ECI is a manufacturer of computer software for the hospitality industry. It was founded by two men who pioneered the automation of the hotel industry in the 1960s, and it has passed through successive owners during the intervening years. The company was recently purchased by a large conglomerate, but it is operated as a private subsidiary.
Although ECI was the first entrant in the hotel software market, it is not the dominant company at this time, although it has a large market share. Through its efforts, the company has been able to attract large chains, including Four Seasons and Sheraton, but it has also lost a number of customers to other companies in this highly competitive industry.
Developing software takes a relatively long time, and companies must invest heavily in research and development if they are to have a long-term chance of success in the market. This research evaluates the company's performance to this point, and considers ways in which ECI could improve its marketing strategy in order to maximize its long-term performance.
The product being evaluated is computer software for the hospitality (hotel) industry. The software is designed to track reservations, print confirmations, assess rates for guests, handle telephone information (which guests are in which rooms), track the occupancy rate and assist housekeeping in determining which rooms need what type of cleaning (deep cleaning after a guest checks out, or minor housekeeping during a guest's stay). The size of the hotel also determines other special features that might be available, such as arrangements for two travelers sharing a room but receiving separate bills (travel-withs) and two travelers sharing a room but sharing a single bill (share with). Corporate billings, travel agency tracking and maintaining a record of guest histories are also important for larger facilities, but are generally not required for smaller hotels. The product is written ...