• Assignment 1: Case Study – Rosewood Hotels
Due Week 2 and worth 90 points
o Review the Rosewood Hotels & Resorts case study.
o Visit the online Customer Lifetime Value Calculator and go through each tab in the tool and spend time studying how some of the variables and assumptions affect the results in the Sample Problem. Write a 2-3 page paper in which you:
o Discuss the pros and cons of the Rosewood Hotels moving from individual brands to a corporate brand. (Feel free to discuss the general concept of CLTV, but consider a wide variety of elements in your response like differentiation, operational issues, brand management, etc) o Based on your exercise with the Customer Lifetime Value Calculator, discuss how one assumption affects the results with an explanation that demonstrates an understanding of the concepts being applied. Your assignment must follow these formatting requirements: o Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow JWMI style guide and writing format. Check with your professor for any additional instructions. o Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. The specific course learning outcomes associated with this assignment are: o Analyze the importance of customer life time value. o Evaluate the role of consumer behavior and perception in the marketing mix. o Use technology and information resources to research issues in marketing in a global environment. o Write clearly and concisely about marketing in a global environment using proper writing mechanics. Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric
Rosewood hotels & Resorts, a privately held company was established in 1979 by Caroline Rose Hunt Trust Estate. In 1980, rosewood managed its first hotel, The Mansion on Turtle Creek, and old mansion in Dallas Texas. The Mansion was saved by Ms. Hunt, the daughter of H.L. Hunt, a Texas oil Tycoon. Rosewood, with the help of Hunt transformed the property into a world class hotel and restaurant. They ventured on to transform many existing properties to include Little Dix Bay, Virgin Islands, the newly built Lanesborough in London, and Las Al Paraiso in Mexico.
This paper discusses the pros and cons of the Rosewood Hotels moving from individual brands to a corporate brand, discusses the general concept of CLTV and a wide variety of elements to differentiation, operational issues, and brand management. Additionally, this paper discusses how one assumption affects the results with an explanation that demonstrates an understanding of the concepts being applied
Pros and Cons of Rosewood Hotels moving from individual brands to a corporate brand
Rosewood hotels & Resorts were so distinctive; each could thrive on its own name, without any corporate identification, in other words, the “cookie cutter approach”. John Scott, Rosewood’s newly appointed CEO and Robert Boulogne, vice president of sales and marketing considered a new brand strategy to boost the company’s growth. Since Rosewood Hotels & Resorts had minimal brand recognition with its guests, John Scott and Boulogne decided to unifying the hotels owned by the company are to promote the corporate Rosewood Brand prominently. To effectively show results of individual versus corporate branding strategies, Scott and Boulogne conducted a qualitative analysis considering pros and cons of each branding strategy, and a quantitative analysis to estimate the impact of Rosewood’s corporate branding strategy on customer...
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