...(Hotels)………..…………………………….p. 5 Marriott International, Inc. Comparative Strategy, Value Chains..……………………....p. 7 Differentiation Strategy of Marriott International, Inc……………………….…………...p. 7 Cost Leadership Strategy of Marriott International, Inc…………………………………..p. 8 Value Chains of Marriott International, Inc………………………………………………p. 8 Primary Activities…………………...……………………………………………….p. 8 Supporting Activities………………………………………………………………...p. 9 Business processes………………………………………………………………….p. 10 Conclusion………………………………………………………………………………….…p. 11 References……………………………………..………………………………………………p.11 “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency”. (Bill Gates) Introduction. In the today’s world of competitive markets, information technology has a huge impact on the success of the companies. “The role of IT is constantly evolving and has changed significantly from the days when the IT organization was often referred to as “data processing.” Today, in many industries, IT enables some businesses to differentiate themselves from their competitors. Those companies that leverage IT for competitive advantage often differ from their competitors in two ways with respect to their IT organizations: they view IT as a strategic business enabler instead of as a...
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...Marriott International (Marriott) is global chain of hotels and lodging accommodations that are designed to fit varying needs and budgets. Marriott has operation in six main hotel and lodging segments: Luxury, collections, lifestyle/boutique, signature, select services and extended stay. Marriott own chains such as Marriott Hotels & Resorts, Courtyard by Marriott, Residents Inn, Fairfield Inn, and Marriott Vacation Club International, BVLGARI, The Ritz Carlton just to name a few. The commonality between all of the properties that Marriott International owns is that they all have a clear business-level strategy that allows them to focus on particular customer groups. Analyze the business strategies for the corporation you chose to determine the business level strategy you think is most important to the long –term success of the firm and whether or not you judge this to be a good choice. Justify your opinion. Marriott business strategies vary depending on the lodging segment. Examples include the Residents Inn is focused on customers that need amenities that go beyond the average but allow the traveler to have a sense of freedom, like they are at home or the Marriott Vacation Club International, which is classified as a luxury timeshare operation. The Fairfield Inn chain is currently using a focused cost leadership business-level strategy. In Fairfield Inns, there are several things that allow the Marriott Company to control cost and offer accommodations at a reduced rate...
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...tune with the organization requirement’. Strategic HRM (SHRM) is the connection between business strategy and human resource management. Human resource is integrated into business and its environment (Holbeche 1999). In this essay, Mariott International is used to illustrate on the relationship between business strategy and five key HRM functions – recruitment, human resource development, performance appraisal, remuneration and retention. Background of Marriott International Mariott International was founded on 1927 by J.Willard Marriott. Their business started with a food and goods service in A&W root beer franchise in Washington, D.C. In 1957, with the leadership of Bill Marriott, Marriott international shifted into hotel business in the hospitality industry. Currently Marriott is the leading loading companies with more than 3,700 properties worldwide. Marriott international has remained the core values of putting people first, pursue excellence, embrace change, act with integrity and serve our world. They have a six-part business strategy of next generation travellers, brand distinction, portfolio power, technology leadership, owner preference and global growth and with a vision to be the number one hospitality in the world. Their achievement and growth are the results of excellent implementation of strategic human resource management that are aligned with their business strategies. Recruitment Recruiting talents is one of the essential functions in human resource...
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...GROUP 2137 YEKATERINA POLYNCHUK ULIANA KOSTIEVA YULIIA KRYVONOS MARKETING STRATEGY PLAN FOR MARRIOTT U.S.A. EXECUTIVE SUMMARY Marriott USA is a leader in the global lodging industry in that area. With numerous properties in USA and countless achievement awards, they are not only a wellknown but also a well-liked brand. The global financial crisis hit the hotel and lodging industry hard because of a sharp drop in business and leisure travel. Regardless of the steep drop in profitability over recent years, Marriott USA has plans to focus on driving incremental revenue by cutting costs at the property level. It also addresses opportunities Marriott USA has to further capitalize on their strengths by extending their expansion plans into the mid-level hotel segmenting the USA to take advantage of the industry’s fastest growing population and by utilizing low-cost, high-impact promotions to allow room rates to remain competitive and continuously evaluate market conditions as the world gradually climbs from this economic downturn. VISION & MISSION OF THE COMPANY The majority of the market shares is still in the United States. Marriott operates the global leading timeshare brand known as Marriott Vacation Club International. Marriott’s portfolio includes 3,420 lodging properties in 68 countries consisting of a total 595,461 rooms as of year-end 2009 and over 500 locations worldwide. The...
