The document provides a strategic report for Sauterelle Creative Solutions and their client, Best Western. It includes an analysis of Best Western as a company, their competitive environment, potential growth strategies, and recommendations. The report aims to help Best Western revamp their brand image and drive up brand equity in order to better position themselves as leaders in the hotel and hospitality industry.
Hanson Dodge Creative - Active Lifestyle PortfolioBryan Rasch
Hanson Dodge Creative is an agency focused on brand experience design and technology for active lifestyle brands. They have over 25 years of experience working with major outdoor and fitness brands like Trek, Nike Cycling, Johnson Outdoors and Burton. They help clients develop strategic brand programs through integrated solutions including websites, catalogs, packaging and in-store designs. They are also known for their custom product programs that allow consumers to personalize products.
They have expertise across many industries and have worked with clients such as AT&T, Coca-Cola, Delta Airlines, Dunkin' Donuts, Nissan, PGi, Spark Energy, and a top 5 U.S. bank.
Visionnaires branding design is a branding and graphic design firm located in Montreal, Canada. They offer a wide range of branding and graphic design services including naming, logos, branding strategies, communication plans, graphic design, web design, photography, printing, and more. Their portfolio includes work for clients in various industries such as real estate, pharmaceuticals, financial services, technology, and government.
Adrenalin is a full-service branding agency that specializes in strategic branding and marketing for sports, entertainment, and consumer product companies, as outlined in their overview which details their mission, services offered, client list, leadership team, and proprietary Brand XP process for defining, building, and conveying powerful brands. The document provides an introduction to Adrenalin's approach and capabilities for developing brand identities, strategies, and marketing campaigns.
1o1 is a collective of experienced marketing and creative directors who have worked at agencies like Cadbury, InBev, and Fallon. They provide holistic strategic counsel and help design brands, campaigns, and organizing ideas to solve business problems. Their approach focuses on collaboration, flexibility, and tying pay to client success rather than costs. They provide case studies of past clients where they helped increase sales, membership, and funding through organizing ideas and integrated creative solutions.
Invention and innovation are totally different. To redefine a category, the innovation needs a brutal assessment of what business you are currently in, your target customer, studying the business from the outside-in to develop a sophisticated 6Ps business model, checking regulatory conditions, and yielding a strong leadership team to frame the financial and strategic objectives of the business and rally the magnetic core inside the firm that will draw together the company. Phew.
Hland started in 2004 focusing on new technologies but expanded into other areas of communication. In 2007 it reorganized into three areas of action: land for creative strategic ideas, lot for land of technology, and love for brands. In 2009 it became Wao, lda and adopted the umbrella brand We Are One, offering five business areas and a new image incorporating expertise gained over six years.
The document introduces Taylor Live, a magazine produced by The Taylor Group about the event and trade show industry. The Taylor Group is described as the industry's number one partner, providing design, build-out, management and other services for events and trade shows around the world. The goal of Taylor Live is to provide insights into best practices, trends and ideas to help readers learn, gain perspective and get to know The Taylor Group. The magazine will feature profiles of award-winning programs and discuss upcoming industry topics.
Hanson Dodge Creative - Active Lifestyle PortfolioBryan Rasch
Hanson Dodge Creative is an agency focused on brand experience design and technology for active lifestyle brands. They have over 25 years of experience working with major outdoor and fitness brands like Trek, Nike Cycling, Johnson Outdoors and Burton. They help clients develop strategic brand programs through integrated solutions including websites, catalogs, packaging and in-store designs. They are also known for their custom product programs that allow consumers to personalize products.
They have expertise across many industries and have worked with clients such as AT&T, Coca-Cola, Delta Airlines, Dunkin' Donuts, Nissan, PGi, Spark Energy, and a top 5 U.S. bank.
Visionnaires branding design is a branding and graphic design firm located in Montreal, Canada. They offer a wide range of branding and graphic design services including naming, logos, branding strategies, communication plans, graphic design, web design, photography, printing, and more. Their portfolio includes work for clients in various industries such as real estate, pharmaceuticals, financial services, technology, and government.
Adrenalin is a full-service branding agency that specializes in strategic branding and marketing for sports, entertainment, and consumer product companies, as outlined in their overview which details their mission, services offered, client list, leadership team, and proprietary Brand XP process for defining, building, and conveying powerful brands. The document provides an introduction to Adrenalin's approach and capabilities for developing brand identities, strategies, and marketing campaigns.
1o1 is a collective of experienced marketing and creative directors who have worked at agencies like Cadbury, InBev, and Fallon. They provide holistic strategic counsel and help design brands, campaigns, and organizing ideas to solve business problems. Their approach focuses on collaboration, flexibility, and tying pay to client success rather than costs. They provide case studies of past clients where they helped increase sales, membership, and funding through organizing ideas and integrated creative solutions.
Invention and innovation are totally different. To redefine a category, the innovation needs a brutal assessment of what business you are currently in, your target customer, studying the business from the outside-in to develop a sophisticated 6Ps business model, checking regulatory conditions, and yielding a strong leadership team to frame the financial and strategic objectives of the business and rally the magnetic core inside the firm that will draw together the company. Phew.
Hland started in 2004 focusing on new technologies but expanded into other areas of communication. In 2007 it reorganized into three areas of action: land for creative strategic ideas, lot for land of technology, and love for brands. In 2009 it became Wao, lda and adopted the umbrella brand We Are One, offering five business areas and a new image incorporating expertise gained over six years.
