...Running head: AMBER INN AND SUITES CASE ANALYSIS Amber Inn and Suites Case Analysis Davenport University Marketing Strategies Amber Inn and Suites Case Analysis Case Recap Amber Inn and suites, Inc. is a hotel chain with 250 properties scattered throughout 10 Western and Rocky Mountains states. The hotel chain was formed in 1979, and the company operates 200 Amber Inns, and 50 Amber Inn and Suites. Each Inn has the capacity of approximately 150 individual guest rooms or suite units. In fiscal year 2005 the company projected revenues of $422.6 million and with a net loss of $15.7 million. In the spring of 2005 the Senior Vice, Kelly Elizabeth, President of sales and marketing of Amber Inn and suites, Inc. held a meeting with the vice president of advertising Catherine Grace about the profitability of the company, and to consider options for better success in the future. (Kerin & Peterson, 2010, 331) As a result of this meeting with Catherine Grace the company decided to hold several other meetings including a senior vice president conference with Joseph James the company's new chief executive officer and president. Not more than one week before Mr. James was appointed as chief executive officer after the sudden resignation of his predecessor. The senior vice presidents were given the task of presenting his/her initiatives, plan of expenditures, and outcomes, and budgetary initiatives for the upcoming fiscal year 2006 which was to begin on June 1, 2005. The new...
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...Running head: AMBER INN AND SUITES CASE ANALYSIS Amber Inn and Suites Case Analysis Selwyn Paul Davenport University Marketing Strategies MKTG610 Dr. Paula Zobisch Jul 26, 2011 Amber Inn and Suites Case Analysis Case Recap Amber Inn and suites, Inc. is a hotel chain with 250 properties scattered throughout 10 Western and Rocky Mountains states. The hotel chain was formed in 1979, and the company operates 200 Amber Inns, and 50 Amber Inn and Suites. Each Inn has the capacity of approximately 150 individual guest rooms or suite units. In fiscal year 2005 the company projected revenues of $422.6 million and with a net loss of $15.7 million. In the spring of 2005 the Senior Vice, Kelly Elizabeth, President of sales and marketing of Amber Inn and suites, Inc. held a meeting with the vice president of advertising Catherine Grace about the profitability of the company, and to consider options for better success in the future. (Kerin & Peterson, 2010, 331) As a result of this meeting with Catherine Grace the company decided to hold several other meetings including a senior vice president conference with Joseph James the company's new chief executive officer and president. Not more than one week before Mr. James was appointed as chief executive officer after the sudden resignation of his predecessor. The senior vice presidents were given the task of presenting his/her initiatives, plan of expenditures, and outcomes, and budgetary initiatives for the upcoming fiscal...
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...What were the implications of Rachael overpricing the backpacks? Practice Marketing Simulation Rachael Stephens – N8852413 Word Count: 1,069 Th ink sw ap Do cu me nt An examination of the six decisions made in the practice marketing simulation shows that overpricing the backpacks had the most significant influence on consumer buying behaviour. Pricing is one of the most important marketing mix decisions, as it is the only variable that generates revenue (Ennew, 2007). Pricing is not a single concept, but a multidimensional one as it incorporates the manufacturer, the distributor and the customer (Jobber, 2012, p. 331). The objective of pricing is to optimise the company’s economic value by establishing how the customer values the product and what they are willing to pay (Cram, 2008, p. 281). Therefore, it is essential that the right price is set, as not only will this increase profit but is mutually beneficial for the organisation and the customer, as the needs and goals will be achieved. However, it is evident in the results of the simulation that the main focus was directed towards the needs of the seller rather than the buyer. The starting cost of Rachael’s backpack was $60, which saw a 36% increase in the gross margin. However, by the fourth quarter the price of Rachael’s backpack increased to $115, which was not only more expensive than all the competitors, but was also extremely high compared to what the target segment (Urban Commuters)...
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...Contemporary Issues in Marketing Assignment II Cian Feeney 15492758 Declaration I hereby certify that this material, which I now submit for assessment as a continuous assessment project in MN356 Contemporary Issues in Marketing, is entirely my own work and has not been submitted in whole or in part for assessment for any academic purpose other than in fulfilment for that stated above. Signed: ……………………….. Date: ………………………………. Cian Feeney. Introduction The cartoon above highlights the use of online marketing in today’s world. As social media becomes ever more prevalent and the amount of time people spend online increases online marketing becomes a greater and greater tool for marketers and brands alike....
