Business Finance
History and Description of Organizational Marriott Hotel Industry Paper

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I don’t know how to handle this Marketing question and need guidance.

Please check every details carefully about this project is in the files i uploaded,At least 33 pages include work site pages and APA format request.

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Example Project Outline Project: Part I 1. Introduction 2. Company Description 2.1 Brief History of Company 2.2 Description of Organizational Operating Units (Businesses, Markets) 3. External Analysis 3.1 Industry Analysis 3.1.1 Industry Description 3.1.2 Industry Operations 3.1.2.1 Supplier Industries 3.1.2.2 Processes 3.1.2.3 Demand Industries 3.1.3 3.1.4 Industry Life Cycle and Growth Rate Dominant Economic Features of Industry 3.1.4.1 Market Size ($$$, Units) 3.1.4.2. Typical Profit Margins 3.1.4.3 (Other, as appropriate) 3.2 3.3 3.4 3.1.5 Industry Trends Contextual Industry Environmental Analysis 3.2.1 Political/Legal Factors 3.2.2 Economic Factors 3.2.3 Sociocultural Factors 3.2.4 Demographic Factors 3.2.5 Technological Factors 3.2.6 Global Factors 3.2.7 Summary of Contextual Environment 3.2.8 Driving Contextual Forces for the Future Five Forces Analysis 3.3.1 Threat of New Entry 3.3.2 Power of Suppliers 3.3.3 Power of Buyers 3.3.4 Threat of Substitutes 3.3.5 Competitive Rivalry 3.3.6 Summary Assessment of the Five Forces Industry Competitive Analysis 3.4.1 Industry Competitors 3.4.1.1 Major Competitors (Market Shares) 3.4.1.2 Number and Nature of Minor Competitors 3.4.1.3 Strategic Group Map 3.4.2 Anticipated Strategic Moves (Include New Entrants and/or Substitute industries) 3.5 3.4.3 Key Success Factors Summary of External Analysis Project: Part II 4. Internal Analysis 4.1 Organizational Analysis 4.1.1 Corporate Vision and Mission 4.1.2 Leadership & Culture 4.1.3 Corporate Structure 4.2 Analysis of Firm Resources 4.2.1 Tangible Resources 4.2.2 Intangible Resources 4.2.3 Capabilities 4.2.4 Core Competencies 4.2.5 Summary Analysis of Firm Resources 4.3 Financial Performance (Most recent 3 years) 4.3.1 Profitability 4.3.2 Management Effectiveness Ratios 4.3.3 Debt, Working Capital, and Liquidity Analyses 4.3.4 Market Value and Growth Analyses 4.3.4 Summary of Financial Health 4.4 Value Chain Analysis 4.4.1 Position in Industry Value Chain 4.4.2 Assessment of Internal Value Chain ‘Link’ Effectiveness 4.4.3 Rationale for (any) Outsourced Links 5. Strategic Fit Analysis 5.1 Current Strategy (Generic) 5.1.1 Strategic Goals & Objective 5.1.2 Financial Goals & Objectives 5.2 SWOT Analyses (NOT JUST BULLETS) 5.3 Assessment of Strategic Achievement 6. Looking Ahead 6.1 TOWS Analysis 6.2 Recommendation (First Priority) 6.2.1 Rationale 6.2.2 Objectives 6.2.3 Long Term Strategic Benefits 6.3 Recommendation (Second Priority) 6.3.1 Rationale 6.3.2 Objectives 6.3.3 Long Term Strategic Benefits 6.4 Recommendation (Third Priority, as necessary) ...
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Running Head: MARRIOT HOTEL INDUSTRY

Marriot Hotel Industry

1

MARRIOT HOTEL INDUSTRY

2

Table of Contents
Marriot Hotel Industry ....................................................................................................... 4
Company Description ..................................................................................................... 4
Brief History of the Company......................................................................................... 4
Description of Organizational Operating Units (Businesses, Markets) .......................... 4
[External Analysis].......................................................................................................... 5
3.1

Industry Analysis ................................................................................................ 5

3.1.1

Industry Description........................................................................................ 5

3.1.2

Industry Operations ......................................................................................... 5

3.1.5

Industry Trends ................................................................................................... 7

3.2

Contextual Industry Environmental Analysis ..................................................... 8

