Marriott SWOT Analysis
Here is a detailed SWOT analysis of Marriott covering strengths, weaknesses, opportunities and threats.
SWOT analysis is a management strategy framework used by businesses like Marriott for assessing organization’s Strengths, Weaknesses, Opportunities, and Threats to guide strategic decision-making. Marriott Corporation which split in Marriott international & Host Marriott Corporation in 1993 is ruling over the hospitability industry from last 90 years and with a headquarter in Washington it has more than 6000 properties in more than 100 countries all across the world. Recently in 2015 for the further expansion of its market outside US, Marriott has acquired Resorts worldwide and Starwoods hotel. By examining these internal and external factors, Marriott can capitalize on advantages, mitigate risks, and chart a more competitive path forward. For the growth Marriott follows partnership approach by creating different franchisee with different benefits and incentives which helps the partner itself in achieving their objective. Let us start the SWOT Analysis of Marriott below.
Marriott Strengths
- High brand recognition and recall
- Technical innovations to improve customer experiences and Constant upgrade of business processes
- Good employee retention with a total workforce of 150,000
- Has over 3700 hotels and resorts in over 70 countries
- Various brands range from attainable to aspirational
Above are the strengths in the SWOT Analysis of Marriott. The strengths of Marriott looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Marriott Weaknesses
- Competition from long established hotel chains means limited market share
- Global expansion and high number of hotels may lead to brand dilution
These were the weaknesses in the Marriott SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Marriott Opportunities
- High potential in emerging markets
- Innovation in customer services
- Better interiors/Well done renovations
- Indian and as well as global hospitality sectors are looking at a boom
Above we covered the opportunities in Marriott SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Read more about Marriott
Marriott Threats
- Entry of several international brands along with the strong hold of long standing, well established Indian brands
- Competition on price points
- Stagnated growth
The threats in the SWOT Analysis of Marriott are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Marriott SWOT analysis.
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About Marriott
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Marriott Overview | |
|---|---|
| Parent Company |
Marriott International Inc. |
| Category |
Hotels and Resorts |
| Sector | |
| Tagline/ Slogan |
A World of Opportunity; Your home away from home; Live Like a Local |
| USP |
Global market leadership |
| Marriott STP | |
| Segmentation |
Leisure travelers , business travelers, premium travelers |
| Target Market |
Upper class, honeymooners, corporates, families |
| Positioning |
Prime location and luxury living |
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