capabilities by using SWOT Analysis
Strength Weakness
Worldwide Presence: Global tasks and presence not, at
this point decent will development benefits
notwithstanding moreover spreads the danger. On the off
chance that one benefits from one area decrease, the
business undertaking business venture can rely upon the
contrary districts. Marriott works withinside the heading
of 127 worldwide areas and domains universally.
Market.
Initiative: Marriott is the main lodging network
internationally with more than 30 brands, 81 inns, and
$25.1 billion in property beneathneath its excellent
portfolio and 6,500 houses offering over 1.2 million
rooms withinside the heading of the globe. Being the
main promises it appreciates the whole advantages of
economies of scale.
Ineffectual Data Protection: Users question and avoid
companies that neglect to monitor their information. In
2018, the vacationer reservation data set of Marriott's
Starwood develop to be hacked and private data of as a
decent purchase as 500 million people develop to be
uncovered, which incorporates names, addresses, telecell
phone numbers, identification numbers, etc.
Helpless Positioning: Marriott is publicized and snared
as a family-focused partnership from commercial center
capacity to the board. The fate of the accommodation
organization lies in extra more youthful unmarried
millennial, which makes Marriott's family-focused
situating a mind blowing shortcoming.
Opportunity Threat
Moving Demographics: As an expanding number of
millennial and Gen-Z contribution to the buyer market;
the business endeavor association has the likelihood to
foster its client base through situating as a cool extra
Worldwide Pandemic: Marriot has effectively out of
area 92% of its income due to reality the amount of
customers decays due to the pandemic. In the event that
the infection will turn into a never-ending reality or is
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more youthful brand. Recent college grads are now
conveying substitute interior factor the friendliness
Focus on Emerging.
Economies: Demand for high-give up cordiality
contributions in developing global areas is developing at
the same time and offers advantageous opportunities for
inn networks like Marriott.
accessible in a second wave, Marriott's productivity will
keep up with to endure.
Solid Competition: The cordiality business venture is
immensely cutthroat. From Hilton to Novotel and heaps
of additional, famed motel chains can reduce Marriott's
commercial center rate radically within side the occasion
that they get an opportunity.
Evaluation of internal environment to assess strength and weakness
Strength Weakness
Innovation and Creativity
Rules & Regulations.
Loyal Consumers.
Acquisitions.
Partnerships.
Reputation.
Market based Leader.
Global Brand
Ineffective Data Protection: Consumers mistrust and
keep away from businesses that fail to defend their data.
Poor Positioning: Marriott is advertised and established
as a family-centered enterprise from marketplace role to
management. Negative Publicity: The Service enterprise
is touchy to public perception.
Evaluation of competitive forces using the porter’s five forces model
Threat of New Entrants The economies of scale is genuinely difficult to advantage
withinside the company wherein Marriott International Inc works. This makes it substantially
less perplexing for the ones creating gigantic capacitates to have a charge advantage. It moreover
makes producing more noteworthy steeply-valued for token punishing new contestants (Habib
and Halim, 2021). This conveys the intimidations of late contestants a more fragile pressing
factor.
Bargaining Power of Suppliers The large sort of suppliers withinside the company
wherein Marriott International Inc works is parcels in evaluation to the clients. This way that the
suppliers have a first rate bargain tons substantially less control over costs and this makes the
haggling force of suppliers a willing pressing factor.
Bartering Power of Buyers The large sort of suppliers withinside the organization
wherein Marriott International Inc works is parts more prominent than the enormous sort of
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organizations creating the products. This way that the clients have a few organizations to choose
from, and consequently, do now not have a horrendous parcel control over costs. This makes the
haggling force of clients a more vulnerable pressing factor inside side the partnership.
Threat of Substitute Products or Services, There are only a couple substitutes to be had
for the merchandise which can be created inside side the enterprise wherein Marriott
International Inc works. The only a couple substitutes which can be to be had likewise are
created through low benefits earnings ventures. This way that there might be no roof at the most
benefits that organizations can acquire inside side the partnership wherein Marriott International
Inc works. Those components make the Threat of elective product a more vulnerable pressing
factor inside side the organization.
Competition Among Existing Firms The huge sort of rivalry inside side the enterprise
wherein Marriott International Inc works are only a couple. The majority of those likewise are
colossal in size. This way that organizations inside side the enterprise will now not make
developments without being unseen. This makes the opposition among present organizations a
more fragile pressing factor inside aspect the enterprise.