The document introduces Taylor Live, a magazine produced by The Taylor Group about the event and trade show industry. The Taylor Group is described as the industry's number one partner, providing design, build-out, management and other services for events and trade shows around the world. The goal of Taylor Live is to provide insights into best practices, trends and ideas to help readers learn, gain perspective and get to know The Taylor Group. The magazine will feature profiles of award-winning programs and discuss upcoming industry topics.
This document introduces Tesla Motors' plans to enter the Indian market. It provides background on Tesla, describing how it was founded in 2003 and launched its first electric vehicle. It then discusses Tesla's partnerships with other automakers and current $25 billion net worth. The document performs a PESTLE analysis of India's political, economic, social and technological environment. It also analyzes Tesla's resources and capabilities, applying Porter's Five Forces and VRIO frameworks. In conclusion, it presents Tesla's opportunity in India but notes challenges around price sensitivity and competition in the growing electric vehicle industry.
The document analyzes Tesla's strategic business plan and charging infrastructure strategy. It argues that Tesla's proprietary charging infrastructure puts its investments at risk if a universal charging standard is adopted. The document recommends that Tesla seek partnerships with large charging station networks to expand its geographic coverage and gain greater market share by moving towards a standardized charging system. This would fulfill Tesla's mission to accelerate electric vehicle adoption.
Tesla Motors is recommended to expand its product line by introducing a more affordable third generation (Gen 3) electric vehicle model. To accommodate the new model, Tesla would need to restructure by changing to a product-based organizational structure and franchising its company-owned sales and service centers. The recommendation would take 3-4 years to implement starting with organizational changes. It aligns with Tesla's vision, culture, and Elon Musk's preferences to introduce electric vehicles to a larger market at a lower price point.
Tesla Motors was founded in 2003 and is led by CEO Elon Musk. It is a leader in electric vehicle manufacturing and was the first to create a fully electric sport vehicle. While Tesla hopes to drive the market towards electric vehicles, it currently has less than 1% of the US auto market share. Tesla is still developing financially, experiencing losses from 2010-2014 as it invests in R&D. However, if Tesla can lower costs and increase revenues through offerings like the $35,000 Model 3, it has potential to become a leader in the EV market.
Tesla is an electric vehicle manufacturer founded in 2003. It aims to transition the automotive industry away from gasoline vehicles. While Tesla captured 4.5% of the growing US auto market, it faces challenges from established automakers. Tesla's financial analysis shows it is unprofitable with negative margins and returns. It has acceptable liquidity but high leverage. To succeed, Tesla must control costs, utilize its cash reserves, and continue innovating electric vehicle technology.
The VRIO framework evaluates a firm's resources according to four questions: value, rarity, imitability, and organization. Resources that are valuable, rare, costly to imitate, and supported by a firm's organization can provide sustained competitive advantage. Resources that are valuable and rare but easily imitated only provide temporary advantage. Resources that are not rare provide no advantage over competitors. The VRIO framework helps firms assess which resources provide opportunities to exploit environmental factors or neutralize threats.
Tesla Motors aims to accelerate sustainable transport by bringing compelling electric cars to mass markets. It was founded in 2003 and currently produces the Roadster sports car and Model S luxury sedan. Tesla's core competencies include generating enthusiasm for its brand, utilizing cutting-edge technology, and a willingness to take risks. These competencies help Tesla differentiate itself from competitors and create value for customers. However, Tesla faces future challenges as larger automakers adapt and resistance emerges to Tesla's sales model as it aims to reach broader markets.
Value Chain Configuration for Tesla Motors in BrazilAntonio Addario
A strategic analysis of potential value chain configuration of Tesla Motors for a successful entrance in the Brazilian market. This study was done as part of my MBA studies as I am an enthusiastic Tesla Motors fan, and a strong supporter of electric vehicle industry. Feedback and comments are welcome.
Porter's Five Forces & Porter's Value Chain Model msmn671
This document analyzes two companies, Toyota and Perodua, using Porter's Five Forces model and Value Chain model in the automotive industry. It provides an overview of each model and then applies them specifically to Toyota and Perodua. For Toyota, it finds low threat of new entrants due to barriers, weak bargaining power of suppliers, moderately strong bargaining power of buyers, moderate threat of substitutes, and weak rivalry among competitors.
In 2005, General Motors (GM) – the world's largest automotive manufacturer is now stepping to the point, where strategic thinking, planning and breakthrough are necessary. Three consecutive years of global market share declines, high pressure from world-class competitors, health care and retirement burdens, and rapid changes in consumer profile are the reason of that. How GM should minimize such threats and in the same time capture potential opportunities with its strengths is very interesting issue in term of strategic management and policy.
This presentation was composed to fulfill the requirement of my masters degree subject. The analysis and solution in this presentation were originated from a business case blended with my knowledge, research and idea. Even though, they may not 100% correct, or not reflect the current situation and solutions of GM, I still hope that this presentation would help those who is interested the situations occurred in 2005
As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
Rajesh Kumar
Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
The Growth Catalysts is an integrated innovation and brand consulting company that helps companies increase sales, consumption, and reduce costs through critical questioning, market mapping from an outsider's perspective, and innovation. They have worked on over 2000 projects across different categories and are backed by proprietary processes and research. Their team of experts use strategic questioning and insights mapping to help transform companies and help them win through breakthrough innovation.
sentaire Partners is a professional services firm with expertise in enterprise risk management, information technology, business process optimization, cost management, and planning and execution. The firm consists of a team of former senior executives and consultants from the financial industry who have extensive real-world experience solving complex problems with innovative solutions. sentaire Partners works closely with clients to help enhance performance, profitability, and manage regulatory challenges through leveraging the expertise of its team members. The core focus of sentaire Partners is on delivering bottom-line results for its clients in the financial services and capital markets industries.
