The study examined the operations of the hotel giant Marriot International. The study showed the competitive advantages the company has over other global markets. The study also used the SWOT analysis model to highlight the company's strengths, weaknesses, opportunities, and threats the multinational company faces. The strategic options identified that could move the company forward include developing a home-sharing program to compete with Airbnb, investing in cyber security to prevent data breaches and having a digital market strategy that targets online customers. The final recommendation is to have the home-sharing platform as a competition to Airbnb. Modern customers are increasingly moving away from traditional hotel bookings. They want unique travel experiences, and the home-sharing platform is seen as the ideal methodology for serving the market segment.
Table of Contents
1. Abstract
2. Strategic Action Plan: Marriott International
3. Recommendations
4. Final Recommendation
5. References
Objectives and Core Topics
The primary objective of this study is to evaluate the operational performance of Marriott International and to identify strategic pathways for maintaining market leadership amidst intensifying global competition. The research focuses on analyzing the firm's current organizational structure, competitive advantages, and the risks posed by emerging market trends such as the sharing economy.
- SWOT analysis of Marriott International's global operations.
- Evaluation of organizational structure and leadership styles.
- Assessment of competitive threats posed by home-sharing platforms like Airbnb.
- Investigation of strategic options including home-sharing integration, cybersecurity, and digital marketing.
Excerpt from the Publication
Strategic Action Plan: Marriott International
Marriot International is among the most famous luxury hotel brands in the world. The hotel targets a particular type of customer: wealthy individuals traveling for business and leisure. Marriot International runs about 30 brands which are in more than 131 countries with more than 7000 properties all over the globe. Among the company's strengths is that the hotel ensures that they target strategic partnerships which help improve service delivery and their services to the customer to ensure retention. The organization combined Ritz-Carlton, SPPG, and Marriot Rewards to create Marriot Bonvoy, a loyalty program with 140 million subscribers (Hotel Tech Report, 2022). Marriot International offers different services, such as leisure and travel and even wellness experiences globally. Soft brands and Marriot Collections offer customers who crave forward-thinking experiences and those who need design-created spaces. The company, for instance, has Autograph Collection catering to the market segment. The Marriot Luxury brand is for the wealthy, those who want perfection. A good example is Italian based Bulgari hotel, located in only five countries. Guests looking for simple and quality services are found in Marriot Upper scale with hotels such as Delta line of hotels.
Summary of Chapters
Abstract: Provides a high-level overview of the SWOT analysis findings and introduces the primary recommendation regarding the integration of a home-sharing platform.
Strategic Action Plan: Marriott International: Details the company profile, its diverse brand portfolio, the matrix organizational structure, and identified operational strengths and weaknesses.
Recommendations: Outlines three strategic alternatives: developing a home-sharing program, investing in cybersecurity to mitigate data breaches, and implementing an integrated digital marketing strategy.
Final Recommendation: Concludes that developing a proprietary home-sharing program is the most critical step to compete with platforms like Airbnb and satisfy the modern demand for unique travel experiences.
References: Lists the academic and industry sources used to support the strategic analysis.
Keywords
Marriott International, Hospitality, SWOT Analysis, Home-sharing, Airbnb, Cybersecurity, Data Breach, Digital Marketing, Travel Industry, Luxury Hotels, Strategic Management, Loyalty Program, Organizational Structure, Brand Portfolio, Market Leadership.
Frequently Asked Questions
What is the core focus of this study?
The study focuses on the global operations of Marriott International, assessing its current market position using a SWOT model and proposing strategic actions to ensure long-term competitiveness.
What are the central themes of the research?
The key themes include organizational structure, customer retention strategies, the impact of the sharing economy on traditional hospitality, and digital transformation.
What is the primary goal of the author?
The primary goal is to identify and recommend strategic adjustments—specifically the adoption of a home-sharing model—that will allow Marriott to retain its market leadership.
Which scientific methodology is applied?
The paper utilizes a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to evaluate internal and external factors affecting the company's performance.
What topics are covered in the main body?
The main body covers the company's brand, its matrix organizational configuration, its technological infrastructure (OPERA system), existing cybersecurity vulnerabilities, and the rise of competitor Airbnb.
Which keywords define this work?
Key terms include Marriott International, hospitality management, SWOT analysis, home-sharing, cybersecurity, and digital marketing strategies.
Why is the home-sharing program considered essential?
Modern consumers are shifting preferences toward unique, localized travel experiences, and home-sharing platforms currently threaten traditional hotel market shares.
How does the matrix structure benefit Marriott?
The matrix structure allows the firm to balance global uniformity requirements while maintaining local diversification, ensuring that different hotel brands can effectively target specific regional markets.
What is the major vulnerability discussed regarding data management?
The company faces significant threats from potential data breaches, which have historically led to loss of consumer trust and legal challenges.
How should Marriott approach its digital marketing?
The study suggests implementing an integrated digital marketing strategy, potentially involving external consultants to better reach online-native consumers and research specific regional preferences.
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- Rhoda Frank (Autor:in), 2023, Strategic Action Plan for Marriott International, München, GRIN Verlag, https://www.grin.com/document/1364327
