Marriott's Customer - Focused E-Business Strategy
|
|
ICMR HOME | Case Studies Collection
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
To download Marriott's Customer - Focused E-Business Strategy case study
(Case Code: ITSY035) click on the button below, and select the case from the list of available cases:
Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra » IT & Systems Case Studies Collection
» IT and Systems Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company 
Please note:
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.
Chat with us
Please leave your feedback
|
|
<< Previous
Excerpts
Background Note
|
In 1927, J. William Marriott (William) set-up a nine-seat
root beer shop in Washington. After some time, William started serving hot food
along with root beer and named the shop as 'The Hot Shoppe.'In 1929, Hot Shoppe
was officially incorporated as Hot Shoppes, Inc.
In 1937, Hot Shoppe ventured into airline catering at Washington airport,
serving the Eastern, American and Capital airlines. Over the next three decades,
Hot Shoppes diversified into other businesses including food services management
by starting a cafeteria at the US Treasury Building and Highway division...
|
|
The Website and E-Business System
The website's home page had five main icons
including hotel directories, reservations, meeting planners, travel
agents and a suggestion box. The hotel directories section had
details such as the name of the hotel, the address and phone numbers
of all the hotels in the Marriott chain across the world. Clients
could select the city and the hotel where they wanted accommodation,
on the screen...
|
|
The E-Business Strategy
Marriott's e-business strategy aimed
at transforming itself from a property-focused to a
customer- focused company Previously, Marriott measured
its financial performance on the basis of the revenues
earned for each of its individual property. The
e-business strategy emphasized on increasing revenues
earned per customer. The four key objectives of the
e-business strategy included serving customers
proactively, personalizing the service offerings
according to the needs and preferences of the customers,
enhancing brand loyalty and awareness, and
cross-selling... |
The Benefits
In 1999, Marriott earned revenues of $150 mn from online bookings through its
website. Estimates for the year 2000 indicated that every month, the website
received three mn hits, making it one of the largest viewed websites in the US
hospitality industry. By 2002, the website emerged as a money-spinner for
Marriott with online sales of $1 bn...
Exhibits
Exhibit I: Financial Performance of Marriott
Exhibit II: Marriott Brand of Hotels
Exhibit III: Awards and Recognitions Received by Marriott (Partial List) |
|