Lokusdesign is a design consulting company certified for quality standards. It invests heavily in proprietary processes and research. Some of the best brands seek its expert services to achieve substantial improvements in brand image and sales. Lokusdesign helps companies transform and win through critical questioning, insights mapping, and innovation that makes business sense. It has helped rebrand and grow sales for many leading companies across diverse industries.
This document provides an overview of branding and marketing services offered by SimplyD.com. It begins with defining what a SuperBrand is and the benefits they provide consumers. It then discusses the company's experience working with top brands and outlines their strategic approach involving understanding the brand, industry and consumer. Several case studies and design samples are provided to showcase their work. Contact information is provided at the end. The summary captures the key points about the company's offerings and experience in 3 sentences or less.
This document discusses transforming a brand into a media company through social media. It recommends establishing a centralized social media team, creating a brand narrative and content strategy, building a real-time command center, assigning roles and responsibilities, establishing approval workflows, and investing in the right technology. The goal is to bridge external customer engagement with internal business processes to create shared value for stakeholders.
1) Finergy Consulting is a business research and consulting firm that provides customized reports, data analysis, and consulting services to help clients move their businesses forward.
2) The company's services include company profiles, industry reports, competitor analysis, data mining, and strategy consulting. Reports are tailored to each client's
Capstone is a full-service marketing and design company that creates integrated marketing solutions to increase clients' market share. They assist businesses through websites, branding, advertising, videos, and strategic marketing. Capstone has received over 100 design awards and serves clients in entertainment, corporate, consumer goods, hospitality, and real estate industries, helping companies like Paramount Pictures, Universal Studios, and Hyatt.
1) The document discusses how brands should transform into media companies by becoming content machines that are always producing relevant, recent content in an omnipresent manner.
2) It advocates developing a social business strategy to facilitate this transformation and bridge internal and external social initiatives to create shared value for stakeholders.
3) The strategy should establish a centralized editorial team to oversee content pillars and the brand narrative, conducting research to understand audiences and issues.
iMarketing Advantage provides internet marketing solutions and consulting services. It offers low-cost and high-reach marketing through targeted online campaigns that are measurable. Specializing in web-based solutions, it designs custom marketing strategies integrating business intelligence with innovative practices. Led by experienced professionals, iMarketing Advantage provides services to clients in Europe and India.
This document introduces Tesla Motors' plans to enter the Indian market. It provides background on Tesla, describing how it was founded in 2003 and launched its first electric vehicle. It then discusses Tesla's partnerships with other automakers and current $25 billion net worth. The document performs a PESTLE analysis of India's political, economic, social and technological environment. It also analyzes Tesla's resources and capabilities, applying Porter's Five Forces and VRIO frameworks. In conclusion, it presents Tesla's opportunity in India but notes challenges around price sensitivity and competition in the growing electric vehicle industry.
The document analyzes Tesla's strategic business plan and charging infrastructure strategy. It argues that Tesla's proprietary charging infrastructure puts its investments at risk if a universal charging standard is adopted. The document recommends that Tesla seek partnerships with large charging station networks to expand its geographic coverage and gain greater market share by moving towards a standardized charging system. This would fulfill Tesla's mission to accelerate electric vehicle adoption.
Tesla Motors is recommended to expand its product line by introducing a more affordable third generation (Gen 3) electric vehicle model. To accommodate the new model, Tesla would need to restructure by changing to a product-based organizational structure and franchising its company-owned sales and service centers. The recommendation would take 3-4 years to implement starting with organizational changes. It aligns with Tesla's vision, culture, and Elon Musk's preferences to introduce electric vehicles to a larger market at a lower price point.
Tesla Motors was founded in 2003 and is led by CEO Elon Musk. It is a leader in electric vehicle manufacturing and was the first to create a fully electric sport vehicle. While Tesla hopes to drive the market towards electric vehicles, it currently has less than 1% of the US auto market share. Tesla is still developing financially, experiencing losses from 2010-2014 as it invests in R&D. However, if Tesla can lower costs and increase revenues through offerings like the $35,000 Model 3, it has potential to become a leader in the EV market.
Tesla is an electric vehicle manufacturer founded in 2003. It aims to transition the automotive industry away from gasoline vehicles. While Tesla captured 4.5% of the growing US auto market, it faces challenges from established automakers. Tesla's financial analysis shows it is unprofitable with negative margins and returns. It has acceptable liquidity but high leverage. To succeed, Tesla must control costs, utilize its cash reserves, and continue innovating electric vehicle technology.
The VRIO framework evaluates a firm's resources according to four questions: value, rarity, imitability, and organization. Resources that are valuable, rare, costly to imitate, and supported by a firm's organization can provide sustained competitive advantage. Resources that are valuable and rare but easily imitated only provide temporary advantage. Resources that are not rare provide no advantage over competitors. The VRIO framework helps firms assess which resources provide opportunities to exploit environmental factors or neutralize threats.
Tesla Motors aims to accelerate sustainable transport by bringing compelling electric cars to mass markets. It was founded in 2003 and currently produces the Roadster sports car and Model S luxury sedan. Tesla's core competencies include generating enthusiasm for its brand, utilizing cutting-edge technology, and a willingness to take risks. These competencies help Tesla differentiate itself from competitors and create value for customers. However, Tesla faces future challenges as larger automakers adapt and resistance emerges to Tesla's sales model as it aims to reach broader markets.
Value Chain Configuration for Tesla Motors in BrazilAntonio Addario
A strategic analysis of potential value chain configuration of Tesla Motors for a successful entrance in the Brazilian market. This study was done as part of my MBA studies as I am an enthusiastic Tesla Motors fan, and a strong supporter of electric vehicle industry. Feedback and comments are welcome.
