(Tiểu luận) group assignment of research proposalstudy of the situation of franchisor of jw marriott hotel

Furthermore, investors prefer lease contracts with no risks to hands-on franchising contracts.III.Research questionsIn order to particularly analyze the franchise situation of JW Marriot

FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL ECONOMICS

RESEARCH METHODS _o0o _

GROUP ASSIGNMENT OF RESEARCH PROPOSAL

STUDY OF THE SITUATION OF FRANCHISOR OF JW MARRIOTT HOTEL

Class: KTEE 206

Group: 3

Nguyễn Thị Ngọc Hiền 2213920010 X%

Instructor: MSc Nguyễn Minh

Phương

Ha Noi, April 2023

Table of contents

I Abstract 1

II Background 2

III Research questions 2

IV Literature Review 3

1 Introduction: 3

2 Scope of the review: 3

3 Research strategy: 3

4 Critical evaluation 3

4.1 Service quality 3

4.2 Brand equity 4

4.3 International expansion 4

5 Synthesis of findings: 4

6 Implications for future research: 4

7 Research objectives: 4

IV Data and Methodology 5

1 Data 5

1.1 Data Collection: 5

1.2.Data Analysis: 5

2 Methodology 6

VI Expected outcomes and contributions 7

VII Time scale 8

VIII Resources 8

1 Budget 8

2 Limitations 8

2.1 Limited information: 8

2.2 Lack of perspectives: 8

2.3 Timeframe 8

2.4 Subjective analysis 8

2.5 Cultural and geographical constraints 9

IX References 9

I Abstract

Since the early 1950s, franchising has a long history in the hotel industry and has been widely employed in several regions of the world It is a significant industry not just in the hotel industry but also in many other industries, contributing around 3% of US GDP, or US$674.3 billion in revenues, 7.6 million direct employment in the US alone, and over US$300 billion in the EU It is a tried-and-true method of conducting business in the hotel industry, but it has evolved and altered through time in terms of both its structure and tactical application Due to brand owners' propensity to adopt asset-light strategies, franchising has progressively gained favor in the hotel industry

As a result, along with leases and hotel management contracts, several hotel brands have included franchising in their expansion plan In North America, Europe, and the Middle East, where there is a ready supply of operators who understand the value that

a franchise delivers to them, franchising in the hotel industry is generally more prevalent In contrast, there tends to be a dearth of proven operators who understand the value of franchising in Asia However, some companies do make effective use of franchising throughout Asia The introduction of franchise-specific restrictions has not slowed this increase in popularity In 1971, the California franchise statute set the stage for this, and during the following ten years, state and federal authorities all throughout the country followed suit Then, the movement expanded throughout most

of Europe and the rest of the world

The Marriott story began in 1927 when founders J Willard and Alice Marriott opened

an A&W root beer franchise in Washington, D.C They instilled their business and leadership knowledge into their son, Bill, who opened the first Marriott motor hotel in Arlington, Virginia in 1957 Marriott expanded swiftly, and in 1969, opened its first international hotel in Acapulco By the late ‘80s, the hotel company opened its 500th location and began expanding into Europe Marriott continued to grow and eventually opened alternative lodging brands catering to different levels of affordability and travel type In 2016, Marriott acquired Starwood Hotels, itself the parent of a global portfolio of well-known hotel brands, forming the largest hotel and resort chain in the world Today, Marriott International continues its mission of shaping the future of travel experiences through technology and innovation, boasting over 6,000 worldwide units Besides its sheer scale, one of the Marriott’s most distinctive competitive advantages is its suite of loyalty programs (Marriott Rewards, Starwood Preferred Guest, and The Ritz-Carlton Rewards) with some 120 million members worldwide The company recently announced that its various programs would be merged over time

II Background

A franchise system is a collaboration agreement between two independent business parts, the franchisor and the franchisee, under which the franchisor grants the franchisee the right to use his brand name, products and services, and specific know-how in exchange for direct or indirect payments to the franchisor According to the Mintel Marketing Intelligence 2005 International Hotel Industry Report, 67% of room capacity in the United States is branded, primarily through franchise agreements Almost all of the major US hotel chains use franchising and eighteen of the top twenty

US hotel brands do, so franchising has become a significant issue of interest in the hotel industry The majority of European hotel groups favor leasing contracts Furthermore, investors prefer lease contracts with no risks to hands-on franchising contracts

III Research questions

In order to particularly analyze the franchise situation of JW Marriott, we consider these questions:

Has the franchise agreement for JW Marriot been renewed recently? Are there any legal disputes or conflicts related to the franchise agreement of

JW Marriott?

