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    Swot Analysis of Marriott International

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    Ishika Kohli
    The document analyzes Marriott International through a SWOT analysis. It identifies Marriott's strengths as having many brands and hotel rooms globally, a large workforce, and a loyal customer rewards program. Weaknesses include over-reliance on the North American market and difficulties maintaining standards across a large network. Opportunities lie in expanding in emerging markets and enhancing customer service. Threats include competition, political instability, and new technologies from competitors.

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    Swot Analysis of Marriott International

    Uploaded by

    Ishika Kohli
    244 views6 pages
    The document analyzes Marriott International through a SWOT analysis. It identifies Marriott's strengths as having many brands and hotel rooms globally, a large workforce, and a loyal customer rewards program. Weaknesses include over-reliance on the North American market and difficulties maintaining standards across a large network. Opportunities lie in expanding in emerging markets and enhancing customer service. Threats include competition, political instability, and new technologies from competitors.

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    Marriott hotel chains

    Original Title

    Hospitality Sector- Marriott

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    The document analyzes Marriott International through a SWOT analysis. It identifies Marriott's strengths as having many brands and hotel rooms globally, a large workforce, and a loyal customer rewards program. Weaknesses include over-reliance on the North American market and difficulties maintaining standards across a large network. Opportunities lie in expanding in emerging markets and enhancing customer service. Threats include competition, political instability, and new technologies from competitors.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    244 views6 pages

    Swot Analysis of Marriott International

    Uploaded by

    Ishika Kohli
    The document analyzes Marriott International through a SWOT analysis. It identifies Marriott's strengths as having many brands and hotel rooms globally, a large workforce, and a loyal customer rewards program. Weaknesses include over-reliance on the North American market and difficulties maintaining standards across a large network. Opportunities lie in expanding in emerging markets and enhancing customer service. Threats include competition, political instability, and new technologies from competitors.

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    SWOT ANALYSIS OF MARRIOTT INTERNATIONAL

    Marriott International is one of the leading brands in the hospitality


    sector. SWOT analysis of Marriott International acts as a strategic
    tool for the managers which reveals the strengths, weaknesses,
    opportunities and threats. It enables to benchmark it’s business and
    performance in comparison with the competitors surviving in the
    industry. It is the largest hotel company in the world since its
    acquisition of Starwood in 2016. Under the Marriott umbrella 25
    brands in the hotel sector are operated which gives Marriott a colorful
    portfolio. It has the strongest loyalty programs in the hospitality sector
    worldwide with 110 million members. Marriott International ranges
    from attainable to aspirational brands.
    STRENGTHS
    ● Marriott has a variety of brands. It has over 3700 hotels
    and resorts in over 70 countries.
    ● The expansion of Marriott International worldwide has
    diversified the revenue stream.
    ● Marriott’s philosophy is centered on innovation and to
    ensure each penny spent is worth ensured.
    ● Reinvention is the most powerful weapon for Marriott to
    combat with its competition.
    ● It has a total workforce of 150,000 and has a good
    employee retention.
    ● Marriott constantly upgrade its business processes to
    improve customer experiences.
    ● There is proper brand differentiation and specialized
    market segments.
    ● Marriott captures the growing market by adding new
    rooms. It has 1.2 million rooms to it’s credit.
    ● Marriott’s booking engines are also a significant
    competitive advantage.
    ● Marriott’s 5 core values are the supporting hands of its
    growth and i.e.,
    1. Put people first.
    2. Pursue excellence.
    3. Embrace change.
    4. Act with integrity.
    5. Serve our world.
    WEAKNESSES
    ● Marriott is majorly reliant on the North American
    market.
    ● Marriott’s empire is so huge that it seems difficult to
    maintain standards of service in the worldwide chains. It
    has excessively focused on it’s expansion.
    ● Marriott has stringent norms for the employees which
    they have to follow; it brings down morale of the
    employees.
    ● Marriott has a large number of hotel chains which leads
    to brand dilution.
    ● Marriott faces tough competition from established hotel
    chains which restricts to limited market share.
    ● Marriott has too many brands that creates a distinction
    issue for the people.
    ● Marriott needs more investment in new technology.
    Using traditional methods in this generation shows
    backwardness of the company.
    ● Financial planning is not done efficiently. Marriot can
    use the cash more efficiently than what it is doing in
    present.
    ● Marriott has to build an internal feedback mechanism for
    solving ground issues.
    ● Marriott has a high attrition rate in workforce. It spends a
    lot on training and developing its employees.
    OPPORTUNITIES
    ● Marriott attracts new customers from it’s online
    channel. It has spent a huge amount of money into
    the online platform.
    ● Hospitality sectors in India are looking at a boom.
    It is a good chance for Marriott to increase it’s
    chains all over the globe.
    ● Enhance the interiors of the hotel’s. It can attract
    more attention than anything else. A new upgrade
    will be a major boost for Marriott
    ● Improvement in customer care services will result
    in better interaction of the staff with the people.
    It’ll grasp customer loyalty.
    ● Marriott can improve direct marketing plans like in
    case of advertisements.
    ● The enhancement can be made by Marriott in order
    to grow it’s services in the market.
    ● Marriott should try to merge its businesses
    especially in Europe.
    ● Eco tourism and environmentally friendly
    operations can have substantial success in markets
    worldwide.
    ● Marriott can capture a low cost market segment
    because it is trending and few investments can lead
    to substantial growth.
    ● Marriott has an opportunity of cutting extra
    expenses by switching to low cost lifestyle brands
    which is popular in developing nations.

    THREATS
    ● Political instability in some nations is a big threat
    for Marriott.
    ● Several tax related scams also lowers the brand
    image of Marriott.
    ● Marriott faces a stiff competition from its
    competitors. There is a competition on the price
    points.
    ● Entry of several international brands along with a
    stronghold of established companies can be a threat
    for Marriott.
    ● The properties which are star rated face a threat
    from terrorists groups.
    ● New technologies developed by the competitors
    could be a serious threat to the industry.
    ● Low quality products are also a threat to Marriott
    international products.

    By- ISHIKA KOHLI


    ISHIKAKOHLI294@GMAIL.COM

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