Porter's Five Forces & Porter's Value Chain Model msmn671
This document analyzes two companies, Toyota and Perodua, using Porter's Five Forces model and Value Chain model in the automotive industry. It provides an overview of each model and then applies them specifically to Toyota and Perodua. For Toyota, it finds low threat of new entrants due to barriers, weak bargaining power of suppliers, moderately strong bargaining power of buyers, moderate threat of substitutes, and weak rivalry among competitors.
In 2005, General Motors (GM) – the world's largest automotive manufacturer is now stepping to the point, where strategic thinking, planning and breakthrough are necessary. Three consecutive years of global market share declines, high pressure from world-class competitors, health care and retirement burdens, and rapid changes in consumer profile are the reason of that. How GM should minimize such threats and in the same time capture potential opportunities with its strengths is very interesting issue in term of strategic management and policy.
This presentation was composed to fulfill the requirement of my masters degree subject. The analysis and solution in this presentation were originated from a business case blended with my knowledge, research and idea. Even though, they may not 100% correct, or not reflect the current situation and solutions of GM, I still hope that this presentation would help those who is interested the situations occurred in 2005
As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
Rajesh Kumar
Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
The Growth Catalysts is an integrated innovation and brand consulting company that helps companies increase sales, consumption, and reduce costs through critical questioning, market mapping from an outsider's perspective, and innovation. They have worked on over 2000 projects across different categories and are backed by proprietary processes and research. Their team of experts use strategic questioning and insights mapping to help transform companies and help them win through breakthrough innovation.
sentaire Partners is a professional services firm with expertise in enterprise risk management, information technology, business process optimization, cost management, and planning and execution. The firm consists of a team of former senior executives and consultants from the financial industry who have extensive real-world experience solving complex problems with innovative solutions. sentaire Partners works closely with clients to help enhance performance, profitability, and manage regulatory challenges through leveraging the expertise of its team members. The core focus of sentaire Partners is on delivering bottom-line results for its clients in the financial services and capital markets industries.
Lokusdesign is a design consulting company certified for quality standards. It invests heavily in proprietary processes and research. Some of the best brands seek its expert services to achieve substantial improvements in brand image and sales. Lokusdesign helps companies transform and win through critical questioning, insights mapping, and innovation that makes business sense. It has helped rebrand and grow sales for many leading companies across diverse industries.
This document provides an overview of branding and marketing services offered by SimplyD.com. It begins with defining what a SuperBrand is and the benefits they provide consumers. It then discusses the company's experience working with top brands and outlines their strategic approach involving understanding the brand, industry and consumer. Several case studies and design samples are provided to showcase their work. Contact information is provided at the end. The summary captures the key points about the company's offerings and experience in 3 sentences or less.
This document discusses transforming a brand into a media company through social media. It recommends establishing a centralized social media team, creating a brand narrative and content strategy, building a real-time command center, assigning roles and responsibilities, establishing approval workflows, and investing in the right technology. The goal is to bridge external customer engagement with internal business processes to create shared value for stakeholders.
1) Finergy Consulting is a business research and consulting firm that provides customized reports, data analysis, and consulting services to help clients move their businesses forward.
2) The company's services include company profiles, industry reports, competitor analysis, data mining, and strategy consulting. Reports are tailored to each client's
Capstone is a full-service marketing and design company that creates integrated marketing solutions to increase clients' market share. They assist businesses through websites, branding, advertising, videos, and strategic marketing. Capstone has received over 100 design awards and serves clients in entertainment, corporate, consumer goods, hospitality, and real estate industries, helping companies like Paramount Pictures, Universal Studios, and Hyatt.
1) The document discusses how brands should transform into media companies by becoming content machines that are always producing relevant, recent content in an omnipresent manner.
2) It advocates developing a social business strategy to facilitate this transformation and bridge internal and external social initiatives to create shared value for stakeholders.
3) The strategy should establish a centralized editorial team to oversee content pillars and the brand narrative, conducting research to understand audiences and issues.
iMarketing Advantage provides internet marketing solutions and consulting services. It offers low-cost and high-reach marketing through targeted online campaigns that are measurable. Specializing in web-based solutions, it designs custom marketing strategies integrating business intelligence with innovative practices. Led by experienced professionals, iMarketing Advantage provides services to clients in Europe and India.
The Elusive Brand: How to Measure Brand and the Communications Focused On ItNatalie Kortum
Natalie Kortum presented on measuring brand and communications. She discussed defining brand using metrics like Net Promoter Score and examining large amounts of customer data and conversations to understand brand perceptions. Kortum introduced SNAP, a tool to aggregate and analyze social media data to uncover insights. She emphasized the need to combine multiple valid measurements into a single metric to assess brand equity and influence. Kortum also showed how various business factors can impact brand levels over time.
Team Vogue presents Beauty Insight, a start-up that provides personalized and unbiased beauty recommendations from experts. The business concept involves using customer preferences to provide customized product recommendations across various price points. Revenue would come from product sales and online advertisements. An analysis found the opportunity resonates with women ages 18-44 who are already buying beauty products online and interested in personalized recommendations from trusted experts.
Witty & Vanity Eye Consultants is an Indian consulting firm that provides placement, risk management, career counseling, management consulting, marketing research, and education services. Its mission is to help organizations and individuals globally recognize their potential through innovation and world-class services. It aims to be customer-focused and responsive. The company has experienced consistent growth since 2007 and maintains a dedicated team of consultants.
