Organisational Consultancy- LEVEL 6 Assignment Sample

Introduction - Organisational Consultancy- LEVEL 6 Assignment

In modern era, to determine the performance and efficiency as well as information about any issue the companies are likely to hire consultancy companies in order to seeking professional advice. Taking consultancy services is beneficial for the companies because it helps them to solve challenges such as enhancing processes, effective marketing strategies etc., which may arise. Using consultant is help the companies to reduce costs, sets goals and objectives, gain admittance to market research as well as developing extensive networks which eventually positively influence on the overall growth and success. In addition, this consultancy report will be based on one of leading hospitality company i.e. Marriott. Currently, this organization is facing wide range of issues like labour shortage, data security concern, high debt load, insufficient technological investment, negative publicity, rigid organizational culture etc., which directly influence its overall management and operations. For seeking professional advice, the chosen organization approach one of leading consultancy organization i.e. Trip Advisor.

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Trip Advisor is one of leading American company that operating its operation in the online travel agencies. This organization founded in 2000 by Stephen Kaufer, Langley Steinnert, Tom Palka and Nick Shanny. The headquarters’ of chosen organization is situated in Needham, Massachusetts, United States. The key purpose of this organization is championing the different capabilities, identities, voice and experiences of the candidates, travellers, business partners, candidates and industry peers. In 2023, the selected organization employed approx. 2900 employees to manage the operations and provide better services to the travellers (Trip Advisor, 2024). Additionally, the primary activities of the chosen organizations encompasses offering reviews on hotels, attractions and restaurants and contrasting rates from top booking sites Furthermore, the major services of selected organization are restaurant reservations, hotel bookings and experience bookings which enabled with the help of mobile applications and its websites. This organization is serving services to the travellers in all over the world as well as assists them to make informed and potential decisions relied on the user-generated reviews and content. Selected organization is collaborates with several booking sites such as Yatra, MakeMyTrip, ClearTrip etc. This organization is operating its services in various countries in provide travelling services to the travellers such as Eurpoe, North America, Asia Pacific and South America.

Apart from this, Mariott is one of popular American Multinational Company that operates, licenses and franchises the lodging brands such as residential, hotel and timeshare. This organization is also operating its operation and process within Bucharest, Romania. In Bucharest, Marriott has more than 402 rooms and apartments. This organization incorporated within Bucharest in 2000, 24 years ago by J. Willard Marriott and Alice Marriott. The location of the chosen hotel is near parliament palace, Bucharest, Romania. (Marriott, 2024).

On the other hand, data security concern is one of the critical issues that is face by Marriott which negatively impacts on its success and growth within the competitive market. This particular issue leads to decrease customer loyalty, lost revenue and damage overall reputation of the business. Apart from this, the current consultancy report will highlight the causes and influence of specific issue on the overall operation and management of selected business. This report will also confer various frameworks such as SWOT, PESTEL, and TOWS to evaluate the problem. In addition, consultancy report will also include the recommendations for selected organization to response the issues as well as theories and models of change management.

Analysis

In modern era, the use of technologies is constantly increases in order to automate the process and provide high-quality and better services to the customers. Data security concern is considered as one of the common problem that is face by the companies. This issue has significant negative influence on the overall operation and process of the companies. Marriott is also facing this issue due to overreliance on the emerging and updated technologies. For years, the selected organization has held massive weight in the sector of hospitality. In all over the world, majority of the hospitality companies listed on Trip Advisor. However, after many years, chosen business comes down on only one simple fact i.e. consumer trust. In present time, the customers are likely to book their rooms, restaurants etc., through online platforms without physical reach (Da Veiga et al, 2020). Due to breaching and loss of data the customers are not booking their hotels from Marriott which results in their trust and loyalty. From this, selected organization faced huge losses and restricted to gain competitive advantage over competitors in the hospitality sector. In 2022, Marriott faced issue related to data breaches for the third time in the four years. In order to resolve these probes, Marriott agreed to pay $ 52 million (Veiga, 2024). This issue is highly influencing the internal documents and credit card data which pertaining to overall operations. In June 2022, Marriott Hotel was hacked again and it was done by und hacking group. This group targeted the hotel chain and utilised social engineering to steal passwords. After this, the hacking group used password to admittance the internal system of Marriott (MCGarry, 2022).

