MGT420 MGT/420 MGT 420 Rosewood Hotels and Resorts Case Study-GCU

MGT420 MGT/420 MGT 420 Rosewood Hotels and Resorts Case Study-GCU DOWNLOAD NEW SOLUTION HERE https:// www.solvedcollegepapers.com/ product/mgt420-mgt-420-mgt-420rosewood-hotels-and-resorts-casestudy-gcu-2/ Rosewood Hotels and Resorts is a business that has 12 establishments worldwide.

Until2004, the company has run an individual branding strategy; but recent events, such as theadoption of a new President and CEO, have the company considering a corporate brandingstrategy.Rosewood seems to have hit a roadblock with their current strategy; they are concerned thattheir guests do not fully understand the Rosewood brand. Rosewood believes if they are ableto adopt a corporate brand, that their guests will recognize more of their facilities and becomeloyal which in turn could increase revenue because their guest’s customer lifetime value willhave risen QUANTITY MGT420 MGT/420 MGT 420 Rosewood Hotels and Resorts Case Study-GCU quantity DOWNLOAD ANSWER Category: Assignments Help Experts Tags: • MGT 325 - Managing Business Communications (490 Documents), • MGT 410 Servant Leadership (1425 Documents), • MGT 434 - Human Resources (237 Documents), • MGT 440 - 440 (256 Documents), • MGT 455 - PRODUCTION AND OPERATIONS MANAGEMENT (716 Documents), • MGT 521 - 521 (255 Documents), • MGT 605 - MGT 605 (1412 Documents), • MGT 655 - OPERATION MANAGEMENT (1304 Documents), • MGT 660 - Strategic Management (673 Documents), • MGT MGT-660 - STRATEGIC MANAGEMENT (224 Documents)

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MGT420 MGT/420 MGT 420 Rosewood Hotels and Resorts Case Study-GCU Rosewood Hotels and Resorts is a business that has 12 establishments worldwide.

Until2004, the company has run an individual branding strategy; but recent events, such as theadoption of a new President and CEO, have the company considering a corporate brandingstrategy.Rosewood seems to have hit a roadblock with their current strategy; they are concerned thattheir guests do not fully understand the Rosewood brand. Rosewood believes if they are ableto adopt a corporate brand, that their guests will recognize more of their facilities and becomeloyal which in turn could increase revenue because their guest’s customer lifetime value willhave risen.Rosewood also believes that by implementing a corporate brand, they will have an advantageover their competitors. The main issue with their current branding is that their customers areunknowledgeable about their brand. If they instill a corporate brand, more guests will choosetheir Hotels over competitors.Rosewood believes that by becoming a company who runs a corporate brand strategy, theywill be able to increase their cross-selling rate. According to analysis of guest data, corporate-branding properties had higher cross-selling rates among their properties than those thatutilized individual branding. Research shows that having a corporatebranding strategyresulted in a 10% to 15% cross-selling rate; this is because up to 40% of their guests returnedfor another stay. We compare these numbers to those of the individual-branding’s cross-selling rate of 5% to 10%.There are many pros and cons that Rosewood faces when changing from an individual brandto a corporate

brand.The Pros of the new strategy are: A higher Rosewood brand recognition/awareness through a corporate brand. -Rosewood canbecome one big strong entity that can gain a better positioning power. -Rosewood moves to abigger, not so limited market.-Create a better guest connection, standardized through the entire hotel database. -They caneasily build a comprehensive guest profile that might help them build a strong “fan-base” andthus higher their cross-property usage rate. -And finally increasing sales revenues.The Cons of the new strategy are:Rosewood hotels become just like their competitors = a hotel chain-like approach.

1990Rosewood management believed that the individual property brand or collection strategy 2. a.

Carefully consider Pine and Gilmore’s article and indicate where you would place Rosewood on the continuum ranging from commodity to experience.

Choose the best answer: __Commodity __Good __Service X Experience b.

Support your selection, using both the article and the case.

(150-word maximum) I believe that Rosewood falls on the “experience” side of the continuum. After reading the case, it is clear that Rosewood’s strategy was to build a personalized customer experience (from pillow selection to front desk greetings) while ensuring that each property kept its local characteristics that made it unique.

Boulonge talks about leveraging data to find out more about each individual guest and creating a “Guest Profile” that would allow hotel staff to better cater to each customer’s unique preferences.

The twist comes when John Scott was hired as CEO in 2003. He and Boulonge had the goal of connecting the unique experience at each hotel with the Rosewood brand name and thus, began a case for corporate branding.

4.

Would you recommend Rosewood Hotels and Resorts proceed with the corporate branding initiative?

After indicating your recommendation, include a brief summary — in bullet points — of THREE (3) pros and THREE (3) cons of your recommended strategy. In your analysis, you must discuss at least two (2) nonfinancial pros and at least

two (2) non-financial cons to receive full credit.

(250-word maximum) Yes, I would recommend Rosewood Hotels and Resorts to proceed with the corporate branding initiative. Looking at the bottom-line number, there is a substantial projected increase in CLTV per customer after implementing the new corporate branding initiative. And ultimately a higher, Customer Lifetime Value means higher profits.

Pros:  Low hanging fruit: Increase in CLV which improves profitability  Guest retention rate increases  Brand recognition improves across the board, with Rosewood’s name being at the forefront of marketing efforts Cons

MGT420 MGT/420 MGT 420 Rosewood Hotels and Resorts Case Study-GCU 

MGT 410 – Servant Leadership (1425 Documents),



MGT 605 – MGT 605 (1412 Documents),



MGT 655 – OPERATION MANAGEMENT (1304 Documents),



MGT 455 – PRODUCTION AND OPERATIONS MANAGEMENT (716 Documents),



MGT 660 – Strategic Management (673 Documents),



MGT 325 – Managing Business Communications (490 Documents),



MGT 440 – 440 (256 Documents),



MGT 521 – 521 (255 Documents),



MGT 434 – Human Resources (237 Documents),



MGT MGT-660 – STRATEGIC MANAGEMENT (224 Documents),