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Rosewood Marketing Case Study

Autor:   •  March 13, 2018  •  1,697 Words (7 Pages)  •  223 Views

Page 1 of 7

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Figures and Tables:

Table 1: Providing Customer Value:

Describe the type of value that current Rosewood customers expect to receive, as well as the value that Rosewood expects to provide if they become a corporate brand.

Customer Value Expected under

Individual Branding (IB)

Value Provided under

Corporate Branding (CB)

Psychological

- Distinctive and excusive feel from individuality of experience

- Emotional bond with individual branded property

- Collective experience

- Loyalty with a brand (indicator of taste and status)

- Sense of belonging

Functional

- Adaptability of hotels to local culture

- Customized experience

- Consistent service over all hotels in rosewood portfolio

Economic

- Higher value for higher ADR

- No need to look for alternatives

Table 2: Strategic Assessment

Outline reasons to choose IB vs. CB for each of the 3Cs:

Individual Branding (IB)

Corporate Branding (CB)

Customers

- Exclusive feel from customized local experience

- Loyalty with a luxury brand

- Consistent superior service

Company/Employee

- 40% customer return rate to individual property

- High end of scale at returning customer

- High ADR compared to competition

- Increase cross-property usage from 5% to CB industry average of 10-15%

Competition

- Unique experience at IB hotels

- Create loyalty base

- Increase cross property usage

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Table 3a: CLV of a Newly Acquired Guest under the Individual Brand Strategy (fill in gray boxes)

Year

0

1

2

3

4

5

6

Number of nights per stay (1)

2

2

2

2

2

2

Number of stays per guest (2)

1.2

1.2

1.2

1.2

1.2

1.2

Average gross margin per room (3)

32%

32%

32%

32%

32%

32%

Revenue per night (4)

795

843

893

947

1004

1064

Revenue per Customer per year (5)

1908

2022

2144

2272

2409

2553

Gross Profit per Customer (6)

0

611

647

686

727

771

817

Annual marketing cost per customer (7)

134

138

142

146

151

155

Annual corporate marketing cost per customer (8)

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

Cash Flow per Customer (9) = (6)-(7)-(8)

0

477

509

544

581

620

662

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