Rosewood Hotels

CONTENTS I.EXECUTIVE SUMMARY1 II.SITUATION ANALYSIS2 a)Economic environment & Industry Trends2 b)Organizational & Political Environment3 c)SWOT abridgment for Rosewood5 III.PROBLEMS FOUND IN SITUATION ANALYSIS6 IV.strategic ALTERNATIVES9 a) bodied Branding9 b)Individual Branding11 c)Selective Corporate Branding12 PROPOSED stigmatisation STRATEGY - SELECTIVE CORPORATE BRANDING STRATEGY13 SUMMARY15 APPENDICES16 I. EXECUTIVE SUMMARY Rosewood Hotels & Resorts (Rosewood), known for managing classifiable luxury hotels is considering a fresh brand outline. Rosewoods concept for each property has always been Sense of distinguish, emphasizing the individual character of each property. In an drive to increase multi-property guest across its 12 hotels worldwide, a new incorporate brand dodging is being considered. The new strategy should also not undercut the distinctiveness of each by the piece branded hotel. In the analysis, Rosewoods ADR and RevPAR were superior to the corporate-branded groups viz. Four Seasons Hotels and Ritz-Carlton (Marriott International). Rosewood also fared better than Orient-Express Hotels, another individual-branded hotel group.

The results do work the argument for corporate branding difficult to justify as the current individual-branded strategy places Rosewood ahead of their current competition. The node Lifetime Value (CLV) was calculated to assess if the tar dealed incremental outgo by multi-property guests was sufficient to justify corporate branding strategy - with its increased marketing, operational cost and efforts. Analysis showed that the corporate branding strategy yielded higher customer lifetime value of $1,047.32 compared to $862.50 for individually-branded strategy. Considering the equiprobable loss of customer profitability from the iconic hotels after corporate branding and its brand reputation, it is recommended that Rosewood adopt corporate... If you want to get a full essay, order it on our website: Ordercustompaper.com

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