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...Consulting Firm Transitional Life Care (TLC) Consulting Firm is the creation of Team B. This paper summarizes the type of consulting firm and the services TLC offers. Each team member’s roles in the firm and her duties and responsibilities are described. In addition, a detailed analysis of how the content and concepts from five undergraduate core courses facilitated the analysis, development, and preparation of TLC Consulting Firm. Mission Statement Transitional Life Care Consultant Firm’s mission is to facilitate client growth with transition through life events and life changes. TLC consultants strive to join with others to create the conditions under which all people with transitional needs will experience opportunities to develop and exercise competence; encouragement to make choices in the pursuit of personal growth, presence, and participation in the transitional process; respect and dignity through the promotion of protection from abuse and neglect and isolation; opportunities for self-advocacy that empower each client to articulate his or her needs; and reduce the negative stress surrounding many life changes. Summary of Firm and Services Transition from one situation to another can be stressful; it is a process of progress forward. The Holmes-Rahe Scale (1967) lists 43 life events and life changes that contribute to one’s stress level. Each member of this team has personal experience as well as education, which would benefit a consultant firm with a mission to...
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...Project MKTG 205 – Principles of Marketing October 7, 2012 Abstract This paper is about marketing the service of self defense training. It will identify, describe, and analyze three marketing environment forces that will impact this service. Strategies to overcome the threats and capitalize on opportunities will also be explored throughout the paper. Self Defense Training and Marketing Forces Introduction These are the impacts of marketing forces on the training services industry. There are so many components involved with marking to make the product or service successful. Identifying the market forces that impact the service is the most important component. There are three forces that impact the training service industry. With self defense training these three forces are social, economy, and competition. Strategies to overcome the threats and capitalize on opportunities will also be discusses for a better understanding of this industry and service. Market Force 1: Description and Analysis of impact on product/service The social force is thought of to focus on buying trends of the population due to the populations values (Kerin, 2013). These forces are the factors that influence what services, at the time, are in the highest demand. They impact the want and need for self defense training because it shows when, who, and why the population is seeking this type of training. With this service it is best to a multicultural marketing method because anyone could be in...
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...Executive summary Recent success in the Indian market of pasta has compelled Nestle Bangladesh to introduce new snack “Maggi Pasta” in Bangladeshi market. This snack is still not that much popular because of unavailability and high price. Beside that no other company is producing or supplying a good amount of pasta in the local market. This gives a huge advantage to Nestle Bangladesh ltd. to enter in a very less competitive market and enjoy the first mover advantage. The company will get benefit from already a well established distribution channel of nestle and its’ dexterous staff to give the product in the peak of its success. The expected market share could be achieved by a sound promotion policy and by the brand name of Nestle as the maggi noodles is already a well known product. This instant pasta mix will attract customers just like it attracted the noodles customers. And as a different product it will be able to gain more market share by creating a completely new market. New types of pasta will be introduced to the market to keep the market in hand and the beginning will have a pasta festival that will create a brand value, promote the product, strengthen the brand in the customers’ mind and make customers believe that the only instant pasta mix provider in the market is maggi. The company is expecting to have a 40 percent share of the market at the first quarter and what will reach in 80/85 percent at the end of the year. Production cost could be minimized by nestle...
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...Analysis of Consumer Buying Behavior in Purchasing Coca-Cola or Big Cola | Research methodology | TABLE OF CONTENTS CHAPTER 1 BACKGROUND 2 1.1. BACKGROUND 2 CHAPTER 2 LITERATURE REVIEW 4 2.1. LITERATURE REVIEW 4 2.1.1. Brand 4 2.1.3. Product 6 2.1.4. Price 7 2.1.5. Place 8 2.1.6. Promotion 9 2.1.7. Consumer Buying Behavior 9 CHAPTER 3 RESEARCH METHODOLOGY 11 3.1. RESEARCH METHODOLOGY 11 3.1.1. Population 11 3.1.2. Sampling Procedure 11 3.1.3. Non Probability Sampling 11 3.1.4. Research Design 12 3.1.5. Exploratory Research Design 12 3.2. Questionare 12 REFERENCES 14 CHAPTER 1 BACKGROUND 1.1. BACKGROUND A set of ideas that made sense a century ago shaped the modern perspective on shopping. Some of these old-fashioned ideas are people shop for dollar value, which shopping decisions make practical sense or that shopping is mostly about acquiring needed goods and services.. Modern shoppers buy things to reward themselves, to satisfy psychological needs or to make themselves feel good. Modern shoppers buy things because they are expensive. They buy things to make a statement, to show off their personality or to boost their self-esteem. It is no longer sufficed to see a shopper as a rational creature making decisions. It is no longer enough to think that the shopper acts in a way that makes sense from an economic of logical point of view (Pooler, 2003). For many years now, the cola soft drink market is led by the Coca-Cola...
