Catherine Salerno

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Catherine Salerno

  1. 1. “ Dual Marketing of a Full Service/Select Service Hotel” Completed by: Catherine Salerno
  2. 2. Graduating Year: Class of 2009
  3. 3. Major/ Concentration: Service Leadership and Innovation
  4. 4. Field of Interest: Leadership, Marketing/ Advertising
  5. 5. It’s Objective: <ul><li>This project examines the outcome of a dual marketing strategy targeting the family of Hilton Hotels. The two hotels will be at the same location with shared services. The objective is to see if the tiered brands can drive more revenue by targeting different markets but offering basically the same product. </li></ul>
  6. 6. Case Analysis Abstract: <ul><li>By utilizing a balance scorecard, we will analyze if the project does improve RevPar for the Hilton as well as additional revenues for the Hampton Inn. </li></ul><ul><li>We will measure not only the financial success but will utilize service matrix’s to evaluate quality expectations for the two brands. The case will look at the make up of both a Hilton and Hampton Inn client base. </li></ul>
  7. 7. Posting Questions: <ul><li>Are you Hilton Family Brand loyal and if so, what makes the buy decision? </li></ul><ul><li>Which brand within the Family of Brands are you most loyal to? And what drives that loyalty? </li></ul><ul><li>Have any of the readers ever stayed in a similar hotel set up? </li></ul><ul><li>What was the experience? And why would you recommend it to others? </li></ul>
  8. 8. Your Response: <ul><li>Your views, opinions or suggestions would take into account for own personal experience within the industry in relation to what they just uncovered in the submission. </li></ul><ul><li>Please read the full text and answer the posting questions by clicking on “Add Comment” at the end of Catherine’s submission. </li></ul>

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