Strategic Problems in Modern Business: Marriott Hotel Project

This project delves into the strategic problems faced by modern business organizations, using Marriott Hotel as a case study. It begins with an introduction to strategic management and its importance, followed by an aim and objectives section that outlines the research's goals. The literature review explores strategic issues such as high competition, economic recessions, government policies, and employee turnover. It examines factors increasing strategic problems like poor organizational culture and inflexible policies, and discusses the relationship between these problems and business performance. Relevant theories, including Maslow's motivation theory, are presented to address these challenges. The project concludes with recommendations and a critical evaluation of the findings, offering insights into how Marriott Hotel and similar organizations can navigate strategic problems and improve their performance. The project also includes a reflection, references, and an appendix.

PROJECT
(Strategic problems in modern business organization)

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Aim of the research................................................................................................................1
Literature Review...................................................................................................................2
Research Methodology...........................................................................................................6
Data Analysis .......................................................................................................................10
Discussion.............................................................................................................................15
Conclusion and recommendations........................................................................................16
Critical evaluation................................................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................21
REFLECTION......................................................................................................................21

INTRODUCTION
Strategic management is considered as a systematic process in which top authorities
formulate plans and implement it in order to accomplish the goal of company. It is the
managerial process that identifies and describes strategies of firm through which entity enhances
its performance and gain competitive advantage (Cassidy, 2016). Management of an
organization has to make sound business decisions and has to monitor the performance of
corporation regularly so that issues can be identified and these problems can be resolved on time.
Strategic management is the planning tool that supports managers in preparing contingency plans
for predictable and unfeasible risks. Strategies are formulated on the basis of objective of
enterprise. It is the only way through which managers can make an effective control over
strategic problems of entity (Peppard and Ward, 2016).
Present study is based on strategic problems in modern business organizations. For the
current project, Marriott hotel is being taken into account. It is the global lodging firm which
operates in approx. 122 countries. In the year 2016, it has earned revenue of more than $17
billion. It has become the leading brand of hospitality industry. It offers luxurious services to
consumers and fulfil their desires in order to satisfy them. Present study will discuss the working
of modern business organization in recent era. Furthermore, it will examine various strategic
problems that are faced by Marriott hotel. In addition, it will explain the relevant theories related
to these strategic problems and will suggest ways to overcome from issues.
TASK
Aim of the research
Aim
“To analyse strategic problems in the modern business organization: A study on Marriott hotel”
Objectives
 To identify strategic problems of Marriott hotel that create issue for the entity.
 To identify factors that increases strategic problems at the workplace.
 To explain relevant theories to deal with these strategic problems in Marriott hotel.
 To analyse relationship between strategic problems and business performance.
 To suggest the ways through which strategic problems can be minimized.
Main objective of the study is to identify strategic problems faced by Marriott hotel in
recent era. In the modern business world, there are many big organizations which are running
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their operations in hospitality industry. Another purpose of this investigation is to analyse the
strategic issues faced by modern business that create difficulty for them to sustain in the market
for longer duration. In addition, study will explain theories and models that can support in
identifying strategic problems in Marriott hotel and will support in minimizing these issues.
Research Questions
 What are the major strategic problems of Marriott hotel that create issue for the entity?
 What are the main factors that increase strategic problems at workplace?
 How strategic problems and business performance are interrelated?
 What are the relevant theories to deal with these strategic problems in Marriott hotel?
Literature Review
Strategic problems of Marriott hotel
As per the view of Peppard and Ward, (2016) Marriott hotel is the leading brand of
hospitality industry. It offers luxurious services to consumers and always works to provide
satisfactory services to guests so that they would feel satisfied and perform their duties well. But
in the modern business environment, it is very difficult for the organization to sustain in the
market for longer duration. These entities have to face many problems and need to make
effective strategies that can support them in sustaining in the market for longer duration.
According to Ferlie and Ongaro, (2015) Strategic issues are those fundamental policies that put
a direct impact on the business unit and bring critical changes in its operations. High competition
is considered as one of the major strategic issues that is currently faced by Marriott hotel. There
are many big hotels such as Hilton, Radisson, Milestone hotel, etc. These big firms are offering
luxurious quality services to consumers. It attracts new clients and turn their minds as well. Due
to high competition, it has become difficult for Marriott hotel to sustain in the market for longer
duration. Company has to make changes in its policies and operations in order to sustain in the
market for along span of time (Peppard and Ward, 2016). Organization always look at the market
situation and needs of guests. This policy of the firm has helped the entity in sustaining in market
and gaining competitive advantage. (Use Strategic Issues to Create a Better Organizational
Strategy, 2017).
