Marriott Hotels International - External Factor Evaluation (EFE Matrix)

 

 

Opportunities

Based on Direct Competitors Comparison 2005, Marriott is the largest market capital capitalization - $16.97bil as compare to its closest rival (Accor, Hilton, IHG).

Demand for more lodging supply in Beijing for the Olympic

Not only in main Beijing city, but suburb/surrounding  cities

New property openings in Asia, Middle East, etc…. (refer AR 07)

RevPAR growth from 2003 to 2007, (show chart from AR07) – portraits the highest among its direct competitors

Marriott is the first company in its industry to serve food without any trans fat in its hotels in North America.

As of Sept 2006, all Marriott properties in N. America are non-smoking

Tab into ‘telecommunication’ market

Threats

Travellers 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

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