Birac Analysis

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Category: Business and Industry

Date Submitted: 07/31/2012 12:41 PM

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BIRAC Analysis

Stephanie Reahm


July 30, 2012

Nancy (Nan) Mac Isaac

Marriott International is a leader in the hospitality industry. Based in Bethesda, Maryland, they boast over 3,700 properties, ranging in scale from economical to luxury. They also operate under seventeen different brands. They currently offer lodging choices in seventy-three countries and report a workforce of over 300,000 employees at their main headquarters, corporate properties, and franchised properties. Their most recent financial statements show the company is operating with over $12 billion dollars in revenue. ("About Marriott International - A World of Opportunity," n.d.)

The seventeen brands offered by Marriott are grouped into seven categories. Courtyard falls within the Modern Essentials category. There are two other brands within this category: SpringHill Suites and Fairfield Inn and Suites. This paper will focus on a BIRAC analysis of the Courtyard by Marriott brand. BIRAC is an acronym for Background, Issues, Rules, Application and Conclusion. The following information will provide a detailed analysis of Courtyard and identify vital opportunities to target for improvement. ("Our Brands - Marriott News Center," n.d.)


Courtyard by Marriott was introduced in 1983. Although designed for both business and leisure travelers, the main target market was identified as business travelers with moderate to upper level needs. Some of the Courtyard hotels operate under the corporate umbrella of Marriott International. Others are owned and operated under franchised contracts with Marriott International. The guidelines for franchised property owners are extremely rigid in an effort to protect the Marriott reputation. ("Courtyard by Marriott - Marriott News Center," n.d.)

Marriott International is a very large corporation. All of its seventeen brands fall within the hospitality and/or lodging industry and are considered service providers. Marriott is a...