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Product Overview

This case describes Marriott Corporation's history and its recent exploration of a down-scale move in the lodging industry. After many years of success in the high end of the lodging industry, the company is forecasting a slowing of its 20% growth rate as market saturation occurs. The company decides to introduce a lower-priced chain, code-named Clubcourt (later named Courtyard). This case describes the events leading up to Bill Marriott, Jr.'s suggestion to the new vice president for hotel planning that the specifics of the idea need to be developed before the project can be brought to the finance committee for approval. (The B case is BP-0272.) Videotape #5556, "Strategic Leadership," is designed for use with this case (see Videotape Bibliography).