Marriott is a global hospitality company headquartered in the US with over 200,000 employees across 65 countries. In the 1980s, Marriott launched an automated hotel reservation system and in 1998 adopted an e-business strategy using Siebel Systems to increase revenues per customer and gain greater control over worldwide operations with goals of serving customers proactively, personalizing offerings, enhancing brand loyalty, and enabling cross-selling. Marriott's e-CRM system aimed to eliminate time lags in reservations and increases reservation accuracy, customer satisfaction, and decreases reservation problems.

1. MARRIOTT
SHIV.N.S
TEAM KSLU’S LAW SCHOOL

2. INTRODUCTION
• Headquartered in Washington, USA
• Marriot was the first hospitality company to win
ISO-100 award.
• It has a work force of 2,00,000 employees across
65 countries.
• In 1980, company launched Marriott automated
reservation system for hotel accommodation.
• In 1998, company adopted a e-business strategy
with Siebel System.

3. E-business strategy
• The e-business strategy emphasized on increasing
revenues earned per customer .
• By employing e-business strategy, Marriott wanted to
have greater control over the company’s worldwide
operations.
• The 4 key objectives include :
• 1. Serving customers proactively.
• 2. Personalizing service offerings.
• 3.Enhance brand loyalty.
• 4.Cross selling.

4. E-CRM
• E- Customer Relationship management will help
eliminate the time lag between clients original
requests for housing and their receipt of a Marriott
conformation.
• An increase in reservation accuracy.
• An increase in clients or association members
satisfaction.
• A decrease in the time you spend managing
reservation problems.

5. market
• Marriott manages or franchises the
vast majority of its hotels, and
owns very few.
• Marriot can be considered a
multinational or transnational
corporation.

7. SWOT ANALYSIS
STRENGHTS WEAKNESSES
1. International brand name. 1.Insufficient parking spaces.
2.Convenient location 2.All indoor eating area.
3. Worldwide reservation
system
3. Lack of sport facilities
OPPORTUNITIES THREATS
1.More incentives to retain
staffs
1. Instability of government
policies
2.Upgradation of health club 2.Competitors providing same
facilities.
3.Smart rooms on each floor

8. Customer satisfaction
stategy
• 1.Personalize, personalize, personalize.
• 2. Reach out with post-booking communication.
• 3.Offer freebies and complimentary services.
• 4. Implement advanced in-room technologies.
• 5.Be proactive.
• 6. Reward repeat guests.