個案資料

In mid-January 2013, the owner of Lake Superior Lodge and its newly appointed manager were meeting to figure out a marketing plan to turn things around at the motel. The owner, who was born and raised in Duluth, Michigan, bought Lake Superior Lodge primarily because of its location. The property sat on the scenic North Shore of Lake Superior between Duluth and Two Harbors. Ten years later, however, the motel had yet to turn a profit. The manager was hired in late 2012 to operate the motel and to increase its profitability. If he could not make this happen, the owner would have no choice but to sell the property and move on.

The case is ideal for a hospitality marketing or retailing course but it can also be used in principles of marketing, marketing management, service marketing or strategic marketing classes. It is designed to stimulate discussion about strategic planning, decision-making, corporate culture and the third P of marketing principles: place. The case works well both as a subject for a written report and as the basis for classroom discussion. The case should be positioned in the middle portion of the course after students have gained some insight into strategic planning, marketing mix (place in particular), positioning and promotion.<br><br>Upon reading and discussing the case, students should be able to<ul><li>Understand the economies of the U.S. hotel industry.</li><li>Affirm the fundamental role that segmentation, targeting and positioning plays in crafting promotional programs.</li><li>Recognize that a prime location is not the only factor for business success.</li><li>Develop alternatives and recommendations to make the motel profitable.</li></ul>

• Location
• marketing plan
• hospitality industry
• small business
• United States