Marriot report

Topics: Marriott International, J. Willard Marriott, Hotel Pages: 20 (3576 words) Published: December 3, 2014


UNIVERSITY OF WALES INSTITUTE, CAEDIFF
B.A.in International Hospitality Management

Strategic Management

Year3

Marriott International Inc

Lecturer: Mr. David Goh
Student Name: Yang Bin Rong
Student ID:0602/1066
Words:3700

Table of Contents

1.0 Executive Summary 2 2.0 Introduction 3 2.1 Background of the Marriott International Inc 3.0 Vision, Mission and Goals 4 3.1 Vision statement 4 3.2 Mission statement 4 3.3 Goals 4 4.0 External Environment Analysis 5 4.1 The PESTEL Analysis 5 4.2 Porter's Five Forces Model 7 5.0 Internal Environment 9 5.1 The SWOT analysis and TOWS Matrix 9 5.3 The Boston Consulting Growth 12 5.4 Product Lift Cycle (PLC) 13 5.5 Financial Analysis 14 6.0 Comparison of industry competitors 15 6.1 The Competitive Profile Matrix 15 7.0 Formulating Strategies and Development Methods 16 7.0 Grand Strategy Matrix 16 8.0 Conclusion 17 9.0 Recommendations 17 10.0 Evaluation of learning 17 References

1.0 Executive Summary
.Marriott International, Inc. is a worldwide operator and franchisor of a broad portfolio of hotels and related lodging facilities. Founded by J. Willard Marriott, the company is now led by son J.W. (Bill) Marriott, Jr. Today, Marriott International has about 3,150 lodging properties located in the 69 countries and territories. Singapore has long renowned as a popular destination for various reasons, ranging for business, pleasure, medication, and study purpose. With the opening of two Integrated Resorts in early of 2010, tourists’ visitation to Singapore reached to the top visit recently. Changi airport also listed as the best airport with highest tourist visit at the mid of March 2010. This phenomenon resulting a growth in the tourism and hospitality sector in Singapore, which includes hotels, restaurant, tour and travel, airline, entertainment, and so forth. Facing this situation as an opportunity, lodging providers such as hotel and inns have to be able to capitalize it and compete with each other by maintaining their competitive advantages. Thompson et al. (2008) stated that a winning strategy must fit the enterprise’s external and internal situation, build sustainable competitive advantage, and improve company performance. The objective of this assignment gives us an in-depth analysis of Marriott and to better understand Marriott in the context of the hospitality industry in which they operate. Followed by analyzing the external environment issues faced using PESTEL analysis and the porter’s five forces model. And also looking into the internal environment analysis of Marriott through S.W.O.T analysis, TOWS matrix, Grand Strategy Matrix and lastly the product life cycle curve.

2.0 Introduction...
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