In 2023, the annual spending of selected organization was $ 1.5 billion as compare to competitors (Marriott, 2024). In addition, this issue leads to low satisfaction of the customers which significantly impacted the overall operation of Marriott. Bad customer service experience can cause serious damage to the reputation of the business. Unhappy customers are not good for the companies and they are more probable to leave negative review after receiving negative experiences (Kumar et al, 2021). This specific issue negatively impacts on the overall growth and success of the competitors. At the present time, Marriott is making significant investment in the technologies Along with this; low customer satisfaction also negatively impacted the income or profits of the chosen organizations. Generally, if organizations loss their loyal customers then they lose sales (Khando et al, 2021). Travellers with bad experience are not likely to take the travel services from the chosen organization which negatively impacts on its profitability and revenue.

Weak and stolen credentials, back Doors application vulnerabilities, malware, social engineering, insider threats, physical attacks, improper configuration etc., are major causes of data breaches in the organizations (Grassegger and Nedbal, 2021). Data breach is directly impacts the overall operation by damaging reputation and losing the trust of consumers (Lee and Ahmed, 2021). This issues is corrupting and damaging the database which eventually negatively influence on the overall growth and success of the business (Hart et al, 2020). This specific challenge can lead to Marriott to lose its data such as corporate secretes and sensitive financial information from which results in financial loss, increase fines and reputational damage.

Along with this, reputation is considered as one of the common issue that is face by selected organization from data breaches. Data breaches damaging the reputation and brand image of the chosen organization negatively influences the prices of stocks, unable to recruit and retain skilled and talented employees as well as customer churn (Karpiuk, 2021). From data breaches, the customers have fear of losing their personal information from which they are not likely to stay in chosen hotel which eventually negatively influence on the overall profitability and customer base (Uchendu et al, 2021). This issue is harming the trustworthiness and image of the public. In addition to this, from data breaches Marriott also faced the issue of income because it directly impacted financial performance. This issue restricted selected organization to gained competitive advantage in the hospitality sector which reduce the profitability. On the other hand, data breaches has also significant influence on the scope of the chosen business because from this it face issue related to loss of customers, workforces and reputation as well as face fines and lawsuits (Schinagl and Shahim, 2020). Apart from this, feedback is not an issue for the Marriott because it serves as a lens from which employers can determine the weakness areas within its operations.

Figure 1: Net income of Marriott International

(Source: Statista Research Department, 2024

From, the above figure, it has been depicted that, due to data security concern, the income of selected organization was decline at rapid rate. Every year, the profit of Marriott was less as compare to preliminary years and in 2020 it reported losses of 2.67 billion U.S dollars.

PESTEL analysis

There are wide range of external factors such as political, economic, social, technological, environmental and legal which have massive contribution to the issues that are experiencing by Marriott .

Apart from this, SWOT (strengths, weaknesses, opportunities and threats) is considered as one of the critical model that is used by the companies to evaluate the areas where they are performing the performance in positive manner (Farid, Warraich and Iftikhar, 2023) To assess the strengths and weak areas, Marriott is also emphasis on implementing SWOT model because it helps in empowering it to hitch competitive edge at the time of overcoming risks which are connected with the external threats and operational weaknesses.

From the above SWOT analysis, it has been determined that there are many area in which Marriott is performing its performance in successful way. One of the big strength of Marriott is that it is one of big leader in the hospitality sector. It is one of largest and first travel review websites because it builds trusted among customers and strong brand recognition in the market which helps in attracts large number of travellers. Along with this, the chosen organization is providing its services in more than 141countries such as U.S., UK, France, BUCHAREST, Germany, India, etc. It means, Marriott is performing its performance positively in the market which eventually positively influence on the growth and revenue.

On the other hand, with strengths there are several weak areas in which Marriott is not performing well which directly influence its revenue and growth. Fraudulent and biased review are receive by the customers is considered as one of major weakness of Marriott. It is important to overcome because it adverse impacts on the customer satisfaction and experience which leads to reduce profitability and revenue (Ogborigbo et al, 2024). Another major weakness of chosen organization is data security concerns which lead loss customer trust, financial losses, legal liabilities and negative publicity.