3.2.1

Political/Legal Factors .................................................................................... 8

3.2.2

Economic Factors...........................................................................................11

3.2.3

Sociocultural Factors .................................................................................... 12

3.2.4

Demographic Factors .................................................................................... 15

3.2.5

Technological Factors ................................................................................... 16

3.2.6

Global Factors ............................................................................................... 18

3.2.7

Summary of Contextual Environment .......................................................... 20

3.2.8

Driving Contextual Forces for the Future ..................................................... 20

3.3

Five Forces Analysis ......................................................................................... 20

3.3.1

Threat of New Entry ..................................................................................... 20

3.3.2

Power of Suppliers ........................................................................................ 20

3.3.3

Power of Buyers ............................................................................................ 21

3.3.4

Threat of Substitutes ..................................................................................... 21

3.3.5

Competitive Rivalry ...................................................................................... 21

3.3.6

Summary Assessment of the Five Forces ..................................................... 22

3.4
3.4.1

Industry Competitive Analysis .......................................................................... 22
Industry Competitors .................................................................................... 22

3.4.2 Anticipated Strategic Moves (Include New Entrants and Substitute industries)
............................................................................................................................................... 23
3.4.3
3.5

Key Success Factors ..................................................................................... 24
Summary of External Analysis ......................................................................... 24

[Internal Analysis]. ............................................................................................................ 24
4.1
4.1.1

Organizational Analysis .................................................................................... 24
Corporate Vision and Mission ...................................................................... 24

MARRIOT HOTEL INDUSTRY

3

4.1.2

Leadership & Culture.................................................................................... 25

4.1.3

Corporate Structure ....................................................................................... 25

4.2

Analysis of Firm Resources .......................................................................... 26

4.3

Financial Performance ...................................................................................... 27

4.3.1

Profitability ................................................................................................... 27

4.3.2

Management Effectiveness Ratios ................................................................ 28

4.3.3

Debt, Working Capital, and Liquidity Analyses ........................................... 28

4.3.4

Market Value and Growth Analyses ............................................................. 28

4.3.4

Summary of Financial Health ....................................................................... 28

4.4

Value Chain Analysis ........................................................................................ 28

4.4.1

Position in Industry Value Chain .................................................................. 28

4.4.2

Assessment of Internal Value Chain ‘Link’ Effectiveness ............................ 29

4.4.3

Rationale for (any) Outsourced Links........................................................... 29

[Strategic Fit Analysis] ..................................................................................................... 29
5.1

Current Strategy (Generic) ................................................................................ 29

Strategic Goals & Objective ..................................................................................... 29
5.1.2

Financial Goals & Objectives ....................................................................... 30

5.2

SWOT Analyses ................................................................................................ 30

5.3

Assessment of Strategic Achievement .............................................................. 33

Looking Ahead. ................................................................................................................. 33
6.1
6.2

TOWS Analysis ................................................................................................ 33
Recommendation (First Priority) .......................................................................... 35

6.2.1

Rationale ....................................................................................................... 35

6.2.2

Objectives ..................................................................................................... 35

6.2.3

Long Term Strategic Benefits ....................................................................... 35

6.3

Recommendation .............................................................................................. 36

6.3.1

Rationale ....................................................................................................... 36

6.3.2

Objectives ..................................................................................................... 36

6.3.3

Long Term Strategic Benefits ....................................................................... 36

References ......................................................................................................................... 37

