Strategic Management - Case Study Marriott International Essay

3852 Words Apr 27th, 2013 16 Pages
Strategic Management - Case Study Marriott International Introduction

The report focuses on Marriott International putting strategic management at the center core of analysis and discussion that allows Marriott strengths and weaknesses to be known and be evaluated according to such SWOT related strategies, CPM, EFE, IE matrix and many other important points for strategic management recognition of Marriott International. There is important account to the strategic analysis of Marriott International, there implies to external and internal environment of the company wherein critical discussion and analysis is acquired to add up levels of certain market based tools for definite analysis such as, SWOT, matrix like CPM, and Grand
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As of Sept 2006, all Marriott properties in N. America are non-smoking

Tab into ‘telecommunication’ market

Threats

Travelers fears of exposure of contagious diseases, such as h1N1 Flu, SARS, etc

Competitors (pricing strategies of Marriott’s competitor)

Terrorism (Aug 2003, terrorists attack, at Bali J.W. Marriotts)

Foreign currency exchange rate – fluctuating

(c) Internal Audit Financial Ratio Analysis

Liquidity

Ratios

2008

2007

2006

2005

Current Ratio

1.32

1.23

1.30

1.58

Quick Ratio

0.57

0.8

0.83

1.02

Marriott International’s current ratio goes beyond the industry standard but Marriott’s quick ratio is less than industry standard. Marriott International maintain a highly developed system of internal controls, policies and procedures, including an internal auditing function, whether management’s financial statements, considered in their entirety, fairly present, financial position, operating results and cash flows in conformity with US accepted accounting principles. Internal Factor Evaluation (IFE) Matrix

Strengths

Competitive advantages – strong bands and worldwide presence

A proven business model of managing and franchising hotels rather than owning them

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