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Objectives, Effectiveness and Business Plans of Marriott

University: Nelson College London

  • Unit No: 20
  • Level: Undergraduate/College
  • Pages 8 / Words 2000
  • Paper Type: Assignment
  • Course Code: K/601/1749
  • Downloads: 0
Organization Selected : Marriott


Every organization is running with a certain objective that is to satisfied the customer and earn the profit. The report comprises all the aspects that are essentials for the business in order to achieve the success in long run. The report contain three tasks and the task one consists of the objectives, external and internal factors of the business along with the potential improvements of the organization. Task two includes the effectiveness of the business and plans to improve business and the third task defines the current skills of management and staff successful division of the plan for the management and staff. Marriott International is an American multinational hospitality company that has several franchises of hotels across 127 countries and territories. Marriott was founded by the J. Willard Marriott in the year 1927 and known as one of the hospitality organization (Arroyo, Bauman and Block, 2018).

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1.1 Analyse the objectives of the business

Every business organization determines smart objectives that should be attain in within a specific duration of time. The goals may be short term and long term that can be achieved as measurable and realistic form. The Marriott Internationals also wanted to be the premier provider and assistant of leisure and vacation experiences in the world. Thus, the corporation is one of the top ranked organization in the world which is providing the highly compatible franchises and lodging and hotels facilities across the world. The hotels are one of the top players in the accommodation sector. It has successfully achieved its objectives in the previous year and after that the Arne Sorenson CEO of the organization sets the growth plan for the next term fro an example, the owners of the company desires to open new hotel across the world till 2019 with approximately 285,000 to 300,000 new rooms. The company also reveals the financial guidelines that it wish to reach from the last years (Camp, Mittelholzer and Papandreou, 2018). 

The objectives of the company defines the target that is needed to achieve in terms of profit against the investments made. Through investments the company wanted to get some benefits by setting up the specific and timely achievements that the Marriott has to achieve in the year 2019 with financial benefits.

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1.2 Explain factors that impact on the business

There are several factors that impacts on the business and these can be refer as macro and micro factors. The macro factors are includes -

PESTEL Analysis

Political factors – One of the major political factor is terrorism, international relations and political climate in popular tourist destinations. The biggest threat of the terrorist attacks that can disrupt the air travel and can also decrease the number of people on tourist destinations (Edwards, 2018).

Economic Factors – The major economic factor is the slow economical growth in China and the ongoing economic disturbance in Europe. The slow economy resist the buying power and the ability to travel of the population and it also impacts on the business of Marriott as it dependent on the travel and tourism.

Social Factors – The people who are willing to travel across the world can pay the amount for the great experience. Culture changes also results in increasing number of travellers with the packaged tours and luxury resorts.

Technological Factors – The technology supports a business in order to online reservations and other rental services, etc.

Environmental Factors – The decreasing fuel charges can reduce the travel cost and increase in the travel and that is fruitful for the hotel business. Climate change could harm Marriott's business because of the rising in ocean level that are caused to flood and storms.

Legal Factors – The legal rules and regulations should be follow by the Marriott for smooth working in the market. If in case the rules would be avoided then they need to pay the fine (Sandnes and Neyse, 2018).

Porter's Five Force Model

Buyer power – As the industry has a diversification in price so the price the customer's can bargain for the price with other brands. This allows the customers to switch to the rivals. 

Supplier Power – The suppliers can experiments for the product design using the materials to increase the price but in these circumstances the firm can shift to other company. But there are some third parties who are solely depends on the firm may have less bargaining power of suppliers.

Threats of New Entrants – New entrants brings innovation but this can also implement pressure on the Marriott International Inc. The good thing is that it can manage the entry by lower pricing strategies with reduced costs to indulge the customer.

Threats of Substitute – The threats to a business occurs when the similar products are going to enter in the market or already exists. For an example, Taj Hotel is one of the eminent hotel across the globe, so it is one of the giants in the industry that can give impact on the Marriott's business (Yang, Levi and LEZAUN, 2018).

Competitors – Competition is good for the innovation cause it sets the new targets for any business. The Oberoi hotels, Le Meridian are two big competitors of the Marriott.

SWOT analysis



· Marriott International is focused on innovation.

· It has presence in almost 122 countries and owes 600 properties approximately.

· The brand is one of the top businesses and it continuously reinvent itself for the combat competition.

· As Marriott is focused on the expansion that's why it has a huge empire which is impossible to maintain the standard of services.

· Controversies are one of the major weaknesses of the hotel chain.

· This is the family owned business and it is deeply rooted with the family values and they do not want to change.



· Increasing number of travellers are the great opportunity when the organization tie – ups with airline that can be an advantage for it.

· The customers wants to personalized attention and for that they wanted to pay even more (Arroyo, Bauman and Blo

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