Marriott's Customer - Focused E-Business Strategy

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Case Details:

Case Code : ITSY035
Case Length : 12 Pages
Period : 1998 - 2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Marriott International
Industry : Hospitality
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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“Marriott International is focused on leveraging eBusiness systems to drive customer service, profitability and growth. We need to be able to service our customers consistently, regardless of which channel they use to reach us.”¹

- Mike Dalton, Senior VP of Marriott Lodging Systems.

“We don't want to just satisfy our customers – we want to delight them.”²

- Stephen P. Weisz, Senior Vice-president of Sales and Marketing, Marriott International.

Delighting Customers

Headquartered at Washington in the US, Marriott International (Marriott) is a world leader in the hospitality industry.

In year 2003, it had a network in excess of 2,600 operating units in the US and a workforce of 145,000 employees, spread over 65 countries across the world.

Marriott's diverse portfolio of popular hotel brands included leading brands such as Marriott, JW Marriott, Renaissance, Ramada International, Courtyard, Residence Inn, and The Ritz-Carlton, among others.

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1] As quoted in the book, “Taking Care of eBusiness,” by Thomas Siebel, Page 133.

2] As quoted in the article, “The new rules of superlative service” by Faye Rice in Fortune, Autumn/ Winter 93.

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