Description
SWOT ANALYSIS OF MARRIOTT INTERNATIONAL
Marriott International
Parent Company
Marriott International Inc.
Category
Hotels and Resorts
Sector
Tourism & Hospitality
Tagline/ Slogan
A World of Opportunity; Your home away from home; Live Like a Local
USP
Global market leadership
STP
Segment
Leisure travelers , business travelers, premium travelers
Target Group
Upper class, honeymooners, corporates, families
Positioning
Prime location and luxury living
SWOT Analysis
1. High brand recognition and recall 2. Technical innovations to improve customer experiences and Constant upgrade of business processes 3. Good employee retention with a total workforce of 150,000 4. Has over 3700 hotels and resorts in over 70 countries Strength 5. Various brands range from attainable to aspirational
1. Competition from long established hotel chains means limited market share 2. Global expansion and high number of hotels may lead to brand Weakness dilution
1. High potential in emerging markets 2. Innovation in customer services 3. Better interiors/Well done renovations Opportunity 4. Indian and as well as global hospitality sectors are looking at a boom
1. Entry of several international brands along with the strong hold of long standing, well established Indian brands 2. Competition on price points Threats 3. Stagnated growth
Competition
1. Hilton Hotels 2. Starwood Hotels Competitors 3. Taj Hotels
doc_712898007.docx
SWOT ANALYSIS OF MARRIOTT INTERNATIONAL
Marriott International
Parent Company
Marriott International Inc.
Category
Hotels and Resorts
Sector
Tourism & Hospitality
Tagline/ Slogan
A World of Opportunity; Your home away from home; Live Like a Local
USP
Global market leadership
STP
Segment
Leisure travelers , business travelers, premium travelers
Target Group
Upper class, honeymooners, corporates, families
Positioning
Prime location and luxury living
SWOT Analysis
1. High brand recognition and recall 2. Technical innovations to improve customer experiences and Constant upgrade of business processes 3. Good employee retention with a total workforce of 150,000 4. Has over 3700 hotels and resorts in over 70 countries Strength 5. Various brands range from attainable to aspirational
1. Competition from long established hotel chains means limited market share 2. Global expansion and high number of hotels may lead to brand Weakness dilution
1. High potential in emerging markets 2. Innovation in customer services 3. Better interiors/Well done renovations Opportunity 4. Indian and as well as global hospitality sectors are looking at a boom
1. Entry of several international brands along with the strong hold of long standing, well established Indian brands 2. Competition on price points Threats 3. Stagnated growth
Competition
1. Hilton Hotels 2. Starwood Hotels Competitors 3. Taj Hotels
doc_712898007.docx