Last Updated 20 Jun 2022

Swot for Marriott Copenhagen

Category Hotel, Swot Analysis
Words 223 (1 page)
Table of contents

SWOT analysis


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  • Famous brand of Marriott hotel chain in 67 countries,focus on B2C and B2B market
  • Staff(130 full-time employees) and staffs turnover is only 5%- high retention level, but during summer time number of employees increases (full-time and part-time)
  • Advantage of location according to the centre of Copenhagen and water view
  • Discounts packages for customers (family discounts, free transportation before/ after cruise) and the points system
  • Company’s culture is orientated to the statement “How Marriott never forgets a guest. - high attention to the customer
  • Core product is experience for customers and also additional services
  • Green key hotel and Environmental Committee
  • A lot of rooms (383) and 11 conference rooms, which are big in European standards;
  • Mergers with Tivoli and transportation company Weaknesses
  • Customer satisfaction: 81. 2 % in 2009, 18. 8% of customers can influence negatively on reputation, because of mouth-to-ear information distribution
  • High prices
  • hotel (food and beverage, rooms), extra expenses (Wi-Fi);


  •  swimming pool or water center, boat trips
  • Eco- food will support the idea of the “environmental fight” Threats
  • Monopolistic competition, 65 competitors: 3-5 star hotels in Copenhagen;
  • Financial situation: crisis, inflation influences on customer decisions


  1. http://marketingteacher. com/Lessons/lesson_swot. htm
  2. http://www. marriott. com/corporateinfo/glance. mi
  3. Asking receptionist
  4.  http://www. marriott. com/hotels/hotel-deals/cphdk-copenhagen-marriott-hotel/? offerInfo=364544[ 5 ]. http://www. marriott. com/search/redeemRewardsPoints. mi
  5.  http://www. dengroennenoegle. dk/English/Cases. aspx
  6. http://www. dengroennenoegle. dk/English/Cases. aspx
  7. http://www. marriott. com/hotels/hotel-rooms/cphdk-copenhagen-marriott-hotel/
  8.  http://www. marriottdevelopment. com/index. html#brands/mhr/ performance
Swot for Marriott Copenhagen essay

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