On the other hand, TOWS is considered as one of the pivotal strategic management tool that is used by the companies to identify and prioritise their actions. This tool stands for strengths-opportunities (SO), weaknesses-opportunities (WO), strengths-threats (ST), weaknesses-threats (WT) This tool help the companies to identify the possible future directions related to problems that are face by them (Tagarev, 2020). To determine the possible strategies or solutions of above-mentioned issue Marriott can need to emphasis on executing TOWS model. This model assist Marriott to find the effective strategies for taking advantages of opportunities and reducing threats.

Recommendations And Change Management

From the above analysis, it has been evaluated that, Marriott is experiencing wide range of challenges such as poor customer satisfaction, data security concern, damage reputation, reduce income etc. These issues have significant impact on the growth and process of the selected organization. Data security concern is one of the biggest issues that is experiencing by Marriott due to theft of password by hacking group. The major causes of this challenge are insider threats, loss of passwords, data leakage, social engineering etc (Uchendu et al, 2021).

In addition, from the particular issue selected organization is facing the issue of poor customer satisfaction and experience because losing the personal information and data of the tourists which directly influence their loyalty and retention which leads to shift towards competitors. Due to data security concern, the travellers are not likely to book their hotels, restaurants through online mode without physical reach (Khanra et al, 2021). However, this organization emphasis on providing digital services in more better way as before which helps in attract more customers and increase their satisfaction but the customers have fear losing their personal data on online platforms . Moreover, the poor customer satisfaction and experience directly influence scope and scale of Marriott by damaging reputed image, loss of best employees and customers and their insights as well as increase operational costs.

It has been suggested that, to improve customer satisfaction by securing their personal data the chosen hotel should need to provide an employee training and awareness. Adoption of this strategy will be beneficial for organization because it aids in mitigating challenge by making or breaking decision of customers to book with the hospitality company (Hughes-Lartey et al, 2021). This strategy helps in increase customer’s satisfaction and improves experience from which they make bookings and retain with the companies for long duration which leads to increase profitability (Bandari, 2023). For implement this change, Marriott can need to emphasis on implementing change management practices and procedures. To implement the change i.e. employee training and awareness, organization can need to provide education related security best practices (Algarni et al, 2021). Adoption of this change management practice can be beneficial for organization because it helps in determine and react to the security threats which is important for maintaining the confidentiality and integrity of tourist’s data which leads boost their satisfactions (Line, et al, 2020). Tourism Management, 80, p.104106. With the help of training, Marriott can easily manage the change which positively influence on the overall process and effectiveness. The staff of Marriott will be responded positively to implement the change because it aids in increase satisfaction and enhance experience of the customers from which they are likely to retain with it for long period of time (Juma'h and Alnsour, 2020).

Apart from this, to implement the change effectively the employers can require make effective plan. Effective planning will helps the employees to ease the situation and contributes towards seamless transition (Albukhitan, 2020). With the help of training completion rate, Marriott can gauge the success rate of the active participation of the employees in the training. Adoption of this metric will be beneficial for organizations because it aids in tracking the number of employees who are complete training related to technologies in successful and effective manner (Dixit et al, 2021). Moreover, this key performance indicator (KPIs) aids to the organizations in calculating the effectiveness of organization’s training program. On the other hand, conducting employee training and awareness will not be easy task for Marriott because it is costly process. According to the size and income, the cost of conducting employee training and awareness for Marriott will be $80,000.

Reputation damage is another biggest challenge which is experience by Marriott due to data security concern. Loss of customer’s data, phishing, social engineering, malware etc., is major causes of reputation damage which is challenging for the companies (Dehghani et al, 2022). Reputation damage adversely influence the scale and scope of selected organization by increasing competition, job displacement, higher costs and increase security risks. Along with this, to overcome this problem, Marriott should need to emphasis on executing cyberattack measures. Investing in the cyberattack measures for selected business and its employees will be essential to keeping with the security practices (Lois et al, 2020). Implementing cyberattck measures will be valuable for organization because it helps in protecting personal data of tourists, protects business reputation, increase efficiency, enhance data management and maintain creditability as well as trust (Furnell and Shah, 2020).

