The Internal Environment Analysis : Wyndham Worldwide

The main purpose of this paper is through the company 's external and internal environment analysis to evaluate the company in the industry and future developments. Assess the external environment mainly through PESTLE Analysis and Porter 's 5 Forces. Strategic Recourses & Capability Analysis for internal environmental assessment is conducted. Finally, the company somehow SWOT analysis, concluded ••••

For instance, in the hospitality industry, the Hilton brand symbolises high-end properties, elevated quality of service and a unique guest experience. Brand name and brand image are essentially two factors that differentiate companies which operate in the same industry and market. Therefore, the brand name must be unique. Hotel companies like the Hilton have established strong national brands and seek to use them globally with an intention of increasing profits. Once its established as a global brand, the company has successfully created an international image that can lead to increased efficiency through branded marketing efforts and cost savings on a much larger scale. Nowadays with an increase in international travel, the competition among international hotel corporations is becoming a lot more competetive. Those tourists that travel to foreign countries tend to stay in one of the known hotel brands and their standardised quality of service. Hotel chains are motivated to maintain a high rate of global expansion as a key marketing strategy of creating brand loyalty (King,

Wyndham is the one of the largest hospitality corporations in the world and was founded in 1990. In 2006, the company went public and began trading in the New York Stock Exchange with the symbol “WYN”. This company serves both individual consumers and business consumers with a range of various services and commodities. Wyndham’s revenue consists of two major components:

In summary, Wyndham is much small (in terms of numbers of hotels and numbers of rooms) than their competition in this market segment. They have a problem overcoming this disadvantage.

External marketing environment consists of social, technological, demographic, political and legal factors, economic and competitive factors. The external environment is uncontrollable so the marketing managers need to understand the external environment to meet the need of consumers (textbook).

WWC’s embodies a service-oriented culture that encourages individual associates to be responsive, respectful, and delivers great experiences to customers, guests, partners, and communities and each other. WWC’s core values are to act with integrity, respect everyone, everywhere, provide individual opportunity and accountability, improve customer’s lives, and support communities (WWC, Mission and Culture 2006-2017). The company developed these values by creating a strong foundation and relationship with customers, hotel franchisees, senior executives, security personnel, and other departments within the company. WWC focuses on actively including diversity and inclusion within its workforce while creating memorable experiences for all of the guests that visit its properties from all parts of the

Wyndham global agency is an American hospitality company, it is the holding organization for Wyndham hotels & resorts, RCI and different accommodations brands. It became spun off from Cendant Corporation in July 2006.

The hotel industry lies under the hospitality industry which is international by its nature as it is derived from international tourists and international businesses hence it makes an economic sense for a hotel industry to be global and therefore it is coupled with tough internationalization of the chains (Members 2010). Levitt (1983) suggests that the core competencies of hotel companies are to implement

By: Toni Hilton, PhD Westminster Business School, UK and Warwick Jones, PhD University of the West of England, UK

A. The external marketing environment (1000 words) Choose two environments within the external environment to analyse - demographic, socio-cultural, economic, technological, natural, competitive and political and legal (500 words per environment)

Business environment can classifies in two categories that are internal environment and external environment. Internal factors close to the company that have a direct impact on the organizations strategy, these factors include employee, customer,

Hence, marketing research is carried out to identify both organization’s internal and external environmental situation or position and options for better performance.

By marketing environment, we mean both the macro-environment surrounding the industry and the task environment in which the organisation intimately operates. The macro-environment consists of the large scale forces and factors influencing the company’s future over which the company has very little control. These forces are normally divided into economic-demographic factors, technological factors, political-legal factors, and social-cultural factors. The marketing auditor’s task is to assess the key trends and their implications for company marketing action.

The external environment have lots of factors outside the company where you don’t have much control over. The internal environment business includes all the factors with in the organisation that impact the approach and success of your operations.

This analysis consists of analyzing the external environment of the company (competitors, social, technological, regulations, etc.). The purpose is to identify the key opportunities and threats in the environment.