Marriott Competitor Analysis

10,092 views

Published on

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
10,092
On SlideShare
0
From Embeds
0
Number of Embeds
21
Actions
Shares
0
Downloads
11
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Marriott Competitor Analysis

  1. 1. PR & CSR Overview Kelly Berry Wyatt Rogowski Joanie Burkhardt
  2. 2. Project Goals & Description <ul><li>Charge: </li></ul><ul><ul><ul><li>Develop a Public Relations Campaign to raise Marriott’s profile in France </li></ul></ul></ul><ul><li>Goals: </li></ul><ul><ul><ul><li>Construct creative & cost-effective suggestions. </li></ul></ul></ul><ul><ul><ul><li>Build upon Marriott’s already flourishing eco-friendly & community aware CSR efforts. </li></ul></ul></ul>
  3. 3. Marriott PR Overview <ul><li>Spirit to Serve </li></ul><ul><ul><li>The foundation of Marriott’s public relations which stresses importance of: </li></ul></ul><ul><ul><ul><ul><li>Customers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Associates </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Community </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Environment </li></ul></ul></ul></ul><ul><ul><li> </li></ul></ul>
  4. 4. Marriott CSR Overview <ul><li>S – Shelter and food </li></ul><ul><ul><ul><ul><li>Habitat for Humanity International </li></ul></ul></ul></ul><ul><li>E – Environment </li></ul><ul><ul><ul><ul><li>Conservation International </li></ul></ul></ul></ul><ul><li>R – Readiness for hotel careers </li></ul><ul><ul><ul><ul><li>National Academy Foundation </li></ul></ul></ul></ul><ul><li>V – Vitality of Children </li></ul><ul><ul><ul><ul><li>Children’s Miracle Network </li></ul></ul></ul></ul><ul><li>E – Embracing diversity and people with disabilities </li></ul><ul><ul><ul><ul><li>Marriott Foundation for People with Disabilities </li></ul></ul></ul></ul>
  5. 5. Accor Competitive Analysis <ul><li>Strengths </li></ul><ul><ul><li>Extremely visible in France: </li></ul></ul><ul><ul><ul><ul><li>almost 200 hotels in France </li></ul></ul></ul></ul><ul><ul><li>L’esprit Accor: </li></ul></ul><ul><ul><ul><ul><li>Same core values as Spirit to Serve </li></ul></ul></ul></ul><ul><ul><li>French Nationalism: </li></ul></ul><ul><ul><ul><ul><li>French company appeals to French nationalism </li></ul></ul></ul></ul><ul><ul><li>Proactive Eco-friendly Approach: </li></ul></ul><ul><ul><ul><ul><li>Also working towards sustainability </li></ul></ul></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>Business oriented website </li></ul></ul>
  6. 6. Intercontinental Competitive Analysis <ul><li>Strengths </li></ul><ul><ul><li>High visibility in France </li></ul></ul><ul><ul><ul><ul><li>Over 60 Hotels in France, in all regions </li></ul></ul></ul></ul><ul><ul><li>Eco-friendly initiatives </li></ul></ul><ul><ul><ul><ul><li>IHG online Innovation Hotel </li></ul></ul></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>Hotels often have “low-budget” stigma </li></ul></ul><ul><ul><ul><ul><li>Holiday Inn, Crowne Plaza, InterContinental </li></ul></ul></ul></ul>
  7. 7. Hilton Competitive Analysis <ul><li>Strengths </li></ul><ul><ul><li>Hotels are more widely dispersed around France </li></ul></ul><ul><ul><ul><ul><li>Evian Les Bains, Lyon, Paris, Roissy & Strasbourg </li></ul></ul></ul></ul><ul><ul><li>Proactive CSR approach </li></ul></ul><ul><ul><ul><ul><li>HHonors-Giving back </li></ul></ul></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>Low visibility in France </li></ul></ul><ul><ul><ul><ul><li>Only 8 hotels in France </li></ul></ul></ul></ul><ul><ul><li>Sustainability is not as large a focus </li></ul></ul><ul><ul><li>HHonors </li></ul></ul><ul><ul><ul><ul><li>Clientele donating, not Hilton </li></ul></ul></ul></ul>
  8. 8. Findings <ul><li>Accor & Intercontinental are most visible hotel chains in France </li></ul><ul><li>Marriott is not a household name in France </li></ul><ul><li>All companies have a CSR programs which address environmental & community issues </li></ul><ul><li>Marriott needs to better assimilate into French culture </li></ul>
  9. 9. Next Steps <ul><li>Research </li></ul><ul><ul><li>Into French “psyche” </li></ul></ul><ul><ul><ul><ul><li>Likes/Dislikes, Motives, Habits, Priorities </li></ul></ul></ul></ul><ul><ul><li>NPOs in France </li></ul></ul><ul><ul><ul><ul><li>Rural France organizations </li></ul></ul></ul></ul><ul><li>Site Visits </li></ul><ul><ul><li>Marriott in Columbuss </li></ul></ul><ul><ul><li>PR/Hospitality Professors </li></ul></ul><ul><ul><li>Phone interview with PR Associate </li></ul></ul><ul><ul><ul><ul><li>Lesic & Camper Communications, Clary Communications & Ogilvy PR Firms </li></ul></ul></ul></ul>

×