To manage this change to overcome the issue of reputation damage, the employers of Marriott need to emphasis on engaging its employees. For implementing cyberattack measures it will be important companies to encourage the participation of the employees from which they are not resist to adopt the change (Knight and Nurse, 2020). To ease the circumstance and contribute towards seamless transition, Marriott will invite participation of the employees. Adoption of this change management strategy will be useful because it helps in influence to take participation in the implementing cyber attacks measures from which they can increase their skills and knowledge related to security practices to build trust of tourist and provide seamless online services to them (Lloyd, 2020).

To measure the effectiveness of strategy, Marriott need to take the feedback from the employees. Adoption of this metric will be beneficial for the chosen business because it helps in determining the positive impact change on customer satisfaction and organizational performance. Measuring of change management strategy will be beneficial for business because it helps in reduce resistance, improve communication and increase productivity (Mani and Chouk, 2022). Additionally, adoption of this strategy will be beneficial for chosen business because it helps in improve process and success by increasing customer satisfaction. Adopting cyber-attack measures is not an easy task for the companies because it includes high costs. It will be important for Marriott to fully aware of measures and costs which are included (Rosati, Gogolin and Lynn, 2022). According to size and income, the costs for Marriott to conduct training for the employees will be approximately $ 80,000.

On the other hand, due to the data security concern Marriott is also experiencing issue related to the income. This issue significantly impacted the financial performance of the business because the customers are not likely to take its services due to loss of their personal and sensitive information (Rajasekharaiah, Dule and Sudarshan, 2020). Loss of personal and sensitive customer data can leads excessive fines, fees, lost business revenue and security costs. This issue negatively impacts the financial performance of the chosen organization as compare to the competitors (Pelluru, 2021). From data breaches, the chosen organization is facing the issue of customer loyalty which negatively influence on the financial performance. It has been suggested that to mitigate the issue related income, Marriott should need to conduct regular security audits (Ibrahim et al, 2020). Adoption of this strategy will be beneficial for Marriott because it aids in ensuring its regular policies.

Regular security audits help the selected business in determine usage of strong passwords, providing training on information related to security (Salagrama, 2021). Conducting security measures also helps in using the antivirus software in order to protect against malware and viruses as well as keeping all the systems up-to-date (Christen, Ranbaduge and Schnell, 2020). Regular audits also helps is forcing organizations ton execution of information security system such as intrusion detection, firewalls and encryption to protect data (Bandari, 2023). Security audits are important for the hospitality organizations because it aids in protecting sensitive information encompassing internal and customer data. Security data can helps in protecting the companies by makes sure compliance with the regulations and eliminating costly fines (Perwej et al, 2021). Security audit can aids Marriott to determine vulnerabilities before they become issue enhance risk management processes, adhere to compliance and regulatory requirements as well as protecting the sensitive data.

Apart from this, bringing this change will be beneficial for the selected organization in order to protect and safeguarding the data of the guests. To manage this change, the operational manager or leader of Marriott can implement Lewin’s change management model. This model emphasis on understanding the forces that resist or drive changes as well as offering clear path to evolution from the current state to desired future (Burnes, 2020). According to this model, to manage the change in effective way the employers of Marriott need to emphasis on three significant components such as unfreeze, change and refreeze. In the context of unfreeze, before conducting security audit chosen organization can need to prepare themselves by gaining the acceptance of the employees (Bekmukhambetova, 2021). At change, business can require to move from current state to the desired future state. At refreeze stage, chosen organization need to develop stability of executed changes (Ratana, Raksmey and Danut, 2020).

On the other hand, to ease the situations and contribute towards seamless transition, the react toward the conducting security audit, the employer of need to implement change management strategy in proper way (Abdulsalam and Hedabou, 2021). For conducting the security audit in proper way, the employer of Marriot will need to empower its employees through effective communication. Moreover, communication is considered as one of the critical part of managing the organizational change in effective way. Effective change management communication helps in providing clarification the reasons behind needs of change and also mobilizes the workforces with the sense of urgency fir the change. For bringing his change is essential to protect the data of the customers and build the reputation of the organization in the marketplace (Yallop and Seraphin, 2020). Providing information related to security audit to the employees is essential because they are competent to provide all the documents and details related to it to the auditors (Shankar and Mohammed, 2020). Implementing recommended strategy will be beneficial for the chosen business because it helps in protect the personal and sensitive data of customers from which they are likely to retain (Mayeke et al, 2024). According to size and income, the costs of Marriott will be approx. $ 70,000.

