286 The Marriott Corporation 12.3.2.2 ProjeCT MAnAgeMenT Project teams will be organized around specific throughput processes, but will all have cross-functional expertise in information technology, total qualitymanagement(TQM),humansystems,anddesign.Theobjectiveis proper implementation of the integrated solution (developed by each brand manager) at each site in the region, allowing all of the following critical goals for success to be accomplished simultaneously: reduction of cycle time, elimination of waste, creation of flexibility, and management of total quality. Rollout of any other projects developed by the core knowl- edge groups or the corporation as a whole will be undertaken by this function. 12.3.2.3 MAinTenAnCe MAnAgeMenT All of the activities directed at the upkeep of the sites and the engineering and maintenance function will be grouped under this function, which will provide services to the regional bases. 12.3.2.4 sAles The regional sales effort will include direct sales, pricing, positioning, and sales training. 12.3.3 Brand management Brand management will assume total responsibility for product develop- ment and product management. It will develop all the necessary opera- tional procedures to operate a given type of lodging operation. Brand management will be the owner of the design and the lodging concept, and itwillbeasuppliertotheregion/marketoperations. Initially, brand management will be limited to four models: basic, luxury, group,andconvention.However,Courtyards,FairfieldInn,andResidence Inn might be added later. Product/brandmanagementwillperformthefollowingfunctions: · Conceptdevelopmentandconceptimplementationguidelines · Brand marketing and positioning, guidelines, penetration, demand requirements, and competitive intelligence · Franchising guidelines, business modeling, system integration, and core deliverables · Operating procedures and maintaining brand identity (keeping the brand clean from other niches) · Determining the appropriate standards for the product, deliveries in rooms, restaurant, lounge, catering, services, and amenities · Feedback and interaction with advertising, promotion and public relations, price analysis, product criteria refinements/value engineer- ing, emerging trends and market requirements, and adjustments to positioning