How has the performance of JW Marriott been in terms of revenue and guest satisfaction?

What are the future plans of the franchisee or franchisor regarding the JW Marriott Hanoi franchise?

What is the current franchising model being used by JW Marriott Hanoi, and how effective has it been in terms of revenue generation and brand recognition? How has the COVID-19 pandemic affected the franchise situation of JW Marriott, and what measures have been taken to mitigate the impact? What strategies can JW Marriott employ to expand its franchise network in Hanoi and beyond, and what factors need to be considered in implementing these strategies?

IV Literature Review

1 Introduction:

The JW Marriott is a prestigious brand of luxury hotels that operates under the Marriott International umbrella The franchise is known for its high-end amenities, exceptional service, and iconic design In this literature review, we will analyze the

existing literature on the JW Marriott franchise hotel to identify the strengths and weaknesses of its business model and explore the latest trends in the luxury hospitality industry

2 Scope of the review:

This review focuses exclusively on research and publications related to the JW Marriott franchise hotel The research was conducted using online databases, peer-reviewed academic journals, and industry reports

3 Research strategy:

This project will advance a grounded theory strategy, combining a number of in-depth qualitative approaches In the first phase: policy documents, relevant legislation and the political impetus behind the emergence of forms of policing will be analyzed In the second stage of this study, existing constraint modeling methods will be identified based on a comprehensive review of current industry practices and academic research

4 Critical evaluation

After a thorough review of the literature, it is evident that the JW Marriott franchise hotel has been successful in maintaining its reputation for luxury and customer service We believed that the importance of the following factors will shape the success of the franchise:

4.1 Service quality

Researches have consistently shown that service quality is the primary driver of customer satisfaction in luxury hotels JW Marriott has established a reputation for exceptional service, winning numerous awards and accolades

4.2 Brand equity

JW Marriott has built a strong brand that is synonymous with luxury and prestige The franchise has managed to extend its brand equity to new markets and customer segments through strategic partnerships and creative marketing campaigns

4.3 International expansion

The JW Marriott franchise has expanded rapidly into new international markets, leveraging its brand reputation and global partnerships to gain a foothold Researchers have emphasized the importance of understanding local cultures and customs to succeed in different markets

5 Synthesis of findings:

Overall, this literature review suggests that the JW Marriott franchise hotel has a strong business model that is built around delivering exceptional service and building

a powerful brand The franchise has successfully expanded into numerous

international markets and has maintained consistency in its operations and delivery of high-quality service

6 Implications for future research:

Future research can build upon the findings of our research by examining the operational and financial performance of the JW Marriott franchise hotel

Additionally, research can focus on the future challenges facing the luxury hospitality industry, such as changing consumer preferences and the impact of disruptive technologies to learn more about the role of franchising in

7 Research objectives:

To analyze the performance and profitability of JW Marriott franchise hotel in a specific location, market, or time period

To identify the key success factors and challenges for operating a JW Marriott franchise hotel in a competitive environment

To evaluate customer satisfaction and loyalty towards JW Marriott franchise hotel by conducting surveys, interviews, or focus groups

To benchmark the operational and financial performance of JW Marriott franchise hotels against other hotel chains or industry standards

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To investigate the impact of corporate social responsibility (CSR) initiatives and sustainability practices on the reputation and branding of JW Marriott

franchise hotels

To explore the potential of expanding the JW Marriott franchise hotel network

in new markets or regions

To recommend strategic actions and improvements for enhancing the value proposition and customer experience of JW Marriott franchise hotel

