Harvard Case - Leading the Marriott Way
"Leading the Marriott Way" Harvard business case study is written by David S Lee. It deals with the challenges in the field of General Management. The case study is 10 page(s) long and it was first published on : Jul 20, 2021
At Fern Fort University, we recommend Marriott International adopt a multi-pronged strategy focused on innovation, globalization, and sustainability to maintain its leadership position in the hospitality industry. This strategy will leverage Marriott's existing strengths in brand management, customer service, and operational efficiency, while adapting to the evolving needs of a globalized and digitally connected world.
2. Background
The case study 'Leading the Marriott Way' focuses on Marriott International's journey from a family-owned business to a global hospitality giant. The company's success can be attributed to its strong corporate culture centered on 'taking care of its associates' and 'delivering exceptional customer experiences.' However, Marriott faces new challenges in a rapidly changing environment, including:
- Increased competition: The rise of online travel agencies (OTAs) and alternative accommodation options like Airbnb has fragmented the market.
- Changing customer expectations: Travelers are increasingly demanding personalized experiences, seamless digital integration, and sustainable practices.
- Economic uncertainty: Global economic fluctuations and geopolitical events impact travel patterns and consumer spending.
The case study highlights the leadership of J.W. Marriott Jr. and Arne Sorenson, who navigated the company through various challenges and acquisitions, ultimately shaping its global strategy and organizational culture.
3. Analysis of the Case Study
Strategic Framework: To analyze Marriott's situation, we can utilize a combination of frameworks:
- SWOT Analysis:
- Strengths: Strong brand recognition, loyal customer base, global reach, robust operational infrastructure, employee-centric culture.
- Weaknesses: Potential for brand dilution through acquisitions, dependence on travel demand, vulnerability to economic downturns.
- Opportunities: Expanding into emerging markets, leveraging technology for enhanced customer experience, developing sustainable practices.
- Threats: Increasing competition, changing customer preferences, economic volatility, geopolitical instability.
- Porter's Five Forces:
- Threat of new entrants: Moderate, due to high capital requirements and established brand loyalty.
- Bargaining power of buyers: Moderate, as customers have access to numerous options but value brand reputation and consistency.
- Bargaining power of suppliers: Low, as Marriott has a large volume of purchases and can negotiate favorable terms.
- Threat of substitute products: High, due to the rise of alternative accommodation options and evolving travel preferences.
- Competitive rivalry: High, with numerous established players and new entrants vying for market share.
Key Findings:
- Marriott's success is built on its strong brand equity, customer-centric approach, and efficient operations.
- The company faces challenges from increased competition and changing customer expectations in a dynamic global environment.
- Marriott needs to innovate and adapt to maintain its competitive edge and cater to the evolving needs of its diverse customer base.
4. Recommendations
Marriott should implement the following recommendations to navigate the challenges and capitalize on opportunities in the hospitality industry:
1. Embrace Digital Transformation:
- Invest in technology: Implement AI-powered solutions for personalized customer experiences, optimize pricing strategies, and enhance operational efficiency.
- Develop a robust online presence: Enhance website and mobile app functionalities, integrate with online travel agencies, and leverage social media for customer engagement.
- Data-driven decision making: Utilize data analytics to understand customer behavior, predict demand, and optimize resource allocation.
2. Expand Global Footprint Strategically:
- Focus on emerging markets: Identify high-growth potential regions and tailor offerings to local preferences and cultural nuances.
- Strategic alliances and partnerships: Collaborate with local businesses and governments to facilitate expansion and build brand awareness.
- Cross-cultural management: Develop training programs and recruitment strategies to foster a diverse and inclusive workforce that understands and values different cultures.
3. Prioritize Sustainability and Corporate Social Responsibility:
- Implement sustainable practices: Reduce environmental footprint by optimizing energy consumption, minimizing waste, and sourcing sustainable materials.
- Engage in community initiatives: Support local communities through charitable contributions, employee volunteer programs, and responsible tourism initiatives.
- Transparent communication: Communicate sustainability efforts and social impact initiatives to build trust with stakeholders and attract environmentally conscious travelers.
4. Foster Innovation and Agility:
- Invest in research and development: Explore new technologies, business models, and service offerings to stay ahead of the competition.
