Case questions - Copy

1. How do people buy hotel stays? 2. Why is Rosewood considering the new branding strategy? 3. What are the pros and cons of moving from individual brands to a corporate (umbrella) brand? 4. Will the move to corporate branding increase customer lifetime value enough to justify the strategy? To do: Calculate the CLV without corporate branding (use data assumptions for 2003) and compare with CLV with corporate branding. Use the assumptions and format for analysis provided in Rosewood Hotels and Resorts Student Analysis Worksheet. (Remember that the numbers are not the answer , but provide input to your decision.) 5. What specific tactics should Rosewood employ to execute your recommended strategy? 6. If you don't recommend a corporate branding strategy, then what should Rosewood do to encourage multi-property stays and boost CLV?
Uploaded by JudgeRose8166 on