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Gold Crest Hotel: Filling Room Vacancies
內容大綱
In 2015, the general manager of the Gold Crest Hotel (Gold Crest) in Mwanza, Tanzania, had only three days to present a compelling marketing strategy for the hotel at the executive board meeting. Though the hotel had recently experienced revenue growth from its conference room bookings, management wanted to increase average yearly hotel occupancy. A new marketing strategy had to include a target consumer segment, a marketing plan, and options that would attract customers to book guest rooms at the Gold Crest. Also, the manager had to decide whether to renovate the ninth floor of the hotel and, if so, whether to add additional conference rooms or additional guest rooms, depending on the targeted market segment.
學習目標
This case is suitable for courses at the undergraduate level in introductory marketing or strategy. After completion of this case, students will be able to<ul><li>analyze a consumer segmentation decision;</li><li>calculate and interpret basic financial metrics in a case setting;</li><li>analyse the external forces, internal capabilities, and customer preferences to determine a target consumer segment;</li><li>use marketing frameworks to evaluate the problem and make a decision;</li><li>conduct quantitative analysis to solidify concepts of payback and short-term versus long-term profitability; and</li><li>combine the qualitative and quantitative data to develop a strong rationale behind the decision.</li><ul>