Kolota Creative Marketing provides innovative marketing and communications solutions through a full range of services. They can help solve marketing problems at any level in an organization through three service modules tailored for senior leadership, functional managers, and product/program managers. With over 25 years of experience, Kolota has developed marketing solutions for 35 companies across multiple business sectors. Their approach involves immersing themselves to understand a client's "Brand DNA" and position them for maximum marketing returns.
Workshop, Human Leadership III: ‘Digital communication a catalyst for change…for you and your company?’
With social media as a focal point; has strategic thinking, planning and communication changed? Or is it simply, but not to be underestimated, a fundamental change in human behaviour?
We open up a discussion based on insights on why and how the digital era is an enabler for change for you and your company. Embark on a journey of changing leadership,organisation structures and communication strategies.
Digital Communication, Workshop at City Business LibraryKatrin Andersson
Workshop, Human Leadership III: ‘Digital communication a catalyst for change…for you and your company?’
With social media as a focal point; has strategic thinking, planning and communication changed? Or is it simply, but not to be underestimated, a fundamental change in human behaviour?
We open up a discussion based on insights on why and how the digital era is an enabler for change for you and your company. Embark on a journey of changing leadership,organisation structures and communication strategies.
Client Compass is a tool that provides concise client surveys and reports to help organizations better understand client perceptions and needs. It surveys clients on themes like advocacy, loyalty, and value. It also administers account surveys to measure actions and gauge performance. Client Compass then analyzes the data to provide summary reports and recommendations on improving client disposition, engagement, and outcomes. The tool aims to move clients higher in the value chain through targeted actions informed by its customized survey insights.
I have always loved real estate, but not how the business of real estate worked. After five successful years in the business I realized it was time to change how consumers experience the entire real estate transaction. With that in mind, “The Around Town Team” was born. Our focus is simple: provide honest and timely service, superior and tangible marketing, and always guide our clients based upon real-time data and statistics. It is our sincere hope that this transparent approach will bring a sense of calm and clarity to the closing table.
■Change the consumer experience throughout the real estate transaction process by providing excellent service, superior and innovative marketing and data and statistics based guidance.
■Support local business growth and exposure through targeted value-based marketing directly to The Around Town Team’s growing fan list and followers of “Deals Around Town.”
■Provide exceptional value to our clients and fans, through “Deals Around Town” that leverage our relationships with local businesses.
This document discusses innovation in the cloud and the company Brightidea. It describes how Brightidea provides an enterprise innovation management platform to help companies manage their innovation process. The platform allows companies to collect ideas from customers and employees, decide which ideas to pursue through scoring and collaboration, and execute projects through the innovation pipeline. Brightidea has over 250 subscribers spanning all industries and helps companies overcome challenges in innovation through its on-demand product suite and software tools.
3. 3
About Our Company
Vision
To become the renowned experts in revitalizing the image of the hotel industry.
Mission
To offer professional, high end design services for the hotel industry at a fair cost.
By establishing partner relationships with our clients and working closely with
them, we realize, adapt to, and successfully visualize their individual needs and
wants in order to better connect them with their customer. With our team’s
versatile skills—including graphic, web, and interior design—our goal is to re-
brand and refresh a hotel’s image through simplicity and cutting edge design while
also respecting employees, customers, and the environment.
Corporate Values
We uphold the highest standards of corporate responsibility to the environment
and everyone affected by our work by collaborating with our clients and making
every part of the process transparent. We believe that sophisticated design
should be accessible to everyone, and we vow to produce excellent work at a
fair price with integrity.
Our Competitive Advantage
Ability to utilize and specialize in a wide spectrum of professional design skills in
order to offer an affordable, high-end look.
Services Provided
Graphic Design (logos, advertising, stationery)
Web design
Interior Design
Customer Service Consulting
Sauterelle
Creative Solutions
4. 4
Our Client
Mission
“The mission of Best Western International is to enhance brand equity and
increase member value.” 1
Client Industry
Hotel, Hospitality & Tourism
Best Western is a well-known company with a great deal of history. However, as
our client, Best Western seeks to revamp their total brand image to better
reflect the market today. In particular, they want to drive up brand equity
and drive the company back to being the forefront leaders of the hotel and
hospitality service industry.
1. http://www.bestwestern.com
Sauterelle
Creative Solutions
5. 5
External / Internal Analysis
Internal External
Strengths Opportunities
S1. Franchise O1. Sustainable Technology
S2. Internet Pressence O2. Internet Infastructure
S3. Global Network O3. Developing Countries
Best Western
Weaknesses Threats
W1. Advertising / Promotion T1. Recession
W2. Price T2. Hospitality Industry
W3. Sustainability T3. Third-Party Websites
Sauterelle Creative Solutions
6. 6
Internal Analysis
Strengths
1. Franchise
Traditional business studies have proven that somewhere between 25 to 30
percent of new business fail in the first year, and up to 70 percent fail within their
first five years. However, the failure rate for franchised businesses is less than 5
percent with a 99 percent membership renewal rate. 2
This attracts franchisees to become Best Western members and thus, encourages
the quick and effective growth of the brand globally, through rather inexpensive
means. A 99% renewal rate assures revenue stability from its collective pool of
franchisee fees. This money can be directed to its holistic marketing efforts and
also contribute to the businesses bottom line.
2. Internet Presence
On average, bestwestern.com has been booking $1 million in revenue per day for
the hotel chain since January 2005.” Best Western launched its own travel blog
named YouMustBeTrippin.com. Visitors are able to view and share content on
3
destinations, things to do, travel tips, business travel and more.
YouMustBeTrippin.com shows that they have operational strengths in being
innovative with new marketing strategies by leveraging and responding to
technological and social trends.
