CRM System Implementation at Sydney Harbor Marriot Hotel Project

This report presents a proposal for implementing a Customer Relationship Management (CRM) system at the Sydney Harbor Marriot Hotel, leveraging the System Development Life Cycle (SDLC) model. It begins with an analysis of the internal and external environment of Marriot International, including SWOT and PESTEL analyses, to identify problems and opportunities. The report outlines the seven steps of the SDLC – planning, analysis, design, implementation, testing, maintenance, and monitoring – detailing the activities required for successful CRM implementation. It emphasizes the importance of project management, change management, and risk management to mitigate potential issues, minimize costs, and meet business requirements. The proposed CRM system aims to enhance customer relationships, improve sales efficiency, and provide better data analysis capabilities for the 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,

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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

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ten years, the average number of people travelling on work and pleasure has increased. It comes
up with tie-ups with some of the airline hotels which can affect this option for their advantage.
Threats: Marriot tends to encounter huge amount of competition in different kind of
brand like Hilton and Novotel which focus on becoming marketing leaders (Mahal 2018). The
present recession has badly hit the hospital industry and along with properties which are out
market. It has been because they are unable to generate proper revenue.
PESTEL Analysis
Marriot group at present is considered to be most successful in the expansion of Effort
which has led to the growth of proper revenue (Nyadzayo and Khajehzadeh 2016). In the year
2015, Marriot group has expected growth of revenue around 14.22 billion dollars.
Political: There are some major political factors which can affect the Marriot group of
any kind of terrorism, relation with international clients and political climate in most of the
tourist destination (Navimipour and Soltani 2016). It is considered to be biggest threat in the
domain of terrorist attack or even military conflict. It can ultimately result in disrupting for air
travel or even frighten people from travelling.
Economic: There is large number of economic factors which has slowed the economic
growth of this hotel group in China (Hassan et al. 2015). There are some events like collapsing
its stock market in China. There is crisis of debit in Europe which has reduced the overall
buying power and its ability to travel. The biggest impact of this tapering off its business travel
on which Marriot group is heavily depended.
Social: Social factors mainly tends to highlight its future for the Marriot group just
because of the number of people who have planned international travel. There has been

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increasing around 13% in between the year 2013 to 2014 (Gummesson 2017). Any kind of
change in culture can easily impact the Marriot group which is inclusive of number of Chinese
and travellers from another part of Asia. Huge population in US and other parts of Europe has
been growing old due to increase in demand for various kind of experiences gathered from travel
like packaged tours.
Technological: Technology tends to have huge amount of impact on the overall hotel
business in the given form online business in rental services to its guest. It is expected that
around six million guest tends to stay in Airbnb in the year 2013 (Zerbino et al.2018). One of the
biggest threat possessed in Marriot group is due to Airbnb on some of the traditional hotels
which can avoid expenses like taxes and regulation of fire.
Legal factors: There is major number of legal factors which can affect the business of
Marriot group like Airbnb. There is some kind of authorities in cities like New York and
Barcelona which have fined Airbnb and its host (Laudon and Laudon 2015). There some kind of
criticism about the host abusing the Airbnb for understanding the amount running on illegal
hotels. Another kind of issue encountered is Airbnb for understanding large number of revenue
for some municipalities.
Environmental: At present, there are some environmental factors which can damage the
business of Marriot group. Reducing the oil prices can easily result in reduction of cost of travel
along with demand for more hotel rooms (Zhang et al.2016). There is threat to the business of
Marriot that there can be increase in the sudden cost of the fuels more specifically the airline
industry.
Identification of both Problem and Opportunity

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The word marketing can be defined all about targeting and segmentation of customer of
any industry. Customer is considered to forefront of any business organization in this hotel
industry. Marriott international is considered to be a global leader in the global operator of the
hotel and its related facilities. In the year 1927, this particular hotel group was founded by J.
Willard and Alice Marriot (Fidel, Schlesinger and Cervera 2015). The organization comes up
with more than 30 brand portfolio which is positioned in luxury and mid-marketing prices.
Marriot is considered to be overall lodging system which comes up with more than 6520
properties and resorts. Management of this hotel requires CRM system so that they can
understand their demand and change in its overall strategy.
Another kind of issue encountered in Sydney Marriot is that the hotel does not have any
kind of system so that they can manage the relation with the customers (Agnihotri et al.2016).
The main function of this CRM system is to check the function like check in and check out while
it has the function of storing customer database and CRM system which is not highlighted. This
particular hotel has some issues like the sales activities are recorded manually by salesperson in
the word doc which reduces the overall efficiency. So, it becomes a difficult task to keep track of
different business process (Heding, Knudtzen and Bjerre, 2015). It can easily affect the sales
performance in direct way. With the help of new CRM system model all the required executives
of sales and marketing department can track and organize their daily work along with
improvement of business process. It can provide huge number of benefits for sales manager to
keep track of each of the representative along with planning for sales strategy.
7-Steps of SDLC Model in this CRM system for Marriot Group

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SDLC stands for System Development Life Cycle (SDLC) can be defined as a systematic
approach which is needed for providing solution to various kind of information System based
solution (Tzokas et al.2015). It mainly comes up with seven steps of Information System. A
proper kind of CRM system is needed for maintaining healthy relation with customers along with
improving the overall business performance. In the coming pages of the report, a step by step
method has been provided for implementation of CRM system in Sydney Marriot.
Fig 1: Seven Steps of SDLC
(Source: Shaw 2016)
Planning Phase
Identification of CRM system
CRM system comes up with four kinds of major application like operation, analytical,
collaboration and lastly portal depended. In the hotel industry, CRM system can be defined as
the combination two major kind of function like day to day operation and analysis of customer
information as per the given data warehouse (Tzokas et al.2015). There are mainly two kinds of

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analytical that is operational CRM system and analytical CRM system. Operational CRM is
considered to be a part of daily business activities which is all about delivery of different kind of
products and related services. For different sales persons of this hotel, they can easily keep track
of sales related activities. Sales staff needs to have a proper kind of input from various customer
needs along with preference in this CRM (Haislip and Richardson 2017). On the contrary,
analytical CRM is considered to be part of customer demand along with present market trend
which is needed for data analysis. It is needed for providing new thoughts and ideas on the
strategy for sales.
Fig 2: Operational and Analytical CRM System
(Source: Rodriguez, Peterson and Ajjan 2015)

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