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Bear Stearns and Co

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Group Project: Preliminary Draft of Project Strategic Analysis

A. SWOT Analysis

Strengths: * Brand recognition * Excellent employee retention * National * Customer loyalty * Segmentation | Weakness: * Global expansion * Competition * Profit Margins | Opportunities: * Expanding – Globally * Going green * Marketing * Updating their look | Threats: * Competition (Starwood, Intercontinental) * Alternative lodging * Terrorist attacks * Economic slowdown |

There are many strengths, weakness, opportunities, and threats to Marriott International. To give a better overview of this company, a few of these will be explained. Starting off with strengths, Marriott International is a well-known brand; from Courtyard to Fairfield Inn, it is known world-wide. Anyone will agree that one of the many perks of Marriott is that it is not for just one type of person; it caters to people from all different socio-economic backgrounds. Depending on the time and location, rooms average around $150 per night at the more practical Courtyard or Residence Inn and go up to about $300+ per night at the more luxurious Ritz Carlton or the JW Marriott.

However, just like any business that is in demand, Marriott International has to deal with some strong competition as more and more hotel chains and local hotels emerge. Apart from competition, another issue Marriott international faces is global expansion. While Marriott International has aggressively grown throughout the years, there are still areas that they have yet to permeate so there is still ample room for more growth. Furthermore, a profit margin is another concern of Marriott International. Although Marriott is increasing its revenue, it is growing at extremely slow rate. At the latter end of 2014, the company reported earnings of $1,224 million locations, up by a whopping $84 million

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