Strategic Management & Marketing Strategies of Marriott Hotel


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Strategic management is always important part of institution management. It helps the company to identify potential threats and opportunities for its business. Critical Success factors are also important factor of the strategic management. This report will describes about international strategy of Marriott hotel which is one of the biggest hotel in UK. It will also identify potential internal and external factors for business and their impacts on hotel. We will also discuss marketing communication model and it processes on context of the company. This report will analyze different marketing strategies adopted by the organization and their impacts on business activities.

(A) Internal critical success factors

Critical success factors

It can be defined as important element for business to achieve the organization objectives. It is an activity tha toffers institution to ensure it success in its business missions. The critical success factors for hotels industry have been changing over time due to global competition, quality and customers exceptions to attract more customers (Ahmad and Cuenca, 2013.). Internal key success factors are those aspects which give direction to chosen strategy and provide correct information the firm to reach goals. Internal success factors for the organisation can include strong supplier relationship, quality management, price determination, training or advance career opportunities for employees so that the establishment can establish its venture in the international market. Internal critical success factors for market development planning are given below.

Enhancement of quality

Quality does not mean customers services but also additional factors like employees' involvement. A good communication with hotel employees can change outlook of the customers for company. Satisfied customers always give good reviews which increases business of the firm(Baker and Saren, 2016). By giving equal attention on employees' satisfaction and customer’s satisfaction, a corpotaion can increase its likelihood. Marriott hotel always ensures customer’s satisfaction on internal as well as external level. The establishment management analyzes customer’s demands and implement constant improvement in quality. Quality of services is not good then customer’s utility cannot be increases and organization market share as well. Problems arise in service quality due to lack of measurable parameters for determining quality (Goetsch and Davis, 2014). To ensure quality in services, establishment offers specific services the customer according to the guest preference. This method enhances effectiveness for the entire business firms and develops strong customer’s relations for the long term purposes.


It is an important key success factors for the Marriott business firm. An organization where environment is not flexible and mangers always need to consult before making any decisions can harm the business of institution. A set of inflexible policies always create problems for mangers to solve problems of their customers (Grimm, Hofstetter and Sarkis, 2014). Customer’s loyalty cannot be gain by the managers in inflexible environment. Management of organization gives authority to its managers and employees to handle the situations and maintain good customer’s services.. Establishment believes' that different customers have different outlook towards hotel, so management give some authority to it mangers tp solve the problems on their own level and gain customer's loyalty (Iqbal, Nadeem and Zaheer, 2015). It is important to develop market for the firmsy and maintain strong interactions with the customers.

Global outlook

Every business need to develop an international outlook towards its business. In Marriott hotel, they are always aware that what hotels are doing to attract more customers. Company’s focus is not only on price competitions but also on enhancing customer’s experience. Global outlook aid the organization to gain more customers (Jeston and Nelis, 2014). Consumer’s preferences are growing on the basis of experience rather than the material purchases. In Marriott hotel, visitors come from different part of the world and belong to different cultures which aid in building strong relationships with their customers by offering services according to their customer’s preferences assist to gain loyalty.

Training and development

Customers satisfaction is gained only by providing best services to the customers but to provide best services, the employee’s needs to be well trained to make good interaction with their customers (Li and Yu, 2013). In the Marriott hotel, training begins after fresh recruitment which primarily focuses on initial orientations, organization policies, and employee’s benefits. Investing in new employees and giving them learning opportunities resource to motivate them and make long term relationships with the company’s employees (Johnson, 2013). Good communications skills are important part of company's training programs as by these the employees are able to interact with their customers and gain customers loyalty. By providing appropriate training to their employees, they also develop potential future leader for the companionship. Employees training aid the hotel to develop its markets because most of the customers interactions are done by employees not by top authority.Get the best quality coursework help at Assignment Desk.

Technology development

In today's world, no business can survive without technology. Technology is an integral part of every business. In hotel industry, technology also plays important role to make contact with their customers. Marriott hotel management provides online booking systems which bring new dimension in the hotel industry (Majaro, 2013). Well designed and user friendly websites are easy for the customers as well as for organization to enhance their business in worldwide. Customer’s relationship software and social media are other tools to interact with the customers. CRM software helps the company to organize customer’s information on one place. Technology is that tool which assist the organization to develop its market share and further expand their business a

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