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MarriottResearchCaseSTudy1.pptx
Strategic Management Research Studies
Dr. Salas
Choose a Publicly Traded Company & Identify a company that is either
Pursuing a strategy (domestically, locally, or globally)
Overcoming a threat in the external environment
Experiencing quality control/quality management issues, or
Personnel issues.
Provide the following for the chosen company:
Mission
Vision
Strategic Objectives
Market Analysis
Human Resources Management
High level overview SWOT
Financial Analysis (include trend analysis, liquidity, profitability, and solvency ratios.
Mission Statement (Marriott)
Marriott’s mission statement is “to enhance the lives of our customers by creating and enabling unsurpassed vacation and leisure experiences.”
Vison Statement
Marriott’s vision statement is “to become the premiere provider and facilitator of leisure & vacation experiences in the world.”
Strategic Objectives
Sales efforts around how the customer wants to buy, reducing duplication of efforts by individual hotels and allowing us to cover a larger number of accounts.
We also utilize innovative and sophisticated revenue management systems, many of which are proprietary, which we believe provide a competitive advantage in pricing decisions, increasing efficiency and producing higher property-level revenue for hotels in our portfolio.
Most of the hotels in our portfolio utilize web-based programs to effectively manage the rate set-up and modification processes which provides for greater pricing flexibility, reduces time spent on rate program creation and maintenance, and increases the speed to market of new products and services.
Credit Card Programs
Credit Card Programs. We have multi-year agreements with JP Morgan Chase and American Express for our U.S.-issued, co-brand credit cards associated with our Loyalty Program.
We also license credit card programs in Canada, the United Kingdom, United Arab Emirates, and Japan.
We earn license fees based on card usage, and we believe that our co-brand credit cards contribute to the success of our Loyalty Program and reflect the quality and value of our portfolio of brands.
Sustainability and Social Responsibility
Our Sustainability and Social Impact Platform, Serve 360: Doing Good In Every Direction, is built around four focus areas: Nurture Our World; Sustain Responsible Operations; Empower Through Opportunity; and Welcome All and Advance Human Rights.
Market Analysis
Identify your audience
Define your target consumers
Explain what market need you satisfy
Analyze the industry
Identify market trends
Provide a competitive analysis
Draft a short summary of the market analysis
Adjust the other sections of your business plan
Human Resources Management
Attracting, Recruiting, selecting, hiring, training, and compensating personnel
(1) Understand the role of an organizational philosophy and culture in the development of human resource policies in a multinational organization;
(2) Get insights into the HR best practices of a large global service organization:
(3) Understand the role of employee development programs for retaining employees and improving organizational productivity; and (4) Appreciate the benefits that accrue to an organisation through the use of employee-friendly policies.
Define the issue or problem
To make an analysis or recommendation, one must first determine what the issue or problem is.
As in the real world, note there may be more than one problem in a case study analysis.
(You can appreciate the importance of this step if you ever took your car in because it was running rough and paid for several repairs because the mechanic didn’t correctly diagnose the problem in the beginning.)
Identify an Area to Work On
Outside the U.S., branding is much less prevalent, and most markets are served primarily by independent operators, although branding is more common for new hotel development.
We believe that chain affiliation will increase in many overseas markets as local economies grow, trade barriers decline, international travel accelerates, and hotel owners seek the economies of centralized reservation systems and marketing programs.
Conduct your analysis
What are the possible causes of the problem or issue?
What alternatives are possible given the facts presented?
This is the most time-consuming step, and the step with the greatest variation. There may be many possibilities.
It might be helpful to list all solutions you can think of before focusing on the most useful or valid.
There is not necessarily a right answer, but there may be several alternatives that lead to varying outcomes.
The quality of analysis will depend upon application of theory learned in the classroom and through research.
Financial Analysis
Financial Ratio Analysis
Make Recommendations
Choose the recommendation you believe to be the best, justify it, and develop it.
Recommendations may be made in the form of an action plan to solve the problem or issue. Or, recommendations may involve the choice of the best alternative for resolving the issue or problem.
Recommendations made must be thoroughly developed and supported.
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