CRM may be especially important to the hotel industry where most companies offer just about the core products and services. Regardless of being differentiated by their star rating, most hotels tend to offer pretty much the same core products and services: accommodation encompassed by a scope of food and beverage services (Zineldin, 1999). To acquire loyalty and to exceed other competitors, hotel providers must have the capacity to get abnormal amounts of customer satisfaction for the service supplied (Dominici and Guzzo, 2010). CRM usage and utilization of the instrument allows building a sustainable competitive advantage in a varying environment (Jones et al., 2007; Vogt, 2011).
The Ritz‐Carlton Hotel Company L.L.C. is the guardian company of the Ritz‐Carlton Hotels, a luxury hotel chain, which has a place with the Marriot International Company (Michelli, 2009). It operates 81 hotels worldwide in 26 nations and employs 38000 people (The Ritz-Carlton Hotel Company L.L.C., retrieved in June 2013).

External environment should be analyzed in opportune way so as to be competitive on today 's market place (Regani, 2007). Ritz‐Carlton International is the leading hospitality management company. Its political, financial, social and technological environment analysis are as follows:
Ritz‐Carlton has perceived the value of laws and regulations of the individual country. The political situation in every nation is distinctive and must be addressed properly. Ritz‐Carlton has taken