Implementation of CRM System in Sydney Harbor Marriot Hotel

Running head: MANAGING INFORMATION SYSTEM
Letter to Sponsor
Ms Jennifer Brown
General Manager
Sydney Harbor Marriot Hotel
30 Pitt St, Sydney NSW 2000, Australia
Sydney, New South Wales, Australia.
Marriot International, Inc is considered to be a leader in the domain of lodging organization with
more than 6,700 properties in more 130 countries. It has reported revenue more than 22 billion in
this fiscal years that 2017. This particular group was founded by J. Willard and Alice Marriot
which is guided by a family leadership for more than 90 years. The headquarter of this
organization is located outside Washing, D.C Bethesda, Maryland.
I am pleased to have this wonderful opportunity for present in this proposal that is development
of CRM system in this hotel of Marriot group. For our point of view, the main focus of this CRM
system will be used for keeping track of activities related to sales, excellent service to customers,
field services, analysis of given data and proper CRM solution. The adaptation of CRM system
in this hotel will require a time interval of six months. The phases of system implementation are
divided into seven steps that are planning, analysis, implementation, testing, maintenance. For
the success of this project, Marriot group needs to appoint project team members for monitoring
the step of system implementation.
I am waiting for feedback from your side and attaching the proposal of the implementation of
new CRM in this hotel of Marriot group.
Regards,

1MANAGING INFORMATION SYSTEM
Managing Information System
(Implementation of CRM System in Sydney Harbor Marriot Hotel)
Name of the Student
Name of the University
Author Note:

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Executive Summary
In the year 2016, Marriot international acquires aims to acquire Starwood hotels and resorts. It
has built the world largest hotel organization with more than 5700 properties offering more 1.1
million to its guest. It tends to have room for more 30 brands over 110 countries. With the help
of IT management System (CRM) this particular hotel can easily increase sales revenue and
enhance its relationship with customers. An analysis has been done concerning implementation
of CRM system in Sydney Harbor Marriot Hotel. The report aims to provide proper background
along with vision of this hotel group. It is mainly done so that they can easily provide luxury
products and services to large number of customers. It is considered to be good proposal for
developing and making use of CRM (Customer Relationship System) for increasing their overall
sales.

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Table of Contents
Introduction..........................................................................................................................5
Organizational Background.............................................................................................5
Internal and External Environment..................................................................................5
SWOT analysis............................................................................................................6
PESTEL Analysis........................................................................................................7
Identification of both Problem and Opportunity.............................................................8
7-Steps of SDLC Model in this CRM system for Marriot Group...................................9
Planning Phase...........................................................................................................10
Monitoring Phase of SDLC Model............................................................................14
Design phase..............................................................................................................15
Stage of Developing of CRM System.......................................................................16
Stage of Testing CRM System..................................................................................16
Implementation Phase of CRM System.....................................................................16
Post Implementation Phase........................................................................................17
Project management, risk management and Change Management...............................17
Project Management..................................................................................................17
Change Management.................................................................................................18
Risk Management......................................................................................................19
Conclusion.........................................................................................................................19
References..........................................................................................................................21

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Introduction
The upcoming pages of the report deal with implementation of CRM (Customer
Relationship Management) in Sydney Marriot by making use of SDLC Model. The report begins
with an analysis of internal and external environment of Marriot group (Evanoff 2016). Apart
from this, it tends to highlight the importance of new CRM system for achieving its required
goals. As per the seven-step of SDLC, Marriot group needs to project team for the
implementation of new system. Both the project manager and team members need to follow the
seven-step for executing the CRM implementation project (Zervas, Proserpio and Byers 2017).
The report highlights the primary activity and steps how this CRM project can be completed
successfully. It also tends to highlight the benefits and drawbacks of any other method. It tends
to highlight the proper step needed for bringing solution for each kind of step. The last section of
the mainly deals with Project management, change management and lastly risk management. It is
mainly done so that it can mitigate risk, minimize cost and meet the requirements of their
business successfully.
Organizational Background
In the history of 80 years, Marriot International tends to build a proper reputation for best
quality of services and innovation. Marriot is considered to be leader in lodging industry. It is
considered to be leader in the global distribution system, frequent travel programs (Leung, Bai
and Stahura 2015). It mainly focuses on global sales and marketing techniques. Marriot tends to
given its guest and owners with confidence for putting their brands. It tends to come up with
more than 3000 properties in different region of the world. Marriot tends to define its success
which is constantly moving forward.

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Internal and External Environment
SWOT analysis
Marriot International Inc is considered to be brand name in the whole Hotel groups and
chain of hospitality which is based on United States (Deraman et al. 2017). This particular group
aims to own both five star and seven-star hotels in different regions of the world. In the year
1927, this particular hotel chain was established in Washington.
Strength: The biggest plus point of this group is all about strict value to operational
factors. It comes up with strict codes of conduct which has been designed by the top
management of these hotels. Every hotel needs to follow its details in final way (Molina-Azorín
et al. 2015). Marriot is considered to be one of the competitive brands in the present business
which mainly focuses on competition.
Weakness: Marriot group focus on aggressive drive and empire which is very much
huge. So, it is difficult to maintain its standard of services throughout our brand until and unless
the brand is diluted (Fang, Ye and Law 2016). The image of Marriot group has been marred by
various continuous controversies. The most recent one is the blockage of personal Wi-Fi of
customer resulting in risk of privacy. The negative marketing tends to keep this brand in poor
light. Marriot group tends to focus on family values which is not going change in the upcoming
days.
Opportunities: People from different regions of the world are very much open to staying
in some of the luxury hotels when they travel with family. It is continuous trend which comes up
with sharp incline in the developing economy (Bontis, Janošević and Dženopoljac 2015). In last