Sonenshein, DeCelles and Dutton, (2014) If there is recession in nation then people will
not be able to spend much. In such condition, their purchasing capacity will get affected. It is the
drastic situation because people do not have satisfactory monitory resources and they prefer to
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save money. In such condition, they do not go to any hotel frequently which affects the sales of
these hotels. In such condition, overall performance of company gets affected (Peppard and
Ward, 2016).. On the other hand, if there is stable economy condition and people have income
sources then they will love to go hotels. This can raise business performance of these firms to a
high extent. As per the view of Schein, (2017) government policies are another strategic issue
that is faced by modern business organizations in recent era. Now- a-days, government keeps
monitoring the performance of all firms and they make their regulations accordingly. If
authorities make changes in tax legislation or increase tax rate, it can create many difficulty for
the entities because they will have to pay high tax to government that will minimize their net
profit. On the contrary, if government put restriction in export or make changes in food safety
legislation, in such condition, hotels will have to make big changes in their operations in order to
run their operations smoothly. It will increase burden on the entities and affect their growth and
revenues as well (Use Strategic Issues to Create a Better Organizational Strategy, 2017)
Bresman and Zellmer-Bruhn, (2013) argued that increasing rate of employee turnover is
the strategic issue for Marriott hotel. In such condition, company losses its skilled workers and it
has to hire new candidates. It affects the efficiency level of firm and fails to meet the needs of
consumers. The main reason of increasing turnover rate of workers is that people are not satisfied
in the organization due to its culture and structure. Apart from this, other global hotels are
offering high salary packages and incentives to the talented staff members (Use Strategic Issues
to Create a Better Organizational Strategy, 2017). In such condition, they move towards the
other firm which affects operations of the corporation to a great extent.
Main factors that increases strategic problems
According to Galliers and Leidner, (2014) one of the main element that increase strategic
issue in organization is poor culture and structure. Hospitality industry has to provide quality
services to its consumers so that they be loyal towards the brand and be associated with the
organization for longer duration (Use Strategic Issues to Create a Better Organizational
Strategy, 2017). For that it is essential to have skilled employees those who serve the firm for
longer duration. In the absence of healthy culture and structure people will feel demotivated and
they will not be satisfied towards the enterprise. Due to tall structure management fails to make
effective coordination with its employees. In this condition people fail to share their feeling and
problems with higher authorities (Use Strategic Issues to Create a Better Organizational
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Strategy, 2017). Apart from this company has strict rules and regulations which are necessary to
follow by all workers. This makes the person irritating because they do not get flexibility which
impact on their personal life. It affects their working practices and they move to other firms those
offer them attractive salary packages and satisfactory working environment. It is the main
element due to which Marriott hotel is losing its skilled employees and it has to hire new staff
and have to train them again.
Aarons and et.al., (2014) argued that modern organizations makes norms, policies as per
the market condition but when sudden market conditions get changed then they have to make
drastic modification in their operation. Marriott hotel has fixed polices, it does not make big
changes in its operations. Poor policies and inflexible polices are the main cause due to which
company has to face strategic issue. Due to which when there is inflation or recession condition
then corporation has to do struggle a lot. At that time consumers do not prefer to go to such
places where prices are high. They move to other brand where they can get satisfactory services
at affordable rates (Use Strategic Issues to Create a Better Organizational Strategy, 2017).
Relationship between strategic problems and business performance
According to Madanoglu, Okumus and Avci, (2014) there is strong relationship between
strategic problems and business performance. If company does not pay attention on its issues
then it may get failed to sustain in the market for longer duration. If there is high employee
turnover then it may create difficulty for hotel because in such condition it will fail to deal with
consumers well. Skilled employees are lifeblood or assets of the organization. If they are
satisfied with the entity then they will retain in the workplace for longer duration. But if they are
not satisfied with the enterprise then they leave their job and join other hotel (Use Strategic
Issues to Create a Better Organizational Strategy, 2017). By this way entity has to hire new
people and has to train them again. New staff members need time to understand needs of clients
and they do not know how to serve them well. In such condition consumers feel dissatisfied
because they do not get satisfactory services and they move to other brans. That is the biggest
reason due to which sales revenues of hotel gets down to great extent. Thus, due to high
employee turnover profitability and productivity of an entity get badly affected. On other hand if
company has skilled employees those who can deal with customers well then people will feel
satisfied and will give positive review about the corporation to others. It can assist in increasing
revenues of the entity to great extent.
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Storey, (2014) argued that there is not significant relationship between strategic issues
and business performance. Organization can make modifications in its operations at any time. In
such condition it is easy for these firms to continue their operations. If there is sudden economic
fluctuation then it will affect entire industry so all hotels will get affected. So it specifically do
not impact on Marriott hotel. As per the view of Crane and Matten, (2016) strategic issues and
business performances are closely interrelated with each others. In the condition of changes in
government polices, entities have to modify its operations. If firm fail to do the same them it may
have to face huge legal complications. In such situation corporation will get failed to sustain in
the market for longer duration (Use Strategic Issues to Create a Better Organizational Strategy,
2017). It may also affect its brand image and can increase financial burden on the organization. If
there is sudden changes in policies then corporation will have to implement it and have to change
its entire operations. This will require huge investment and entity has to make its staff members
aware with the importance of these modifications. This can enhance burden on the corporation
and its net profit may get reduced to great extent.