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...Human Resource Strategy Contemporary Business May 22, 2015 Profesor Jean Fonkoua Hospitality and Financial Services are two services that are offered to the general public. Marriott International and United Services Automobile Association(USAA) are two companies in the fortune 100 that meet these type of service. Both companies offer two different type os service to the public , but are very different and yet similar in may ways. The Marriott is a bigger company by number of employees and location. Having one hundred and two thousand employees, compared to USAA’s twenty-six thousand employees. The number of locations is also very different as USAA only has 76 locations while Marriott has more than 715 world wide. USAA customers can do many banking issues on line with USAA, Which makes the need for on site locations not as important. With the two industries doing very different things for their customer base . Marriott is on on-site customer service organization. They provide many different service to the customer. The most popular by the company is temporary resting quarters. If you are on business or a personal vacation. Marriott doesn't just offer hotels rooms they also offer meeting rooms with all the technology you would need to run a business meeting or even a hotel reception. The other services they offer the customer vacation resorts around the world, giving you the chance to enjoy many different types of activities. They have locations in...
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...different brands in Marriott International Course: Principles of Marketing Faculty responsibility: D. Sleeman Program: PGD2 Name: YAO Feng (Emma) Words Count: 2632 Date: 02.10.2008 Statement of Authorship “I certify that the totality or assigned portion of this assessment is my own work and contains no material which may have been used for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due appropriate reference is made.” YAO Feng Table of Contents INTRODUCTION 3 Aim & Objectives 3 Limits of research 3 Methodology 3 SEGMENTATION 4 Market Overview 4 Market Segments 4 TARGETING 6 Segment Strategy 7 POSITIONING 8 Product and branding strategy 8 Pricing 14 Promotion 15 Marketing Channels 16 CONCLUSION 16 REFLECTIVE COMMENT 16 REFERENCES 18 APPENDICES 20 INTRODUCTION In the following report I would like to focus on Marriott International, Inc. (NYSE:MAR), a leading lodging company with over 3,100 lodging properties in the United States and 66 other countries and territories (Marriott International, Inc. Corporate Headquarters, 2008). My key task is to critically analyze the segmentation, targeting and positioning strategies of the company with the following brands: “Marriott Hotels & Resorts” and “Courtyard by Marriott” in the same marketplace...
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...paper will analyze methods of ensuring Marriott’s Human Resources (HR) strategy aligns with the company’s business strategy and the job positions and responsibilities of the HR department. The paper will then address personal preferences and reasoning. Finally, the paper will discuss methods of improving Marriott’s competitive advantage and three ways they can increase diversity. Ensuring HR strategy is in alignment with the business strategy One way a company can ensure the HR strategy is in alignment with the business strategy is to organize the HR department to be a strategic entity. This would entail every aspect of HR – hiring, training, development, compensation, performance, etc. - being strategically focused in alignment with the business strategy of the organization. It will take effort and a realization that HR is more than administrative support. The definitive goal is for HR to support an organization through the management of human capital, which is the major subset of the broader organization’s strategy (Righeimer, n.d.). A more specific way to ensure the strategies are in alignment is to incorporate the company’s strategy into performance management. Goals are developed for personnel which incorporate the specific tasks necessary for each area to successfully complete in support of the vision. This assists in the accountability of employees in support of the business strategy and allows employees to see how they personally and specifically contribute...
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...detail order and strategies used to gain business. The elements used are product, place, price and promotion. All are implemented in a different ways to show some of the importance of marketing. Within all the elements there is need for complete control in gaining competitive advantage and competing goals of the organization. Marketing mix gives you and opportunity to explore many avenues to success. Moreover the collaboration of all four elements gives stability to the overall efforts to obtain value .Products of the services are the physical marks that show the difference to the competitors’. There are many assets to working more on the product. Having good products that customer are satisfied with promotes the abilities to gain customer loyalty. The way in which you determine the final price, is certainly a way to compete with competitors for gaining more business. Place refers to the exactly where your business sells the product. This is a key component in gaining the customers attention within the operation. Lastly the promotion involves evaluating the target customers through the products that the organization has. All of these elements are tactical towards developing the service needed. Marriott International is a large organization that has thousands of hotels in the United States. This organization all started with an idea to open up a root beer stand in Washington Dc.J. Willard Marriott and his wife discovered this in 1927.Over the years Marriott has done some...
