Marriott International Inc. Report

  • Published: October 2023
  • 15811 Words
  • 61 Pages
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Marriott International is a worldwide operator, franchisor, and licensor of hotel, residential, timeshare, and other lodging properties in 138 countries and territories under 30 brand names. Started as a root beer stand in 1927 in Washington D.C., USA, Marriott has grown into the largest hotel chain in the world. For the full year 2022, gross fee revenues totalled USD 4.1 billion, a significant increase of more than 50 percent compared to 2021. Adjusted EBITDA reached nearly USD 3.9 billion in 2022, up almost 70 percent year over year. Full year adjusted diluted earnings per share (EPS) more than doubled from 2021, totalling USD 6.69.

In 2022, Marriott International grew from 7,989 properties (1,479,179 rooms) at year-end 2021 to 8,288 properties (1,525,407 rooms) at year-end 2022, reflecting gross additions of 394 properties (65,376 rooms) and deletions of 94 properties (19,079 rooms), including the impact of the Company’s decision to suspend its operations in Russia.

Marriott business strategy integrates pursuing asset-light business model and growing through acquisitions. Moreover, the largest hotel chain in the world focuses on increasing customer segment known as “bleisure travellers”. CEO Anthony Capuano and senior management pursue servant leadership style and the hotel chain has a hybrid organizational structure that combining elements of matrix and functional structures.

Marriott International Inc. Report contains the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Marriott. Moreover, the report contains analyses of Marriott’s business strategy, leadership and organizational structure and ecosystem. The report also analysis marketing strategy, ecosystem and discusses the issues of corporate social responsibility.

1. Executive Summary
2. Business Strategy
3. Marriott Stock Performance Analysis
4. Leadership
5. Organisational Structure
6. Organizational Culture
7. Marriott and Ansoff Matrix
8. SWOT Analysis
8.1 Strengths
8.2 Weaknesses
8.3 Opportunities
8.4 Threats
9. PESTEL Analysis
9.1 Political Factors
9.2 Economic Factors
9.3 Social Factors
9.4 Technological Factors
9.5 Environmental Factors
9.6 Legal Factors
10. Marketing Strategy
10.1 7Ps of Marketing
10.2 Segmentation, Targeting & Positioning
10.3 Marketing Communication Mix
10.3.1 Print and Media Advertising
10.3.2 Sales Promotions
10.3.3 Events & Experiences
10.3.4 Public Relations
10.3.5 Direct Marketing
10.3.6 Personal Selling
11. Porter’s Five Forces Analysis
11.1 Threat of new entrants
11.2 Bargaining power of buyers
11.3 Bargaining power of suppliers
11.4 Threat of substitute products or services
11.5 Rivalry among existing firms
12. Marriott Value-Chain Analysis
12.1 Primary Activities
12.1.1 Inbound logistics
12.1.2 Operations
12.1.3 Outbound logistics
12.1.4 Marketing and Sales
12.1.5 Service
12.2 Support Activities
12.2.1 Infrastructure.
12.2.2 Human Resource Management
12.2.3 Technology Development
12.2.4 Procurement
13. McKinsey 7S Model
13.1 Hard Elements
13.2 Soft Elements
14. Marriott Ecosystem
15. Corporate Social Responsibility
15.1 CSR Programs and Initiatives
15.2 CSR Criticism

List of Figures

Figure 1 Marriott International Organizational Structure
Figure 2 Ansoff Growth Matrix
Figure 3 Porter’s Five Forces
Figure 4 Value chain analysis
Figure 5 McKinsey 7S model

List of Tables

Table 1 Marriott International main financial ratios
Table 2 Marriott SWOT Analysis
Table 3 Marriott International brands
Table 4 Segmentation bases for Marriott International
Table 5 Customer segments and Positioning of Marriott Amenities and Services

AC Hotels by Marriott
Aloft Hotels
Autograph Collection
Best Western Hotels & Resorts
Choice Hotels
City Express
Courtyard Hotels
Delta Hotels and Resorts
Element Hotels
Fairfield Inn & Suites
Four Points
Gaylord Hotels
Hilton Worldwide
Hoteles City Express
Hyatt Hotels Corporation
IHG Hotels & Resorts
Le Méridien
Moxy Hotels
Protea Hotels
Renaissance Hotels
Spring Hill Suites
Starwood Hotels & Resorts Worldwide
Tribute Portfolio
Under Armour
Wyndham Hotels & Resorts


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  • Published: October 2023
  • 15811 Words
  • 61 Pages