The new strategy would allow Rosewood to claim a portion of the changing market by creating consumer awareness of its brand, thus enhancing customer loyalty. Mr. Scott wants to build Rosewood’s brand recognition among its guests by combining all of its properties under a single corporate brand name. Mr. Scott indicates that this change in strategy will meet the needs of customers who actively pursue a unique Rosewood property experience, but fail to make the connection between Rosewood properties and instead
Rosewood Hotels & Resorts By Zhong ZHOU 1. Central Problem The central problem here is whether Rosewood should adopt a corporate branding approach which unites each individual hotels under the name of Rosewood and therefore increase customer awareness of Rosewood. 2. Critical Factors a. Brand Awareness and Recognition: whether the strategy can make both Rosewood as the parent brand and its individual properties known and accepted by more customers.
In order to meet the goals, GR Hotels has options which include improving either or both hotels, exercising an option to purchase land to either quickly sell the land for profit or enter a new market for business accommodations by building a conference center. Based on the different constraints and analyzing financial figures, it is suggested in order to improve current business; GR Hotels Corporation should upgrade the buildings and provide additional services to transition into an upscale and luxury rank. Doing so will increase profit and also continue to establish their brand by having clean rooms and excellent services. Introduction GR Hotels Corporation is a privately owned corporation that has two hotels located in Montreal and Toronto. After successfully establishing the brand, the company wishes to expand the business by either improving the statuses of the hotels or entering other business accommodation markets by creating conference centers.
But if Rosewood moved towards corporate branding, the customer retention ratios across different properties would increase, thereby providing inclusive publicity to all other properties, by leveraging on the brand of one property. Individual Brand vs. Corporate Brand Individual Branding | Corporate Branding | Pro’s * In line with the ‘Sense of Plan’ Policy * Better area specific marketing * No additional publicity costs | Pro’s * Higher CLTV, resulting in higher revenue * Consistency in services across properties * High customer loyalty * Better retention rates across properties | Con’s * Inconsistent services across portfolios * Lower rate of overall customer retention | Con’s * Added marketing costs * Loss of the ‘Unique’ quotient * Resistance from some managers and customers | Impact of Adopting a Corporate Branding Strategy * The Net Present Value of the CLTV increases from $296 with individual branding to
Now they must align their marketing strategy to cohesively coincide that of their business plan to bring in the clientele that will make them the most profitable. Amber Inn & Suites, Inc. has two main classes of customers; business travelers and leisure users. The problem that arises given the increased marketing and advertising costs is whether or not to expand their marketing and advertising initiatives/investments between guests who are on leisure or on business. STRENGTHS | WEAKNESSES | - Location (close to airports, office complexes, shopping centers)- Good
They have to focus on a variety of goals and objectives for both short and long term survival in the competitive global market. Their aims, objectives and goals are to maximise profit in the long-term by focusing on improving and maintaining outstanding customer service, becoming the world’s leading premium airline and gaining competitive advantage. They have a goal of transforming British Airways into the world's leading global premium airline which requires meeting the rising expectations of their customers. Their investment in their staff, fleet and facilities ensures they provide the very best in customer service. They want their customers to enjoy premium service at every point of their journey.
It was created so that the vision of Bernard and Arthur could have a company that could keep their important values alive. Those values are giving back to the community and society, respect for everyone, and excellent customer service. “The Home Depot has used primarily a Growth / Concentration / Horizontal strategy to achieve unprecedented growth” (“The Home Depot,” n.d.). “They focus on expanding their products into multiple geographic locations at the same point in their value chain, while simultaneously increasing the range of products and services offered to current markets” (“The Home Depot,” n.d.). An example of this is that they created an upscale expo center that reaches out to their upscale customer market.
The CPC is looking for people who match the principles of Bain. “Bain and Company’s mission is to help our clients create such high levels of economic value that together we set new standards of excellence in our respective industries”. This is deeply rooted in their compensation process as well, since the partner’s compensation in part is directly tied to the long-term results of their clients. In order to evaluate the best partners for their clients, Bain even developed a detailed set of formal criteria for the promotion of the Vice
I believe Office Depot has made a wise decision by merging with their subsidiary OfficeMax in hopes of creating the largest U.S. office supply chain which can create a competitive advantage. I also believe they made a smart choice by hiring a new advertising agency to handle and improve their media relations. However, I believe Office Depot would benefit from developing new and/or improving existing products and services, exploring and expanding their products and services into EME markets, improving their website’s functions and services, and revamping their image/brand to be fun and ‘hip’. First, developing a new product/service or improving an existing product/service would definitely give Office Depot a competitive edge and consumers would seem them as innovative and current; ultimately this would give existing customers an incentive to continue doing business with them and potentially attract new
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