CRM System in Park Hayat Sydney

Running head: MANAGING INFORMATION SYSTEM
Letter to Sponsor
Mr Von Armin
GM (General Manager)
Park Hayat Sydney
7 Hickson Rd, The Rocks NSW 2000, Australia
Sydney, Australia.
Park Hayat Sydney aims to bring new level of luxury on the edge of Sydney Harbor. It comes up
with a new level of harbour front which is situated between Opera House and Sydney Harbour
Bridge. Park Hayat Sydney aims to offer its guest to intimate, Residential-Style hotel with proper
architecture, design. It art aims to reflect the present Australian landscape most uniquely. It
comes up with three rooftop suites which are inclusive for Sydney suite for more than 360-
degree panoramic views.
I am pleased to have this wonderful opportunity for presenting this report that is development of
CRM system in your hotel. From our viewpoint, the main function of this new CRM (Customer
Relationship Management) system is keeping track of various activities like sales, building
portfolio, data analysis and providing on-demand solution. Around five months is needed for
implementation of this new CRM system in Park Hayat Sydney. The process of implementation
is divided into mainly seven stages of SDLC like planning, design, testing, development,
implementation and lastly testing
I am waiting for feedback from your side along with discussion of each part of the report for
development of CRM.
Regards,

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CRM System in Park Hayat Sydney
Name of the Student
Name of the University
Author Note :

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Executive Summary
Hyatt group was founded by Jay Pritzker in the year 1957 when the Hyatt house was purchased
to adjacent Los Angles. Hyatt Hotel Corporation is known to be global hospitality organization
which is widely recognized in the industry. It is considered to be leader in the brand and tradition
for innovation which has developed in last sixty years. Hyatt comes up with strong cultural
values which are supported by the success in the past. The members of family of Hyatt are united
by shared values along with a common goal. This new CRM system in Hyatt will help in
improving sales and revenue along with maintaining a relationship with their customers. In the
coming pages of the report, both SWOT and PESTEL analysis of Park Hyatt Sydney has been
provided in details. A list of opportunity for developing and implementing CRM system in this
hotel has been discussed in brief.

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Table of Contents
Introduction..........................................................................................................................4
Background of Hyatt............................................................................................................4
Internal and External analysis..............................................................................................4
PESTEL Analysis............................................................................................................4
SWOT Analysis...............................................................................................................4
Analyzing Problem and Opportunity...................................................................................4
Seven Steps of SDLC Model...............................................................................................4
Stage of Planning.............................................................................................................4
Monitoring or analysis of the Phase................................................................................4
Design Phase....................................................................................................................4
Upgradation Phase...........................................................................................................4
Analyzing (Testing Phase)...............................................................................................4
Adaptation or Implementation Phase...............................................................................4
Stage of Post Implementation..........................................................................................4
Project Management, Change Management and Risk Management...................................4
Project Management........................................................................................................4
Change Management.......................................................................................................5
Risk Management............................................................................................................5
Conclusion...........................................................................................................................5
References............................................................................................................................5

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Introduction
The main focus of this particular paper is all about implementation of CRM system in
Park Hyatt Sydney (Stanimirov, Zhechev and Stanimirova, 2017). CRM can be defined as kind
of business strategy which is needed by most of the global business organization. It can improve
the overall productivity of the business can be used for effectively used for managing the
business strategy of Park Hyatt Sydney. A healthy business relationship can be developed with
the help of proper CRM System(San-Martín, Jiménez and López-Catalán 2016). There is mainly
two kinds of CRM system that is analytical CRM and collaborative.
In the coming pages of the report, the background of Park Hayat Sydney has been
discussed in details. After that, an analysis has been done concerning internal and external
environment of this hotel. The internal and external environment is all about SWOT and
PESTEL analysis of Park Hyatt Sydney has been provided in details. Various problems and
opportunity for this hotel that is Park Hyatt Sydney have been discussed in brief. The seven steps
of SDLC in alignment with CRM system implementation has been discussed in details.
Background of Hyatt
Hyatt Hotels is a well-known hospitality organization which is recognized on worldwide
platform (Zouaoui, Triki and Ferchichi 2016). It is considered to be a leading brand in the history
which is focused on development of innovation. The existence of Hyatt group of hotels is
distributed on global platform. It tends to operate chain of hotels in some of the popular centres
in different places of the globe. Hyatt group tends to operate a huge platform which focuses on
providing new kind of growth opportunities in the present market. It is the place where the brand
is under-represented. This particular hotel group come up with global executive in various

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offices around the globe which tends to provide proper experience(Stanimirov, Zhechev and
Stanimirova, 2017). There is proper combination of experiences of present location and brands
with developing team. Hyatt group comes up with strong group of culture which is rooted deep
along with values which are provided in the past that is the foundation of the culture. The family
member of Hyatt is mainly united by shared values, single purpose which comes up with
common goal. There is large number of colleagues of Hyatt properties which are led by
experienced group of managers(Srivastava, Chandra and Srivastava 2019). The main strategy of
Hyatt group is all about driving long term growth along with creating values for customers and
shareholders. This particular hotel focus on growing, running some of the core business for
providing best in class along with portfolio for growth for generation of revenue.
Internal and External analysis
PESTEL Analysis
Park Hyatt corporation is known to be as one of the coveted chains of hotels in the whole
world. It was started as single hotel near the Los Angeles International Airport (San-Martín,
Jiménez and López-Catalán 2016). It comes up with more than 750 hotels which are situated
under Hyatt the whole group. It can come up with well diversified for line of 7 products for
2018.
Political: There is large number of political factors which tends to impact this hotel like
high tax implementation (Rigo et al.2016). Apart from this, there are some other political factors
which tend to effect like impact of Brexit and threat from outside terrorism.
Economic: In the last few years, there has been huge amount of growth for much
stronger and customer spending. As of high growth in the present economy, this particular hotel