Relevant theories to deal with these strategic problems
As per the view of Schein, (2017) Maslow's motivation theory is the appropriate model
that can help modern business organizations to deal with strategic issues in recent era. On of the
main problems faced by entity is high employee turnover. The main reason of this turn over is
that people are not satisfied with the organizational culture and structure. That makes them
uncomfortable in the workplace and they leave their jobs. This theory pays attention on different
needs of workers; physiological needs, safety needs, belongingness and love needs, esteem need
and self actualization needs. By identifying their requirements and fulfilling these desires
management can motivate their skilled staff members and can retain them in the workplace for
longer duration. Maslow's motivational theory is the relevant model that can aid in dealing with
strategic issues and minimizing staff turnover rate in the organization. By applying these
conceptual framework entity will be able to gain trust of their employees and it will help in
motivating them to contribute well in accomplishing goal of the business unit (Use Strategic
Issues to Create a Better Organizational Strategy, 2017).
According to Galliers and Leidner, (2014) SWOT analysis is considered as one of the
main theoretical framework that support the organization in understanding their internal business
environment. With the help of this tool company can identify strength, weakness, opportunities
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and threats of a business unit. It supports the firms in developing contingencies planning through
which entity can be prepare to face issues and resolve them. It supports in minimizing
complications of the corporation and sustaining in the market for longer duration. SWOT
analysis aids the organization in creating favourable situation in the workplace so that future
complications can be minimized. Apart from this PESTLE analysis is another tool through which
external environment can be examined by the management. By this way managers can make
effective strategies to minimize external risks and conducting operations in smooth manner. Both
these models are appropriate to deal with strategies issues significantly. It aids the management
of hotel in identifying problems in the business and preparing contingency plan to minimize
negative impact of these strategic issues.
Research Methodology
Research methodology can be defined as systematic study that supports in addressing
problems and gathering data about the topic. The main objective of applying these tolls and
techniques are to test important facts and analysis phenomenon. With the help of these methods'
researcher can find out cause of issues and relationship with business performance (Mackey and
Gass, 2015). It is the great tool that supports in answering research questions in appropriate
manner. It can also be define as methods used by scholar for conducting investigation in
effective mode.
Research philosophy
It is the process of developing background of the study by involving in-depth detail about
the subject matter. It is the broad framework which defines beliefs, perception of an individual. It
is the procedure through which investigator can build relationship between reseach objectives
and questions (Glesne, 2015). Positivism, interpretivism, realism are the types of philosophies
that are applied in different types of investigations.
Positivism is the tool which is much more based on objectivism. This approach do not
give value to researchers own beliefs, it is related with observations and experiments in order to
gather detail about the topic. On other hand interpretivism is another tool that gives more
attention to beliefs and values of scholar (Brinkmann, 2014). This tool supports investigator in
highlighting facts and figures as per the problems of the researcher. It involves human being in
the investigation in order to develop understanding and knowledge about the topic. Realism is
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another type of philosophy which is completely based on reality that already exist in
environment.
In the present investigation scholar has applied interpretivism philosophy. It has
supported scholar in identifying strategic issues faced by modern business organizations in recent
era and getting answers of research questions. It has developed knowledge of scholar about the
subject matter and has helped in getting optimistic results (Silverman, 2016).
Research Design
It can be defined as detail outline of the investigation that directs the scholar the way of
conducting a research. It defines a way of collecting data, analysis it and way to reach to the final
results. Selection of design completely depends upon objective and problem of the study.
Explanatory, descriptive, experimental, exploratory are various kind of research designs.
Explanatory research design is the tool in which scholar uses own imaginations (Smith, 2015).
Scholar applies own judgement in order to obtain information about the topic. In this type of
designing there is no need to formulate hypothesis. Descriptive research design is another type of
method in which researcher has to describe situations. It is theoretical tool that takes support of
models and theories in order to develop understanding about the subject matter. It involves
features of people those who are involved in this investigation, material used etc.
Present project is on the analysis of strategic issues in modern business organizations in
recent era. For that scholar has applied descriptive research design (Gast and Ledford, 2014). It is
suitable method because by this way individual can collect relevant detail about strategic issues
in the organization easily. As it is qualitative research so use of descriptive research design was
appropriate for the current project.
