Marriott Company’s Expanding Into the Market of Kenya
The services offered by Marriott will be demanded in Kenya. Although Kenya is far from being called a rich country and a lot of people still live in the poverty, but the process of globalization, which will attract the new masses of tourists in this country, is one of the most significant factors that encourage the Marriott Company. Clients from highly developed countries, for example the USA, Western Europe, will be quite satisfied with the all kinds of services which are on the highest level in the Marriott hotels.
Marriott Company takes tourists from various countries and representatives from the smart society of Kenya as target audience of its hotels. Customers should be provided with all standard services and at the fixed standard price, which other Marriott hotels offer in other countries. And on the contrary, the premium level rooms and the VIP ones should be available to wealthy clients at much higher price.
All possible opportunities, potential strengths and weaknesses of the company, threats that can happen in this market should be ascertain by conducting the SWOT analyses.
Undeniable advantages of Marriott company is its orientation on the clients and well organized structure. This company gained many years experience in the hotel service market that will help the company to overcome all possible difficulties and drawbacks. The other advantage of this company is its worldwide fame of hotels and a great number of loyal clients, who are searching for a favorite hotel chain with a premium service quality and are ready to pay more for it while visiting the country.
Along with the number of advantages of Marriott company, there certain weaknesses can be singled out, that can become significant obstacles. One of such difficulties is a great number of hotels which are situated in different countries, and this fact makes the management rather complicated. The new market expanding increases the company’s income. But the increasing number of hotels not always lead to the prosperity and success of the company, but may also complicate its operations.
In this market Marriott company has a lot of opportunities. It can be the leader in hotel service industry, gaining the major part in this sphere, and provide more qualitative service for the population of Kenya at lower price. But Marriott may face with a threat which consists in the intensive competition between the already existing companies in this industry. One more threat can appear if the company will be accused in seizing the hotel market of Kenya and in being a foreign monopolist. To prevent such a situation, the company should be positioned on the activities which are based on the well-made promotion of the region where it is operated and its wellbeing.
Five Porter’s forces were used as the tool, which helps to determine the complex attractiveness of the hotel market, and it is important to ascertain the various forces on the Marriott performance. Due to the globalization the growth of the market is relatively high. The power of the customer is not very significant, as the clients are ready to pay more for the high quality hotel service. Due to the large investments, the entry barriers are also rather high in this market. These hotels will have the status of quite expensive, but at the same time in will present a wonderful place for its guests, who will enjoy as high level of comfort as they can get in their own countries. So, the Kenya’s market is rather attractive and the Marriott company should enter this market.
Marriott Company’s Expanding in Kenya
To decide whether Marriott should expand to Kenya’s market or not, the macroeconomic forces should be studied. The new hotel chain in Kenya’s economics may present such a way out of the difficult situation. Conducting different social responsibility programs Marriott can get the government support in all activities of the company.
Marriott is a sort of company that constantly applies new useful technologies, adopts different innovation, and it will promote these innovations working in Kenya. The nature and geographical position of Kenya should contribute to the development of the company, for there are many green areas and national parks rich in the varieties of the flora and fauna. This factor presents an advantage, and there should be organized the excursions to the safari or in the parks for tourists.
So, it is obvious that the Marriott company should do everything possible for the successful expansion to Kenya’s market. As a result of a deep analysis of different factors and forces, which influent the company’s performance, it should be mentioned that Marriott is going to gain a success and after some time it will become a leader in this sphere of the market in Kenya. This company is ready to control all the unexpected problems, and the expected investments in this project are rather high, so it is worth establishing all sorts of hotel innovation and service and expanding the company in Kenya.
