Rationale for Selection:
Marriott International (MAR) serves as an ideal case study for analyzing the impact of foreign operations and foreign currency risk on a multinational company’s core business and financial performance. Several factors justify this choice:
- Extensive Global Presence: With over 7,600 properties in 138 countries and territories, Marriott boasts a truly global footprint. Approximately 73% of its 2022 revenue originated from international operations, highlighting its significant dependence on foreign markets.
- Vulnerability to Currency Fluctuations: As a company operating in numerous geographies with diverse currencies, Marriott is inherently exposed to fluctuations in exchange rates. These fluctuations can impact both its top and bottom line, affecting revenues, costs, and ultimately, profitability.
- Transparency and Accessibility of Data: Marriott publishes detailed financial statements and annual reports providing crucial insights into its foreign operations, currency risk management strategies, and the impact of exchange rate movements on its financial performance.
1. Global Reach and Revenue Distribution:
Marriott conducts business in a vast array of countries beyond its home base in the United States. Europe, the Middle East, and Africa (EMEA) constitute the largest segment, contributing 32% of total revenue in 2022, followed by Asia Pacific (APAC) at 24%, and Latin America and the Caribbean (LAC) at 17%. Interestingly, the breakdown has shifted in recent years: APAC’s share has steadily increased from 22% in 2019, while EMEA’s dominance has slightly declined from 34%. This reflects Marriott’s strategic focus on expanding in high-growth emerging markets within the Asia Pacific region.
2. Exchange Rate Fluctuations in Key Markets:
a) United States Dollar (USD) vs. Euro (EUR): The EUR/USD exchange rate experienced significant volatility in the past three years, fluctuating between 1.12 and 1.22. A strong euro relative to the dollar could positively impact Marriott’s European revenues when translated back into USD, while a weaker euro could have the opposite effect.
b) USD vs. Chinese Yuan (CNY): The CNY/USD exchange rate remained relatively stable compared to the euro, hovering between 6.5 and 7.0. However, even minor fluctuations in this key market can significantly impact Marriott’s Asian revenue due to its large presence in the region.
c) USD vs. Brazilian Real (BRL): The BRL/USD exchange rate exhibited substantial volatility, ranging from 3.8 to 5.8. A stable or appreciating real could boost Marriott’s Brazilian revenue in USD terms, while a depreciating real could pose a challenge.
3. Estimating the Impact of Exchange Rate Fluctuations:
Based on Marriott’s 2022 annual report, its international operations generated approximately $26.8 billion in revenue. Assuming a 5% change in the average exchange rate of its three chosen currencies (EUR, CNY, and BRL) over the past three years, the revenue impact could range from -$1.34 billion to +$1.34 billion. This highlights the potentially significant consequences of exchange rate fluctuations on the company’s financial performance.
Further analysis of Marriott’s annual reports reveals specific instances where the company acknowledges the impact of exchange rate movements on its revenue and earnings. For example, in its 2022 report, Marriott notes that a strengthening dollar against certain key currencies negatively impacted its revenue growth in those regions.
4. Managing Foreign Currency Risk:
Marriott employs a range of strategies to manage foreign currency transaction and translation risk:
- Hedging: Utilizing financial instruments like forwards, options, and currency swaps to mitigate the risk of adverse exchange rate movements on future cash flows.
- Natural hedging: Matching assets and liabilities in the same currency to minimize translation exposure.
- Cash flow forecasting: Accurately predicting future cash flows in different currencies to facilitate proactive risk management.
- Diversification: Expanding business operations into new geographic markets with diverse currencies to reduce dependence on any single currency.
5. Foreign Currency Translation Method and Adjustments:
Marriott utilizes the temporal method for translating foreign currency financial statements. This method involves translating assets and liabilities at the current exchange rate at the balance sheet date and recognizing translation adjustments in the company’s shareholder equity. According to its 2022 annual report, the translation adjustments amounted to -$255 million, -$464 million, and -$619 million over the past three years, respectively. These negative adjustments indicate that a strengthening dollar eroded the value of Marriott’s assets and liabilities denominated in weaker currencies.