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Illustration 1: Research onion
Source: (RESEARCH DESIGN AND METHODOLOGY , 2017)
Research Approach
It is another part of research methodology that supports the scholar in carrying out
investigation in effective manner. There are two main types of approaches; inductive and
deductive. Both these have unique features and both these are applied in different types of
researches. The main difference in both these approaches are from relevance of hypotheses point
of view. Deductive approach is the tool that works on the principles of validity of assumptions
(Scott-Parker and Senserrick, 2016). On other hand inductive approach pays more attention on
development of new theories in the investigation. Deductive research approach is the tool which
works on the logic that when premises are true then it is essential to draw true conclusion
whereas inductive approach explains that premises are used in the investigation in order to
generate untested conclusion. In addition, deductive approaches conduct study from general to
specific manner whereas inductive approach carry out research from specific to general way. In
the deductive approach individual has to formulate hypotheses but in inductive approach
individual does not formulate any hypotheses, theories and models are used in order to develop
understanding about subject matter (Gabriel, 2015).
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In the current project scholar has applied inductive research approach, it is considered as
one of the suitable tool that has supported researcher in identifying various strategic issues faced
by modern business organizations in the recent era (Lakatos, 2014).
Data Collection
Data collection is considered as tool that assist in gathering relevant information about
topic and developing understanding about the subject matter. There are primary and secondary
two types of data collection sources that support scholar in gathering realistic detail about topic.
In the primary data collection method individual applies observation, interview, survey,
questionnaire techniques in order to gather first hand fresh data about topic (Grenier and Collins,
2016). These are considered as great method that supports in developing in-depth understanding
about subject matter. In this type of method individual involves human being in this investigation
that assists in gathering such detail that can help in accomplishing objective of the investigation
in effective manner. On other hand secondary data collection is another tool that aid the
researcher in gathering already available data that have been used by other authors in their
studies. Books, newspapers, magazines, Journals, internet articles are great sources of secondary
data collection. In this method scholar used these already available data in their research and
develop understanding about subject matter (Mackey and Gass, 2015).
In the present investigation researcher has applied primary and secondary data collection
sources. In the primary source individual has applied interview technique and in the secondary
data researcher has used books and journals. This has helped in gathering in-depth detail about
the topic and reaching to the final results.
Sampling
Sampling is the technique that supports in selecting appropriate samples from the
universe those who can give accurate information about the topic. Probability and non
probability are two methods that are applied in different types of investigations. In the
probability sampling technique all individuals get equal chance to being selected in the research.
Simple random sampling, stratified, cluster sampling etc. are several methods that are being used
by scholar in different types of investigations (Gast and Ledford, 2014). In non probability
sampling researcher may use convenience, purposive sampling methods in order to collect detail
about the subject matter.
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In the current project scholar has applied random sampling technique. Scholar has
selected respondents on random bases. These are participation have shared their views that has
supported in gathering realistic detail about strategic issues faced by modern business
organization in recent era. Researcher has selected 5 managers of Marriott Hotel for the current
project.
Data Analysis
It is the process in which researcher analysis each data in order to get desire results.
Researcher needs to chose tool for analysis data as per the nature of the investigation and type of
study. In qualitative type of investigations scholar takes support of thematic analysis tool
(Glesne, 2015). It supports researcher in presenting detail in effective manner and getting
findings as per the objectives. On other hand in quantitative types of investigations scholar takes
support of statistical tools such as SPSS etc. By using numbers and statistical data individual try
to find results.
Current project is qualitative and scholar has applied theories and models in this study.
Thus, researcher has used thematic analysis tool, it was sustainable for the current investigation.
It has supported scholar in presenting and analysing detail in effective manner by using graphs,
charts etc.
Ethical consideration
It is one of the most important part of research project, dissertations. It helps the scholar
in minimizing issues and completing study in effective manner. As present study was based on
analysis of strategic issues that are faced by modern business organizations in recent era. In order
to gathering information about the topic individual had selected primary data collection sources.
In this method, researcher has to involve respondents. Before involving them into this
investigation scholar has taken prior permission with them (Gabriel, 2015). It has helped in
minimizing further complications. After getting their positive response researcher has conducted
interview with them. Furthermore, scholar has not copied material from any website. For
developing understanding about strategic issues' scholar has used books, journals and has
translated information of these articles in current project in own worlds. It has supported in
avoiding issue of plagiarism.
Validity and Reliability
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All collected information are reliable and have been gathered from reliable sources.
Individual has not applied own values in this investigation. All detail that have been used in the
present study are valid (Grenier and Collins, 2016). Thematic analysis tool has been used by
researcher so scholar has analysed the data well and has achieved the optimistic results.
Objectives have been framed on the bases of research aim that has supported in getting
appropriate results.
