CHAPTER 1 INTRODUCTION
CHAPTER 2 AIMS, OBJECTIVES AND HYPOTHESIS
CHAPTER 3 REVIEW OF LITERATURE
CHAPTER 4 METHODOLOGY
CHAPTER 5 RESULTS AND DECISIONS
CHAPTER 6 CONCLUSION
CHAPTER 7 LIMITATIONS AND RECOMMENDATIONS
Starwood Hotels and Resorts Worldwide, Inc. is an American hotel and leisure company headquartered in Stamford, Connecticut. One of the world's largest hotel companies, it owns, operates, franchises and manages hotels, resorts, spas, residences, and vacation ownership properties under its nine owned brands. As of December 31, 2011, Starwood Hotels and Resorts Worldwide, Inc. owned, managed, or franchised 992 properties employing over 145,000 people, of whom approximately 26% were employed in the United States. Starwood's collection of hotels and resorts offers styles and accommodations as varied as their destinations. Each brand's unique character and flavor is designed to make your experience as rewarding as possible, with one reassuring constant—an exceptional standard of quality. Starwood is not merely the story of a company, but also of her founder, CEO and Chairman, Barry Sternlicht, who is largely credited for starwood’s initial success. His passion and vision lend structure and inspiration to the hundreds of thousands of employees who make Starwood a reality. Starwood is open-minded and is known for several innovations in marketing, management, branding and customer service.
AIMS, OBJECTIVES AND HYPOTHESIS
AIMS & OBJECTIVES
* To focus on Starwood Hotels & Resorts- The largest part of the company, including Starwood Vacation Ownership. * To study about the Diverse Brands and understand the various approaches adopted by the brands. * To know and study various programmes offered by Starwood. * To study the innovative thinking related to the market and customer approach. * To study the aspects of the strong growth recorded by Starwood over the years. * To study their approach towards empowering associates.
This is a detailed study about Starwood Hotels & Resorts and the various brands which fall under Starwood category. This study will focus on brand values and marketing approach of the company over the years.
REVIEW OF LITERATURE
Starwood Hotels and Resorts was originally formed by the real estate investment firm Starwood Capital to take advantage of a tax break; at the time the company was known as Starwood Lodging. Initially, Starwood Lodging owned a number of hotels throughout North America, all under different brand names. The Westin Hotel Company was purchased in 1994 from Aoki Corporation of Japan. Starwood acquired the Sheraton, Four Points by Sheraton, and The Luxury Collection brands from ITT Sheraton in 1998. In 1999, Starwood launched their "W" Hotels brand. In September 2005, Starwood announced the launch of aloft, a new hotel brand based on W. aloft Hotels catered toward business travellers. Starwood intends to have 500 aloft hotels worldwide by 2012. In 2005, Starwood purchased the Le Méridien brand In 2004, Starwood's founder and CEO Barry Sternlicht stepped down as CEO to focus his attention on his other firm, Starwood Capital. He remained on the Board of Directors until 2005. He was succeeded as CEO by Steven J. Heyer, and Starwood began selling a number of its company-owned hotels, instead focusing on becoming a management company and franchiser for its current and future hotel brands. In April 2007, Steven J. Heyer left the company on the request of the Board of Directors because of an issue with Heyer's management style and after allegations of personal misconduct. Chairman of the Board Bruce Duncan served as interim CEO until September 2007, when the company...