Courtyard Marriott Company Company Background SWOT Analysis and Objectives

Courtyard Marriott Company Company Background SWOT Analysis and Objectives

Courtyard Marriott Company: Company Background/Profile, SWOT Analysis and Objectives (35 points) In order to complete this assignment, you will be required to conduct research for your approved company using credible sources. Please use major headings and write in complete sentences using paragraph format. (Please use size 12 font, Times New Roman, double space and 1-inch margins). This assignment should be 2.25 – 2.75 pages long excluding work cited page. Please use APA style for work cited page. Please note that points will be deducted for assignments that do not adhere to the guidelines stipulated.

Company Background/Profile:

This section demonstrates that you understand the history and background of the company, the brand, corporate culture, and critical moments in the company’s past. Please give a description of the company as well as provide background information on the company. Provide information on the company as though the reader has never heard of the company.

SWOT Analysis: (1 – 1.25 page)

Please come up with 4 factors for each component of the SWOT analysis (4 strengths, 4 weaknesses, 4 opportunities & 4 threats) for your approved company. Please write in complete sentences using paragraph format. Also, please note that each factor needs to be fully explained. Remember strengths and weaknesses are both internal factors, meaning the company has control over these factors. Strengths are what the company does well and weaknesses are areas that need improvement. Opportunities and threats are external factors which the company has no control over. Opportunities are positive external factors which will be beneficial to the company and threats are negative external factors which could be detrimental to the company. External factors could be demographic, social, technological, political, economical etc).

Objectives (0.5 page):

Please identify at least 3 objectives of the company (marketing or sales related objectives). Objectives are goals however these goals need to be measurable, time specific, and challenging. For example you cannot say “you want the company to be profitable”. This objective is very vague and not specific. You can say that one of the objectives of company XXX is to break even by the end of the second year, or to make a profit of 5 % in year two and 10% in year three. Notice, these objectives are measurable (to break even, 5%, 10%) They can actually be measured. They are also time specific (at the end of the second year). N.B You need an introductory sentence or 2 for this section.