Data Analysis
Theme 1: Working length of employees in Marriott Hotel
Interpretation: When scholar has raised the question in interview about working length of
individual in the organization. Then respondent A has relied that person is performing their
duties in the organization from past 2 years. On other hand Participants B, D has answered that
individual is working in the firm from 1 year. Whereas respondents C have replied that they are
working in the corporation since 3 years. On other hand answerer have said that individual has
recently joined the firm. From the above discussion it can be interpreted that maximum people
are working in the Marriott hotel since one year. It shows that they have good knowledge about
the company and they know better about operations of the entity. These people can give better
detail about working of the company, its strategic issues and how it deals with these strategic
problems.
Theme 2: Clarity in vision and Strategies of Marriott Hotel
Interpretation: Researcher has asked about clarity in vision, mission and strategies of the
Marriott hotel. Then respondent A, B have replied that Marriott hotel has clear vision and
strategies. It supports firm in conducting operations in smooth manner. On other hand participant
C have answered that company does not have clear goal, that is why workers are unaware with
their roles and responsibilities in the organization. Whereas Participant D, E have replied that
Marriott hotel has clear goal and strategies but the main issue in the firm is that management
have poor monitoring due to which goal of the firm can not be achieved easily. From the above
discussion it can be interpreted that maximum answers have viewed that cited firm has clear
goal, strategies. It makes strategies are per the objective of entity. It supports the firm, in
identifying risk and making strategies that can supports in avoiding these issues. But due to poor
monitoring of management, it has become difficult for the management to survive in the market
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for longer duration. It is required to make effective strategies as per the objective of entity and
have to monitor it regularly so that overall goal of the firm can be accomplished.
Theme 3: High employee turnover impacts on business performance of entity
Interpretation: Employee turnover is the major problem in most of the entities. Due to
increasing tun over rate company is loosing skilled workers and it has to hire new candidates in
the workplace. New applicant is not able to serve good to consumers and it fails to understand
needs of clients easily. In such condition entity may face huge complication that affects
performance of the firm to great extent. When researcher has asked about impact of high
employee turn over on business performance of Marriott hotel then respondent A have replied it
does not affect overall performance of the firm. Because Marriott hotel give proper training to
new staff so that they can know better about the company and can understand their
responsibilities. It supports them in serving better to guests of the hotel. Apart from this
participant B, C have said that Marriott hotel always hire skilled and experienced persons in the
organization. So if any existing employee leave the hotel then it fulfils this vacant post by
recruiting new talented person. So employee turnover does not impact on the business
performance to great extent. Whereas Answer D, E have replied that it affects overall growth of
the company to great extent. In the absence of skilled workers company fail to meet with desires
of customers. By decreasing employee turn over entity will be able to minimize its operational
cost to give training to new staff. In addition, existing employee has better understanding about
the workplace so individual will perform their duties well. It will attract new customers and will
support in making people loyal towards the brand. By this way Marriott hotel becomes able to
improve its business performance to great extent.
Theme 4: Formulation of strategies in Marriott Hotel
Interpretation: Strategies play significant role in the success of business unit. If company is
able to design effective strategies then it will not be able to sustain in the market for longer
duration. When scholar has asked about formulation of strategies in Marriott hotel then
respondent A, B have said that cited firm involve its strategic level employees in decision
making process and design suitable strategy through which it can face strategic issues well and
can deal with them properly. On other hand answers C have said that Marriott hotel conduct
market research and analysis market situation. According to collected information about market,
it builds new strategy that support the firm in sustaining in the market for longer duration.
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Whereas D, E have answered that Marriott hotel formulate strategies by involving all its staff
members. After formulation of the plan, it circulates information to all employees by conducting
meeting with them. It supports cited firm in implementing these strategies in impressive manner
without any failure. From the above discussion it can be interpreted that Marriott hotel formulate
strategies in order to resolve its strategic issues. For formulation of strategies company involve
its higher authorities or managerial level employees in this process. They all discuss the issue
and suggest their views. It helps in building good strategy in order to resolve issues of the
company. After formulation of this strategy cited firm circulate this information to all lower staff
members. Higher authorities make its lower staff understand with the importance of these
strategies so that they put their best efforts in order to accomplish objective of the organization.
By this way entity becomes able to resolve its problems on time. It supports the firm in
sustaining in the market for longer duration.
Theme 5: Contingency planning for strategic issues in organization
Interpretation: Contingency planning is the planning process in which company has to make
separate or back up plan for emergency situation. This contingency planning supports firms in
facing sudden complications in effective manner. When scholar has asked about contingency
planning of Marriott hotel then respondent A, B, C, E have replied that company does not have
contingency plan for sudden complications. It makes changes in its operations as per the market
condition. It does not forecast things that may affect operation of the firm in the future. That is
the main reason that entity is facing strategic issues in recent era. In the modern era it is essential
for the organization that to forecast things properly and make planning in advance so that if such
type of situation gets arise then corporation can face these conditions well. On other hand
participant D have answered that Marriott hotel has its contingency planning that assist the firm
in facing complicated situation significantly in the recent era. From the above discussion it can
be interpreted that Marriott hotel does not have its contingency planning. That is the major
drawback of the firm and due to which entity fails to resolve strategic issues on time. It is the
major cause due to which it is struggling in the modern era. For sustaining in the market for
longer duration company has to make planning in advance on the bases of correct forecasting. Ikt
will support in identifying such risk that can cause difficulty in the future. By this way
corporation can formulate strategies accordingly. It is the great tool that supports in gaining
success in the modern era.
