學門類別
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Trusthouse Forte PLC
內容大綱
The chief executive of Trusthouse Forte, was preparing to meet with corporate shareholders to discuss both a proposed new corporate image and a new company name. Two key issues needed to be resolved. First, should the Forte brand name be extended across all of the company's businesses or more selectively reserved for particular operations? Second, the development of a strong communications plan would be critical to the success of the proposed changes.
學習目標
<ul><li>To introduce students to brand management issues, particularly in the context of a service organization.</li><li>To demonstrate the complexities associated with the delivery of consistently high-quality service across distinct business operations and across widely varying service expectation levels.</li><li>To introduce or reinforce issues relating to international marketing management.</li></ul>The case has been used successfully with both undergraduates and MBAs in a first-year marketing management course. The case raises issues relating to service operation, service quality, international marketing, and communications strategy.