They chart is a visual reference only. Based on your analysis in this section only answer the question – is the firm healthy? - We have concluded that Marriott is in the Desired Company quadrant based on: holding 26% of market share, acquiring more firms, and expanding locations, as well as both satisfied customers and employees. However, they are moving toward the complacent category because their financial ratios are below industry standards and their revenue growth is slowing. This could indicate a halt to expansion.
SECTION B – Determine the Key components of the firm’s strategy (20 points) Use proper citations. 1 Mission of the Firm - “To provide an exceptional lodging experience by demonstrating superior hospitality four our guests by putting people first, pursuing excellence, embracing change, acting with integrity, and serving our world.” 2 Vision of the Firm - “We seek to be the world’s leading provider of hospitality services by treating employees in ways that create extraordinary customer service and shareholder value.” 3 Stated Goals of the Firm To serve 360 or “doing good in every direction.” 1. Nurture our World “By 2025, contribute 15M hours of volunteer service to support our company priorities and community engagement strategy” 2. Empower through opportunity “By 2025, invest at least $5M to increase and deepen programs and partnerships that develop hospitality skills and opportunity among youth, diverse populations, women, people with disabilities, veterans and refugees”
3. Sustain Responsible operations “GOAL: Reduce environmental footprint by 15% | 30% | 45% | 50% across the portfolio by 2025” 4. Welcome All and Advance Human Rights “GOAL: By 2025, 100% of associates will have completed human rights training, including on human trafficking awareness, responsible sourcing and recruitment policies and practices” 4 Product/Market Focus of the Firm Does the company provide broad or narrow product range? Does the company focus across a broad market (national / international) or narrow (local/regional)? - Marriott provides a broad product range, offering a total of 31 different hotel brands. These brands fall into five categories classified as: Luxury, Premium, Select, Longer Stays, Collections. Within these categories there are several more specific classifications of hotel options. - The company focuses across a broad market, currently occupying 131 different countries globally. 5 Value Proposition What is the firm’s value proposition? What value are they providing their customers that others do not provide? Make sure this is thru the eyes of the customer. What is the company tagline? - Value Proposition: Marriott offers the largest collection of hotel rooms globally. They also offer proprietary booking by upgrading their booking technology and avoiding travel agencies. Paired with the best selection of luxury properties, Marriott is leading the hotel industry in overall experience.
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