The Case Of Marriott International - 1379 Words

In the case of Marriott it started evaluating using a controlled group of customers up to the stage of acquiring an enterprise tool known as One Yield to automate business processes and make better decision [12]. Lastly analytics takes a devoted group of people and infrastructure, according to Davenport the â€Å"most successful analytical competitors take an enterprise approach to analytics† [7] In the last 20 years Marriot has adopted a drudgery incursion into its revenue management, the reason is simple if a hotel still maintain profit and charge customer at a high rate if the hotel decides to reduce price it will lead to more unoccupied room thus giving more money to its customers [5]. This recent change has made the system to act speedily†¦show more content†¦Marriot is able to sustain competitive advantage because it possesses the following attribute: [5] Hard to duplicate: Marriott was able to identify its needs, for instance what is the best way to reward a customer? Successful organisation need to bridge the gap between their needs and the strategy to become successful. Unique: Marriott implemented the right approach to market its position. For example using the data generated from its reward program and surveys, it modified the experience for every user based on his/her hobbies, rewards points and other data source [17]. Adaptable to many situations: Thomas H. Davenport Harris, 2007 states that organizations should be able to integrate analytics capability, brand management, call centre across their internal and external operations. For example Marriot uses a formalized approach to manage sales, call centre, revenue management, marketing department and IT operations under one single unit known as Brand Sales and Consumer services [17] Better than many competitors: While Marriott is moving their core IT systems to the cloud is because they want to deal effectively with customers across the globe regardless of the time zones and the geographies [17].A typical example is Marriott moving its point –of –sale to the oracle cloud. Based on this success of moving its POS to cloud, they are planning on moving its property management system to an