Strategic Business Impact Report Sample

BUSINESS MANAGEMENT

 Learning Outcomes;

• 1	Critically examine stakeholder models of management and governance
  2	Apply methods for analysing the external business environment
  4	Evaluate the impact that globalisation may have on contemporary business practice and performance.

Report Questions

You are asked to clearly outline the main facets of Marriott’s strategy and show clear understanding of the various influencing factors, globally. You will need to:

• Identify the various business and products offered  
• Critically examine their importance and power by using appropriate theories, and state how they may influence the decisions of the executive.
• Critique the external forces that make the organisation adopt their specific strategic focus in order to stand out from the competition.
• Demonstrate your understanding of the impact of globalisation on the strategic decisions of Marriott. How has globalisation helped the brand expand in the way it is expanding at the moment?

Scenario

Since the 2016 merger with Starwood, Marriott Hotels are now the largest hotel company in the world with over 1 million rooms. With an international portfolio they are always looking for investment opportunities. They contain a diverse range of lifestyle branded products that differentiates between a very varied customer bases.

As in many hospitality organisations they have a young international staff who are keen to explore new challenges. The company is looking to position themselves as a leading hospitality provider that meets the expectations of travellers attracted by atypical brands with strong personalities. They have a mission to make restaurants and bars the heart and soul of their hotels with restauranteurs, delivering food and drink experiences that are excellent, relevant and authentic.

They reward loyal guests. Their loyalty programmes (Bonvoy) are amongst the largest in the world and this is aimed to expand even further to build an even more profitable relationships between their hotels and guests.

You are asked to clearly outline the main facets of Marriott’s strategy and show clear understanding of the various influencing factors, globally. You will need to:

• Identify the various business and products offered  
• Critically examine their importance and power by using appropriate theories, and state how they may influence the decisions of the executive.
• Critique the external forces that make the organisation adopt their specific strategic focus in order to stand out from the competition.

Demonstrate your understanding of the impact of globalisation on the strategic decisions of Marriott. How has globalisation helped the brand expand in the way it is expanding at the moment?