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...leading, fastest expansion, profitable, honorable and first choice hospitality service providers in the world Mission and Vision Marriott’s mission and vision endeavor to offer the highest quality and service standard in the hospitality industry with magnificent lodging facilities, leading technology, sophisticate management and enthusiastic servicing team to achieve complete customer satisfaction. Our hospitality management service strive to sustain ongoing business growth and financial strengths in order to maximize every stakeholder’s interests and provide endless contribution back to the community, through service diversification and enduring global expansion. Executive Summary This report analyzes the current strategies of Marriott International and based on the given and researched information to develop a number of recommended future strategies in order to sustain the growth of the corporation. I believe that Marriott has a good chance for success even through the market is highly competitive. Marriott can successful by developing market to Asia Pacific and using the two recommendations that have been discussed, whilst being backed up throughout with the core competency of marketing. I believe that the multi-brand and product advantage can be achieved despite other hotel corporation to penetrate any market for a period of time. As the leading hospitality corporation develop over 13 multi-brand products in serving various customer needs that no other hospitality...
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...5 Individual Project MKTG 205 – Principles of Marketing July 3, 2012 Abstract Marriott Hotel is a large franchise company who has grown and changed itself through-out their history. This paper will help explain their core business and things they do to put themselves above their competition. Hopefully after reading this you will have any over-all understanding on how they run their core business which has given them success. Marriott Hotels and Resorts Introduction Marriott was established in 1927 and began as a nine seat A & W root beer stand. Today Marriott has become one of the top employers because their ability to achieve superior business operations. (http://timeline.marriott.com) They have locations throughout the United States and are an international business as well. Describe Main Line of Business of the Company Marriott’s main source of business is lodging. Their focus is to provide clean comfortable rooms to their customers that allow them to relax and enjoy their stay. Marriott makes sure that they focus on all things you need in order to remove stress and permit their customers to have a pleasurable stay. Name Four Countries in which the Company Operates Marriott has many locations through-out the world to offer service to their customers. United States, Brazil, Belgium, and Australia are four locations where their hotels are located. Marriott is located in the majority of the world so it is easy to find a location when you are...
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...Business-level strategy defines an organization’s approach to competing in its chosen markets Major business-level strategic management responsibilities: Direction setting Establishment & communication of mission, vision, ethics, & long-term goals of a single business unit Creation & communication of shorter-term goals & objectives Analysis of business situation Compilation & assessment of information from stakeholders, broad environment analysis, & other sources Internal resource analysis Identification of strengths, weaknesses, opportunities, threats, sources of sustainable competitive advantage Selection of strategy Selection of a generic approach to competition – cost leadership, differentiation, focus, or best value Selection of a strategic posture – specific strategies needed to carry out the generic strategy Management of resources Acquisition of resources &/or development of competencies leading to a sustainable competitive advantage Ensuring development of functional strategies & an appropriate organizational design (management structure) to support business strategy Development of control systems to ensure that strategies remain relevant & that the business unit continues to progress toward its goals The generic strategy types proposed by Michael Porter are perhaps the most widely used & understood A sustainable competitive advantage is related to the amount of value a firm creates for its most important stakeholder, the customer...
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...principles of the marketing planning process, develop contemporary marketing management issues by analysing if the marketing mix of the organisation in this case Marriott Corporation with their Birmingham represented hotel Forest of Arden, A Marriott hotel and Country Club, satisfies their target market’s needs. Threats and opportunities will be detailed from caring a PEST analysis and by recommending marketing mix changes in line with the target markets needs and wants. Target market and marketing mix Marriott’s target marketing strategies have been enhanced in its several categories of segmentation through the various brands. The different flagships of Marriott’s brands support the overall target segmentation by the hotel. The various facilities like Marriott’s Hotels and Resorts, Courtyard by Marriott, Renaissance Hotels, Fairfield Inn and several others form the core brands that serve customer needs in the various target market segments according to Marriott.com. Being part of the brand Marriott’s Hotels and Resorts the Forest of Arden focuses on business, leisure or group events. Location can be a way to target a certain market; this hotel is located just 4 miles from Birmingham Airport and International train station within easy access of the M6/M42 and M40 so a great part of their target market is represented by business customers Considering the close proximity to the NEC, UK's largest exhibition centre, another target market is covered by clients, who come to Birmingham...
