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
Subject Page Introduction 4 Introduction to strategy 5 Conducting a situation analysis 7 Developing the strategic direction 10 Formulating the strategy 12 Implementing the strategy 14 Monitoring and evaluating the strategic performance 16 Conclusion 19 Sources 21