TLH314 | Management | Marketing Analysis Of Marriott Hotel Answers

A: Using the Marriott Hotel West India Quay conduct a SWOTanalysis of the hotel

B: Select one of the emerging marketsof the world as taken from the WTM 2014 Industry report and UNWTO Tourism Highlights 2014, which you feel is rightfor your hotel company to seek an entry into that market and ultimately to seek medium and long term market growth. Conduct a PEST analysis of the emerging market you have selected. All the PEST factors you have chosen,must have a director indirect relevance to the hospitality industry both on a national and internationallevel and the hotel company chosen in Aabove.

C: Using Porters Generic Strategies: Ansoffs matrixand Nykiel’s fourteenhotel strategic growth options, Examine the strategic growth options that Marriott hotel West India Quaywould be best to pursue within your selected emerging market, and justify how those strategies/strategy aregoing to help the hotel maintain market growth and long term market share.

Answer:

Introduction

The aim of this study is to learn about the marketing of Marriott hotel west India quay. Hospitality is one of the growing sectors. It is one of the largest service industries that employ millions of employees who are working with hotels, restaurants, cruise lines, resorts, casinos, private clubs, and bed and breakfast throughout the world. India is one of the growing market or the hospitality and tourism industry. According to the world economic forum and travel and tourism report 2009, India was ranked as the 11^th Asian pacific region and 62 overall.

India is moving upwards in the list of the world’s most attractive destinations for the world’s tourist. India is ranked as the 14th best destinations for the tourist as it is one of the places that are full of nature destinations and 24^th for the cultural resources of this nation. This is the reason due to which hotel like Marriott group has located many of its hotel chain in India. The aim of this study is to learn about the impact of the process of globalization on the strategic management of the hotel industry. As the growth in the hospitality industry is taking place, the competition has also turned very high for all the hoteliers in the market and industry has turned into a battle for the hotels. During such time, it becomes very relevant for the Marriott to hold the loyal and permanent customers to maintain growth and development in the organization. There are various types of issues and challenges faced by the international hospitality management and by the entire hotel industry. In order to avoid such situations it is very relevant for the hotel industry to focus on the contemporary issues and problems. It helps the hospitality industry to resolve the problems before they will actually arise in the future. There is a huge impact of the process of globalization on the hotel industry like of Marriott hotel west India quay. It affects the strategic planning and management, marketing of the company branding of the products and services, the global and international trends of the industry, the impact of the information technology and other updated technology on the business organization, food and entire hospitality industry.

Hotel Company (Marriott West India Quay)

The London Marriott West India Quay is one of the luxurious and 5-star hotels in London, Angolan. The hotel is located at 22 Hertsmere roads, Canary Wharf overlooking the Marriott West India Quay marina. The hotel is operated by the Mariott hotel and has more than 301 rooms. The hotel is owned by one of the billionaire who is a property developer John Christodoulou
. The hotel is surrounded with perfect luxury and exceptional experiences in the heart of Canary Wharf. The design of the hotel is impeccable and it is ideally situated at the correct place. The London Marriott West India Quay gives perfect setting to the business class people and leisure travelers.

The rooms and suites of this hotel is very spacious and they have flat screen television, attractive bar, big windows that provides fantastic views of outside like of London docklands.

The morning in this hotel is starts from the luxury breakfast, fitness centre and a soothing view. In the evening the hotel provides an evening with the friends and colleagues at Manhattan grill that is the signature streak restaurant of Marriott hotels.

Strategic position of The London Marriott West India Quay hotel

The strategic position of the London Marriott west quay is very high as it is one of the leading hotel chains of the entire world. There are various types of strategies that this business organization has adopted to have competitive advantage in their company. The company has an effective and efficient strategic management for the management of the account, marketing excellence, advertising and public relations, pre-opening services, global strategic alliance, revenue management, architecture and construction, operations planning, balance scorecard, guest satisfaction surveys, owner and franchise services, training and development, information technology, multicultural workforce, and for many other areas of operations.

Marriott hotel has a great contribution in the hospitality industry and lodgings that is not ignorable. Hospitality is one of the most vital feature and service of tourist industry. The international hotel industry usually focuses on the strategies of their business organization. There are certain criteria according to which the strategies are formulated in this organization that is related to the cost leadership, strategic alliance, value based strategies that are related to the competitors, immediate issues, high-risk, safety of the guests, etc. The aim of the strategies is to increase the productivity of the company, improve the performance of the employees, and many other strategies related to the other activities of the company.

