Case Analysis

Case Analysis

Company Overview

Background


Canyon Ranch (CR) is a health resort and spa that positioned itself such that it pioneered and evolved to bea leader in this luxury segment of spa industry. Founded by Enid and Mel Zuckerman in 1979, it aimed toattain its mission - ³
inspire people to make a commitment to healthy living, turning hopes and intentionsinto the highest enjoyment of life
´
It encompasses a range of services having both breadth and depth to various treatments and offerings, suchthat it¶s appreciated several times for its ³
innovative view towards health, wellness, holistic and integrativecare and for its uniquely relaxing and inspiring experience´
that helped it mature to be the most admireddestination resort in the world. It is headquartered in Tucson, Arizona and has expanded to incorporate twodestination resorts (i.e. backbone of CR) and three spa-clubs
Situation

Spa industry was flourishing in U.S., which was seen a threat to CR, as several other companies had begunattacking it directly, so much so that companies tired to invade on CR¶s uniqueness but as authors havementioned CR being coined as the golden standard of the industry, and it is essentially its Health andHealing department that set it apart from all other competitors. Having said that there was no doubt that the prosperity of this industry did affect CR, such that it made it difficult for them to compare and analyze their competitors.Although known for its high standard services and facilities, competition and alterations to the industrynecessitated/demanded CR to revamp its marketing and their IT strategy. On linking this to Campsey viewwhere he states that CR required shift in their IT strategy and systems that not only supported internalfunctioning but which also
:



Advance association within various business silos;


Enhance collaboration within the organisation;


Attract new and retain old customers;


Helped them to obtain valuable information;...

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