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Case Study Amber Inn & Suites, Inc.

Case Study Amber Inn & Suites, Inc. Chief 9862505 廖語婕 9862525 王修彥 9862529 宋惠華 9762508 洪啟智. 9862513 邱揚程 9862507 郭惠華 9862503 鄭明宜 981031 許馨尹. Teaching Note. EXHIBIT 1. Purchase Process Model. Information requirements By Marketing Communication Mix. Unawareness. Preference.

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Case Study Amber Inn & Suites, Inc.

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  1. Case Study Amber Inn & Suites, Inc. Chief 9862505 廖語婕 9862525王修彥 9862529宋惠華 9762508洪啟智 9862513邱揚程 9862507郭惠華 9862503鄭明宜 981031許馨尹

  2. Teaching Note

  3. EXHIBIT 1 Purchase Process Model Information requirements By Marketing Communication Mix Unawareness Preference Knowledge Purchase Personal Selling Advertising Sales Promotion

  4. Developing an IMC Mixby Marketing Segment &Position Cluster • Advertising • Direct marketing • Personal selling • Break-Even Chart for comparing independent reps and company sales force • Advertising creates awareness • Salespeople provide information • Sales promotion, brochures, and catalogs • Advertising • Personal selling • Sales promotion Information Requirements of Buyers Nature of the Offering Target Market Characteristics Organizational Capacity by Marketing Segment to find target customers Marketing Position Position Map EXHIBIT 2

  5. Amber Inn

  6. Case Analysis 1. Problem Background: • Make sure the Position Strategy for Amber Inn! • Make a decision to select target customers. 2. Target: • Increase company revenue and make profit 3. Conclusion: • Amber Inn and suites should be more focused on business travelers. • Weekend Special is offered to increase brand awareness and occupancy. • Business consignment contract with companies. • Cut unnecessary marketing and advertising budgets.

  7. Hotel Segment Ritz-Carlton Four seasons Hilton Marriott Courtyard Amber Inn with food w/o food Holiday Inn Ramada Inn Amber Inn59% 62% 67% $58 $58 $57 $34 $36 $38 Red Roof Inn Motel 6 EXHIBIT 3

  8. Marketing Position Exhibit 4Position Shift from revenue and elasticity view

  9. Marketing Position Amenity: Facility/ Service Luxury Luxury Hotel Upper Upscale Hotel Upper Hotel Room rate price Midscale Hotel Low High After promotion Current Promotion plan: 1. In weekday, target on business traveler, so we keep business promotions 2. On weekend, we take weekend special to increase brand awareness and get more occupancy. Economy Hotel Amber Inn Economy EXHIBIT 5

  10. Case: GloFish, LLC

  11. Teaching Note

  12. Marketing Channel Designs Producer • Indirect • Distribution • Use Intermediaries to reach target market: • The type, location, density, no of channel levels • Direct • Distribution • Use its sales • Use Internet Brokers or Agents Distributors or Wholesalers Retailers or Dealers Ultimate Buyers EXHIBIT 6

  13. Marketing Channel Strategy and Management • Marketing channel design • Channel selection: • -target market coverage • -satisfying buyer requirements • -profitable Channel Strategy Channel Management Multi-Channel Marketing Channel-selection Decision Channel-modification Decision Dual Distribution GloFish Focus Quantitative Assessment (Cost model) Qualitative Factors (SWOT) by EXHIBIT 7

  14. Fit in GloFish

  15. Marketing Channel Designsin GloFish @US market Farm-raised fish producers Brokers/Agents: Glofish PET’s Mart: 700+ stores Wholesalers:Chain stores 5,000 stores Specialty Retailers: Independent pet stores End users

  16. Case Analysis 1. Problem Background: • Choose a better channel to help increasing revenue ! • Make a decision to add the international market or not! 2. Target: • Potential for Market Growth • The less risk • No more other expense happen 3. Conclusion: • GloFish shall choose independent store and chain stores as their distribution channels. • No need add international market right now.

  17. Conclusion Analysis • Potential for Market Growth • The independent store and chain store are more suitable- help the revenue directly - preview the market growth rate- estimate the revenue growth rate • Kiosks or Internet may have explosive growth- unsure it will happen. • Internet- no experience of the global market before- may spend huge resource to build up the Internet system. • The Less Risk • Major risky factor, genetically modified- Chain Store don’t agree to sell • May impact Asia market • The independent stores don’t concern about the genetically modified fish is the advantage.

  18. Conclusion Analysis • No more other expense happen • Kiosks is too concentrated on Nov and Dec- other month leased expense will be cost waste • Build up the internet system - make the cost up- add Global Logistic expense • Independent store and chain store - already have the local logistic system- save much time to make the business go live. • International Market • International market is necessary- By internet, But now is not good for GloFish. • Need to face many problems- The illegal breeding • Don’t suggest to do it now

  19. Channel-modification Decision—Quantitative assessment EXHIBIT 8

  20. Channel-modification Decision—SWOT Win Win Win

  21. Channel-modification Decision—SWOT Win Win

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