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...How should Sephora allocate budget across the various digital categories? <Chart 1 – Marketing vehicle, directions of media in IMC process> Sephora’s digital media budget allocation should be planned to execute distinctive strategy and exploit on-line market growth. After analyzing Sephora’s differential advantages over other competitors from customers’ view of purchase process, we could concluded that it should strengthen advantages of ‘Conviction’ stage as differential sources which represent ‘Beauty experts’ and ‘advice’. Furthermore, we also decided that it is vital to consider repetition-purchase-rate and get additional investment on mobile applications to respond to increase of on-line formats. Since the case did not provide customers’ purchase process of Sephora specifically, we analyzed the case by using basic model of integrated marketing communications (IMC) and defined each media’s attribute by evaluating qualities of them through team discussion. We considered directions of each media in the process not allocating budget quantitatively since there was no conversion rate, unique visitor and unit cost in the case. A. Conviction efficiency – 40% ($ 400,000) : Beauty Talk It is very necessary for Sephora to make positive conviction to potential consumers to retain more actual purchase from them. Actually, it should focus on marketing resources and make company’s differential strategy by activating interactive resources, Sephora’s advantage. According...
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...Contents About the Authors Preface to the Second Edition Preface to the First Edition Acknowledgements Brief Contents 1. Introduction to Sales and Distribution Management Introduction 1 Evolution of Sales Management 1 What is Sales Management? 2 Nature and Importance of Sales Management 2 Relationship Selling 3 Varying Sales Responsibilities/Sales Positions 4 Importance of Personal Selling and Sales Management 4 Role and Skills of Modern Sales Managers 4 Skills of a Sales Manager 6 Types of Sales Managers/Sales Management Positions 6 Top-level (Strategic) Sales Managers 6 Middle-level (Tactical) Sales Managers 7 First-line (Operational) Sales Managers 7 Staff Sales Management Positions 8 Sales as a Career 8 Rewards in Sales Career 8 Salesperson to Sales Manager 9 Changing Role of a Salesforce 9 Women in Sales 11 Sales Objectives, Strategies and Tactics 12 Sales Objectives 12 Sales Strategies and Tactics 12 ii vii ix xiii xv 1 xviii Contents Emerging Trends in Sales Management 13 Global Perspective 13 Revolution in Technology 14 Customer Relationship Management (CRM) 14 Salesforce Diversity 14 Team Selling Approach 14 Managing Multi-channels 15 Ethical and Social Issues 15 Sales Professionalism 15 E-Selling 16 Linking Sales and Distribution Management 16 Distribution Channels 18 Maximising Customer Service 18 Sales Operations Planning 19 Summary 20 Glossary of Key Terms 21 Conceptual Questions 22 Objective Type Questions 23 Application Questions 24 Reference Notes 24...
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...Broadly speaking, in order to maximise profits, different firms use distinct tools to perform strategy and decisions, such as SWOT analysis, PESTEL analysis and marketing mix analysis. In terms of the marketing mix, as an important concept in the subject of business studies, it refers to “a balance between the four main elements of marketing [is] needed to carry out the marketing strategy. It consists of the ‘4ps’: product, price, promotion and place” (Marcousé and Surridge et al., 2011:141). Firms can build an effective marketing strategy by using the marketing mix as a tool, and it is possible that business will fail if the marketing mix is not correct. The aim of the essay is to analyse elements of the marketing mix. Initially, it will discuss four elements, which are the product, price, place and promotion respectively. Then, it will evaluate the most vital component in the marketing mix, which is the product. The first component of the marketing mix is the product. “A product is a good or service produced by a business or organization, and made available to the public for consumption” (Ashwin and Merrills et al., 2008). Each product has a different feature, which could be the unique selling points of them. Roams and Cota (2008:152) attempt to define this term is, “A unique selling point (USP) is a short statement that explains why a customer should buy from you instead of your competitorsin". For example, Apple Corporation has a unique and independent operation...
