Choose A Hospitality Company (Hotel, Restaurant, Amusement)

Choose an Hospitality Company (Hotel, Restaurant, Amusement Park, etc.) 1

Make a short description about the Company (10 points) Assess how do they manage the challenges generated by the six service business characteristics (perishability, etc…) (20 points) Identify the Value Proposition of the Company. (10 points) How could they implement some of the basic TQM principles? (30 points) Who are the main stakeholders of the Company (build an interest/power matrix)? (30 points) Formalities: · Wordcount: 2.000 words · Cover, Table of Contents, References and Appendix are excluded from the total wordcount. · Font: Arial 12,5 pts. · Text alignment: Justified. · Harvard style in-text citations and bibliography It assesses the following learning outcomes: 1. Describe the core components that characterize hospitality management. 2. Critically examine the service nature of hospitality and quality management. Weight: This task is a 40 % of your total grade for this subject.

Paper For Above instruction

The hospitality industry encompasses a diverse array of businesses, including hotels, restaurants, amusement parks, and other leisure service providers. For this analysis, I have selected a prominent hotel chain, Marriott International, to explore its operational strategies in confronting industry challenges, its value proposition, quality management principles, and stakeholder relationships.

Company Description

Marriott International is a leading global hospitality company founded in 1927, with its headquarters in Bethesda, Maryland. It operates, franchises, and licenses a broad portfolio of hotels and accommodations under numerous brands such as Marriott Hotels, Sheraton, Westin, and Ritz-Carlton, catering to various market segments from luxury to budget travelers. With over 7,000 properties across more than 130 countries, Marriott is renowned for its commitment to customer service, innovation, and sustainability. Its core mission revolves around providing exceptional hospitality experiences, leveraging technology to enhance guest satisfaction, and fostering a corporate culture of diversity and inclusion.

Management of Service Business Characteristics

One of the primary challenges for Marriott is managing the six distinct service characteristics that define hospitality businesses:

• Perishability: Hotel rooms are perishable assets, meaning unused rooms on a given night cannot be stored or sold afterward. Marriott combats this through dynamic pricing, real-time inventory management, and targeted marketing campaigns during low-demand periods to maximize occupancy rates.
• Heterogeneity: Services are highly variable due to human interactions. Marriott invests heavily in staff training, standardized operating procedures, and quality assurance programs to ensure consistent guest experiences across properties worldwide.
• Inseparability: The production and consumption of hospitality services occur simultaneously. Marriott employs technological solutions, such as mobile check-ins and digital concierge services, to streamline the guest experience and enhance service delivery at the point of contact.
• Intangibility: Hotel services cannot be physically touched or seen before purchase. Marriott emphasizes branding and reputation management, alongside customer reviews and testimonials, to communicate the quality and reliability of its offerings.
• Inventory: While physical rooms are tangible, many service components, including staff time and amenities, require careful capacity planning to avoid overextension or underutilization.
• Distribution: Marriott expands its reach through a vast network of travel agents, online booking platforms, and direct corporate channels, enabling flexible distribution tailored to different customer segments.

Value Proposition

Marriott’s value proposition centers around delivering personalized, high-quality experiences that combine comfort, convenience, and consistency. Its brand portfolio caters to diverse customer needs—from luxury travelers seeking exclusivity at Ritz-Carlton to budget-conscious tourists opting for Courtyard. Marriott emphasizes innovation, loyalty programs, and sustainable practices to differentiate itself. Its commitment to environmental responsibility and community engagement enhances brand loyalty and attracts conscientious consumers, reinforcing its competitive advantage in the global hospitality market.

Implementation of Basic TQM Principles

Total Quality Management (TQM) principles are integral to Marriott’s operational excellence. Key aspects include:

• Customer Focus: Marriott relentlessly seeks guest feedback through surveys, online reviews, and direct communication, using this data to refine service standards and staff training programs.
• Continuous Improvement: Marriott employs the Plan-Do-Check-Act (PDCA) cycle to foster ongoing enhancements in service quality, operational efficiency, and environmental sustainability initiatives.
• Employee Involvement: Employee engagement initiatives, such as leadership development and cross-functional teams, are designed to foster a culture of quality and accountability.
• Process Management: Standardized procedures for housekeeping, food service, and front desk operations ensure consistency, while technology-driven process improvements reduce errors and delays.
• Fact-Based Decision Making: Marriott relies on data analytics for demand forecasting, customer segmentation, and resource allocation, enabling informed strategic decisions.

Main Stakeholders and Interest/Power Matrix

Marriott’s stakeholder landscape is complex and diverse. The primary stakeholders include guests, employees, franchisees, suppliers, investors, communities, and regulatory authorities. Using an interest/power matrix, these are categorized as:

Conclusion

Marriott International exemplifies a successful hospitality enterprise, adept at managing the unique challenges inherent in service delivery. Its strategic focus on quality, innovation, and stakeholder engagement positions it as a leader in the global hotel industry. Through effective application of TQM principles and a comprehensive understanding of its operational environment, Marriott continues to evolve and sustain competitive advantage in this dynamic sector.

References

• Baum, T. (2018). Human Resource Management in the Hospitality and Tourism Industry. Routledge.
• Chathoth, P.K., et al. (2014). "Business sustainability in the hotel industry." Tourism Management, 45, 94-106.
• Harrington, H.J. (2017). Total Quality Management in Hospitality. CRC Press.
• Kandampully, J., & Suhartanto, D. (2000). "Customer loyalty in the hotel industry." International Journal of Contemporary Hospitality Management, 12(6), 346-351.
• Luxford, K. (2018). "Sustainable hospitality: strategies for a resilient future." Journal of Sustainable Tourism, 26(4), 449-462.
• Marriott International (2023). Annual Report. Retrieved from https://www.marriott.com/annualreports
• McDonald, M., & Michael, S. (2018). "The role of service quality in international hotel chains." Service Industries Journal, 38(5), 315-330.
• Perdue, R., et al. (2017). "Strategic Stakeholder Management in Hospitality: A Case Study." Tourism Management Perspectives, 24, 50-58.
• Rao, P., & Holt, D. (2005). "Do green supply chains lead to competitiveness and environmental performance?" International Journal of Operations & Production Management, 25(9), 898-916.
• Zeithaml, V.A., Parasuraman, A., & Malhotra, A. (2002). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill.