Swot Analysis

SWOT Analysis of Marriott

By

Southern University A & M

Consumer Behavior 320

Nichelle James

Teven Wright

Breon Cox

Carmen Tanner

Submitted: September 30, 2013

Overview of Marriott

Marriott International is a well-known global hospitality company that operates and franchises hotels and lodging facilities. It is headquartered in Bethesda, MD. They pride themselves in impeccable customer service and hospitality. J.W. Marriott created the company from a root beer stand on May 15, 1927 in Washington, D.C. The Marriott is chaired by 81 year old John Willard “Bill” Marriott. He has a hands-on management style, which is totally opposite of the new Chief Executive Officer, 54 year old Arne Sorenson, who will be the first non-related Marriott family member to head the company. Bill Marriott has an operating philosophy “Take care of your associates, and they will take care of your customers”. Marriott employs 200,000 hotel employees and does not sale any tangible items. Last year Marriott International profited five hundred and seventy-one million dollars, which tripled 2011 profits. Marriott earned twelve billion dollars in revenue and controls thirty-eight hundred properties and only have the titles to ten. Seventy-percent of hotel rooms are currently under construction beyond the North American shores. Marriott went public in 1953 and has a current market share of 10% in the United States. Their loyalty is to 18 brands, including Marriott Hotels, The Ritz-Carlton, JW Marriott, Renaissance, Gaylord Hotels, Autograph Collection, AC Hotels by Marriott, Courtyard, Fairfield Inn & Suites, Spring Hill Suites, Residence Inn, TownePlace Suites, Marriott Executive Apartments, Marriott Vacation Club, Grand Residences by Marriott and The Ritz-Carlton Destination Club. Marriott’s goal is to impose consistency across the empire, invest in employees and produce competent ambassadors. They continue studying and...