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Essay / Research Paper Abstract
This 17 page paper considers the way in which Marriott Hotels makes use of all its available resources. The paper looks at the use of financial resources, human sources, capital asset and the intangible assets such as brand names and company culture in order to create a competitive advantage. The paper includes 3 graphs and cites 40 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEmarriot.doc
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Unformatted sample text from the term paper:
the need to create a competitive advantage over other companies that are competing for the same target market. This advantage may be by way of cost, so that the companys
production costs are lowest and the profit margin in highest, or by way of differentiation (Thompson, 1998). As there can only be one company with a cost advantage in any
industry it is by way of differentiation that the majority of companies look to gain their advantage (Porter, 1980). This is true whatever industry we consider, regardless of if the
company is a manufacturing company or an organisation in the leisure industry. If we look at the hotel industry and Marriott Hotels we can see that it is by way
of differentiation that they appear to try to operate. In order for a company to gain and retain a competitive advantage as well
as operate effectively there is a need for the resources that the company has to be utilised to their fullest extent before more resources are purchased in (Mintzberg et al,
1998). In order to consider this we need to look at the resources that the company may have, how they are used and what benefits are gained form their usage.
When considering resources we need to remember that this covers a very wide area, form the financial resources of capital and revenue to the physical resources in terms of capital
and stock, human resources in terms of labour and intellectual capital as well as intangibles such as the use of the brand name. All of these a re resources that
can be seen as adding different levels of value to a company depending on how they are used (Huczyniski, Buchanan,1996). II. The
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