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...[pic] Team July 2, 2012 Team012 httwww.marriott.com/Marriott-hotels-resorts/ July 2, 2012 TEAM -BEARS Table of Contents 1. Executive Summary 1 1.1. Introduction 1 2. Environment Analysis 1 2.1. Competitive Forces 1 2.2. Economic Forces 2 2.3. Political Forces 2 2.4. Legal and Regulatory Forces 2 2.5. Technological Forces 2 2.6. Sociocultural Forces 3 3. Situational Analysis 3 3.1. SWOT Analysis 3 4. Strategic Plan and Focus 4 4.1. Mission Statement 4 4.2. Competitive Advantage 4 4.3. Marketing Goals and Objectives 5 5. Market-product Focus 7 5.1. Marketing and product objectives 7 5.2. Target Market 7 5.3. Product Line 7 5.4. Promotion 7 5.5. Place 8 5.6. Pricing 8 5.7. Positioning 8 6. Implementation Plan 9 6.1. Marketing Organization 9 6.2. Activities, Responsibility and Timeline for Completion 9 7. Evaluation and Control 11 7.1. Financial Analyis 11 7.2. Market Share Analysis 11 7.3. Evaluation Analysis 12 References 13 Strategic Plan and Focus Section References 13 Appendices 15 Executive Summary 1 Introduction Marriott International is a global hospitality company that operates and franchises hotels and lodging facilities. The company primarily operates in America, Europe, Africa and Asia-Pacific. It is one of the leading lodging companies with more than 3,700 properties in 73 countries and territories worldwide. The company with its global presence and strong brand...
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...| Case Study Marriott Corporation | | | | | | 08. April 2014 Table of Contents 1 Are the four components of Marriot`s financial strategy consistent with its growth objective? 1 2 How does Marriott use its estimate of its cost of capital? Does it make sense? 3 3 What is the WACC for Marriott Corporation? 3 3.1 Risk free rate? Market risk premium? 3 3.2 Cost of debt? 4 4 What type of investments would you value using Marriott´s WACC? 6 5 If Marriott used a single corporate hurdle rate for evaluating investment in each of its lines of business, what would happen to the company over time? 7 6 What is the cost of capital for the lodging and restaurants divisions of Marriott? 8 6.1 What risky free rate and risk premium did you use in calculating the cost of equity in each division? 8 6.2 How did you measure the cost of debt for each division? Should the debt cost differ across divisions? 8 6.3 How did you measure the Beta of each division? 9 7 What is the cost of capital for Marriott´s contract service division? How can you estimate its equity costs without publicly traded comparable firms? 11 8 Bibliography 13 Are the four components of Marriot`s financial strategy consistent with its growth objective? Marriott Corporation is an international company whose sales in 1987 grew by 24% and its return on equity was at 22%.The three lines of business are lodging, contract services and restaurants. The main goal consists of developing and...
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...paper provides background on Marriott International, Inc (Marriott) before delving into the company’s stated current mission and vision statements. Revisions to the mission statement are provided and the expected impact to the culture of the organization is explored. Finally, this paper addresses some important considerations on the effect on the leadership of the suggested mission statement revisions. Marriott International, Inc. Background Marriott is a global hospitality company operating more than 2,600 lodging facilities, primarily in the U.S., but also in 69 other countries and territories (Datamonitor, 2009; Datamonitor, 2006). The corporation has developed several brands in the mid to luxury sectors of the hotel industry, including The Ritz-Carlton in the luxury sector; Marriott Hotels and Resorts, and Renaissance Hotels and Resorts in the upscale sector; Courtyard by Marriott in the upper mid sector; and Fairfield Inn by Marriott in the mid-scale market. Extended stay properties, time-shares and golf finish the list of property types owned or operated by Marriott (Datamonitor, 2009; Marriott International, Inc., 2009a). The company had $12.9 billion in revenue during 2007, earning a net profit of nearly $700 million through the efforts of approximately 151,000 employees (Datamonitor, 2009). That revenue held steady during the difficult economic conditions of 2008, at $12.8 billion, with net profit declining to almost $400 million (Marriott International, Inc., 2009b)...
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