MARRIOT HOTEL INDUSTRY

4
Marriot Hotel Industry

Company Description
Brief History of the Company
In 1927, John Willard and his wife, Alice Sheets Marriott, started a root lager shop in
Washington, D.C. Initially in Washington, D.C., Marriott was argued to be placed where people
from the city came to get refreshing drinks. This then further became a chain of Hot Shoppes,
and in 1953, the organization got established as Hot Shoppes, Inc. The company started its first
boarding house in 1957 with the name of Twin Bridges Marriott Motor Hotel, in Arlington,
Virginia. A second boarding house was also opened in Rosslyn neighbourhood which is Marriott
International's lengthiest continually running inn and celebrated its 50th year in 2009. J. W. (Bill)
Marriott, Jr., led the company to fantastic global expansion during his more than fifty-year
career. He relinquished the CEO duties to Arne Sorenson in 2012, while he received the
designation of the official director. In 1967, the name of Hot Shoppe company was changed to
Marriott Corporation.
Description of Organizational Operating Units (Businesses, Markets)
Marriott International was created in 1993 when the company split into two
organizations, Host Marriott Corporation and the international branch. In 1995, Marriott became
the first boarding company internationally to present guests the alternative to help them book
rooms online, employing the company's execution of a system called MARSHA (Marriott's
Automatic Reservation System for Hotel Accommodations). In April 1995, Marriott International
earned a 49% interest for Ritz-Carlton Hotel Company LLC. The cost was calculated to have
been about two hundred million USD money and in expected responsibility. Next year, Marriott
burned through $331 million to own The Ritz-Carlton branch in Atlanta and buy a more

MARRIOT HOTEL INDUSTRY

5

significant part share for two lands possessed by a land designer, Johnson who purchased another
chapter of The Ritz-Carlton in 1983.
The purchase made started venture became a worthwhile asset and then he attempted
more activities rendered financially conceivable through the money of Marriott. The various
advantages for Ritz-Carlton and Marriot’s relationship were in control with the option to utilize
the parent company's booking structure and acquiring power.
Marriott International started a significant rebuilding by turning off numerous of its ventures to
concentrate on lodging proprietorship and the board. It then claimed Ramada International
Hotels and Resorts in 2004.
[External Analysis]
3.1

Industry Analysis

The quality housing market influences the selling of rooms and decisions of room rates, to oblige
the needs of the guests. The business is a multi-layered industry, a cluster of facilities, engaging
quality and movements for pure happiness. Be that as it may, the place is generally regular
limiting financial suitability of travellers.
3.1.1

Industry Description

Marriott International is currently the biggest lodging group in the world in terms of
revenue. Its nearest rival Hilton Worldwide was positioned as the second-biggest chain,
representing not precisely a large portion of the income of Marriott.
3.1.2

Industry Operations

3.1.2.1 Supplier Industries
Marriott Hotel industry works to strive for excellence and continues to expand to achieve
its higher goals. With the acquisition of Starwood Hotels, Marriot was able to combine the

MARRIOT HOTEL INDUSTRY

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world's two biggest hotel names under one. As part of its 2020 vision, Marriott's supply chain
was redesigned with goals such as: to ensure continuity of the supply chain, maintaining
purchasing assistance, continuity in quiet risks and to implement cost-saving measures.
3.1.2.2 Processes
To gain more access and continuing growth, Marriott hotels follow a hybrid system in its
expansion vision. This is to achieve, efficiency, visibility and budgeting accordingly. It also
works forward towards sustainability and always works for improvement. The diverse staff and
working environment add to making Marriott Hotels a popular household name.
3.1.2.3 Demand Industries
With the expansion of Marriott hotels worldwide, the company keeps on working
according to the market demands. The whole commercial world works based on supply and
demand. In its chains around the globe, Marriott aims to improve and incorporate all the
necessary changes based on demand in the market. In popular tourism centric countries and
cities, due to more influx of tourists, directly there will be more requirements for rooms and
other hospitable services. This method of doing business makes it easy and profitable for the
company in the hospitality industry.
3.1.3

Industry Life Cycle and Growth Rate

It consists of five different stages for any organization; the same rule applies to Marriot as
well. It started as a small food supply chain and went on to expand over the years, all around the
world. The expansion and growth rate of the Marriott hotels has been comparatively high, and
due to this, it has been able to mark its presence in --- countries. In the year 2019, Marriott
International Inc marked an 11.39% raise and 23.21% increase in its revenue.

MARRIOT HOTEL INDUSTRY
3.1.4

7

Dominant Economic Features of Industry

It is quite evident that the hotel and hospitality industry goes through rapid changes with
the rise and fall of the market. This leads to all the investors and stakeholders in the industry to
move forward with the changing environments.
3.1.4.1 Market Size ($$$, Units)
Globally, the Marriott hotel chain holds 7,349 properties (as per 2019 analysis). A rise of
about thousand properties occurred due to the acquisition of Delta Hotels, a Canadian chain and
Sherwood Hotels and Resorts, which was a leading American chain. This Global hotel’s retail...

Robert__F (46859)
Boston College

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