UWL A2 Strategic Management Assignment Group Assignment (Shiva Tyagi)

Student id:
About Marriott
International
Environmental
conclusion
Analysis
Recommendation
Internal Analysis
Implementation
Presentation
Contents Recommendation
Time plan
External Analysis
Strategy Current Strategy

Recommendation Evaluation
Power Interest Shareholder

Grid Analysis
About Marriott
International
• Marriott International is a major
proprietor, licensee, and developer
of hotels, corporate housing
complexes, and timeshare
properties underneath a variety of
brand names and service levels.
• over 7300 properties all around
the globe.
• 18 brands and is present in 74
countries.
Internal analysis
McKinney 7s BCG MATRIX
Strategy: To gain profit and to increase market value
Structure: Organisation team, connections and levels
Systems: Standard Process and Practices followed by

Employees
Shared Values: Organizational ethics, work ethics and
fundamental beliefs Northern American Northern American
Full service Limited Services
Style: Leadership Model
International Luxury
Staff: employee skills and training
Skills: Employee's ability and work Competence

PESTEL
Analysis • Online
Booking App
Technology • Social Media
Engagement
External
Analysis Social/Environmental
• New Membership
Program
• Social Work Program
or NGO
• Currency Exchange rate

Economic • Amendment in Bank Policies
• U.S. Foreign Corrupt Practices Act

Political/Legal • Anti Terrorist Practices
Current Strategy Evaluation
• Experienced • Collaboration with • Increase the gap • Business Class as • No Compromise in

Culinary several non between both the primary segment hiring employees
management profitable value provided to • Geographical • High Quality
organisation like the consumer and training for
makes affective Segmentation Asia
AFB, AAHOA, HRC the business's cost Employees
cost leadership and WPEO
Cost Strategic Value Based Market Work Force
Leadership Alliance pricing strategy Segmentation Development
Stakeholder Analysis
Internal External
Shareholders Bank
Government
Owners
Competitors
Employees
Customer
Media
Power Interest Grid based
on Stakeholder Analysis
• High power, high interest: Owners, Customers,

Employees and suppliers.
• High power, low interest: Government, consumer
advocate
• Low power, high interest: banks, Competitors, Media
• Low power, low interest: Travel Agents
•
Strategy Recommendation
Ensure Direct Update Connect with Improve AI Based Online

Bookings and Digital travel agents Social Technology Application
a Healthy Assists with Media for
Distribution
Mix
Critical Marketing Shopping
Information Interaction Centre and
Food
ordering
Timeline based on next 10 year
Implementation
Timeline
1 2 3 4 5 6 7 8 9 10
Implementation plan
Direct Booking and Healthy Update Digital Assets with
Connect with travel agents
Distribution Mix Critical Information
Examine all customers who registered Generate a checklist of any digital assets you Make a list of the people which have
using an OTA alias e - mail address hold and ensure they're up to date also with
information that need to help people brought you the most revenue.
and visited at your hotel inside the
previous 30 days. register offer them best deals as well as
Examine all customers who registered flexible pricing options
using an OTA aliases e - mail address
and visited at your hotel inside the
previous 30 days.
Implementation plan
Improve Social Media Online Application for Shopping
AI Based Technology Centre and Food ordering
Marketing Interaction
Make a post describing the Introduce AI digital Assets like Alexa, Google
precautions you're doing to maintain Home, Apple Home and Microsoft Azure Contact-less and hassle-free delivery
your business safe and clean. This will can be done in this COVID-19 Period
undoubtedly assist anyone in the long
term when it comes to growing your
hotel company after COVID19.
Conclusion
We discovered, advised, and executed measures to solve the strategy utilized in
tools and how Marriott can operate and benefit in the future by combining the
different strategic management tools of internally and externally tools.
By current strategy evaluation we have identified the strategic build of Marriott

and to recommend new strategies based on it with their implementation.
By conducting stakeholder analysis provides analytical classifications of

stakeholders based on power-interest grid.
• Gannon, J., Roper, A. and Doherty, L., 2015. Strategic human
resource management: Insights from the international hotel
industry. International Journal of Hospitality Management, 47,
pp.65-75.
• Grundy, T., 2016. Strategic project management and strategic

behaviour. International Journal of Project Management, 18(2),
pp.93-103.
• Hitt, M., 2011. Relevance of strategic management theory and

References research for supply chain management. Strategic Direction,
27(7).
• KyLeads. 2021. Internal & External Environmental Factors That

Affect Your Business | KyLeads. [online] Available at:
<https://www.kyleads.com/blog/internal-external-environmental-
factors/> [Accessed 30 May 2021].
• Krwawicz, M., 2019. The SWOT Plus Method as an Extension

of the SWOT Method. Nowoczesne Systemy Zarządzania,
14(4), pp.111-124
Managementstudyguide.com. 2021. Strategic Management - Meaning and
Important Concepts. [online] Available at:
<https://www.managementstudyguide.com/strategic-management.htm>
[Accessed 1 June 2021].
Marriott International. 2021. [online] Available at:

<https://www.marriott.com/marriott/aboutmarriott.mi> [Accessed 30 May 2021].
Mark-A-Time. 2021. Marriott International’s exeternal environment analysis.

[online] Available at: <https://markatime.wordpress.com/2016/10/14/pestle-
analysis-of-marriott-international/> [Accessed 30 May 2021].
References Narang, S., 2012. Encyclopaedia of strategic marketing management.

Uxbridge: Koros.
Readyratios.com. 2021. Marriott International revenue, current and other

financial ratios and comparison analysis. [online] Available at:
<https://www.readyratios.com/sec/MAR_marriott-international-inc-md>
[Accessed 30 May 2021].
StudyMode. 2021. Marriott International VRIO Analysis and Value Chain Essay
- 1151 Words. [online] Available at:
<https://www.studymode.com/essays/Marriott-International-Vrio-Analysis-And-
Value-Chain-65035732.html> [Accessed 1 June 2021].

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Student id:

Strategy Current Strategy

Power Interest Shareholder

Structure: Organisation team, connections and levels

Systems: Standard Process and Practices followed by

Skills: Employee's ability and work Competence

• Currency Exchange rate

• U.S. Foreign Corrupt Practices Act

• Experienced • Collaboration with • Increase the gap • Business Class as • No Compromise in

• High power, high interest: Owners, Customers,

Ensure Direct Update Connect with Improve AI Based Online

By current strategy evaluation we have identified the strategic build of Marriott

By conducting stakeholder analysis provides analytical classifications of

• Grundy, T., 2016. Strategic project management and strategic

• Hitt, M., 2011. Relevance of strategic management theory and

• KyLeads. 2021. Internal & External Environmental Factors That

• Krwawicz, M., 2019. The SWOT Plus Method as an Extension

Marriott International. 2021. [online] Available at:

Mark-A-Time. 2021. Marriott International’s exeternal environment analysis.

References Narang, S., 2012. Encyclopaedia of strategic marketing management.

Readyratios.com. 2021. Marriott International revenue, current and other

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