Ottawa Marriott Hotel is the hotel which is located in Ottawa, Ontario Canada. The hotel was founded in the year 1971, and the hotel was built by Campeau Corporation which was the tallest building in Ottawa (Marriott.com, 2019). The hotel comprises more than 489 guestrooms along with 26000 square feet of the meeting space, activity area available for children, indoor pool and a fitness centre. In the year 2010, it was being noticed that the hotel underwent important kinds of renovations at the main floor and they tried to open a Summit which was considered as the private space for the hotel Ottawa.
There is a specific kind of criterion which is being followed by the Marriott Hotel for targeting the customers. The primary approaches are inclusive of accessible, measurable, substantial along with demographic characteristics of the respective population. The potential and current customer group of Marriott Hotel are inclusive of the upper class and business travellers. With the implementation of Virtual Matrix, it has been helpful for the Marriott Hotel to attract more customers and gain profitability. Through the help of VR matrix, it has helped the customers in analysing knowledge on the presence of the hotel amenities, and it can be treated as the opportunity for the company.
The mission of the hotel is to satisfy the different requirements of the customers, and the hotel strives to achieve the same through motivated associates who are present in the organisation. The customisation of the product by delivering the suitable quality to the customers is the other mission which has been achieved by Marriott Hotel.
On the other hand, the vision of the hotel is to become the world’s leading provider of the different kinds of hospitality services which is inclusive of taking care of the various guests, extensive kind of operational knowledge, offering the best portfolio of the brand along with development of the highly skilled workforce which will be beneficial in gaining competitive advantage.
The significant demands of the customers from the Marriott Hotel includes a centrally located hotel which will be near the airport. Innovation is the other significant aspect which is seen by the customers such as the usage of Virtual Matrix utilized by Marriott Hotel which will be beneficial in making the customers feel special. Additionally, there should be the inclusion of premium services inclusion of comfort which is required to be provided to the customers. Furthermore, from the above, it can be ascertained that the primary needs of the customers are receiving well-managed customer services which will be assisting them in becoming more effective in performing their operations.
Strengths
The biggest strength of Marriott International Inc is the strict type of adherence towards the different operational norms (David, David & David, 2017). The hotel is analysing that such policies are revolving around the resourcefulness. It is termed as Marriott way which is custom designed, and it helps the company to improve their brand presence in the market.
Secondly, Marriott International Inc has the drive for the gaining of competitive advantage in the market as it is one of the most competitive brands which tries to reinvent themselves by providing special virtual reality tour of the hotel and unique design of the hotel to combat the competition (Hitt & Duane Ireland, 2017). Through proper inclusion of an innovation in the room services along within the customer service are the major strengths of Marriott.
The operation philosophy of Marriott International Inc is entirely cantered towards the innovation of the different services and products which are being offered to the customers (Taghavifard et al., 2018). For instance- Marriott has introduced the 360-degree virtual tour of the hotel for the customers through the inclusion of 3D technology related to the presentation with the assistance of professional individuals. It has helped the company in understanding the different features of the hotel to gain a substantial competitive advantage.
Marriott International Inc has their presence across the world as they have their presence in more than 122 countries around the world. Due to the brand image of the hotel, Marriott has been able to improve their popularity in the worldwide, and it indicates that it has been a positive outlook for the company to maintain positive outlook which is the main strength. The Marriott International Hotel has a worldwide system of reservation as the reservations can be made and done from various parts of the world which is the other advantage of the company in comparison to the other competitors such as Hyatt and Hilton brands.
The major weakness of the Marriott International Inc is the high rate of the rooms along with customised services is twice as high in comparison to the other hotel rooms (Schaltegger, Burritt & Petersen, 2017). Due to the high pricing of the rooms, it has undoubtedly some adverse effects in attracting an adequate number of the potential type of guests in the organization. This has affected their brand image to some extent, and it reduced the ultimate demographics of the organisation as well.
Moreover, the online presence of the hotel is low as the company is not active on the social media which fails to share the relevant kind of information to the customers. Due to the limited type of exposure in the media, the Marriott Hotel has not created an online presence to obtain young customers in the market (Doz, 2017). Marriott International Inc has different travellers in the market who are the primary target market of the company. The other issue which has been faced by Marriott International Inc is managing and targeting the young generation in the business environment (Roghanian, Ghorbani & Alipour 2018).
