Question :
The objective of this report is to present a report in the context of Marriott hotel which are undergoing both internal and external change management process due to excessive competition within the industry.
- Provide a comparison that determine impact of change over business strategy and operations of Marriott hotel.
- Identify the impact of drivers of change upon organizational behavior of Marriott hotel.
- Discuss how barriers to change may impact leadership decision making in Marriott hotel.
- Determine the application of leadership approaches to a change initiative.
Answer :
INTRODUCTION
Change management is formed within an organisation with an objective of bringing new and innovative changes in business structure to achieve competitive advantage and sustain in competitive market for longer period of time. There are several factors includes internal and external which arises due to business environment which are complex and contingent in nature. Thus, such influencing factors forces organisation to make some changes in their working procedures so as to deal with them in an effective and efficient manner. The present assignment is based on the Hilton and Marriott which is engaged in providing hospitality services to the customers coming from different countries. The project summarises the impact of change on their strategies and operations. Different barriers for change and its impact on leadership decision making are also discussed under this report. In addition with this, different leadership approaches which help in dealing with change within an organisation are also explained under this report. All other aspects are also described under this report with the context of both the Hotels (Bin Taher, Krotov and Silva, 2015).
TASK 1
P1: Comparison of different organisations and major impact of change on their strategies and operations
Change is an essential need of every organisation in order to cope up with the influencing factors in more effective and efficient way so that their business operations are not much affected. Such influencing factors are classified into internal and external factors which arises due to complex business environment. Internal factors includes organisational culture, policies, rules and regulations etc. whereas external factors includes political, economical, social and technological etc. In order to cope up with such factors, the management of Hilton Hotel are liable to forecast the future risk and accordingly make suitable plans and strategies with the help of getting feedbacks from their employees.
Marriott and Hilton hotel both are the well known and established brands which are ruling hospitality industries at global level. But due to high competition in such industry, the management of both these hotels need to ready with an effective decisions and strategies so as to accept changes which are more in trend. This will help company in achieving competitive advantage and attained strong position in market. Both these hotels are already attained strong image thus to maintain their exist goodwill they need to make changes in their pre-planned decisions on regular basis.
Hilton Hotels and Resorts:
It is a established brand in hospitality industry which are well known for their hospitality services to the customers. It was firstly founded by Contrad Hilton in 1919 and from them to now, there are more than 570 hotels and resorts are established in more than 85 countries. Various properties are owned, managed and franchised to operators by Hilton. Their main targeted customers are businessmen and leisure travellers due to which their main focus is to find out their locations such as new airports, popular destinations, conventions centres and major cities all over the world (Bingham and Main, 2010).
Marriott international Hotel:
It is an American multinational diversified organisation which is also engaged in hospitality industry due to which gives tough competition to Hilton hotel. It was firstly founded by J. Willard Marriott and from then to now, it has attained strong brand image in such industry. It has attained more than 6500 properties in over 127 countries and has also named in 100 top best companies. Marriott Hotel has currently has employed over 177000 employees which are more in figures. According to the survey, it has generated over 22.894 billion as revenue which makes them more successful in hospitality industry.
Therefore, both such hotels are established brand in hospitality industry which are already having good image and goodwill in market. In order to maintain their exist goodwill and image, it is essential for management to make decisions and plans after forecasting the risk and challenges that may occur while performing business activities. Marriott and Hilton Hotel are such hotels always tried to improve their hospitality services which includes quality food, luxury rooms, clean environment, staff service etc. Following are the some strategies of Marriott and Hilton Hotel:
|
Strategies |
Marriott |
Hilton |
|
Products |
It is well known for their luxury services in Hotel which are classified into three major parts such as core, actual and augmented. Having large number of lodges, resorts and hotels etc. through which the hotel are capturing large market share. |
This hotel in providing multiple number of services such as child care, laundry, babysitting, currency exchange, maid services etc. |
|
Price |
Hotel Marriott are located at different places on the basis of which pricing strategies are made. They mainly uses competitive pricing strategies and make change according to the situations. |
Such hotel is also considering competitive pricing strategies which can vary according to the demands and requirements. For example, Hilton hotel charges approx. 5500 to 30000 per room per day. |
|
Place |
Marriott Hotels has reached their business across worldwide. In figure, in more than 120 countries they are operated its business. In order to generate huge revenues, they mainly focuses on locating its business nearby to the airports, highways and central market etc. |
Hilton Hotel also served hospitality services across worldwide. They mainly focuses on finding out the locations such as metropolitan cities, business hubs and tourist locations where they get maximum crowd. |
|
Promotions |
Hotel Marriott due to attaining strong brand image in hospitality industry having adequate amount of funds due to which digital technology are used by for the purpose of promotions. |
Hilton Hotel uses various promotional tools and techniques which includes media, internet, television, newspapers, direct mail etc. Social media is an effective tool through which Hotel can easily attract and influence the behaviour of customers. |
|
People |
Hotel Marriott has attained more qualified and knowledgeable staff members who knows how to deals with customers coming from different cultures and backgrounds in more effective and efficient way. This will help in attaining loyalty of customers as well. |
Hilton hotel mainly focuses on enhancing the capabilities and knowledge of their staff members through providing them suitable training and learning programs at workplace on regular basis. |
|
Process |
The firm has follow their own process of providing services to the guests. Offering online booking facilities, transportation facilities etc. help their guests during check in and out. |
They mainly focuses on identifying the needs and requirements of guests and accordingly makes changes in their process of providing quality hospitality services. |
|
Physical evidence |
Marriott Hotel is well known and established brand which can be easily recognised by their guests. |
Hilton hotel also has attained well interior design in their rooms which brings good image among their guests due to which it become easy to retain loyal customers for longer period of time. |
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