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Theme 6: Management role in order to handle strategic issues
Interpretation: Strategic issues are those problems that can affect operation of the organization
negatively. It can reduce profitability and productivity of business unit to great extent.
Management is the responsible person those who take action to resolve problems of the
corporation. When scholar has asked about role of management in order to handle strategic
issues in Marriott hotel. Then respondent A, B have answered that management of the company
takes immediate action to resolve strategic problems of the firm. If there is any risk arise then it
becomes responsibility of managers that to handle these issues. They make new strategies so that
such risk can be resolved and entity can survive in the market for longer duration. On other hand
answers C has replied that management does not forecast things properly and when such
complicated situation gets arise in the organization then they fail to take appropriate action.
Managers are highly depended upon decision of higher authorities, they have to follow
instruction of higher authorities. That is why they can not take any action individually to handle
strategic issues in the workplace. On other hand D, E participants have viewed that managers of
the Marriott hotels acts as monitor. They continuously monitor working of the company and if
they find that things are not going well, then these managers make necessary modifications in its
operations. They act as leader those who guide team members well, these managers make people
understand with their role and responsibilities. It supports them in improving working
performance of employees to great extent. From the above discussion it can be interpreted that
management plays significant role in the Marriott hotel, they are responsible to resolve strategic
issues of the organization. These managerial people conduct market research in order to identify
issues that may take place and accordingly they make necessary changes in its operations so that
problems can be handle in appropriate manner. Management supports the modern business
organization in sustaining in the market for longer duration in recent era.
Theme 7: Improvement require in policy and procedures of Marriott Hotel
Interpretation: Policy and procedure of the organization impact on its overall performance to
great extent. When researcher has asked about improvement in policy and procedure then
respondent A, B, C have replied that there is strongly required to make necessary changes and
improvements in policy and procedure of Marriott hotel. This can help the firm in forecasting
strategic issues and making the operations more efficient. Apart from this, D, E have answered
that there is no requirement of making changes in policy and procedure. With the help of existing
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policies' entity has become able to earn profit in the modern era. From the above discussion it
can be interpreted that Marriott hotel is facing huge competition, for that it is essential for cited
firm that to make necessary changes in its policy and procedure time to time. It can support
entity in sustaining in the market for longer duration and handling strategic issues for the firm
effectively. By making these improvements it will be able to perform better in the market which
will attract more new consumers towards the hotel. It will help in earning high revenues and
gaining loyalty of customers in the recent era.
Theme 8: Solution to minimize strategic issues in organization in recent era
Interpretation: When scholar has asked in the interview about the best solution through which
strategic issues of modern business organizations in recent era. Then respondent A, B have
answered that by motivating employees and creating healthy environment for them, cited firm
can be able to resolve and minimize strategic issues in the Marriott hotel in recent era. On other
hand answers C, D have replied that making necessary changes in policy and procedure can
support the cited firm in handling strategies problems in effective manner. By making necessary
improvements' entity will be able to conduct the operations in more efficient manner. Whereas
participation E has viewed that strong supervision and monitoring is the great solution of
strategic issues because that can help entity in identifying loop fall in the system. By this way
corporation can make modifications in order to resolve these loop falls. From the above
discussion it can be interpreted that Marriott hotel is required to identify needs of its skilled
employees and have to provide them rewards and recognition. It can motivate staff members and
skilled workers will sustain in the market for longer duration. It will help in resolving strategic
issue of high employee turnover rate. In addition, creating healthy working environment can
support in identifying loop-fall in the operations and it can improve communication between
workers and higher authorities. This will help in improving communication thus, errors will get
minimized. By following these solutions Marriott hotel will be able to handle its strategic
problems well and will be bale to accomplish its goal soon.
Discussion
From the above discussion it is analysed that strategic problems impact on the overall
business performance to great extent. In the recent era modern business organizations have to
face many issues due to which they fail to perform their operations well. Apart from this due to
strategic problems overall goal of entity does not get achieved. On the major strategic risk in the
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organization is high employee turnover. Due to this problem firm is loosing its skilled
employees. It increases burden on the entity and it fails to provide satisfactory services to
customers well. Though whenever any workers leave job then Marriott hotel hires new staff but
it increases cost of the firm and corporation also have to provide training to new candidate. Due
to increasing turnover rate brand image of entity can gets affected. It is analysed that changes in
economic condition is another strategic problem that affects overall business operations of
modern organizations. Due to sudden changes in economy condition entity has to modify its
operations immediately. It increases burden on entity and due to which modern business
organizations fail to achieve its objectives.