As commented by CEO of Marriott International Inc, it has been noticed that Ottawa Marriott Hotel is facing the various difficulties in changing the overall infrastructure of the hotel as it relies on multiple strategies inclusive of better bars along with stockrooms along with free smartphone applications along with free smartphone application named Xplor which can be helpful in combining reservations with the games.
There are different kinds of opportunities which can be considered by Marriott International Inc Hotel which will be helpful in managing the brand image of the company. Firstly, there can be the inclusion of enhancement in the services provided by the hotel which should be made by the organisation as it will grow various services in the competitive market which will grasp the loyalty among the different customers (Phadermrod, Crowder & Wills, 2019). Through the proper planning along with the implementation of strategies, it will be helpful for the generating revenues. The trend is on the rise wherein the Marriott Hotel can include themselves with the Airbnb services as it will be useful for offering the clients with the different customised services at a reasonable rate (Welford, 2016).
There are different opportunities relating to the advertisement campaigns which can be adopted by the hotel which will improve the direct market plan and it will enhance the growth of the company (Trigeorgis & Reuer, 2017). Although, it has been noticed that Marriott International Inc has performed excellently in the expansion of their business in China market through merging with the other hotel business. Similarly, the company can expand their presence in European countries in a similar manner. There can be the inclusion of speciality restaurant as it will provide a variety of cuisine for the customers and it will be beneficial for the growth of the hotel (Frynas & Mellahi, 2015).
The natural disasters along with attacks on tourists as well as the shift in the economy are the various kinds of aspects which can affect the hospitality industry, and it is sometimes inevitable (Helfat & Martin, 2015). There are different kinds of political issues and government involvement risks which can be risky for the growth of the hotel business which is operating in foreign countries (Takacs & Vaduva, 2017). Additionally, the factors inclusive of the crisis along with issues of the housing sector can be considered as the threat for the respective hotel.
It can be noticed that there are different hotels in various parts of the world; therefore it is one of the major threats for the business of Marriott International Inc as the customers have multiple options which act as the substitute for them in the competitive business environment. Additionally, the fluctuation rate is high in the prices in the market which can lead to high along with intense competition which can be a considerable threat for the business in a negative manner (Meyer, Neck & Meeks, 2017).
From the above SWOT analysis of Marriott International Inc Hotel, it can be analysed that there are different opportunities which can be interpreted by Marriott International Inc Hotel which will improve their presence in the market and gain competitiveness. Furthermore, the hotel needs to keep a proper check on the threats such as the fluctuation rates in prices that can affect their growth in the market and it will improve their overall presence in the market effectively.
Strategic Recommendations and Conclusion
The primary issue which has been analyzed in the respective swot analysis of Marriott Hotel is the High Prices of the Rooms that has affected their brand image as all individuals from various income backgrounds cannot afford the same.
Therefore, from the above, it can be recommended that there are different aspects which can be adopted by Marriott International Inc Hotel, which will help them in managing the prices of the rooms as all the customers can afford the same and it will be increasing the overall revenue of the organisation.
Firstly, the Marriott International Inc Hotel can adopt the franchising along with cost leadership strategy in their marketing mix aspect (Lasserre, 2017). Additionally, regarding the segmentation of the market, the company needs to strengthen their brand as per the category as it will improve their brand identity. With the traditional kind of brand growth, the Marriott brand can see an overall increase of 76% in the volume of the deal which will be appropriate for the growth of the hotel.
