strategic analysis of marriott international hotel tourism essay 4281 essay

The strength lodging market affects how suites can be sold and rates that can be charged, to suit travelers lodging demands. The industry is a many-sided industry, array of adjustments, attraction and conveyances for easy enjoyment. However, the industry is by and large seasonal restricting economic viability of vacationists.

Marriott International Inc. , a worldwide operator and franchisor of hotels and lodging installations, with penchant to Marriott Courtyard, as shown in Figure 1.1.

Marriott Courtyard maintains a strong corporate civilization ; “ It is people functioning people ” , which leads to there nucleus values and keys to go on growing and satisfaction, that inspires the best public presentation during travel, technology an experience with human touches that help accomplish and reload. The courtyard is an upper-moderate monetary value select-service hotel aimed chiefly at transeunt concern travel, designed with echt Caribbean cordial reception for invitees to experience like “ place off from place ” , located proceedingss from Port-of Spain, closely to an amusement composite and the National Stadium. 165

2.0 External Environment

The housing industry is extremely competitory, which impacts the ability to vie with other hotels for clients. The Marriott Courtyard has a figure of trade name rivals and hence, must avoid such menaces in order to capitalize on the available market chances. Courtyard must keep the ability to stay competitory and to pull and retain travelers which depends on the success in separating the quality, value, and efficiency of the housing merchandises.

2.1 Pestle Analysis

2.1.1 Political Factors

Trinidad remains politically stable and the lifting richness of its population continues to supply solid base for sustained growing, which will trip investor ‘s assurance in the hotel industry that leads to investings for the Marriott. Additionally, hotel development means stable revenue enhancements for the authorities, therefore, easy for foreign investors to acquire blessing for investing. However, the capriciousness and volatility in the political environment of the host market increases hazard and uncertainness, which declines houses from come ining with heavy resource.

2.1.2 Economic Factors

Trinidad is a profitable economic system in oil and gas ; nevertheless, if the economic system declines, jobs arise since oil is unpredictable and currency exchange rates fluctuate. Thus, an addition in rising prices rate would hold an inauspicious consequence on clients ‘ buying power and would cut down the overall gross revenues in the hotel industry doing troubles at Marriott. This would hold a important consequence on gross revenues, since clients may seek to fulfill their physiological demands before any other. Customers have a fixed budget when they plan their holidaies, therefore, if force to pass more on airfare their ability to pass on hotel room diminutions, besides, concern travelers are decelerating down, becauseA is cheaper to carry on meeting via the web and conference calls.

2.1.3 Social Factors

Achieving a distinctive ambiance has become a polar concern for cordial reception directors, where workers render personal services to clients and seek to retain them. Therefore, demand for merchandises is non brought approximately by the quality of services, but, psychosocial factors that motivate persons towards life. Therefore, Marriott ‘s properties is to acquire clients satisfied in order for a return visit.

2.1.4 Technological Factors

The housing industries continue to demand the usage of sophisticated engineering and systems, which refines, updates, or replace with progress. Therefore, Marriott greatly reduces the ability of mediators to undersell the published rates at hotels ; mediators continue to utilize a assortment of aggressive online selling methods to pull clients.

2.2 Porter ‘s Five Forces

Competitive Factors

Michael Porter nature of competition within an industry is defined by the market power of clients and providers, degree of inter-firm competition, strength of replacements and entry to barriers. The housing industry is competitory, which impacts the ability to vie successfully. Marriott ‘s profitableness depends on distinction by branding to capture specific a market, efficient operations, effectual selling and economic systems of graduated table in operations via the followers: –

2.2.1 Power of Buyers / Suppliers

The power of purchasers, in this instance is the travelers, the hotel industry is comparatively high and highly of import, and due to the options within the industry, every bit good as purchaser has full information. High purchaser dickering power is negatively related to the industry attraction.

2.2.2 Potential Entrants

The pricing power is moderate which has a important entry barrier, due to high capital demands and besides inaccessibility of substructure. There is besides an inducement being offered by the authorities to smaller hotels which is being a menace to Marriott.

2.2.3 Substitutes

As with many industries, there are many replacements that can interfere with the hotel industry. The force per unit area from replacements frequently put force per unit area on the housing industry. The replacements are chiefly the generic and budgeted rivals, therefore, it is high ; positioned to utilize low monetary value as a defense mechanism against replacements. That is, private lease, dress shops, invitee houses and Inns.

2.2.4 Rival Rivals

Marriott is best positioned to finish offensively on footing of the monetary values which is most low-cost, as compared to Hyatt, Hilton and Carlton Savannah, which are, near in propinquity to Marriott, and are more trade name acknowledgment with high trade name trueness.

