Rosewood’s management used property specific advertising because it believed that using a marketing strategy based on the individual property brand would best distinguish Rosewood properties from its corporate branded competitors. However, Rosewood’s competitors are not exclusively corporate branded luxury hotels, they also include collections of individually branded unique luxury hotels. Although the company is doing well, the luxury hotel segment is highly competitive and becoming inundated with competition. In response to this, Rosewood’s new president and CEO, John Scott, is considering a new marketing strategy that will allow the company to enhance profits and boost growth. 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.
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. b. Customer Loyalty and Retention: whether customers’ loyalty for the brand Rosewood will increase and therefore more likely to stay in one of Rosewood’s hotels or customers lose interest in Rosewood and previously favored individual hotels because of the loss of emotional bond. c. Customer Lifetime Value vs. Expenses: the customer lifetime value must outweigh the overall expenditure in carrying the strategy-change.
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
Recommendations such as a “monthly award” scheme as these focus the individuals’ attention to the values of the organisation on a regular basis. The main findings were that an individual merit reward scheme is to be avoided by the Cavendish Hall Hotel and it is recommended that a team merit scheme should replace it as this brings many more advantages such as co-operation and improved communication, all resulting in an increase in work performance. Introduction The purpose of this report is to critically evaluate Daphne’s proposed changes to the reward system and to assess how these changes will affect the performance of the staff. Also, this report aims to advise the current line managers how to support the reward package and its implementation effectively. This will be done by analysing the advantages and disadvantages of a “performance related pay” package and the extent to which it will affect organisational performance.
We recommend that Kodak move upscale by offering a product between "Gold Plus" and "Royal Gold," such as "Gold Premium Plus." Consumers prefer three levels of choice and tend to gravitate toward the middle choice. This would yield higher gross margins on the market share they retain. Any ‘cannibalization' from the Premium category would be to a higher priced product. The integrity of Kodak's brand name would also improve and its image as the high quality source would be strengthened.
d. How should Lani report the lease transaction on its December 31, 2006, balance sheet? The reports should fall under Lani’s December 31, 2006 balance sheet which displays non current and should be noted separately. The capital ease should be listed under the capital lease on December 31, 2006. Case 13-5 Lease Classifications a. What criteria must be met by the lease in order that Doherty Company classify it as a capital lease?
In addition, when CEMEX began expanding abroad, they used PMI teams to streamline a new firm, identify and retain talent, and adopt the key standards of CEMEX's business model. This ensures that their subsidiaries are working in the same fashion as the home plant. CEMEX ws also able to reduce their costs by incorporating new technology, which allowed them to maximize knowledge to everyone in the company, and allow operations to flow more smoothly. In addition, concentrating their focus on other countries can help ensure stable revenues, such that if their home country is experiencing a downturn in GDP, they can stabilize their sales in other countries experiencing GDP growth. Further, there has been a reduction on tariffs due to exporting their product.
Conduct a research that would help coach Inc. prevent counterfeit products from imitating coach’s design c. Promote the product and its quality in different countries to know more about coach. Methods of analysis: a. Porter’s 5 forces b. SWOT Recommendation: Coach luxury handbags have a good quality and its price is just right for the customer’s to buy it. There are also new competitors in the market which sells almost the same product as coach. It only varies for the design and the price. So my recommendation is that coach should always make a new design to their products so that it can catch the customer’s eye.
Some may have fewer amounts of properties and a lot more rooms to offer so have more revenue like the Marriott and others offer more properties with almost the same amount of rooms as the Marriott but have less revenue. 2. How would you characterize Joie de Vivre’s strategy for its Good Hotel brand? Is the hotel’s commitment to social responsibility an important component of its competitive strategy? The JDV strategy for its Good Hotel brand is a very good and working strategy because they respond to the psychological needs of the consumer, if you can get consumers to think of the product as their need and wants then you have a loyal (come again) customer.
Therefore, the process of developing interpersonal relationship means increasing each other’s incentive to be together. Similarities of the Analogy In buyer-seller relationships, regarding the two directions to increase CIP, decreasing the value gap is often overlooked but comparably easier to be achieved. How to communicate values to customers in buyer-seller relationship can be analogized to interpersonal relationship development. I’d like to analyze it from the scenes in the movie, “When Harry Met Sally”. First, from Sally’s perspective, she wants to find a guy optimistic,