- Empower employees: Encourage creativity and innovation by providing opportunities for professional development and fostering a culture of continuous improvement.
- Agile management: Embrace agile methodologies to adapt quickly to changing market conditions and customer preferences.
5. Enhance Brand Management and Customer Experience:
- Maintain brand consistency: Ensure consistent quality and service across all properties, regardless of location or brand affiliation.
- Personalized experiences: Leverage technology and data analytics to offer tailored experiences based on customer preferences and past interactions.
- Customer feedback mechanisms: Implement robust feedback systems to gather insights, address concerns, and continuously improve customer satisfaction.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of Marriott's strengths, weaknesses, opportunities, and threats, as well as the evolving dynamics of the hospitality industry. They align with Marriott's core values of customer service, employee empowerment, and innovation.
- Core competencies and consistency with mission: The recommendations leverage Marriott's existing strengths in brand management, customer service, and operational efficiency while adapting to the evolving needs of a globalized and digitally connected world.
- External customers and internal clients: The recommendations focus on enhancing customer experience, attracting new markets, and empowering employees to deliver exceptional service.
- Competitors: By embracing digital transformation, expanding strategically, and prioritizing sustainability, Marriott can differentiate itself from competitors and attract a wider customer base.
- Attractiveness: The recommendations are expected to lead to increased revenue, market share, and brand value, ultimately contributing to Marriott's long-term profitability.
6. Conclusion
By embracing innovation, globalization, and sustainability, Marriott International can navigate the challenges and capitalize on the opportunities in the hospitality industry. This multi-pronged strategy will solidify its position as a global leader, attract a diverse customer base, and ensure long-term success in a rapidly changing world.
7. Discussion
Alternatives:
- Focusing solely on cost reduction: This approach could lead to a decline in service quality and brand reputation, ultimately harming customer loyalty and market share.
- Aggressive acquisitions: While acquisitions can be beneficial, they can also lead to integration challenges and brand dilution if not carefully managed.
Risks:
- Technological disruption: New technologies may emerge that could disrupt the hospitality industry, requiring Marriott to adapt quickly.
- Economic downturn: A global economic recession could significantly impact travel demand, leading to reduced revenue and profitability.
- Geopolitical instability: Unforeseen geopolitical events could disrupt travel patterns and impact Marriott's operations in certain regions.
Key Assumptions:
- The hospitality industry will continue to grow and evolve, driven by technological advancements and changing customer preferences.
- Marriott will be able to successfully implement its digital transformation strategy and leverage data analytics to enhance customer experience and operational efficiency.
- Marriott will be able to navigate the challenges of global expansion and adapt to the cultural nuances of different markets.
8. Next Steps
Marriott should establish a dedicated team to oversee the implementation of these recommendations. The team should develop a detailed timeline with key milestones, including:
- Phase 1 (Year 1): Focus on digital transformation, including website and app enhancements, AI integration, and data analytics implementation.
- Phase 2 (Year 2): Expand into key emerging markets, establish strategic partnerships, and develop cross-cultural training programs.
- Phase 3 (Year 3): Implement sustainable practices across all properties, engage in community initiatives, and communicate sustainability efforts to stakeholders.
Regular performance evaluation and continuous improvement are crucial to ensure the success of this strategy. Marriott should monitor key performance indicators (KPIs) such as customer satisfaction, revenue growth, market share, and employee engagement to track progress and make necessary adjustments.
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Case Description
This case is inspired by the career experiences of Craig Smith, Group President and Managing Director, International Division, Marriott International. In this role, Craig oversees the international operations of one of the world's leading and largest hospitality companies. He is responsible for Marriott's operations outside of North America. Craig started his career at Marriott and has been with the organization for over three decades. He started his career in housekeeping and then progressively assumed roles with greater responsibility including senior roles across Asia and Latin America. The case is based on a series of interviews conducted with Craig. The interviews identified a series of experiences that shaped Craig's leadership journey, including leading a team during the midst of a catastrophic crisis. The case is organized around these pivotal experiences and through these stories students gain an insightful and personal perspective on aspects of leadership, specifically authentic leadership and servant leadership. Additionally, the case can also be used to explore the importance of inculcating a strategic perspective in planning and developing one's career. Craig's richness of experience contributes to a case that is suitable and interesting for a wide range of participants, including undergraduate, MBA, and executive level students.
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