Therefore, Marriott ‘s attractive analysis is shown below:

Table 1-1

Attractiveness Analysis

Description

Scale

Attraction

Market Size

Growth

Seasonality

?

High

High

?

+

Dickering Power of Buyers

Dickering Power of Suppliers

Potential Entrants

Pressure from Substitute

High

Low

Moderate

High

+

0

Beginning:

671

2.3 Industry Life Cycle

The industry growing of gross revenues and end product ab initio is really high and lifting. However, the rates of growing will rapidly lag as the rate of entry becomes greater than the growing of net incomes. Finally the competition in the industry will alter, in such a manner that the growing rate of gross revenues and end product stabilises and will finally meet to zero.

Figure 1-2

Industry Life Cycle

Hotel Industry

Development Growth Maturity Decline

Beginning: 64

2.4 Key Success Factors and Competitors Analysis

The success factors limits dimensions that guarantee successful competitory public presentation ( Rockart, 1979 ) , which satisfy the overall end attainment. Thompson et Al. ( 1992 ) found that the of import considerations for hotel choice and return of frequent travelers must hold clean and comfy suites, convenient location, size, prompt and gracious service, safe environment and friendly employees. Table 1-2, scale the factors with evaluation of one to five ( 1-5 ) , five ( 5 ) being the highest.

Table 1-2

KFS and Competitors Analysis

KFS

Marriott

Hyatt

Hilton

Carlton Savannah

Appealing Room

3

4

4

4

Prompt and gracious service

5

2

3

2

Convenient Location

4

4

3

3

Size

1

4

4

3

Operational cost

3

4

3

3

Occupancy rate

3

4

3

3

Extra Comfortss

1

5

3

4

Beginning:

Key Success Factors

Guest sleeping room comfort degree is of import, because individuals utilizing a hotel room would wish comfort and needs to experience like place. Thus, all three rival suites rated one point higher than Marriott, because, there suites are really sole and suit the trade name of the hotels. However, the velocity of invitee service and courtesy represents the importance of client experience. This is a competitory border that places accent on returns of travelers, which affects operational issues. Therefore, Marriott has first-class client service which extends to invitees due to changeless preparation of staff. Additionally, location critically affects the ability to pull clients ; such importance, visibleness, handiness, and convenience which attract the market. Traveling in a foreign state is hard. Therefore, a well-located hotel significantly navigates unfamiliar topographic points, which leads Marriott every bit ranked with Hyatt, both centrally-located, holding concern travelers increase productiveness by leting more clip to work. Similarly, Hilton and Hyatt led with four points and Marriott the lowest due to the smallest in size, as it caters merely for concern travelers, with a disadvantage of directing guest to their rivals, when overbooked.

Rival Analysis

Therefore, analyzing rivals is a really of import facet and understanding the different degrees on which the company may be viing. These degrees are used to specify the competitory set and let the company to find and understand who wants their clients. Due to the current economic development, faced with softening demand, Marriott have taken stairss to cut down operating costs, related to the competitory nature of the industry, with focal point in keeping client trueness, proprietor penchant, and associated satisfaction, to assist increase market portion, where the tenancy mean day-to-day rate is 89 per centum ( 89 % ) . 356

2.5 Customer Analysis

Courtyard itself caters to the demographic group of executive mature clients ; Marriott ‘s positions identify clients outlooks are service quality, although the subject is pecuniary value for adjustment. However, these purchasers purchase via the cyberspace and travel bureaus, for the intent of facilitating meetings, conferences, and other related concern stay. Therefore, purchasers purchase when through the concern hebdomad. Gross is seasonal ( cyclical ) and depends on the wellness of both the local and national economic system.

2.6 Spectrum of Turbulence

Marriott ‘s grade of turbulency would be ranked reasonably, because the hotel is adaptable to alterations, where its complexness is planetary socio-political, the acquaintance of events is extra-potable, celerity of alteration is comparable to response and the visibleness of future is forecastable. This is so, because the Courtyard is standard

3.0 Internal Analysis

3.1 Resource Audit

3.2 Value Chain

3.3 Mc Kinsey 7S Framework

Difficult Elementss

Scheme: – The Marriot courtyard aims at prolonging competitory advantage by aiming the concern client and supplying for concern activities.

Structure: The Marriot courtyard build their construction flat to construct an adaptative, innovation-friendly organisation, set uping an inspiring civilization and authorising employees.

Systems: formal and informal processs for acquiring things done through policies, processs vision and mission.

Soft Elementss

Shared Values – Valuess that determine the civilization of the organisation.

Style – Leadership manner includes participative which encourages staff engagement in determination devising procedures

Staff – staff morale is high as they feel portion of the organisation and portion in the axial rotation out procedures

Skills – Staff are trained in the cordial reception field to guarantee that client service and quality service is given.

Mention

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