CENTRE FOR UNIVERSITY OF HERTFORDSHIRE PROGRAMMES
Assignment Cover Page
Module
Title:
DIGITAL ECONOMY
Module
Code:
ECO4213
Assignment
Title:
INDIVIDUAL REPORT
Date:
25th MAY
2021
Student Information: (Do not include your name unless your tutor has told you to do so.)
Name*
Student ID*
AFSAH BINTI ALI AZAM
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grammar.
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detection of collusion, plagiarism and other forms of unfair advantage.
TABLE OF CONTENTS
1.0 Introduction ………………………………………………………………………………………………………….. 2
2.0 E-Supply Chain ………………………………………………………………………………………………….. 3-4
3.0 E-Business Strategy ……………………………………………………………………………………………. 4-5
3.1 Serving Customers Proactively ………………………………………………………………………….. 6
3.2 Personalise Services Offerings ……………………………………………………………………….. 6-7
3.3 Enhance Brand Loyalty & Awareness ………………………………………………………………… 7
3.4 Cross-Selling …………………………..……………………………………………………………………. 7-8
4.0 Challenges ……………………………………………………………………………………………………………. 8
5.0 Conclusion …………………………………………………………………………………………………………… 9
6.0 References ……………………………………………………………………………………………………… 10-12
7.0 Safe Assign Report ……………………………………………………………………………………………… 13
2
Figure 1. Marriott International logo.
(Source: Partner, 2020)
1.0 INTRODUCTION
Marriott International is a Multi-National Corporation (MNC) which its main office is
situated in Bethesda, Maryland (Figure 1). The company creates, possesses, manages, and
licenses an extensive array of hotels worldwide. In this report, we evaluate the backdrop of
the Marriot International organisation and in specific its existing e-business activities.
Beyond question, functioning as an MNC in the hospitality industry where society in diverse
countries and regions express and exercise disparate and various cultures, Marriott and its
operations are mainly influenced by reasons such as culture and the layout of the markets it
pursues to endeavour into (Marriot, 2017).
The type of e-business model Marriot currently operates in is business to consumer
(B2C). This business model entails a company that handles services directly to clients
electronically. The B2C e-business model is more in line with traditional retail companies,
with the exception of there is no brick-and-mortar store. One of the main benefits of the B2C
model is that retailers can concentrate on a niche group of purchasers and a particular market
and accommodate to them exclusively (Walters, 2019).
2.0 E-SUPPLY CHAIN
E-Supply chain management (E-SCM) entails utilizing internet to incorporate value
added activities so that the products created by the company connects customers’ and result
in excellent return on investment. E-SCM is the efficient application of internet and business
practices that facilitate in distributing supplies, services, and data from the supplier to the
consumer in a structured and useful way. In this case, it is Marriott International organization