Strategic Action Plan for Marriott International

Project Report from the year 2023 in the subject Business economics - Business Management, Corporate Governance, grade: A, , course: Business Management, language: English, abstract: The study examined the operations of the hotel giant Marriot International. The study showed the competitive advantages the company has over other global markets. The study also used the SWOT analysis model to highlight the company's strengths, weaknesses, opportunities, and threats the multinational company faces. The strategic options identified that could move the company forward include developing a home-sharing program to compete with Airbnb, investing in cyber security to prevent data breaches and having a digital market strategy that targets online customers. The final recommendation is to have the home-sharing platform as a competition to Airbnb. Modern customers are increasingly moving away from traditional hotel bookings. They want unique travel experiences, and the home-sharing platform is seen as the ideal methodology for serving the market segment.