From the discussion it is analysed that poor management style, unhealthy environment
culture, poor policies are many factors that increases strategic issues in the workplace. Due to
these components company fail to meet with objectives in effective manner. It is essential for the
modern firms that to look upon these elements and deal with them accordingly. It will be
beneficial for the organization to deal with these risks appropriately. There is strong relationship
between strategic problems and business performance. If risk strategic issues in the organization
is high then it affects overall performance of the entity to great extent. It is essential for the
corporation to make effective planning and formulate proper strategies that can support in
avoiding these problems and minimizing negative impact of these risk in the enterprises.
From the study it is analysed that one of the main issue in Marriott hotel is that people are
not satisfied with the organization. That is why employee turnover rate is increasing in the entity.
Maslow's needs theory is considered as one of the effective model that can help the corporation
in handling these problems in appropriate manner. Maslow's theory of motivation concentrates
on requirements of human being. If managers identify specific needs of workers and fulfil these
requirements. Then it will support entity in motivating its staff members and retaining them in
the workplace for longer duration. By this way people will retain in the workplace for longer
duration and they will put their best efforts in order to achieve organizational goal. It will make
them satisfy towards the brand and they will be loyal towards entity.
These strategic issues impact on the overall operations and productivity of an entity to
great extent. If problems are increasing in the workplace then it will not be able to survive in the
recent era for longer duration. There are many competitors of the firms and they adopt unique
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and innovative ideas in order to conduct operations in smooth manner. In such condition, if
corporation fail to formulate correct strategy then these strategic problems will spoil the entity
and it will loss its brand reputation. By this way revenues of these firms can get reduced. Thus, it
is very important that modern organizations understand impact of strategic issues on business
performance and deal with them appropriately.
From the discussion it is analysed that management plays significant role in this respect,
they contribute well in the success of business unit, Managerial persons conduct market research
and find out issues that may affect operations of the organization. According to these risk,
managerial persons needs to formulate strategies that can support the firm in sustaining in the
market for longer duration and gaining competitive advantage. Managers need to guide team
members well and have to motivate them. By this way staff will feel satisfied and will stay in the
organization for longer duration. Apart from this, changes in policy and procedure will also the
best solution for the strategic problems. It will help in developing healthy workplace
environment where people can perform their duties well and can contribute well in the success of
business unit.
Conclusion and recommendations
Conclusion
From the above study it can be concluded that in the recent era most of the big
organizations are moving towards globalization. It has changes the situation of market and has
increased competition in the market. In this condition, it has become necessary for the entities to
make changes in their activities and make new strategies through which they can overcome from
their traditional practices and can sustain in the market for longer duration. Management of
human resources has become the major strategic problem for the modern business organizations.
Most of the companies do not manage their human resource well that is why employee turnover
rate is increasing in the corporations. Marriott hotel is facing the same problem where its skilled
staff members are living the job frequently. Entity has to hire new candidates and have to train
them accordingly. New staff is unable to perform well in the organization. That is main reason
due to which entity is unable to serve better services to its valuable consumers.
From the above report it can be articulated that consumers are life blood of the firm, if
they are not satisfied with the firm and if they are not satisfied with the entity then they can
easily move to other brands. By this way profitability and productivity of company gets affected.
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It is essential for the organizations that to provide satisfactory services and products to its clients
so that they feel satisfied and be associated with the brand for longer duration. Strategic
problems are closely associated with business performances. Due to these issues' entity fail to
meet with its objective and survive in the market for longer duration. If management of the
company is not paying attention on these problems then in such condition, corporation will not
be able to formulate effective strategies to handle such issues.
Changes in economic condition such as recession, inflation etc. are the drastic situations,
because in such situations people do not have satisfactory monitory resources and they prefer to
save money. It impacts on the sales revenues of the hotel to great extent. It is considered as one
of the major strategic risk that modern business organizations have to face in recent era. Market
condition is changing rapidly due to which competition is also getting increased. That creates
difficulty for the entities and they have to modify their operations accordingly. If corporation
gets failed to make necessary changes in the workplace then it may create difficulty for the
organization to sustain in the market for longer duration.
Recommendations
Modern business organizations have to implement strategies in order to resolve strategic
issues of the firms in recent era. Recommendations for handling these problems are as following:
 Marriott hotel and other modern organization those which are facing high employee
turnover issue, they should motivate their employees. Management has to understand
needs of workers and accordingly they have to provide them reward and recognition. It
will support in increasing satisfaction level of staff members. By this way people will be
motivated and they will retain in the workplace for longer duration.
 Modern organizations have to make changes in its policy and procedures, these firms
have to make the flexible policies so that as per the market condition necessary changes
can be made in the organization whenever required.