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...Contents overview List of figures List of tables List of mini case studies Acknowledgements 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Introduction to International Marketing The International Marketing Environment The International Marketing Information and Research Process International Competitive Marketing Strategies Market Selection Decisions and Entry Strategies Management of Exporting and Importing International Marketing Operations and Planning Product and Brand Decisions for International Marketing Service Strategies for International Marketing International Channels of Distribution and Logistics Management Pricing Decisions in International Markets Integrated International Marketing Communications International Business-To-Business Marketing Retail Internationalization and Marketing The Internet and International Marketing Ethics and International Marketing Index xix xxi xxiii xxiv 1 34 68 104 138 172 209 239 274 303 335 367 401 430 454 478 507 Contents List of figures List of tables List of mini case studies Acknowledgements 1 Introduction to International Marketing Introduction The nature of international marketing Contextual determinants of international marketing Historical development Definition of international marketing Relationship with other business fields A theoretical framework for international marketing Approaches to internationalization Factors causing internationalization The process of firms’ internationalization A holistic approach The motivation for firms...
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...TABLE OF CONTENTS 1. INTRODUCTION 2 2. FACTORS INFLUENCING CONSUMER DECISION 3 - 7 3.1. Process of Consumer’s Decision 3 3.2. Consumer Decision 4 3.3. Branding 4 - 5 3.4. Brand Awareness 5 3.5. Empowered Consumers 5 - 6 3.6. Types of Loyalty 6 - 7 3. Conclusion 8 4. References 9 How does a consumer decide if a marketer's brand is superior to others; does he make decisions in a linear, logical manner or in a circuitous, heuristic fashion? 1. INTRODUCTION In our contemporary world, an organisation strives hard to get their market share by competing with each other in terms of quality, price and timeliness of delivery. Moreover, due to increasing international trade changes such as free trade agreements, trade and manufacturing globalisation as well as privatisation, organisations are compelled to compete on both local and international fronts. Unless an organisation is able to satisfy the demands of consumers, it will not survive in such a competitive business world. Of recent, consumers are more cognizant of various brands of a particular product or service available. In general the consumers make a decision to buy any product or service if they are confident about the brand. This paper...
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...Proper Cost Management, Knowledge Transfer, and Globalization For a Successful Family Business Abstract: Management of business accountants play an important role in planning, coordination with production, marketing, financial functions and finally with targeted profit. This study investigates whether proper management accountants in family businesses can contributes towards its success. Management and cost accountants need to be focused on the internal aspects of a business to keep it efficiently running and profitable. The paper also considers problems with knowledge transfer and globalization in a family run business through literature review and case studies including problems with family run businesses and makes suggestions to resolve those problems. Introduction: Introduction: Most of the definitions of Family Business include least three dimensions: one or several families hold a significant part of the capital; family members retain significant control over the company, which depends on the distribution of capital and voting rights among nonfamily shareholders, with possible statutory or legal restrictions; and family members hold top management positions. (José Allouche). It has been suggested that profit maximization may have been inaccurately assumed to be the primary or even sole objective of a family business and that family firms often display a strong preference toward noneconomic outcomes (Thomas M. Zellweger) we find good reasons why family...
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...Critical issues: 1. There is no differentiation strategy of Princessa to stand out from the highly competitive environment. 2. Richards, the owner, lacks of experience and knowledge on running a retail beauty store, in a way, failed to capture customers’ purchase criteria 3. Princessa does not have an effective marketing strategy to differentiate and promote their products. Situational analysis: Princessa Beauty is experiencing a decreasing in sales as a result of slowing economy and increasing competition, this has caught Richards’ attention that different operational direction is needed for recover and achieve a minimum 5% yearly sales growth. Princessa failed to differentiate themselves among the market due to competitors providing similar products with small variances this results a 30% of Princessa’s customers do not have customer loyalty. Moreover, although current product mix is similar to all competitors, 88% of Princessa’s total sale come from hair, hair care and skin care. This reveals that failure to differentiate in a highly competitive environment will cause Princessa a dramatic decrease in sale. An internal weakness of Princessa comes from the management. Richards, the owner of Princessa, is unable to communicate with French-speaking customers and capture target customers’ purchase criteria with his inadequate experience and knowledge on beauty products.Although, Princessa has better layouts, appearances and organization compare to its competitors...
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