3. Global Network
Based on distribution and number of locations, Best Western International is
the largest hotel company operating under a single brand name with 4,000
independently owned and operated hotels [in 80 countries]. 4
This brand reputation is a great advantage for Best Western operating in the
travel industry because it becomes a trusted brand that travelers can easily
become familiar with and come to rely on when booking in unfamiliar travel
locations. Therefore, consumers have a sense of comfort and assurance of a
certain standard and the hotels in the portfolio have a competitive edge over
competitors with unfamiliar names.
2.. Brymer, Robert A. Hospitality and Tourism, 11th Edition. Kendall Hunt, 2003. 103.
3. Best Western. Corporate Fact Sheet http://www.bestwestern.com/newsroom/factsheet_countrydetail.asp
4. Best Western. Corporate Fact Sheet. http://www.bestwestern.com/newsroom/factsheet_countrydetail.asp
Chinmaneevong, Chadamas. “Best Western to add 13 Thai Hotels,” Bangkok Post, October 10, 2009. http://www.bangkokpost.com/business/
n economics/25389/best-western-to-add-13-thai-hotels.
7. 7
Internal Analysis
Weaknesses
1. Advertising/Promotion
In 2008, Best Western increased its advertising and promotion expenses by
$11.6 million, or 24% in order to increase profits in tough economy. However,
their profits at the end of the year were a deficit of $1.7 million and Return on
Investment was -2%.5
Best Western’s current advertising and promotion may be ineffective and require
re-evaluating. Their logo, for example, has not been updated in over 16 years.
2. Price
In Lancaster, Pennsylvania, Best Western’s price for a room with a king bed and
high speed Internet access is $119.99. In the same town, Hilton Garden Inn’s
6
price for a room with a king bed and high speed Internet access is $109.00.
Best Western’s prices are incongruent with its image. Lower-priced sub-brands of
expensive, higher-class hotels are competing directly with Best Western. Because
these brands have a more esteemed reputation, Best Western must either
upgrade its image or lower its prices.
3. Sustainability
In their ranking of the hospitality industry, entitled Tomorrow’s Value Rating,
London-based sustainability consultant Two Tomorrows ranked Best Western as
7
the worst in sustainability management, with a score of 6 out of 100.
With an increased focus today on sustainability, Best Western’s failure in
sustainable efforts is a huge weakness that affects the brand’s value.
5.. 2008 Best Western Annual Report http://www.bestwestern.com/aboutus/Annual_Reports/2008.pdf.
6.nhttp://book.bestwestern.com/bestwestern/selectRoom.dohttp://hiltongardeninn1.hilton.com/en_US/gi/index.do?brand_id=HI&brand_
directory=/en/hi/&xch=500552876,X1QH0XMOPTTFWCSGBIV2VCQ
7. Ahal, Matal. Best Corporate Citizens: Hotels. CNN.com. http://money.cnn.com/2009/10/02/news/companies/good_citizen_hotels.fortune/
index.htm.
8. 8
External Analysis
Opportunities
1. Sustainable Technology
To help new hotels achieve a 30% energy savings over minimum code
requirements, the American Society of Heating, Refrigerating and Air-Conditioning
Engineers, Inc. (ASHRAE) recently released its “Advanced Energy Design Guide
for Highway Lodging.” 8
Sustainable technology in the hotel industry is a way to differentiate from other
similar establishments, while maintaining low costs.
2. Internet Infastructure
Experts agree that, today, more than 70% of all travelers use the Internet to
research and/or book hotels online. 9
The Internet can be seen as a cheaper and more efficient method of advertising
for hotels. Also increases in technologically savvy customers enable hotels to
hire less people and place the work (i.e. booking) on their customers while still
maintaining a sense of convenience.
3. Developing Countries
In 2000 the developing countries accounted for around one-quarter of the
world’s 700 million or so mobile phones. By the beginning of 2009 their share
10
had grown to three-quarters of a total, which by then had risen to over 4 billion.
Opportunity to advertise in new markets both cheap and fast via mobile
technology and online cellular capabilities. Increases the ability to reach new
consumers and expand brand knowledge.
8.. Hotel Industry Adopts Solar to Save Energy http://www.environmentalleader.com/2009/06/23/hotel-industry-adopts-solar-to-save-energy/
9. Hotel Revenue Management Meets the Recession4Hoteliers.com (Neil Salnero) Jan 9, 2009
10. ECONOMIST.com (Unknown Author) June 23, 2009 http://www.economist.com/specialreports/displayStory.cfm?story_id=14483896
9. 9
External Analysis
Threats
1. Recession
The U.S. Travel Association expects travel spending in the United States to
decline by nearly 9 percent this year, to $705 billion, which includes domestic
business, and leisure travel as well as spending by international visitors. Spending
is expected to increase by 6 percent in 2010, but that does not make up for
the large dip in 2009. People are redeeming more points in 2009 than they did
in 2008 for free hotel stays. Industry wide, redemptions are running about 9%
higher, according to New York University’s lodging school. 11
Best Western should remind their consumers to redeem their membership
points to keep their rooms booked and have their customers remain loyal
through the recession.
2. Other Sections of Hospitality
With the recent recession people are looking for more accommodations and
activities to enjoy on their vacation, instead of hotels they are looking at cruise
ships and all-inclusive resorts. –“It is no secret that lines have been discounting
heavily That has helped maintain occupancy levels of nearly 104 percent this year
— parents and children sharing a cabin push the number above 100 — which is
in line with the historical average.” 12
Consumers are looking to save every dime on family vacations, Best Western
could cash in on this by providing multiple room discounts.