 Management of the company have to conduct market research and have to make
contingency plan in advance as per forecasting. It will support in identifying risk of the
company that can occur in the future. According to these risk company will be able to
make contingency plan which will support in handling these problems in effective
manner and minimizing negative effects of these issues.
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Critical evaluation
Entire study has been conducted by considered strategic problems in a modern business
organization. Researcher has divided the aim into sub objectives and have collected information
about strategic problems in the workplaces. This has helped in measuring the risk that are faced
by modern firms in recent era. Scholar has applied tools and techniques of research
methodologies in order to make this project more effective. With the help of this methods
individual has gathered in-depth detail about the topic. But it can be critically evaluated that
scholar would have to pay more attention on specific strategic problems. Individual would have
to considered why these issues create problem for business and create difficulty in sustaining in
the market for longer duration.
There are many areas on which future research can be conducted. Other scholars have got
brief overview about the topic. By considering this project as base other researchers can conduct
specific study on strategic management in the organization. This would be the best area on which
many details about issues, business performances can be gathered. Apart from this, in the current
project investigator has used qualitative method but in future quantitative method can be used for
the strategic issues in modern business organizations. By this way scholar will be able to involve
statistical tools, numbers in order to get results on strategic problems and its impact on business
performance. There are many statistical tools such as SPSS, T-test etc. those which can be
applied in future studies. Furthermore, other area for future researches can be concept of modern
organization management and implementing strategies. Importance of strategies management in
modern business corporations is another area that can be covered by other scholars in the future.
By considering these aspects this effective studies can be prepared on this topic.
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Online
Use Strategic Issues to Create a Better Organizational Strategy, 2017. [Online]. Available
through <https://onstrategyhq.com/resources/use-strategic-issues-to-create-a-better-
organizational-strategy/>
RESEARCH DESIGN AND METHODOLOGY, 2017. [Online]. Available through
<https://repository.up.ac.za/bitstream/handle/2263/24016/04chapter4.pdf?sequence=5>
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APPENDIX
Interview
 Since how long have you been working in Marriott hotel?
 Does Marriott hotel have clear vision and strategies?
 What is strategic market position of Marriott hotel?
 What is the main strategic issues faced by modern business organization in recent era?
 Do you think that high employee turnover impacts on business performance of entity?
 How company formulate its strategies?
 Does Marriott hotel makes contingency plans for strategic issues?
 What role plays by management in order to handle these strategic issues?
 Do you think that Marriott hotel needs to improve its policy and procedures?
 What is the best solution to minimize these strategic issues of organizations in recent era?
REFLECTION
Conducting study on strategic issues in modern business organizations in recent era was
the interesting topic for me. It was completing new subject and has improved my knowledge
about modern era and management of corporations. Earlier to this research my research skills
was average. But while carrying out this study I have improved my knowledge about research
tools and techniques. This has supported me in developing my understanding about which tool is
suitable for which type of investigation. By this way scholar can gather realistic and valid detail
about the topic. Furthermore, my technical skills have been improved to great extent. Before
conducting this project, I was unable to operate the latest software. I always prepare manual
records. But for this study I had to use technical equipments that has improved my knowledge
about software.
Furthermore, I have learned about strategic management in workplace. I have got to
know what types of strategic issues face by modern business organization and what factors
increase these problems. I learned about relationship between strategic problems and business
performance. All these areas was new to me, I have never completed any study on strategic
issues faced by firms in recent era. I have taken support of some models such as Maslow's
motivation theory etc. My writing skills has been improved to great extent. I learned that what
words need to be used in which place. It has supported in my employability. I have understood
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the significance of research in job. Now I am able to perform my job more effectively by
developing proper knowledge about the allotted work.
During the study I had to communicate with managers of Marriott hotel. My
communication skills was good but I feel little hesitated before coordinating with anyone. That
was the main issue that I have always taken support of secondary data collection sources for
investigations. But in this study I had to use primary data collection sources, for that I had to
involve managers of the company in this research. I have prepared interview questions for
managers related to strategic issues faced by modern business organizations in recent era. I have
sent them consent form and has taken their prior permission after that I have conducted interview
with them. They all have discussed strategic issues faced by Marriott hotel in recent era. I have
got realistic detail about the topic and my communication skills have been improved to great
extent.
But I realised that there are many areas on which I had to do more work. It is required to
improve motivation skills within me. It was lengthy project and I was worried about managing
my time whether I would be able to complete it on time or not. Due to this, I have made many
errors. I need to improve motivation skill in me and confidence as well. This will support me
scheduling activities properly and minimizing errors. That would support me in completion of
any project on time. Furthermore, I was not having good team building skills but this study has
supported me in improving my team skills. Now I am able to perform in team well, motivating
team members, coordinating with them. This will aid in my career growth and I will be able to
gain success in the future.
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