Hospitality Industry. Marriott International, Inc Assignment

Hospitality Industry. Marriott International, Inc - Assignment Example Liverpool is a city on the growth path. It has seen fastest growth amongst all the key cities in Great Britain between 2002 and 2003, far in excess of regional and national rates. In cultural diversity it is home to many ethnic communities, varying from Irish, Welsh, Scots, English and different religions and countries Jewish, Muslim, Hindu; Chinese, Greek, Italian, Spanish. Even people from the Caribbean, Somalia, Yemen, the Balkans and Middle East have made Liverpool their home. (http://www.liverpool.gov.uk). This diverse conglomerate of communities creates unique opportunities for attracting a wide diaspora to converge in the city during the year 2008. Liverpool has a vibrant culture, it is the original home of pop and music is supplemented by humor, writing and performing arts. It is a port city with principal traffic to the United States. Liverpool is a major regional shopping hub. (http://www.liverpool.gov.uk). A number of international retail giants as Zara and Armani have large outlets. These will be further expanded to cater for the massive influx in 2008 from European and global tourists. Thus it has a unique advantage of being a business and culture hub of Britain. This trend is being encapsulated in the concept of Capital of Culture. The central focus is on, The World in One City. The supporting themes are Create, Participate and Regenerate to be progressed by the vision of Yesterday, Today and Tomorrow. All this is within the overall culture strategy of the Liverpool City Council. (http://www.liverpool08.com). ... (http://www.liverpool08.com). The underlying themes of recreating history, reflecting the present and projecting the future can also be encapsulated in Marriot's philosophy of exploiting the past to sustain profits for the present and beyond. Liverpool Culture Company has been set up with a Chief Executive and a Board to manage promotion and oversee implementation of the Liverpool Capital of Culture. This will provide government and agency support for the project. The assured support of all agencies will enable its successful implementation. (http://www.liverpool08.com). Liverpool's bid for the project had been endorsed by the entire North Western Region, to include North West Development Agency, North West Arts Board, North West Sports Board, Sport England North West, the North West Tourist Board and the North West Cultural Consortium. (http://www.liverpool08.com). Marriott's culture of associate support and customer excellence will enable it to place itself in the forefront of Liverpool's successful management of the primary event, Capital of Culture in 2008. Since there is total commitment of city authorities including the Liverpool Culture Company and regional organizations, this offers synergy in implementation, which can also be exploited by Marriot affiliating with local authorities to sustain growth. Marriot has properties in Liverpool and Manchester. These can be networked to generate additional revenue during the Year 2008, as availability of hotel accommodation in Liverpool per se is likely to be at a premium. Proposed Strategic Response Marriot is essentially seen as a company focused in the United States with a network of properties in other countries. Europe receives maximum tourists every year.