Case Study Of Marriott

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In recent years there has been a boost in data to be doled out on a regular basis. Virtually all businesses generate large amount of data which needs to be collected and preserved for later use [10].Over the last decade there has been improvement in the way data is created, collected and stored, however most times data is pooled out without properly sorting and filtering for future use [10]. Sometimes overload of data may occur and this may result in waste of time and resources, to avoid this mess one needs to understand how to align the strategy of an organization within its business divisions [10]. According to [5] Analytics can be defined as widespread of known data, quantitative analysis, statistical breakdown, illustrative and predictive …show more content…
The company’s corporate headquarter is located in Bethesda, Maryland, USA [14] .Marriot is a data driven company and it was essential to predict customer’s behavior to measure its overall performance [11]. Marriott’s philosophy ensures customers are put first, it is also receptive to change and the employer’s acts with integrity to [13]. Marriott has a model that positions it’s for growth and long term success [13]. It also has a robust presence on the internet; about 44 million guests visit its online retails every month through various devices such as smart phones and tablets [16]. Fig 1 illustrates the SWOT analysis of Marriott Fig 1: SWOT analysis of Marriott [16]

Marriott’s Pillars of Analytics Competition
Marriott operate a leased and owned hotel working with the various owners to become competence. Though the franchised hotels are set by brands and not managed by associates, but at the same time the franchised hotels benefits from their business model in areas such as sustainability and social responsibility [13]. In the area of corporate governance Marriott possess a conventional infrastructure consisting of management executive,
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The first reason is because the CEO’s, senior manager were supportive, without support from the CEO’s which may come in form of resource allocation, foresight the analytics will be impaired [4,5] The second reason is Marriott took advantage of the opportunity to understand customer’s behavior hence helped to improve the business process and activities [5]. Marriott also realized that if people without zeal are not hired it is impossible to manage progression and process information quickly [15]. The third reason Marriott started small and hit big results, most organizations often set unrealistic goals and realize it is too late to produce result; also the organizations implementing the analytics might not possess appropriate metrics to evaluate this result. 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 “most successful analytical competitors take an enterprise approach to analytics”

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