SWOT Analysis Matrix
Strengths – S
Opportunities - O
1)The growth of Population
2)Big Data Analytics
3)Increased bottom lines by
advancement of technology
Threats - T
1)Consumers opting for
sustainable options
2)Rise in transportation costs
3)Distrust among foreign
travelers
QSPM
W3T3
Weaknesses – W
1)Moxy Expansion in 1)Minimal African footprint
Caribbean and Latin American
region 2)Excessive Expansion
2)Unprecedented Growth in
Asia-Pacific Market
3)Global Leader in Select
Service Segment
SO Strategies
S2,O1
Create new select service
brands aimed at the Asia
Pacific market.
S3,O2
Create a new Marriott app
designed to engage with
millennial travel groups
ST Strategies
S1,T2
Partner with Caribbean/Latin
America airline to create
package program that
encourages international travel
STRATEGIC ALTERNATIVES
1 2
3)Unaware of cultural barriers
WO Strategies
W1,O1
Develop an international
ambassador program in Africa
composed of individuals
representing their country on an
international Marriott Scale.
WT Strategies
W2,T1
Develop a concrete and long-
lasting sustainability program
implemented globally to make
expansion easier.
W3,T3
Develop a global advertising
campaign aimed at build trust
and to create a diverse cultural
connectivity.
W1O1
Develop an international
ambassador program in Africa
 Develop a global advertising campaign aimed at composed of individuals
build trust and to create a diverse cultural representing their country on an
connectivity international Marriott Scale.

Key factors Weight AS TAS AS TAS

Opportunities
1.Big Data Analytics 0.13 1 0.52 4 0.39
2. Increased bottom lines by
advancement of technology 0.13 2 0.26 3 0.52
3.The growth of Population

THREATS 0.11 2 0.44 4 0.22

1.Consumers opting for
sustainable options
2.Rise in transportation costs 0.08 3 0.24 2 0.16
3.Distrust among foreign
travelers 0.08 4 0.32 3 0.24

0.07 4 0.28 3 0.21

TOTAL

0.60
STRENGTHS
1.Unprecedented Growth in
Asia-Pacific Market
2.Global Leader in Select
Service Segment 0.15 3 0.45 2 0.30
3.Moxy Expansion in
Caribbean and Latin 0.15 4 0.28 1 0.15
American region

WEAKNESS 0.13 3 0.39 2 0.26

1.Minimal African footprint
2.Excessive Expansion
3.Unaware of cultural 0.09 3 0.27 4 0.27
barriers
0.07 2 0.14 3 0.21

TOTAL 0.10 4 0.40 3 0.30

0.69 3.99 3.23

Strategy selection
The strategy selection summary should be at least two pages in length and include:
1) The reasoning why you chose the two strategies from the SWOT for the QSPM
2) QSPM Attractive scores explained/justified 3) A summary/conclusion on
selection of final strategy based on information presented in the QSPM.
 1) Alternative # 1: Develop an international ambassador program in Africa composed of
individuals representing their country on an international Marriott Scale.
As an organization, Marriott’s select service brand presence has expanded vastly over the last
decade-but there are still some critical issues that need to be addressed. As for any expansion
happening internationally, there are clear cultural and social concerns which consumers may feel
hesitant about when an international brand enters a new country. The Marriott expansion
throughout Africa is underway, and in order to prepare for the contrast in cultural beliefs and
differing perspectives, Marriott needs to have a structured strategy to approach international
expansion. Without a concrete strategy that encompasses national beliefs and cultural perspectives,
Marriott ceases to uphold a competitive advantage. The new era of select services encompasses
much more past the basics of quality hospitality- this new age of travelers requires a thorough
appeal to the senses. Travelers want to infuse themselves in their travel experience-and that
requires making visitors feel united with the region they’re traveling to. Marriott has both the skills
and resources necessary to construct a program based on global diversity and cooperation among
differing nations. The growth of population internationally (statistic), pushes towards a need to
accommodate more people. Along with this growth comes a growth of age_____

Alternative # 2: Develop a global advertising campaign aimed at build trust and to create a
diverse cultural connectivity.
Foreign distrust towards travel in America is greater than ever- if this international skepticism
isn’t handled promptly, the hospitality industry faces risk of decreased foreigner travel. A sense of
distrust has formed amongst those unfamiliar with the US, and hence, traveling rates are taking a
toll. In the first quarter of 2017, America experienced 10.1% drop from European tourism and a
7.1% drop from Mexican tourism. Close to 700,000 less people visited the US in the first part of
the new year in comparison to years prior. With a sense of unpredictability in the United States
government, comes a general feeling of confusion from surrounding governments. Marriott has
the resources and capabilities to build a team devoted to a global campaign based on diversity and
inclusion. The goal would be to affect those residing outside of the United States-to strengthen the
image of American corporations while simultaneously boasting Marriott’s strengths and unique
offerings, including their select service brands. The Marriott corporation has already earned an
effective reputation in the US, so there’s a lack of need to appeal to domestic travelers.
International travel is the c ………