Strategy & Communication Marriott International

Topics: Strategic management, Balanced scorecard, Hotel Pages: 19 (4812 words) Published: May 30, 2013
Strategy and Communication

Case company: Marriott International

Theme: : Strategy and Communication
Osiris code: EHM3.SC-02
Theme expert: : Dr.
Community expert : Dr.
Student name:
Student id:
Date: 12-12-2011

The aim of this academic report is to develop a critical view of strategy and organizational structures, understand how to conduct a situation analysis, understand how to develop a strategic direction, understand formulating a strategy, understand the implementation of a strategy and understand monitoring and evaluating strategic performance. The above mentioned learning objectives have been applied to the real-life case company Marriott International.

Marriott International is a worldwide operating lodging company which opened its first hotel in 1957. It currently employees around 300.000 people over 3.500 properties and is focusing on continuous growth worldwide with their 18 brands. The Chinese market is at the moment one of the biggest expanding markets, they are focusing on growth outside the US in general.

The major conclusion after analyzing all the facts which are relevant for this report is that the Marriott is a wonderful company whereby the employees are the basis of their success. The current differentiation strategy of Marriott fits with their mission and vision and is implemented successfully throughout the organization. After conducting research via various models it can be concluded that there is no need to develop a new strategy, since they do reach all their goals with the current strategy.

Table of content

Introduction to strategy5
Conducting a situation analysis7
Developing the strategic direction10
Formulating the strategy12
Implementing the strategy14
Monitoring and evaluating the strategic performance16


In this report the strategy of Marriott International will be elaborated via various analysis.
The outcome of several analysis such as SWOT, Porter’s 5 forces model and Mc Kinsey’s 7s model will analyze the current situation, determine if there is a need for a new strategy and how to measure and evaluate the current or new strategy.

Introduction to Strategy

Marriott International
One of world’s biggest hotel chains in the world with more than 80 years experience in the hospitality industry wherefrom 50 years in the hotel industry. Marriott international is active in 70 countries and operates more than 3.500 managed and franchised hotels. This 3.500 hotels are spread over 18 different brands and operated with approximately 300.000 associates.

It is Marriott’s mission to stay ahead so its guests can, too * New innovations and signature experiences.
* New ways to personalize each stay.
* New hotels from the Caribbean to China.

Marriott expects to add at least 80,000 to 90,000 hotel rooms to its portfolio from 2011 through 2013 with additional opportunities for 22,000 rooms to open in Europe and Asia during that same period.  Marriott has plans to adapt and expand current brands, to meet the growing needs of customers in markets worldwide.  The company will also be expanding its new brands outside of the United States. "We are on the threshold of extraordinary growth for our company," ( J.W. Marriott, Jr.)

Marriott’s fundamental beliefs are enduring and the keys to its continued success. There is a “Marriott Way” they call it. It is about serving the associates, the customer and the community. These ideals serve as the cornerstone for all Marriott associates fulfilling the “Spirit to Serve”.

The associates:
* The unshakeable conviction that our people are our most important asset * An environment that supports associate growth and personal development * A reputation for employing caring, dependable associates who are...
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