Appropriate strategies to enhance competitive edge and position of market
Proprietary reserving channels. Like loyalty and luxury, our reserving engines also are a big
aggressive advantage. Guests can ee-e book our lodges at once thru our websites, apps, name
centers, institution income offices, or on property. With boom and loyalty because the
cornerstones of our company's success, our unequalled 2019 signings illustrate our prevailing
approach, which mixes main brands, effective commercial enterprise structures and a long
lasting consciousness on our associates,” stated Tony Capuano, institution president,
international development, layout and operations services, Currently, the company's positioning
approach is primarily based totally on blessings and affordability (Wu, Mohammed and Harris,
2021). JW Marriot has located itself as a company that gives less expensive luxury. Thus, clients
accomplice the company with luxury. Their promoting and marketing and marketing approach is
targeted on virtual promotions. This approach they consciousness on selling their lodges thru
their internet site and social media.
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PART B
Bowman’s strategy clock
Bowman's Strategy Clock is a whole and clean to utilize technique device that offers
choices for situating internal a market based absolutely certainly round cost and saw expense. It's
normally utilized related to framework which incorporate the Ansoff Matrix and can be viewed
as a chance or expansion to Porter's Generic Strategies.
Position 1: Low Price and Low, Value Added This technique is about amount
advancing. The items or administrations are low in charge and the value thing is the most
minimal conceivable. The mix makes it the most un-serious region on the Strategy Clock.
Position 2: Low Price Low Price, because of the reality the choice recommends, is a
technique about turning into the least expense opportunity for shoppers withinside the market.
It's a technique which can have low edges, so machine generally execution and cost cut cost is
fundamental for it to be effective. With this technique, you're focusing on unbalanced amount
levels, else you can become with low deals, low cost – a deadly mix.
Position 3: Hybrid The Hybrid trademark sits among low cost and separation. It's round
guaranteeing the cost is cutthroat, in a perfect world with a low seen cost from purchasers,
simultaneously as advancing the additional expense components of the item (Pasanchay and
Schott, 2021). The achievement of the half and half strategy comes legitimate the entirety of the
way right down to the stableness among cost and separation, hoping to boost each
simultaneously as keeping up with explicit edges.
Position 4: Differentiation, This strategy is in which a mechanical association represents
considerable authority in separating their items or administrations from resistance with the asset
of the utilization of which incorporates radical saw charge. This strategy has a major range from
whole item range by means of to specific capacities internal a middle item.
Position 5: Focused Differentiation, It is tied in with introducing unbalanced charge at a
radical value (presently now not to be constrained with Porter's Generic Strategy of the
equivalent call, which discusses going to an initial market). At the point when effectively done,
this technique gives unbalanced profit however can be hard to protect – the Hotel transporter and
product dispatch and ensuing early blast is an illustration of this strategy.
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Position 6: Risky High Margins Any strategy that has the choice Risky in it need to
demonstrate unquestionably comprehend your choices ahead of time than you leave on it,
obviously! The basic push of this technique is to go in with a radical value thing with no
apparent added charge. Individuals depending on a stunning logo to pull this strategy off, as
regularly purchasers will pay extra for a related logo, one that has feelings related with it, than
one this is less expensive.
Position 7: Monopoly Pricing In imposing business model business sectors a solitary
association controls the item and evaluating, so explicit elements which incorporate value
focuses, charge or resistance play an incredible arrangement considerably less of a thing.
Obviously, everything restraining infrastructures can reach a conclusion – so the ones companies
however need to save a watch steady on their outside factors (Bowen, 2021).
Position 8: Loss of Market Share This is regularly the most exceedingly awful trademark
to be in and recommends that the association is leaving the market or is in decay. It is possible
that they've settled on this technique as a component of a byskip to more prominent current
business sectors, or it very well might be constrained upon them due to getting their cost or
market in structure erroneous.
Ansoff’s product matrix
The foremost cause of the ANSOFF matrix is to symbolize the business enterprise’s
modern role in phrases of its goal marketplace and offerings provided to them. Although,
through the usage of this structure, the control of Marriot might also additionally without
problems find out its current marketplace scenario and the offerings they provide to their gift
clients. The Ansoff framework additionally facilitates the managers to discover and degree the
aggregate of 4 extensive boom techniques which could assist the Marriot Inc. to amplify its
enterprise operations at each home and an worldwide level.
Market Penetration
Marriot motel is striving closer to the boom and improvement of its marketplace
percentage and sales via marketplace penetration approach. The organisation is the usage of this
plan as it intends to develop its enterprise via the manufacturing of current offerings withinside
the current industry/marketplace. For example, some of numerous boom plans can be carried out
through the motel throughout the marketplace penetration manner consisting of decreasing the
value of in keeping with night time live in motel rooms to fulfill client requirements. Although,
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the emblem fairness of Marriott motel offers symptoms to penetrate numerous markets through
generating a extensive variety of offerings at reasonably-priced fares. This plan might assist to
attain clients at a extensive volume in addition to fulfil their leisure requirements. Marriot motel
gives merchandise similar to different motels like rewards, benefits, and not unusual place
centers.
