About Marriott:

Marriott International, Inc., is a global leading lodging company

with nearly 4,500 properties in 87 countries and territories.
Marriott International reported revenues of more than $14 billion
in fiscal year 2015. Founded by J. Willard and Alice Marriott and
guided by Marriott family leadership for nearly 90 years, the
company is headquartered in Bethesda, Maryland, USA.

Vision
To become the premiere provider and facilitator of
leisure and vacation experiences in the world.
Mission
To enhance the lives of our customers by creating and
enabling unsurpassed vacation and leisure
experiences.

Core Values
We put people first Take care of associates and they
will take care of the customers.
We pursue excellence Our dedication towards the
customer shows in everything we do.
We embrace change Innovation has always been part
of the Marriott story.
We act with integrity How we do business is as
important as the business we do.
We serve our world Our spirit to serve makes our
company stronger.

Marriotts Competitive Strategy:

Marriott quickly recognized that one hotel brand would not cater
to every guests needs. Therefore, Marriott utilizes a Broad
Differentiation strategy in that there are multiple hotel brands all

catering to a different type of traveler or consumer in the

hospitality market. From upscale offerings like Ritz Carlton
and JW Marriott Resorts and Spas for the consumer desiring highend and luxurious accommodations to the Courtyard by Marriott
that provides the business traveler in-room offices space, to
the Fairfield Inn which provides Marriott quality for travelers on a
budget, Marriott International has lodging brand that will meet
about any consumer desires.
The aforementioned Ritz Carlton, JW Marriott and Marriott Hotels
and Resorts are marketed toward a consumer that desires a more
upscale lodging experience and is willing to pay a higher cost for
the extra luxurious amenities. Courtyard by Marriott provides
business travelers space to have a remote office set-up in room
and affords the ability to be productive after hours on business
trips. Springhill Suites is a moderate hotel offering a
single traveler or a family a living area to unwind before a good
nights rest. Residence Inn and Townplace Suites offers extended
stay accommodations for travelers that are looking for a place a
little more like home. These accommodations offer full size
kitchens and living areas with the sleeping quarters completely
separated. Finally, the Fairfield Inn as mentioned above is for the
budget traveler that desires Marriott quality accommodations.
All-in-all, there is a Marriott for all sorts of occasions and Marriott's
many offerings in accommodations, all providing exceptional
Marriott service and quality, assist Marriott in their mission of
building customer loyalty.

Generic building blocks of Competitive Advantage

of Marriott:
Efficiency:
The Marriott's competitive advantage concerning the building
block of efficiency is exhibited in the vast global presence and
diversified sources of revenue the company holds. Even though
the majority of the company's earnings come from the U.S,

around 43% is produced by its international operations. This is a

great advantage as it allows the company to not depend on one
single market to generate revenues. The earnings are obtained by
operating in both emerging and already matured markets; the
latter driving the value of growth while the former drives the
volume. The company's global presence creates a barrier against
risk that may arise in each varying economy. Furthermore, aside
from having an enormous global coverage, the company
generates revenues by tapping into various customer segments.
Ranging from the lower priced segment, with the Fairfield inn, to
the luxury priced segment, with the Ritz-Carlton, the company
can profit by satisfying a multitude of customer demands.

Quality:
The quality standard of the Marriott is far from lenient; this is
something the company prides itself in. Marriott's brand is one of
the most respected, not to mention influential, in the
marketplace; with over 80 years of experience it has grown to be
a principal hospitality leader. Hotel brands such as the RitzCarlton and Bulgari, which the Marriott operates, are set to cater
all the luxury needs guests may require. On the other hand, the
more moderately priced SpringHill Suites and Courtyard carry on
amenities and services focused on total quality; never stepping
away from providing affordability to the customer. The high level
of quality is effectively maintained by strict franchise agreements;
often having managers and owners follow strict regulations from
the brand. The company continues to refine their business model,
innovate their brands, and essentially master the art of taking
care of customers.

Innovation:
A strong focus of the Marriott's business model is to consistently
formulate ways of making operations more efficient; in this they
have not failed. The company remains to be a leader in
developing innovative ways to improve the customer experience
and the process of conducting business. As previously mentioned,

programs like MARSH provide a valuable level of customer service

through a practical use of technology. Another innovation Marriott
developed is a price auditing tool to handle costly renegotiation
requests from its clients. The program, called the Property Guest
Object Oriented System (PGOOS), automated the process of
monitoring shifting corporate rates and auditing of MARSH. The
implementation of PGOOS leads to customers receiving the lowest
rates available that coincided with the current state of the
market. Innovation can definitely be qualified as a competitive
advantage and edge for this company.

Responsiveness to Customers:
In order to properly respond to customers' wants a company must
constantly identify and cater to their changing needs. The Marriott
has consistently taken steps to excel in this competitive
advantage, either through customization or consistent delivery of
quality service. In order to meet customer demands the Marriott
has utilized multiple systems, such as MARSH, to provide an
incomparable attention to its customers. It also depends heavily
on customer feedback to constantly improve customer
satisfaction and loyalty. The company is committed to providing a
level of quality that will keep customers coming back; whether it
is for business or for pleasure. The Marriott hotel brand is not only
notorious but also respected in the hotel industry. In 2009,
Fortune magazine ranked Marriott as number 37 in the World's
Most Admired Companies; a list that they have been a part of for
ten consecutive years. Awards such as this one, and many others,
clearly demonstrate the dominant brand value this company has
and will continue to have for years to come; millions of customers
can agree to this.

Business Strategy:

Marriot International is a company that has used generic

business-level strategies successfully. Marriot is a worldwide
franchisor and operator of hotels and lodging facilities. They are a
top player in the Hotel industry and will continue to be for many
years. Based on multiple competitive advantages, which include
uniqueness, cost, and extent of their competitiveness. Marriott
International, Inc. pursues multiple business level strategies.
Marriotts vast portfolio of brands allows them to have a strong
presence in the market. This is part of their differentiation
strategy.

Differentiation Strategy:
Marriot International uses the differentiation strategy to
develop a product and service that uniquely satisfies a
customers needs. By providing multiple lodging options, from
moderately priced to premium priced, the Marriott has earned
a reputation for innovation and quality. The value added
provided by the companys uniqueness allows it to charge a
higher premium for upscale hotels.

Cost Leadership Strategy

Marriott International also offers brands that are aimed for a
lower budget. Brands such as SpringHill Suites, and Courtyard
target the upper moderate price tier segment, while Fairfield
Inn targets the lower moderate price tier. The company excels
in efficient cost production that enables to charge a low price
compared to its competitors while still making a reasonable
profit. The Marriott strives to keep costs low while catering to a
broad range of customers.
Franchising Strategy:
In order to be a global competitor, Marriot International
adopted the strategy of franchising and managing hotels
instead of becoming a full owner. In 2009, about 46 percent of
the hotel rooms in the companys system were operated under
management agreements, 52 percent operated under franchise

agreements, while only 2 percent were leased or owned by the

company. In a franchised property, the company foregoes
direct control over employees and strives to build upon
maintenance and internal operations. This reduced a great
financial risk for the company while still allowing global growth.
It was also beneficial during tough economic periods.

SWOT Analysis:
Strengths

Weakness

Opportuni
ties

Threats

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.
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 dilution.
1. High potential in emerging markets.
2. Innovation in customer services.
3. Better interiors/Well done renovations.
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.
3. Stagnated growth.

Bibliography:

www.google.com
www.marriott.com
www.ukessays.com
benjie-marriottintl.blogspot.in
stonybrook.digication.com