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Company Analysis

Company Analysis         Marriott International Inc. is an American multinational company with a vast portfolio of businesses. The Marriott “operates more than 6000 properties in 122 countries” (fortune.com, 2017) with business names like the Sheraton, The Ritz-Carlton, Four Points, and Bulgari.         The Marriott International is one of the world’s most well-known hotel brands. Part of their success is catering towards people: customer or employee. “Our core values make us who we are. As we change and grow, the beliefs that are most important to us stay the same-putting people first, pursuing excellence, embracing change, acting with integrity and serving our world. Being part of Marriott International means being part of a proud history and a thriving culture” (marriott.com, 2018). Its apparent that the Marriott has a clear vision of the future and the approach to reach those goals. Like many businesses, people are at the epicenter of progress and are the key to pursuing distinction. One way a company can provide distinction amongst its competitors is through a SWOT analysis. Often, companies perform a SWOT against themselves to discover internal strengths and weaknesses. Aside from those two points of interest, this analysis is also used to identify external opportunities and threats. To begin, the Marriott has several internal strengths, one being partnership. “Our experienced teams provide robust owner and franchisee benefits and services to achieve your business objectives. We focus on transparency and communication throughout the development process to help bring your vision to life” (marriott.com, 2018). The Marriott has been in business for over 60 years with no sign of stopping. This experience alone is hard to match and is an asset to any business. Another strength is their vast portfolio of business units. “Marriott now has unquestionably the most expansive portfolio of brands and most comprehensive global footprint of any travel company, delivering unprecedented choice and value for guests and driving outsized RevPAR premiums globally for owners” (marriott.com, 2018). Marriott International has 30 different hotel brands that are catered towards any customer. Their portfolio includes the most luxurious to the affordable which opens the spectrum of income. A third strength is the Marriott’s loyalty program. “Benefit from the combination of the hospitality industry’s two most admired loyalty programs, Marriott Rewards and Starwood Preferred Guest, with over 110 million combined members. ​These valued guests, who account for 50% of our total sold room nights, stay more and spend more at our hotels​” (marriott.com, 2018). With the recent acquisition of Starwood Hotels, the Marriott has merged the two loyalty programs into one. The merge of programs allows for customers to transfer rewards and points across the Marriott’s portfolio. Innovation is the last strength that makes the Marriott distinctive among its competitors. “Innovation is in our DNA. Marriott was the first to offer Apple Pay and launch mobile check-in across our full portfolio. Starwood introduced the iconic Heavenly Bed, and keyless entry. Our combined focus on innovation continues to transform the industry and keep us ahead of the competition” (marriott.com, 2018). The Marriott is driven to discover new ways to interact and engage with customers. It’s Global Distribution Platform allows for guests to place bookings across multiple channels to drive sales.