Marriott International (Marriott or 'the company') is a global hospitality company that operates and franchises hotels and lodging facilities. The company with its global presence and strong brand recognition is a formidable player in the international lodging market. However, the threats of terrorist attacks could hamper the company's international operations.
Strengths
Technical innovations to ease the business process and increase hassle-free experience for the customers Higher brand recognition and recall makes the company priority choice for clients Global presence and strong brand portfolio diversifies the revenue sources
Opportunities
Strong growth in the hotel and motel industry in emerging markets Improving hospitality market in the US Brand innovations and expansion
Weaknesses
Business model which has the potential to dilute the brand perception and limit the revenue growth High debt burden will affect the future capital generation and expansion projects
Threats
Vulnerability to terrorist attacks raises security and safety concerns Fragmented and intensely competitive lodging industry.
Competitive Profile Matrix (CPM)
External Factor Evaluation Matrix of Marriott
Following is the External factor Evaluation Matrix developed in alignment with the vision statement as well as all separate announced values, beliefs, social responsibility:
1. Customers
Guests from all over the world.
2. Product & services
Lodging
3. Markets
All over the world where Marriottt properties exist
4. Technology
N/A or can be assumed.
5. Concern for growth, survival
Marriottt is committed to strive to grow & survive competition in order to reach his ultimate dream to be the world's leader.
6. Philosophy
Marriottt “Spirit to Serve”:
- Our Associates
- Our Guests
- Our community
7. Self Concept
Marriottt way - Marriottt experience: “we do whatever it takes to provide associates with the utmost opportunities & our customers with superior service.”
8. Concern for public image
Social responsibility & community engagement, Marriottt support:
- Shelter & food
- Environment, working towards a greener, healthier planet.
- Readiness for hotel careers
Educating & training the next generation through class room sessions with on-the-job hotel experience for more promising future.
- Vitality for children
Answering the needs of sick & impoverished children is a heartfelt desire of Marriottt employees around the world. Most funds are raised in collaboration with guests, business partners & employees.
- Embracing Global Diversity & inclusion
This diversity strengthens Marriottt culture & surely provides a competitive advantage. Moreover Marriottt have been working for many years with community based disability organizations to help train people with disability to join Marriottt workforce.
9. Concern for employees
Marriottt philosophy: “Take a good care of the associates; they will take a good care of the guest”.
Marriottt guarantee and provide the following for his associates around the world:
- GROW:Through on-the-job training, programs to prepare them to lead & manage the multi cultural workforce.
- REWARD: Award of Excellence established in 1987 as a lasting tribute to company founder J. Willard Marriottt's ideals of achievement, character, dedication, effort, and perseverance. It is presented each year to a select few who demonstrate these ideals through providing outstanding service, consistently exceeding expectations, leading by example and ...