The study examined the operations of the hotel giant Marriot International. The study showed the competitive advantages the company has over other global markets. The study also used the SWOT analysis model to highlight the company's strengths, weaknesses, opportunities, and threats the multinational company faces. The strategic options identified that could move the company forward include developing a home-sharing program to compete with Airbnb, investing in cyber security to prevent data breaches and having a digital market strategy that targets online customers. The final recommendation is to have the home-sharing platform as a competition to Airbnb. Modern customers are increasingly moving away from traditional hotel bookings. They want unique travel experiences, and the home-sharing platform is seen as the ideal methodology for serving the market segment.
Table of Contents
- Abstract
- Strategic Action Plan: Marriott International
- Recommendations
Objectives and Key Themes
This study examines the operations of Marriott International, a leading hotel brand, and analyzes its competitive advantages in the global market. The study uses SWOT analysis to identify Marriott's strengths, weaknesses, opportunities, and threats. It then explores strategic options to maintain and enhance the company's market position.
- Marriott's competitive advantages
- SWOT analysis of Marriott International
- Strategic options for Marriott International
- The impact of Airbnb on the hospitality industry
- The importance of cybersecurity in the hotel industry
Chapter Summaries
- Abstract: This section provides an overview of the study, highlighting the company's competitive advantages, the use of SWOT analysis, and the identified strategic options.
- Strategic Action Plan: Marriott International: This chapter delves into Marriott's operations, emphasizing its target market, diverse brand portfolio, organizational structure, and strengths. It also explores the company's reliance on a property management system and the threats posed by data breaches and competitors like Airbnb.
Keywords
Marriott International, SWOT analysis, competitive advantage, hospitality industry, home-sharing, Airbnb, cybersecurity, data breach, strategic options, organizational culture, transformational leadership.
- Quote paper
- Rhoda Frank (Author), 2023, Strategic Action Plan for Marriott International, Munich, GRIN Verlag, https://www.grin.com/document/1364327