3. Third-Party Websites
Some people are cutting hotel accommodations all together. They are
using websites like couchsurfing.com to link up with host at are lending
out a free couch to crash on which eliminates hotels in the traveling
experience. Stateside, SixSuitcaseTravel.com helps 6-pack families find hotel
rooms, travel and activities. The site features more than 2,500 hotels and suites in
more than 1,100 cities, including small towns and rural areas. 13
Consumers aren’t making hasty, over-night decisions anymore. They are exercising
sophistication and savvy when it comes to travel planning, Best Western could
exercise this by implementing a robust website that provides a wide variety of
information and ease for its customers in order to compete with such sites.
11..http://www.iconoculture.com/SMART/Content/View.aspx?docname=co_2009COLeisureTravel_107698
12. http://www.nytimes.com/2009/10/13/business/13travel.html?scp=1&sq=Hotel%20Industry&st=csehttp://www.iconoculture.com/SMA
13. http://travel.nytimes.com/2009/08/19/realestate/commercial/19hotel.html?scp=11&sq=hotel%20industry&st=tcse
10. 10
Potential Growth Strategies
Best Western
Strengths Weaknesses
S-O W-O
Opportunities
Corporate citizenship through Align the company with sustainable
sustainable energy use. products/services and promote this
as a new platform.
S -T W -T
Diversifying product portfolio. Advertising iniatives for
Threats
sustainable efforts.
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11. 11
Potential Growth Strategies
Best Western
Strengths Weaknesses
S-O W-O
Opportunities
Corporate citizenship through Align the company with sustainable
sustainable energy use. products/services and promote this
as a new platform.
S -T W -T S-O
Diversifying product portfolio. Advertising iniatives for Employ the franchise network to internally promote the use of sustainable
Threats
sustainable efforts.
technology throughout Best Western’s global franchises, citing benefits of
significant cost reductions in energy savings. Meanwhile, fully utilize the existing
Internet framework, as a global marketing communications means, to advertise
this campaign and effort. Thus, consequently boosting Best Western’s corporate
citizenship reputation and brand image. (S1, S2, O1, O1)
W-O
Align the company with sustainable products/services and promote this as a
new platform in order to create differentiation amongst competitors. New
sustainable practices and products can potentially decrease variable operational
prices, while creating a sense of value equality that was lacking in the
current high room rates. Sustainable practices could also be implemented in
the advertising techniques but heavily pushing online and paperless methods.
Self-Powered Wireless key card Switch
Microfiber Towels (W1, W2, W3, O1, O2)
Organic Sheets / Bedding
Organic Toiletries (toothpaste, shampoo, etc.) S-T
Take advantage of the current recession by expanding their business portfolio;
the company should look into opening things such as an all-inclusive resort or
spa. Because Best Western has a strong presence in the global community they
would be able to get more capital lenders for this ventures. (S1, S3, T1, T2)
W-T
Start a new advertising campaign that revamps Best Western’s image in
the public mind. Focus especially on exemplifying the hotel’s newer, upscale
branches that are comparable—if not better— to sub-brands of higher-priced
hotels such as Hilton Garden Inn. Also increase Best Western’s sustainability
efforts and weave this into the new campaign. (W1, W2, W3, T2, T3)
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12. 12
Industry Analysis
Porter’s 5 Factors
Subsitute Products
Resort / Cruise / Spa
Rivalry
Supplier Power Consumer Power
Multi-Competitors
Buyer Decrease
Limited Speciality Suppliers Diversification
Franchiscees
New Comepititors
Sub-brands
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13. 13
Industry Analysis
Rivalry
There is a large amount of comparable hotels in the industry and Best
Western seems to be placed at the bottom in terms of revenue.
However, there isn’t a large amount of diversification amongst
competitors. The advantage that Best Western has over its competitors
is its worldwide distribution, and that each hotel has its own unique
local appeal.
New Competitors
As high-end hotels loose revenues to the slowing economy, the strategy
of sub-branding themselves has become popular, and with the backing of
a quality brand-name and more resources creates these emerging chains
creates strong competition for the existing industry.
aloft (W Hotels/Starwood)
Cambria Suites (Choice)
Hotel Indigo (InterContinental)
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14. 14
Industry Analysis
Substitute Products
Today there are more outlets for leisure people aren’t just satisfied with
hotel accommodations, they are looking for more, an all-inclusive resort,
spa, or cruse ship. To add to this with the current recession more
people are looking to cut spending money on hospitality all together,
instead many people are either staying at friends/relatives homes or
having a “staycation.”
Supplier Power
Since Best Western’s strategy involves using more sustainable technology
the company is not in a position of power with their suppliers, this is due
to the limited amount of suppliers for the specific products the company is
looking to acquire. For example Best Western is looking to purchase a new
wireless Key Card Reader that automates hotel room energy conservation by
disabling HVAC, lighting and electrical loads in unoccupied rooms, but since
this technology is recent there are only two companies that provide it, which
are EnOcean and ILLUMRA which gives them all the power in the consumer
supplier relationship.
Consumer Power
Due to the current economic fall, buyers are few which makes them
highly powerful and this heavily includes the franchisees. In terms of
quantity purchases, the hotel industry depends on peek seasons
(short-time periods) in order to gain the majority of its revenues.
However, the business-travel consumer associated with economy
lodging may be the exception to this rule because in general business
is conducted year-round.
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15. 15
VRIO Analysis
Resource Based View (VRIO)
Costly to Exploited by Competitive Economic
Resources & Capabilities Valuable? Rare? Imitate? Organization? Implications Implications
Successful franchised business Competitive
structure YES NO NO YES Parity
Normal
STRENGTHS
INTERNAL
Expansive integrated marketing
Competitive
communications - Strong Internet YES NO NO YES/NO Parity
Normal
framework set up
Brand Recognition: Worldwide Sustained
presence and largest hotel chain
YES YES YES YES Competitive Above Normal
Advantage
S1: Successful franchised business structure
V – Allows for a cost-effective way to quick and effective global expansion
growth.