8 Research Aim

The research "The JW Marriott franchise situation" may have as its objective to

investigate the causes of the conflict between the franchise owner and the

management company, to examine the effects of the conflict on the operations and reputation of the franchise, and to suggest potential solutions to resolve the conflict and enhance the franchise's performance This research will also look at the

difficulties associated with operating a franchise in a foreign nation, such as linguistic barriers, governmental restrictions, and rivalry in the marketplace

IV Data and Methodology

1 Data

1.1 Data Collection:

Because insight into operating business and laws about franchise especially in big international hotels - JW Marriott is limited, this research will be inductive and interactive It will consist franchise business economic outlook, the reality of hotel franchises and franchise policies The research uses secondary data exclusively online databases, peer-reviewed academic journals, and industry reports

1.2.Data Analysis:

In general terms, the two main research questions will provide an important analytical framework for studying the data collected The data analysis will require an open and reflexive engagement with existing literature in order to identify key success factors for the success of a JW Marriott hotel chain and give insight and perspective on a franchise model as well as its effectiveness for business

The analytic approach then, will involve many of the processes described as

‘grounded theorising With the purpose to produce an account of the practical processes involved in adjusting to franchise rules in business, and to develop a typology of strategies Whilst this research may not be able to make highly generalised claims, it will offer a model(s) for understanding the orientation of business and its structure, which could be expanded or developed

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2 Methodology

This project will advance a grounded theory strategy, combining a number of in-depth qualitative approaches When using deductive approaches to theory development, the franchise issue of JW Marriott Hotel chain is evaluated In the first phase: (1) policy documents, (2) relevant legislation and (3) the political impetus behind the emergence

of forms of policing will be analyzed Based on this understanding, finding the proper and legal orientation for development In the second stage of this study, existing constraint modeling methods will be identified based on a comprehensive review of current industry practices and academic research Finally, by analyzing the advantages and drawbacks of existing documents, the proper solution will be identified and evaluated

Hotel Brand Strategy, John W O'Neill and Anna S Mattila (2009) It contains information about the relationship between hotel branding and franchising The data determine the development project to measure and analyze both short-term and long-term brand equity

Marriott International Franchise Costs, Fee and FDD (2022) It includes the number establishments and total annual costs and fees that Marriott has to pay

to maintain the company’s franchise hotels From this data source, we were able to determine the costs and fees that JW Marriott Hanoi has to pay annually

Implementing a Balanced-scorecard Approach to Managing Hotel Operations: The Case of White Lodging Services, Gregory A Denton and Bruce White (2000) The database concerns with financial conditions that relate to franchise issues It also deals with case study about managing hotel operations where rules and policies are implemented

Competitive advantages of franchising firms and the moderating role of organizational characteristics: Evidence from the restaurant industry, Kyung-A Sun & Seoki Lee (2019) This study investigates the effects of a firm’s involvement in franchising on efficiency and differentiation as defined in Porter’s generic competitive strategy framework

To develop our estimates and forecasts, we acquired and reviewed data from the previous studies done by Michael D Ballantine, which had analyzed a case study of the JW Marriott in Hanoi These data did not cover all franchise establishments, but in some cases could be used to assess recent growth in the number of franchise establishments

VI Expected outcomes and contributions

In terms of successfully achieving the knowledge after researching this case, we thoroughly state these criteria:

Enhancing our knowledge of the franchising system: research on the JW Marriott franchise situation could help us to gain an overall understanding of the scheme and its operations This might be useful for another hotel or business planning to use the franchise model

Key success factors identified: The research can identify key success factors which contributed to the success of a JW Marriott hotel chain It will help the rest of the hotel sector to learn from best practices and share strategies that have been successful

Better decision-making: The findings of this research could lead to better decisions being made by the management team at JW Marriott as regards its future It can help them, for example, to determine the areas where

improvement or investment is needed and at the same time examine whether it would be appropriate to extend this brand into additional locations

Competent advantage: Through its knowledge of the franchise system and how

to exploit it for success, research could give JW Marriott Franchise an edge over other franchisors

Contribute to the knowledge of the industry: Research can give insight and perspective on a franchise model as well as its effectiveness for business, contributing to an existing body of knowledge in the hospitality sector