The Marriott also faces competition being in the hotel business. Competition lowers market share for companies in business, which can lower profits short or even long term. … This statements will have a short-term negative impact on this entity, which subtracts from its value. This qualitative factor will lead to an increase in costs. "Competition For Marriott" is a difficult qualitative factor to overcome, so the investment will have to spend a lot of time trying to overcome this issue.