Marriott International Inc.'s 'Sales Force One': New Sales Force Strategy for Competitive Advantage |
ICMR HOME | Case Studies Collection » Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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ExcerptsBackground NoteMarriott was a leading lodging company headquartered in Bethesda, Maryland, US. It operated worldwide and had about 3,000 operated or franchised properties in over 65 countries. In the Spring of 1927, John Willard Marriott and his newly wed wife Alice S. Marriott started a small kiosk selling A&W Root Beer in Washington D.C...
Implementing Sales Force OneIn December 2007, Marriott stated that it was restructuring its sales organization which included setting up of a sales team to be known as Sales Force One. This reorganization, the company claimed, was being done to make Marriott more customer-centric than it had been. David (son of J. W Marriott Jr.) then the Senior Vice President of Global Sales of the company, was responsible for putting the structure into operation... Criticisms and Initial Results
OutlookIn the hospitality industry, a major chunk of the market was controlled by about 50 large hotel chains of which Marriott was one of the leaders. However, during 2009, Marriott expected its North American comparable company-operated RevPAR (Revenue per Available Room) to go down by approximately 8 to 13 percent and its international (excluding North America) comparable company-operated RevPAR to climb down by 12 to 17 percent... Exhibits
Exhibit I: Marriott's Product Profile |
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