After bringing the change, it will be important for Marriott to review and measure the success rates. With the help of key performance indicators (KPIs), Marriott can measure the success of above-mentioned strategy in effective and successful way. KPI helps in gauging the success of the strategy by emphasis on various factors such as quality, efficiency, performance and timeliness (Janssen, Cobbe and Singh, 2020). By measuring the success rate of strategy through this, Marriott can make the potential and informed decisions related to change.

On the other hand, due to data security concern, Marriott face various scope rated issues such as loss customer base, decrease market share and brand image. Due to data breaches, the market share of Marriott fell by 5.6% and its revenue was went down by 1.9 % in 2022 (Manglani, 2024). Dropping of market share has negative influence on the overall growth and success of Marriot by minimizing profitability (Stahl et al, 2022). Decreasing the market share losing the customer and restricts the companies to stand in front of the competitors. It has been suggested that, Marriott can need to emphasis on implementing regulations related to data protection. To protect and safeguarding the data and information of the guest Marriott can require to follow all the rules and regulations of GDPR (General Data Protection Regulation). This act developed the regulations in related to collection, utilisation and disclosure of the personal and sensitive information (Abdulkareem, 2024).

To bring this change it will be significant for the chosen organization to provide training to its employees in order to increase their knowledge and improve skills. To ease the situation of bringing change, the employer of Marriott will be accountable for influencing its workforces to take the participation in the activities in proper manner. To measure the effectiveness or success of abovementioned change strategy, the chosen organization will require to conduct employee survey (Khando et al, 2021). Through this, employer can determine the strengths and weaknesses employees in related to skills and knowledge in the training. Execution of recommended strategy will be beneficial for the business because it helps in increase trusts of the customers and improve image or reputation of the business by protecting the data (Nikkhah and Grover, 2022). Implementing security measures is not an easy task for the Marriott because it is costly process. It will be predicted that, for the implementation of security measures, the cost for chosen organization will be $ 50,000.

ACTION PLAN

CONCLUSION

From the consultancy report it has been concluded that, Marriott is one of leading hospitality organization within the US and its position within the market is effective. But it faced wide range of challenges which eventually negatively influence on the overall performance. Data security concern is considered as one of the major challenge that is facing by Marriot from many past years. From this challenge, selected company faced various issues related to income, reputation damage and scope related problems. Data breaches can disrupt the overall business operation of the organizations which causing losses in the revenue and operations. In 2022, the chosen organization faced issue related to data breaches for the third time in the four years. This issue directly impacted the internal documents of the chosen business which negatively influence on the trust of the customers and reputation damage.

This issue also affected the profitability of the business and it restricts to gain competitive advantage over competitors in the competitive marketplace. This issue directly impacted customer trusts and experience from which they were not likely to retain with the Marriott for long duration. It has been concluded that, political, social, economic, technological, legal and environmental factors have massive contribution to increase the chances of issues for Marriott. The major causes of arising data security concern for Marriott are loss of password, insider threats, social engineering and data leakage.

Apart from this, to enhance customer satisfaction and loyalty, chosen organization can need to provide employee training and awareness. It helps in providing the knowledge and increasing skills related to data security practices from which employees can make commitment regarding protecting the personal and sensitive information and data of the customers. To implement this change , the employers of Marriott are accountable to make effective plan which aids in ease the situation. For enhancing the reputation which damaged by data security concern, Marriott can need to emphasis on implementing cyberattack measures. Adoption of this strategy can be beneficial for the chosen business because it aids in reduce risk of data breaches, protection of sensitive information, compliance with regulations, improve trust , increase employee awareness and risk management which ultimately positively impacts on the overall efficiency and operation. To measure of success of this strategy the selected organization can take the feedback from its employees.

It has been also summarized that, due to this issue chosen organization is faced issued related to income which direct impacted financial performance. To overcome this issue, the chosen organization can need to conduct security audit on the regular basis. Adoption of this strategy can be beneficial for the organization because it helps in identify use of strong passwords and providing training related to security practices to the employees. To bring this change in effective way, the chosen organization can need to emphasis on executing Lewin’s change management model which is consist of three stages such as unfreeze, change and refreeze.

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