The business organisation has focused on the work force competence level, reconfiguration of the product portfolio of the company related to the restaurants, meeting rooms, athletic facilities, and other amenities. The company also has many strategies related to the benchmarking of the products and services of the hotel. This will help the customers to find similar services in the entire hotels of the Marriott.

The business organisation has also framed some theories and models for the strategic planning of the operations and functions. The engagement of the corporate strategies is very relevant along with the business policies and they must be accompanied with the functional strategies that can provide competitive advantage for the portfolio of the business. The planning of strategies helps the company to determine the standard to which the businesses can make strategic business unit. The main motive is to have competitive advantage in the business organisation.

SWOT analysis strengths and weaknesses, opportunities and threats.

Strength

The brand recognition and the recall of The London Marriott West India Quay and Marriott group are very high. The hotel industry use updated technology and innovation i their company so that they can improve the experiences of the customers and also frequently update the business processing and functioning to cope up with the competition. The company is having good employee retention that is 150000 with the total workforce. The Marriott group has more than 3700 hotels and resorts in more than 70 countries of the world. The brand of this hotel company has many brands that are range from attainable to inspirational. Most of the hotels are either 5 star or 7 star hotels enjoying providing luxury services to their customers.

Weaknesses

As the globalization taking place in the overall economy of the world, the competition is also rising. There is a high competition from the well established hotel chain either form the international or national hotels that restrict the market share of the business organization. The global and international expansion of other hotels may lead in the dilution of the brand of Marriott in the hospitality industry and market. The biggest competition of this brand is Hilton hotels and resort, Starwood hotel and resorts and Taj hotels.

Opportunities

There is high potential in the emerging markets and in hotel industry that will provide huge opportunities to the hotel industry. The hotel has also many chances to bring innovation and creativity in the hotels. They have many chances to change the designs and bring variations. They can use better interiors, ambience, renovations, and other things to make it more attractive then the competitors. There is an opportunity to the hotel industry to bring effective marketing so that they can attract more customers. The India hospitality and tourism is growing on a very fast scale that can provide a great platform to the company and gives

Threats

There is an entry of many new brands that give threat to the London Marriott West India Quay. The brands can be international and national but they provide equal threat to the hotel industry. There is competition in the prices of the hotels and rooms. The Indian and international sector of hospitality can hold a long standing and well established Indian brand. In India, there are many international brands that provide threat to the company.

Global hospitality markets

The international and global hospitality market is showing growth and development in the hospitality market 2017. The global analysis, growth, trends, and opportunities research is also done. The hospitality global marketing shows that there is growth, segmentation, regional breakdowns, competitive landscape, trends, market shares, etc. There is a huge potential for the hospitality and tourism not only in India but also in other parts of the world as these days the people are become more additive to travelling and tourism.

The Country and the Emerging Destination market that is India

The Indian market is one of the growing and developing markets for the hospitality and tourism industry. It has emerged as one of the key drivers of the development sector of India. The tourism and hotel industry in India has huge potential to grow in the future as the rich culture and historical heritage of the country attracts a huge number of tourism. The variety of places present in this country, historical heritage, terrains, places of natural beauty, and many other things that are spread all over the country. The tourism is a large generator of income for many people in India besides the main and significant source of FDI that is foreign direct income for the country.

It is the industry of India that provides employment approx 13.45 missions of jobs across the various segments like

Restaurants (10.49 million jobs)
Hotels (2.3 million jobs)
Travel Agents/Tour Operators (0.66 million)

The ministry of tourism has may plans related to the industry so that they can meet the increasing demand, improved services, trained manpower, by giving them training to the manpower, enhance their skills, providing education on tourism and hospitality management, well certified courses and degrees, and upgrading the knowledge of the existing providers of services.

The market size of Indian tourist and hospitality is expanding day by day. The disposable income of the people of India is also increasing and giving rise to the demand of hospitality industry. It will provide absolute exposure to Marriott hotels like The London Marriott West India Quay. There are many other international chains of hotel present in the markets of India who are also planning to expand more into the Indian markets. The hotel and tourism industry comes under top 10 industry of Indian economy. The government of India is also taking many initiatives to expand the hospitality and tourism industry. The government has realized that the Indian tourism and hospitality industry has much potential to grow further in the future. There are many initiatives taken by the Indian government regarding the tourism and hospitality industry.

Macro Environment Analysis (PEST)

India is a country that probably offers many types of categories of the tourism and hotels. It includes history of tourism, adventure of tourism, medical tourism like ayurveda and other various forms of tourism, spiritual tourism, beach tourism to the coastline in the east, etc. This is a country that has a huge history of hotel industry and tourism. The hotel industry of India is one of the very relevant export industries for the country. In this way, the country can provide a great exposure to the Marriott hotel industry. The pestle analysis of this country will help the company to explore to the new country. It is an emerging market for the international chains of hotels as a good opportunity to the country too as it provides advantages to the economy as well.

