Hotel Enterprise

Assignment 1

Part A: Table of Departmental Heads

Part A: Key Factors Considered Applicable to the Project

Marketing

Marriott though successfully organizing the hotel industry run on a principle of effective marketing of the optimal services. Marketing defined as the managing, planning, organizing and leading marketing activities. Understanding the hospitality marketing mix is compulsory for the success of hotel marketing management. Marriott has attempted to modify the marketing mix as a view in order to make more specific for the marketer in the hotel industry (Barney, 2001, 99-120).

The product services mix, which defined as a combination of products (tangibles) and services.

The presentation mix, which includes all of those activities that a firm uses “to increase the tangibility of the product-service mix in the perception of the target market at the right place and time”

The communications mix, which is basically the totality of communications between the firm and its target market.

Managing Customer Satisfaction

Marriott acknowledges its staff involvement for entertaining the complaints by the customers in order to improve its services for decreasing the liability of the organization.

Managing Customer Life Cycle

Customer acquisition, retention, and development are important processes in managing customer life cycle. With good customer databases and data mining techniques, Marriott uses customer data in order to prospect new customers and for cross-selling and promotion of new products and services. It is important to ensure additional guests identified and existing guests' retained and encouraged to return (Bell, Morey, 2006, 57-63).

Evaluation and Control

Virtually all of the hotels provide comments cards in the guest rooms and restaurants. However, Marriott monitors guest satisfaction by having the properties randomly survey in-house guests using a standardized group-wide questionnaire. Some offer incentives such as F&B coupons to encourage guest participation.

Leadership and Culture

Leadership needed to provide direction for the organization. To successfully implement CRM, the leader must be strongly committed to leading the change. Leaders also should have ownership of any CRM programs or individual initiatives. The background of the senior executives also provides directions for the hotel on whether to adopt a more operative or analytical CRM approach. One of the standard tariff hotels shared that their general manager and their senior executives had experience in managing luxury hotels. Therefore, Marriott brought in a number of positive changes to the hotel by implementing CRM initiatives. Initiating change in a company with a number of long-service employees was not a steady job, but the management finally gained the support of the employees (Breiter, Milman, 2006, 1364-1370).

Quality of Service

Marriott categorizes its quality of services on the basis of different dimensions including price, safety, and service quality and brand reputation. Nonetheless, the services of Marriott can also be categorized into: luxury, mid price and economy, discover the initial choice of hotel frequent flyer and rewards of the important factors clean, relaxing suite, opportune positioning, courteous and prompt level of service, a secure atmosphere and courteous and friendly staff. Marriott's accommodation, security, monetary value, and the staff polite and helpful and clean is the hotel of choice for travelers to select attributes identified. 

Dependability of Service

The service dependability is ...