R – Many hotel brands are able to set up franchised business structures.
I – Inexpensive forBest Western imitate this structure, however, brand reputation
another to
and recognition matter.
O – Best Western has a 99% franchise renewal rate.
S2: Expansive integrated marketing communications –
Strong Internet framework set up
V – Allows an increase in revenue stemming from the e-commerce market.
R – World Wide Web endeavors are very accessible and easy to implement.
I – World Wide Web endeavors are very cheap to implement.
O – Best Western exploit their e-commerce abilities, however, have not taken full
advantage of their e-marketing potential.
S3: Brand Recognition: Worldwide presence and largest
hotel chain
V – From brand recognition, customers would be drawn to their services, and
thus, increase their revenues.
R – There are other hotel brands have this resource, however, few that compete
within Best Western’s specific target market.
I – It would be expensive for a new brand to imitate this because they would
have a build a strong reputation and trust network.
O – Best Western maintains good relationships with their global network of
members by well-balancing their franchisor control and franchisee independence
to lead each franchise.
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16. 16
BCG Matrix
CG Matrix
visions:
Best Western
Best Western Premier
High Relative Market Share Position Low
High
2
1
BCG Matrix
Low
Divisions:
1. Best Western
2. Best Western Premier
High
High
1
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Strategic Proposal
Wake up refreshed... Sleep well... Rest Easy...
you (and your earth) are in good hands our foundations are built on responsibility
in the comfort of resilience
Best Western is proud to
announce its certification by Best Western is proud to announce its
Best Western is proud to announce first LEED certified hotel
its partnership with Amenity
Energy Star.
(the first of many)
Services, providing custom
environmentally friendly products,
from bed sheets to body wash Atlanta, GA
Still Best Western, only better Still Best Western, only better Still Best Western, only better
(Advertisement Examples)
Chosen Strategy
The strategy that we propose is that of a communication and advertisement
strategy that will cultivate Best Western hotels as good corporate citizens. To do
so, we propose the adoption of Green sustainable, and eco-friendly procedures
on the hotel frontline. This includes energy use, hotel amenity supplies and
progressing towards LEED-certified buildings.
Long Term Objective
All future Best Western Hotels will be LEED certified.
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Strategic Proposal
Best Western Hotels
New Logo
In congruence with a new sustainable image, a logo modification is a necessary
element in the communication and advertising strategy for Best Western.
Sustainbility evokes a sense of simplicity and modernity, so by streamlining the
existing logo down to its most recognizable feature, the crown, the company
will maintain its existing consumer recognition, while still updating its image.
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Strategic Proposal
Sustainable Products / Suppliers
Amenity Services provides an exclusive collection of environmentally friendly
hospitality amenities and acts a direct source for eco-friendly products, which
include coffee, toiletries, furniture, and appliances.
Energy Star is a joint program of the U.S. Environmental Protection Agency
and the U.S. Department of Energy helping us all save money and protect the
environment through energy efficient products and practices.
Americans, with the help of ENERGY STAR, saved enough energy in 2008
alone to avoid greenhouse gas emissions equivalent to those from 29 million
cars — all while saving $19 billion on their utility bills.
LEED provides a suite of standards for environmentally sustainable
construction. The hallmark of LEED is that it is an open and transparent
process where the technical criteria proposed by the LEED committees
are publicly reviewed for approval by the more than 10,000 membership
organizations.
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Strategic Implementation
Internal
3 Months 6 Months 1 Year 3 Years 5 Years
Update Best Western 20% Implentation at Partnerships with environ-
Franchise mental organizations for
Manual
corporate giving programs
Regional conferences
every 4 months
External
Advertising/ Marketing-
Update Best Western Update Best Western for Amenity Services and LEED Advertisements
Logo and Signage Website Energy Star appliances
(Implementation Timeline)
Implentation Map
We suggest the implementation of two simultaneous communication strategies,
one that runs internally through the company and to all its members, and the
other externally that targets the target market.
The internal communication targeted towards franchise holders/ members would
include advice handbooks on going becoming a more eco-sustainable hotel,
an update of the Best Western franchise hotel criteria, member conferences
to convey the benefits and potential cost-savings, amongst many other small
implementations.
The external communication will serve the entire brand name perception in
the eyes of business and leisure travelers. This will mainly be conducted through
an advertising strategy running a course of 3 advertisements that reflect on
sustainable energy use, our choice of eco-suppliers, and the drive for LEED
certified hotels.
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Conclusion
The communication and advertising strategies suggested by our team are geared
toward presenting the Best Western name, their services, and their hotels as a
pioneer in eco-concious practice for affordable hotels. Our strategic suggestions
aim to increase brand equity by creating differentiation from Best Western’s
competitors and establishing new product/supplier relationships. Overall the
strategies given are a reflection of Best Western’s current internal possibilities and
the external opportunities of today’s industry and market.
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References/Resources
Amenity Services, http://www.amenityservices.com/products_greenroom.php
Best Western, http://www.bestwetern.com/
CNN, http://www.cnn.com/
Energy Harvesting Journal, http://www.energyharvestingjournal.com/
Energy Star,http://www.energystar.gov/
Hunt Textiles, http:www.hunttextiles.com/products/
Lodging Hospitality, http://www.lhononline.com/
The Company Store, http://www.thecompnaystore.com/
The Economist, http://www.theeconomist.com/
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