The growth and development of period of Indian hospitality industry is very vibrant and substantial. The PEST analysis and framework is a type of analysis tool that will help the company to analyze whether the market of India is

Political factors

The government of India and their rules are not very rigid for the multinational companies and franchises s it is easy for the company to establish and expand their business in India.

Economic factors

The economic factors are related to the economy of India which is fast growing and developing economy that provided company a platform here they can expand their business operation. The economic policies are also very lenient so that they can easily do the business.

Social and cultural factors

The culture of India is going towards growth and development. Due to which, the culture and society of India is also changing. The country is growing through lots of changes related to the cultural changes, changes in the urban culture, etc.

Technological factors

As the changes taking place in the other factors, there are many changes and innovation in the technical factors also taking place.

Micro Environment Analysis (competition, customers)

Customers

There are lots of customers of this brand and now the company is focusing not only on the leisure customer but also on the middle class customer so that the company can expand the market segment and target market of their customers.

Competition

There is a high competition from the well established hotel chain either form the international or national hotels that restrict the market hare of the business organization. The global and international expansion of other number of hotels may lead in the dilution of the brand in the industry and brand. The biggest competition of this brand is Hilton hotels and resort, Starwood hotel and resorts and Taj hotels.

Market Growth strategy for MARRIOTT

Ansoff Matrix

Marriott hotels Inc is one of the leading companies with more than 4400 properties in more than 80 countries. Marriott hotel has revenues of apporx $ 14 billion in the year 2015.

Market penetration

Sponsorship will help the company to improve the marketing and loyalty of the brand
It helps in increase in the middle class customers and to target the customers in an easy way
It also helps in speeding up the process of the middle class customers , new offers, and also receive discounts
The company can also host an international and national programs to bring succeed. They can do each program in ach continent to promote the brand in all very the world.

Market development

Opening of new branches
Open new branches in the new countries that provide growth and development in the company
Company can develop more destinations in the potential countries
New fresh market with new strategies and policies
Example
Morocco, Maldives, Iran, etc.

Product development

They can use helicopters for the transportation of the special guests from the airport to the hotel
They can also host monuments exhibitions for the guests, and provide them social offers in the mariott hotels in the entire world.
The ca also starts up with the production of plates and dishes so that the cost can be minimized and they can also introduce their own plate in the markets and hotel industry.

Diversification

They can start with Marriott coffee chain to establish a new coffee chain under the name of Marriott Inc.
The business organization can come up with a sea cruise tourism company that will provide them a well-established company. They can perform well like for the sea voyages under the name of Marriott hotels and they can also maintain the similar standards and benchmarking of the services of Marriott hotel

Porters Generic Strategies

The differentiation strategy is considered of three major points that is cost leadership, differentiation and focus. These are the three basic choices of the firm that has dominated the cost of the corporate competitive strategy. According to this model Marriott hotels can decide that how a company can decide to compete with the competitors to have competitive advantage in their company. The cost leadership strategy is one of the famous strategies of the company that help in targeting of the right segmentation of the customers present into the markets. The cost leadership strategy help the company o save the cost of production and to remove the extra cost where the lean production of products and services taking place. It helps i the management of the cost, accurate demand forecasting combined with the high utilization of the capacity, economies, etc.

Implementation of the strategy and moving forward

The implementation of the strategy takes place so that the company can move forward to the direction of growth and development. In order to achieve the same, the company is trying hard and implementing the new strategies so that they can move forward to the success and development.

Recommendation

Though, the hotel has a successful management that helps them in successful management at a worldwide level but still there are many loop wholes on which the company has to work. The hotel can expand their business to not only a hotel but have many areas like restaurants, shops, business center, community center, business, butlers, room services, etc. The hotels and its chain should be characterized by similar kind of services and products as they have to maintain the similarity and quality standard all over the world. The hotel London Marriott West India Quay hotel wants to expand their functions and operations to the international market and they have decided that India is one of the growing and developing markets for the hospitality industry. So they have to identify and analyze the markets of India.

Conclusion

At last we can conclude that Marriott is one of the dominating hotel chains due to the fact that they have strong strategies for the international and global expansion. Due to this, the report has analyzed about the Indian current situation of the hospitality industry so that they can analyses and identifies the advantages and disadvantages in expanding the hotel industry to the Indian markets.

