Strategic Management - Case Study Marriott International

Topics: Strategic management, Marriott International, Hotel Pages: 23 (3839 words) Published: April 14, 2013
Strategic Management - Case Study Marriott International


The report focuses on Marriott International putting strategic management at the center core of analysis and discussion that allows Marriott strengths and weaknesses to be known and be evaluated according to such SWOT related strategies, CPM, EFE, IE matrix and many other important points for strategic management recognition of Marriott International. There is important account to the strategic analysis of Marriott International, there implies to external and internal environment of the company wherein critical discussion and analysis is acquired to add up levels of certain market based tools for definite analysis such as, SWOT, matrix like CPM, and Grand Strategy. Marriott is working well with is critical success factors as well as core competencies as provided in their financial flows which involve important ratios and figures in which strategic models are set properly. There has been rapid market dominance in terms of products and services, achieve global breakthrough over its rivals Shangri-La and Mandarin.

Discussion and Analysis

“Marriott International, Inc. is a worldwide operator and franchisor of hotels and related lodging facilities. The Company operations are grouped into five business segments, the North American Full-Service Lodging, North American Limited-Service Lodging, International Lodging, Luxury Lodging and Timeshare. Marriott develops, operates and franchises hotels and corporate housing properties under separate brand names, and it develops, operates and markets timeshare, fractional ownership and residential properties under four separate brand names. Marriott International also provides services to home/condominium owner associations for projects associated with one of its brands” (MSN Money Report, 2010). Marriott International has carried out certain strategy resulted into effective market share and good profitability. Has left other businesses and increasingly focused on hotel industry services and believed in the business process like, Marriott International product process, customer commitment process, and management and support process and performance of the process were measured from several perspectives (Kosonen, 2004) of customer satisfaction, operative efficiency, people involvement as well as strong market position and market share, growth, net profit. Marriott International will have to maintain strong hotel industry operational position, even on Marriott’s profitability shift for revenue maximization. Marriott International’s overall profitability and market position has been stable and operating profit increases such as 8 to 12 percent (Marriott International Annual Report, 2008).Marriott International needs to continue using growth expansion, strengthen customer service and increase Marriott International’s shares within the market. Marriott International prioritizes customer relationship and service offering, growth efficiency and the ability to offer effective customer promotions for hotel industry success (David, 2009 p. 278). The illustrative case of Marriott International showed a kind of strategic shift can be observed in the market behavior of Marriott, the importance of strategic management areas may change which should be taken into account, better signal to Marriott International management for a continuous strategic planning and execution.

(a) Vision/Mission

For mission, Marriott International is committed to the 100 percent satisfaction of every guests and customers inside and out of Marriott and Marriott International is committed to being the best lodging and food service company in the world, by treating employees in ways that create extraordinary customer service and shareholder value. Marriott International is also well known as a great place to work and for its commitment to diversity, social responsibility and community engagement, named as Fortune’s most admired company,...

References: David F (2009) Strategic Management: Concepts and Cases, 12th edition, Pearson Prentice Hall, pages 270-282.
Kosonen M (2004) Driving for excellence in performance – the role of the controller, Paper presented at the Business. Controller workshop, IIR Finland Oy, Helsinki, 27 September

Marriott International Annual Report, 2008, 2009

MSN Money Report (2010) Marriott International Inc. (7/9/2010)
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