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Marriott International

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Anna Gough

on 16 December 2013

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Transcript of Marriott International

Marriott International
To become the #1 hospitality company in the world


Competitors establishing a dominant presence in Asian markets.
Lack of marketing/branding to Generation Y/X
Strong luxury-brand: exposes risk to economic downturn
Continued decrease in business travel
Weak European market
Strategic Analysis
-Anna Gough

Founded by J. Willard and Alice Marriott and guided by Marriott family leadership for more than 80 years, the company is headquartered in Bethesda, Maryland, USA, and reported revenues of nearly $12 billion in fiscal year 2012.
Executive Summary

Marriott Hotels have had a long standing commitment to
providing the highest-quality of hospitality in the 2,500
affiliated resorts in 75 countries. It's goal is to sustain
expansion and growth worldwide.
Marriott Brands include:
Gaylord Hotels
The Ritz-Carlton
JW marriott
Renaissance Hotes
Courtyard/Fairfield/Springhill Suites
Marriott Vacation Club
Put people first
Pursue excellence
Embrace change
Act with integrity
Serve the world
Environmental Analysis:


Leader in hospitality industry
Strong financial standing
Notably: 2012, return on capital increased to 35% from only 13% in 2011
Acquisition of Gaylord Hotels in 2012 boosted the expansion goal by thousands
FORTINE added Marriott to its "Social Media Star" list
41 million Marriott Rewards Members strong
"100 Best Companies to Work For" FORTUNE
Strategic alliances
HRC (Human Rights Campaign)
WPEO (Women Presidents' Educational Orginzation
Lack market share in Asian markets
Growth strategy depends on 3rd-party owners/operators
Expansion in Asian markets
Increase branding/marketing efforts to reach new consumer (currently are focused primarily on corporate clientele, staying at full-service Marriott hotels).
Generation Y/X
Renovation initiatives
Core Values:
Selling strategy:
*Sales strategy specified per product line
Each brand of Marriott has specific marketing/selling strategy

Profitability strategy:
*Owning, rather than leasing the properties
*Increase marketing budget for leisure brands
(i.e. Coutyard/Fairfield Inn/Residence Inn)
*Updating training procedures as well as in order to decrease turnover
Full transcript