OUTLINE FOR THE STRATEGIC PLAN
Please bullet your responses.
Staple the completed assignment; do not spend any money binding the
Make sure to respond to every item.
Steps in Process - Provide responses in bullet format.
Identify and analyze the company’s value, mission, and vision statement
Perform an external audit using the EFE as well as a CPM
Perform an internal audit using the IFE, financial ratios, and VCA
Pick strategies that the company could do to better the organization and strategic issue
Conduct a SWOT Matrix, SPACE Matrix, BCG Matrix, Grand Strategy Matrix, and IE Matrix
(at least 3of these including the SWOT Matrix) to match the internal and external factors to
generate alternative strategies
Conduct a QSPM to determine the overall attractiveness of suggested strategies based on internal
and external factors
Recommend the strategy with the highest overall attractiveness score and discuss management
issues that may need to be developed or alter because of the new suggested strategy
Calculate the company’s EPS/EBIT analysis to determine whether there is enough capital to
implement the strategy
Complete a Balance Score Card to evaluate the strategy from the financial performance, customer
knowledge, internal business process, and learning and growth
Decide upon a contingency plan in case the strategy is not successful or if the results of the score
card are not what are desired.
Information and/or materials used to complete assignment
Marriott Background information, financial statements, 10K information, articles, press release, and
The base of this outline was started at the beginning of the semester. Continuing to complete it took about
2hours a day or 5hours a week some weeks.
Resources Needed – all resource your team used to complete this assignment
The internet as well as Introduction to Hospitality by Walker, John 5
edition was used to complete this
assignment. In addition Strategic Management by David, Fred was used as a guideline.
MANDATES (“MUSTS”) -CLARIFYING/UNDERSTANDING
A. History/Evolution of the Organization
Mr. J. W. Marriott and his wife did not start in the lodging industry. They first opened up an A & W Root
beer stand in 1927 and named it Hot Shoppe. In 1953, Marriott’s Hot Shoppe Company began publicly selling
stocks for $10.25. Two years later, Marriott Food Service Company was established and two years after that,
the 1st Marriott hotel opened in Arlington, VA. From 1980-2000, Marriott opened international hotels, theme
parks, introduced numerous foundations, acquired more hotel properties, entered into the vacation time-share
market as well as the senior living markets. They also sold some of their brands as well as the Food Service
Company to Sodexho Alliance and the senior living services.