Product Development
It is the ensuing best plan this is basically put together absolutely certainly absolutely
with respect to item improvement. By the use of this arrangement, Marriott inn can likewise
besides without issues blast its undertaking blast by means of the approach of the cutting edge
and innovative contributions inside side the contemporary-day commercial center to hold onto
the consideration of most recent customers. Assume, Marriot inn should improve its mechanical
device to offer on line delivering contributions to the customers, which licenses them to without
issues save the inn rooms and their conveniences. The exceptional worldview of item
improvement approach is that the Marriott inn must acknowledgment on providing Spas focuses
to its customers. This may be a helpful advance of Marriott to blast its blast because of the reality
its objective commercial center is regularly basically put together absolutely certainly absolutely
with respect to Alit excellence customers who for the most part likes to have diversion and
solace contributions first. Besides, Not definitely a year after a fundamental idea announcement,
reservations open this month for ocean stumbles on ships in The Ritz-Carlton Yacht Collection.
Three remarkably manufactured yachts are set to journey in 2020, with a limit of 149 staterooms
each, or in guest viewpoint, 298 travelers. These excellent yachts are notwithstanding the way
that beautiful little as cruising vessels, for example, to their top notch fascination at 24,000 gross
weights each. Marriott has seen out that expenses for a seven-day time work area will begin at
$5,six hundred in accordance with person.
Market Development
The least complex development plan a portion of the four is market advancement.
Marriot need to execute a market improvement method to secure a central capacity inside side
the serious market. In any case, beneathneath this development plan, the venture organization
may also besides development its market through fostering its advanced administrations in a
totally sparkling climate. It very well may be a triumph plan for Marriott worldwide due to
reality the organization needs to underline creation in a super current style like classy bundling
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and explicit methods of appropriation in India and unmistakable Asian countries. It permits the
association to offer its administrations more without inconveniences in unmistakable commercial
centers.
Diversification
Diversification is a definitive and most insecure development strategy of the Ansoff
network. By forcing this arrangement, Marriot may besides make gleaming devices in a totally
new commercial center to amass new market shoppers (Choudhury, 2021). This method is by
and large based certainly at the release of basically new administrations in a state of the art place.
For example, Marriot hotel should separate its office in unique urban areas of Pakistan like
Multan, Bahawalpur, Murree and heaps of others.
Strategic planning process
With development and dependability because of the reality the foundations of our
business venture's prosperity, unparalleled 2019 signings show our prevailing system, which
consolidates essential makers, amazing business undertaking structures and an all-encompassing
enduring acknowledgment on our partners," said Tony Capuano, bunch president, worldwide
turn of events, configuration and tasks administrations. the business venture settled a $13.6
billion securing of Starwood Hotels and Resorts, comprising of famous makers comprising of St.
The procurement made Marriott the world's biggest retreat business enterprise, with in excess of
5 star ,700 houses offering more than 1.1 million rooms at some stage in 30 makers in 110
nations.
Product strategic management
Marriott International is a main operator, franchisor, and licensor of hotels, company
housing houses, and timeshare houses below several logo names at exceptional charge and
carrier points. It has greater than 3700 houses worldwide. It is multiplied to seventy four
international locations and feature 18 brands. Innovation, carrier and main overall performance is
usually the important thing precedence of Marriott International. Fortune mag has covered
Marriott International withinside the maximum widespread organisation in accommodations
enterprise and additionally as one of the nice locations to work. This record seriously evaluates
the Marriott International’s strategic profile.
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Critique and interpret information and data applying environmental and competitive analysis
Marriott international company is largest hospitality chain all around world and their
services and products are unique and luxury based. Marriott competitors include Hyatt, Four
Seasons Hotels and Resorts, Hilton, Wyndham Worldwide Corp and Carlson. They A vibrant,
expanded based loyalty program. There are three loyalty programs that are lead the company as
well are getting better improvements, one is Massive scale, Luxury properties that benefit the
entire industry and Proprietary booking platforms
CONCLUSION
It is concluded the above report, leading hospitality business with effective strategies is
most important to enhance the business performance in market and expand business globally.
There are various models and theories are explained in above report that are helps to company in
examine the micro and macro environment. By adopting different strategic models company can
plan their management projects in effective manner and enhance the business growth in right
direction.
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