The Competitive Position of Marriott International Inc. and Starwood Worldwide

Sanni Olawale

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Essay from the year 2020 in the subject Business economics - General, grade: 800, Ahmadu Bello University, course: Management, lan...

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Essay from the year 2020 in the subject Business economics - General, grade: 800, Ahmadu Bello University, course: Management, language: English, abstract: This paper provides an assessment of the competitive position of the two companies Marriott International Inc. and Starwood Worldwide. It analyses how these companies compete with other market-competitors through strategic group control. The PESTEL framework provides an analysis concerning the external environment of the company, highlighting the economic, technological political and social influences that affect the environment. Meanwhile, Michael Porter's five forces are the frameworks that shape the competitive position of a firm. Marriott International Inc. and Starwood Worldwide have been the leading franchiser, operator and licensor located in over 100 countries worldwide. In September 2016, the company announced the acquisition of Starwood Hotel and resorts to merge the world's largest hotel companies under the name Marriott International Inc. Marriott International has a series of well-planned strategies such as advancing new generation travelers, portfolio strength, brand differentiation and technology leadership. This strategy is designed to compete with rival chains. In addition to this strategy, Marriott International has a strategy known as the "spirit of service to our community," which is a social approach to staying ahead of the competition. The merger between Starwood and Marriott is a strategic move that not only builds more meaningful brands but also provides the most competitive advantage that helps them reach their goals and makes them competitive within the industry. It is well known that the implementation of effective strategies leads to better outcomes, through a coordinated approach, responding to local needs and problems, based on the best practices and existing strengths. Marriott has made a strategical series of decision and actions to meet the objective of becoming the best hotel company in the world. It is the basis of establishing commercial enterprise, and it is essential for a company to survive and to sustain itself in today's changing environment, providing insights and encouraging its mission. Marriott International's business environment includes both internal and external factors that influence its performance and decision.