Three key stakeholders – employees, customers and shareholders are the forces of loyalty who are central to achieving success (Reichfield, 2001). These are also the primary stakeholders at Marriot hotels, as strongly…
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The Marriot way of doing business has been to reward good performance in its employees, both among the management as well as staff paid hourly rates. The primary stakeholders as identified by the “Marriot way” includes associates, guests and communities, thereby including employees, suppliers and retailers as well as its guests and members of the general community and the Company aims to provide the kind of services that can reach out to all of these.(www.marriot.co.uk).
Marriot Hotels in Australia have also developed effective communication strategies to communicate with these different groups of stakeholders. According to Vogel (2005:110) promoting value must also include the introduction of better business practices that can serve to improve the welfare of the communities within which these corporations function. Employee satisfaction for example, impacts upon customer and ultimately, shareholder satisfaction. As a result, effectively communicating with employees would include the introduction of measures that could improve their motivation levels, which in turn would improve employee satisfaction (Marchington and Wilkinson, 2005). Management behaviour impacts upon employee attitudes, which in turn leads to customer satisfaction. For example, in a hotel environment, satisfied frontline employees project an attitude that improves the customer experience of the hotel (Rust et al, 1996). The productivity of a business depends upon the levels of customer satisfaction.
The Marriot hotels have also developed a corporate image and profile, which have been communicated through its actions and annual reports. The core values of the Marriot hotels are centred around its “spirit to serve” philosophy.(www.marriot.co.uk) and includes corporate social responsibility, or the introduction of corporate practices that “improve the workplace and benefit society in ways that go above and beyond what companies are legally required to
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In earlier days the Japanese dynasties, the European monarchs and even the Native American tribes set up quarters for travelers and visitors with rules formed for meals and recreation. However, this concept gave way to the first form of paid hospitality services in a room in a private home where people could stay, eat and relax.
The organisation selected for the analysis from the hospitality industry is Marriott international. Marriott international, Inc. is one of the leading lodging companies in the world. The company is headquartered in Bethesda, Maryland, USA. It has more than 3,800 lodging properties in more than 72 countries and territories with the reported revenues of nearly $12 billion in fiscal year 2012. Marriott has more than 50 hotels in UK and operating as one of the most renowned hotel in UK (Marriott, 2013a). The report will analyse the environment of the Marriot specifically in UK.
It should be noted that even though the business organization is operating on a key corporate strategy, it employs a unique strategy on each business unit to highlight the different customer value that it wishes to extend to its various customers.
This paper will first look at the extensive product line of Marriott International and examine their corresponding strategies.
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