Marriott International

Introduction

Marriott International, Inc. is a global hotel company with over 7,600 properties in 133 countries and territories. The organisation, which began in 1927 as a nine-seat A&W root beer stand in Washington, DC, is now recognised as a pinnacle organisation with excellent business processes. Marriott consistently produces excellent reviews for their visitors, delivers solid economic returns for their owners and franchisees, and provides excellent career opportunities for their colleagues. Marriott acquired Starwood Hotels & Resorts in 2016, making them the world's most significant and largest worldwide accommodations employer (Marriott worldwide). J. Willard and Alice Marriott's little 9-stool root beer business evolved into the Hot Shoppes Restaurant chain, which is now known as Marriott International.

However, the company also faces challenges and opportunities brought about by technological disruptions, changing consumer behaviors, and global events like the COVID-19 pandemic. This case study will provide insight into several aspects of Marriott International's operations, including its historical trajectory, the complexities of its business activities, and the current terrain it navigates. This strategic analysis project's goals are to examine Marriott International Inc. as a complete unit operation. A strategic analysis consists of three major components. The first to uncover and assess data from the company's present organisational pupuses, structure, and culture. The second step is to examine the Swot analysis. The third technique is to employ numerous proven methods of analysis, such as PESTEL Analysis. In terms of methodology, I gathered the majority of this material from online research on research sites, Marriott's official websites, and papers on strategic analysis. Using the knowledge I have learned in class this semester, I am able to make my own educational suggestions and ideas about Marriott International Inc., which are displayed in my strategic plan.

Organisational Purposes of Marriott International:

Marriott International, a well-known global hospitality company, is driven by a clear set of organizational purposes that serve as a compass for its activities. These purposes include the mission, vision, and key objectives, which demonstrate the company's unwavering dedication to delivering extraordinary experiences for guests, generating value for stakeholders, and upholding a sustainable business model.

Vision Statement

Marriott International’s vision statement is: “To be the World’s Favorite Travel Company.” (Marriott, 2020). With this being a vague vision statement, I have added information to it to be more precise and clear.

Marriott International’s Improved Vision Statement: To be the World’s Favorite Travel Company, by providing the most luxury hospitality which allows people to connect in a diverse environment.

Mission Statement

Marriott International’s mission statement is: “To enhance the lives of our customers by creating and enabling unsurpassed vacation and leisure experience” (Marriott, 2020). This statement (like the vision statement) is broad, I went to the Marriott website and gather some more of the company’s values and goals of the services to create a more detailed mission statement. Marriott International’s Improved Vision Statement: “To enhance the lives of our customers by creating and enabling unsurpassed vacation and leisure experience. We put people first by empowering our employees, we pursue excellence, we embrace change, we act with integrity, and we serve our world. Travel with us as we expand our world, improve the communities we serve and open doors to new opportunities.” (Marriott, 2020).

Mission Table Evaluation

Table 1 Mission Table Evaluation Matrix

Customers Products/Service Markets Technology Concern for Survival, Growth & Profitability

Yes Yes Yes No Yes

Philosophy

Self-Concept

Concern for Public Image

Concern for Employees

Yes Yes Yes Yes

Upon evaluating Marriott International's vision/mission statement using the evaluation matrix, it is evident that eight out of the nine components are encompassed within the statement. This implies that there is only one component that has not been utilized, and therefore, it can be included in the mission statement to enhance its overall quality.

The mission statement clearly identifies customers as a priority for the company, emphasizing the provision of exceptional service to both business and leisure travelers. Additionally, the statement acknowledges the importance of products and services, highlighting the company's commitment to delivering excellent customer service and ensuring a superior experience at Marriott hotels.