This report is prepared to be the first document evaluating Myanmar’s attractiveness for consideration of establishing Marriott Hotels and Resorts in this country.
The best location for the hotel is chosen to be the city called Yangon since it offers a wide variety of activities for travelers with different interests. Yangon Marriott Hotels and Resorts will be attracted to upscale visitors who wish to stay in a luxury, five-star hotel with exceptional service quality, while enjoying the beauty of the country. The target groups of customers are not limited only to local high income Burmese, but also foreign visitors who come on a business or vacation purposes in Myanmar.
Myanmar is a resource-rich country with a lot of unseen and attractive destinations. If developed properly, the country has a high potential for growth in the tourism industry in the future. However, due to the high level of risks of its cultural, economical and political systems, this country is considered not attractive enough to operate the luxury brand hospitality business under Marriott name.
Strained relationship with the U.S government and the European Union also makes it more difficult for an international brand like Marriott to establish a new business in this country.
II.Overview Summary Information
A.Key information regarding demographics of the target country
The Union of Myanmar, previously called Burma, occupies the largest geographical area in the mainland Southeast Asia. From North to South, three parallel chains of mountain ranges divide the country into three river systems and create various topographic regions. It shares national borders with several countries: China on the north, Laos on the east, Thailand on the southeast, Bangladesh on the west, and India on the northwest, with the Bay of Bengal to the southwest. The country achieved independence from the United Kingdom in 1948.
The population of Myanmar, approximately 54 million people, is highly diverse. There are eight major ethnic groups, which can be subdivided into 135 ethnic minorities. The official language is Burmese; however, several native languages are also spoken. English is usually spoken, particularly by the educated urban elites, and is the secondary language learnt in government schools. Eighty percent of Burmese population is Buddhist, prevalent in Theravada sect.
The military government has officially relocated the capital of the country from Yangon to Naypyidaw in March 2006.
A.History of the company
Marriott International, Inc. is a leading worldwide operator and franchisor of a range of value and luxury hotels and related lodging facilities. Nowadays, Marriott International has about 3,150 lodging properties located in the United States and 67 other countries and territories. Its operations are grouped into five business segments, which are full-service lodging, select service lodging, extended-stay lodging, timeshare, and synthetic fuel. Marriott International was formed in 1993 when Marriott Corporation split into two companies: Marriott International and Host Marriott Corporation. The company is headquartered in Bethesda, Maryland.
B.Products/services offered and their unique advantage in the target markets
The Marriott has become one of the world’s leading hospitality business operators from its excellent quality, service, and value. Throughout the Asia-Pacific region, its brand name has continuously led the company to the consistent growth in Marriott properties in many countries such as China, Japan, Singapore, and Thailand. Each Marriott hotel differentiates itself with exceptional amenities, individualized attention to guests, and careful reflection of local surroundings.
As the business expands worldwide, Marriott brand gains a high level of brand loyalty from its guests. This large customer base will help facilitate the business when the brand enters to...