Marriott International is a global hospitality company with over 2,600 properties in 65 countries. The document discusses Marriott's history, strengths such as its international brand recognition, and weaknesses like insufficient parking. It also analyzes opportunities for growth and threats from competitors. Marriott has implemented IT systems like MARSHA for reservations and a Siebel CRM system to improve the customer experience and increase sales. Recommendations are provided to address weaknesses and better serve customers.

1. Name: Dinesh Sharma
Roll No.: 80118150034
EMBA (15-17)
Assignment as partAssignment as part
of ‘Service Operationof ‘Service Operation
Management’Management’

2. Introduction
• Marriott International, Inc. is a world leader in the
hospitality industry.
• It has more than 2,600 properties located in 65 countries
• Brands:

3.  In 1927, J. Willard Marriott set up a nine-seat root beer
shop in Washington.
 In 1937, it entered into airline catering.
 In 1967, Marriott Corporation.
 In 1987, Marriott ventured into economy lodging.
 In 1993, Marriott International Inc & Host Marriott Corporation
 In 2002, over 2,300 hotels with annual sales of $20 billion.

4. SWOT Analysis

5. International brand name
Convenient location
24 hour manned security
Worldwide reservation system (MARSHA). Reservations can be
made from anywhere in the world
Swimming pool (all weather) for guests to relax
Health clubs (ladies and gents) for all the health conscious
people
24 hour business centre with a complete business environment
Strengths

6. Weaknesses
Insufficient parking space. Parking is at a distance from the
hotel in a dark area.
No live cooking like barbeque etc. All indoors eating areas.
Limited choices of restaurants. No traditional restaurant.
Lack of sports facilities i.e. tennis courts, squash courts, etc.
Marquee hall has no air-conditioning

7. Opportunities
Demand for quality hotel rooms growing year on year
Relocation of laundry shop and permit room, away from the main
area.
Specialty restaurant should be introduced to give a wider variety of
cuisine
Up-gradation of Health Club machines
Aerobic classes should be introduced because most of the people
have now become health consciousness
Smart rooms on each floor

8. Threats
Competitors providing comfort to the people with a
traditional outlook.
Competitors following Marriott on technology
implementation
Instability of government, hampering policy decision. The
unpredictable political scenario affects the business
environment and interests.
Constant increasing customers’ expectation
Retaining experienced and skilled workforce

9. IT Background
1980’s – (MARSHA)
Marriott Automated
reservation system for Hotel
Accommodation
1996’s –
www. marriott.com
1998’s – Now e-business strategy
IT application: sales, accounting and HR.
CRM Application – Siebel system

10. How Does MARSHA work ???
Create
reservation info.
Send
PC or Phone call
PMS
Reservation
info
Reservation
info
Add, change,
cancel a
reservation
MARSHA
Confirmation
number
Confirmation
number
Send back
Guest
info
Guest
info
Create
reservation info.
Reservation
info
Reservation
info
Add, change,
cancel a
reservation

11. • Elimination of the lag-time between clients original requests for
housing and their receipt of a Marriott confirmation.
• An increase in reservation accuracy
• An increase in clients’ or association members satisfaction
• A decrease in the time you spend managing reservation problems

12. Siebel System (CRM Application)
for eBusiness solution
Siebel
system
DBDB
Room
inventory
Room
inventory
Guests
Profile
Guests
Profile
Create
Access
Booking
- Across multiple
Marriott properties
Solution
“Personal Planning
Service”
- Cross-selling
Solution
Solution
Collect & Consolidate
info.
- Corporate accounts &
manage contacts

13. • Improves customer satisfaction
• Improve Profitability
• Strengths brand loyalty
• Increases sales to corporate accounts
• Increases cross-chain sales

14. Customer Relationship Management
( managing relationship with customer making
use of information technology)

15. XML service used by E-CRM
The Travel Web Hotel XML is an industry leading
web service and hotel affiliate program. It was
acquired by price line in 2003 and was originally
founded by brands which included Hilton, Hyatt,
IHG, Marriott, Starwood, Pegasus Systems, and
more.
Features include:
• Complete control over the look and feel of your web site, access to all
major chains.
• Intercontinental, LaQuinta, Marriott, Starwood and many more. 60,000
total properties, 25,000 merchant properties, 12,000 cities worldwide.
•Handles 30 properties per request with an excellent response time and
robust features

17. • Emails about Special
Offers and Promotions
• eFolio - receive hotel
bills by email

18.  Creation of New Market Channels
 Increased Customer Satisfaction
 Increased revenue
 Increased Customer SLA Satisfaction
 Enable Standardization
In 1999 Marriott earned
a revenue of $150 mn
from the online booking
through its website.
Estimates for 2000
indicated that every
month the website
received 3 mn hits making
it one of the largest
viewed websites in the US
hospitality industry.
By 2002 the website
earned Marriott sales of
$ 1 bn.

19. Strategy
The eCRM strategy emphasized on increasing revenues earned per
customer.
 1.Serving Customers Proactively
 Personalized Service Offerings-
 Enhancing Brand Loyalty
 Cross-Selling

20. Alternative to deal with the problem
With implementation of the discussed IT packages, Marriott
has already gained leading position for keeping customer
satisfied and enhancing revenues
 competitors is yet to follow and is trailing much behind
With this achievement, there can’t be any alternative that
can bit this technology for ‘remembering customer’,
‘satisfying customer’ and ‘attainment of fatter sales’

21. Areas of Improvement
The Marriott provides all kinds of services except;
- Cleaning company for external cleanup
A transportation company to transport guests from hotel
to airport.
 Agreement with tourism agencies, traning schools, wedding
organizer to gain more guests.

22. Recommendations
• Increase parking space
• Illuminate the road passing from in front of Marriott
• Valet parking should be made separate, as this is paid for
• Staff should be more friendly and should have a pleasant
attitude towards guests
• The entrance should be made attractive and more prominent
• There should be more activities on festivals
• Tropicalized eat-out should be added

23. Cont..
• Indoor recreational facilities like billiard, card room etc
should be introduced
• Increase shopping arcade
• Should try and cater to young people’s private parties
extensively
• Customer Reward scheme should be dealt with
sensitivity else results in dis-satisfaction

24. Learnings
from Marriott’s Core Values and Heritage
•Marriott Puts People First
"Take care of associates and they will take care of the
customers.“
•Marriott Pursues Excellence
“Our dedication to the customer shows in everything we do”
All learnings are hidden in the Mariott’s Core
values and Heritage

25. Learnings
From Marriott’s Core Values and Heritage
•Marriott Embraces Change
Innovation has always been part of the Marriott story
•Marriott Acts with Integrity
How we do business is as important as the business we do.
•Marriott Serves their World
Our “spirit to serve” makes our company stronger

26. Thank You