Marriott's Customer - Focused E-Business Strategy


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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.

Case Details:

Price:

Case Code : ITSY035 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

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

Abstract:

This case discusses the customer-focused e-business strategy of Marriott International (Marriott), a world leader in the hospitality industry. It examines the way in which Marriott focused on providing better customer service by using IT proactively and through the facilities on offer through its website.

The case describes in detail the e-business strategy of Marriott that aimed at transforming it from a property-centric to customer-centric company. The benefits Marriott derived from launching its website and other IT initiatives are also highlighted.

Issues:

The importance of a customer-focused e-business strategy in the hospitality industry.

The role of IT in integrating different business processes to make them more customer-oriented.

Contents:

  Page No.
Delighting Customers 1
Background Note 2
The Website and E-Business System 3
The E-Business Strategy 4
The Benefits 7
Exhibits 9

Keywords:

Customer-focused, e-business, strategy, Marriott International, world leader, hospitality industry, IT, website, property-centric, customer-centric company

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