Figure 1: Acceleration of Growth of Marriott International Inc Hotel
With the help of the franchising strategy, the management of the company Marriott Hotel can concentrate on product development which will be the core directive of the hotel. With the implementation of the same, it will significantly reduce the overall financial risks which are associated with the company along with allowing non-participatory growth of the hotel. Marriott can include the low-priced rooms which will be significant for the growth of the hotel in comparison to other competitors.
|
Action Steps What Will Be Done? |
Responsibilities Who Will Do It? |
Timeline By When? (Day/Month) |
Resources A. Resources Available B. Resources Needed (financial, human, political & other) |
Potential Barriers A. What individuals or organisations might resist? B. How? |
Communications Plan Who is involved? What methods? How often? |
|
Step 1: Value Match the Competitors present in the market |
Marketing Manager |
4 Months |
Human Resource Management along with Financial Aspects are required to be considered. |
The employees may not be able to cope with the changes which are taking place in the hotel for the reduction of the prices of the rooms in the hotel. |
All the employees will be involved, and there can be the inclusion of a cost leadership strategy which will improve the scenario |
|
Step 2: Sell Stressed Last-Minute Inventory |
Inventory Manager |
4 Months |
Through social media marketing |
There can be issues in the list of stocks present in the company, and it will affect the overall efficiency of the firm. |
FIFO method with the help of the inventory stock manager |
|
Step 3: Meeting the Market Demand |
Human Resource Manager and Marketing Manager |
3 Months |
Through social media marketing |
In meeting the market demand, there can be issues relating to demotivation among employees, and it can affect the brand image. |
Employees and the usage of the different marketing tools |
|
Step 4: The maximisation of the Midweeks Bookings |
Customer Service Executive |
2 Months |
Through being active in the social media sites |
It can affect the sales and profitability of the firm at first; however, it will be manageable after the few weeks. |
The employees and the involvement of the customers |
Therefore, it can be concluded that strategic standing of Marriott International Inc can adopt the cost leadership strategy which will be assisting them in improving the overall innovative aspects of the growth of the company in the competitive business environment. It is the global leader in the hospitality industry who can become competitive in a competitive environment. However, few threats and weaknesses can affect the growth of the firm in which it has been noticed that the rate of rooms is high which has impacted the overall efficiency of the firm negatively.
References
David, M. E., David, F. R., & David, F. R. (2017). The quantitative strategic planning matrix: a new marketing tool. Journal of Strategic Marketing, 25(4), 342-352.
Doz, Y. L. (2017). Strategic management in multinational companies. In International Business (pp. 229-248). Routledge.
Frynas, J. G., & Mellahi, K. (2015). Global strategic management. Oxford University Press, USA.
Helfat, C. E., & Martin, J. A. (2015). Dynamic managerial capabilities: Review and assessment of the administrative impact on strategic change. Journal of management, 41(5), 1281-1312.
Hitt, M., & Duane Ireland, R. (2017). The intersection of entrepreneurship and strategic management research. The Blackwell handbook of entrepreneurship, 45-63.
Lasserre, P. (2017). Global strategic management. Macmillan International Higher Education.
Madsen, D. (2016). SWOT Analysis: A Management Fashion Perspective.
Marriott.com (2019) Marriott® Hotel, Ottawa (online) Retrieved from www.marriott.com/Ottawa [Accessed on 6 February 2019]
Meyer, G. D., Neck, H. M., & Meeks, M. D. (2017). The entrepreneurship?strategic management interface. Strategic Entrepreneurship: Creating a new mindset, 17-44.
Phadermrod, B., Crowder, R. M., & Wills, G. B. (2019). Importance-performance analysis based SWOT analysis. International Journal of Information Management, 44, 194-203.
Roghanian, E., Ghorbani, B., & Alipour, M. (2018). Application of intuitionistic fuzzy numbers in SWOT analysis. International Journal of Industrial and Systems Engineering, 28(2), 152-165.
Schaltegger, S., Burritt, R., & Petersen, H. (2017). An introduction to corporate environmental management: Striving for sustainability. Routledge.
Taghavifard, M. T., Amoozad Mahdiraji, H., Alibakhshi, A. M., Zavadskas, E. K., & Bausys, R. (2018). An Extension of Fuzzy SWOT Analysis: An Application to Information Technology. Information, 9(3), 46.
Takacs, j., & Vaduva, S. A. (2017). Swot analysis of the global hospitality industry. Revista Economica, 69(6).
Trigeorgis, L., & Reuer, J. J. (2017). Real options theory in strategic management. Strategic Management Journal, 38(1), 42-63.
Welford, R. (2016). Corporate environmental management 1: systems and strategies. Routledge.
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