Case Analysis Of Country Inns And Suites

Company Description The Country Inns & Suites is an upper midscale hotel brand with over 470 locations within the Carlson Rezidor Hotel Group. The Carlson Rezidor Hotel Group is a family-owned hospitality and travel company and is also the parent company to the Park Inn, Radisson Red, Park Plaza, Radisson, Radisson Blu, and the Quorvus Collection .The Country Inns & Suites Raleigh Durham Airport Location is a three star rated location where the core product is the rooms, and the facilitating products are the check-in and check-out service, and a shuttle service. The average room cost is $125 per night. All locations offer free high speed Internet and complimentary hot breakfast.
Differentiated Segmentation Strategy According to the Vals
The Country Inn & Suites generally attract families and people who are looking for a nice family oriented stay from home. Most Country Inn locations have a constant classic home looks to them and are not overly flashy. The Market mix for the Believers would be to try to get their attention by advertising mostly on TV. The Survivors generally:
•Are cautious and risk averse
•Are the oldest consumers
•Are thrifty
•Are not concerned about appearing traditional or trendy
•Take comfort in routine, familiar people, and places
•Are heavy TV viewers
•Are loyal to brands and products
•Spend most of their time
These packages will include the choice of dinner and tickets to an event or show in the area. This could be anything from movie tickets, tickets to sporting events or even tickets to see your favorite show at DPAC (Durham Performing Arts Center). This will help customers save money by offering them discounts to the things that interest them. The top 20 percent of customers will be entered into the loyalty program which includes incentives that only they receive. The top twenty percent will be entered into the Country Inns & Suites Royalty program. Every time they stay at a Country Inns & Suite location it will be documented and the customer will receive points that can be used for free stays, free tickets, dinner on us, and visa gift cards. This program will help to ensure that our loyal customers stay loyal and that many of our regular customers will continue to stay loyal so that they may become part of the top 20 percent. This is how the Country Inns & Suites Royalty program will work. Every time a guest in the top twenty present books a room at our location they will receive 5 points to their royalty account. These point will add up earning guest rewads for the amount of points they earn. 20 points will earn the guest a free dinner, 40 points will earn the guest a $20 dollar visa gift card, 60 points will earn the guest tickets to a