The aim of the study is to analyze about the London Marriott West India Quay hotel as well as to identify whether the Indian markets are suitable for this hotel chain or not. The report has provided about the internal and external factors like SWOT analysis, PESTLE analysis, and other tools that has helped us in better understanding of the hotel industry as well as the country where the company is trying to expand their business operations.

In past years, Marriott group has showed a very positive and dynamic growth and development in the Indian markets due to which the company has become some of the leading hotel chain in the markets of India. The hotel chain not only expanding in Indian markets but also in other international counties using latest and innovative approaches related to the marketing, interior, food, room, designs, etc. The company is doing many contracts to open the franchise in different nations. For this, the company is using Marriott rewards program, high level of personnel management, guest recognition technologies, high training of the skills of the employees, frequently increase in the level of services, and many other things. These all thing help The London Marriott West India Quay hotel to expand the hospitality industry in the international markets.

Reference

Babin, B. J., Hair, J. F., & Boles, J. S. (2008). Publishing research in marketing journals using structural equation modeling. Journal of Marketing Theory and Practice, 16(4), 279-286.

Brent Ritchie, J. R., Wing Sun Tung, V., & JB Ritchie, R. (2011). Tourism experience management research: Emergence, evolution and future directions. International Journal of Contemporary Hospitality Management, 23(4), 419-438.

Brown, S. (2007). Are we nearly there yet? On the retro-dominant logic of marketing. Marketing Theory, 7(3), 291-300.

Castaldo, S., Premazzi, K., & Zerbini, F. (2010). The meaning (s) of trust. A content analysis on the diverse conceptualizations of trust in scholarly research on business relationships. Journal of Business Ethics, 96(4), 657-668.

Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications. Routledge.

Hair, J. F., Bush, R. P., & Ortinau, D. J. (2008). Marketing research. McGraw-Hill Higher Education.

Huizingh, E. K. (2011). Open innovation: State of the art and future perspectives. Technovation, 31(1), 2-9.

Jacob, F., & Ulaga, W. (2008). The transition from product to service in business markets: An agenda for academic inquiry. Industrial marketing management, 37(3), 247-253.

Kayaman, R., & Arasli, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality: An International Journal, 17(1), 92-109.

Law, R., & van der Veen, R. (2008). The popularity of prestigious hospitality journals: a Google Scholar approach. International Journal of Contemporary Hospitality Management, 20(2), 113-125.

Lawson, T. (2009). The current economic crisis: its nature and the course of academic economics. Cambridge Journal of Economics, 33(4), 759-777.

Leonidou, C. N., & Leonidou, L. C. (2011). Research into environmental marketing/management: a bibliographic analysis. European Journal of Marketing, 45(1/2), 68-103.

Li, L. (2008). A review of entrepreneurship research published in the hospitality and tourism management journals. Tourism management, 29(5), 1013-1022.

Melitz, M. J., & Ottaviano, G. I. (2008). Market size, trade, and productivity. The review of economic studies, 75(1), 295-316.

Mulhern, F. (2009). Integrated marketing communications: From media channels to digital connectivity. Journal of marketing communications, 15(2-3), 85-101.

Myung, E., McClaren, A., & Li, L. (2012). Environmentally related research in scholarly hospitality journals: Current status and future opportunities. International Journal of Hospitality Management, 31(4), 1264-1275.

Ordanini, A., & Parasuraman, A. (2011). Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis. Journal of Service Research, 14(1), 3-23.

Parasuraman, A., & Colby, C. L. (2007). Techno-ready marketing: How and why your customers adopt technology. The Free Press.

Short, J. C., Moss, T. W., & Lumpkin, G. T. (2009). Research in social entrepreneurship: Past contributions and future opportunities. Strategic entrepreneurship journal, 3(2), 161-194.

Svensson, G., Svaeri, S., & Einarsen, K. (2009). ‘Empirical characteristics’ of scholarly journals in hospitality and tourism research: An assessment. International Journal of Hospitality Management, 28(3), 479-483.

Vaaland, T. I., Heide, M., & Grønhaug, K. (2008). Corporate social responsibility: investigating theory and research in the marketing context. European Journal of Marketing, 42(9/10), 927-953.

Vargo, S. L., & Lusch, R. F. (2011). It's all B2B… and beyond: Toward a systems perspective of the market. Industrial marketing management, 40(2), 181-187.

Yoo, M., Lee, S., & Bai, B. (2011). Hospitality marketing research from 2000 to 2009: topics, methods, and trends. International Journal of Contemporary Hospitality Management, 23(4), 517-532.

Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism management, 29(4), 609-623.

Not the Exact Question you were looking for ? Post your question for assignment help and get instant help on your homework and assignment questions from our experts