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Case Study Amber Inn & Suites, Inc. Chief 9862505 廖語婕 9862525 王修彥 9862529 宋惠華 9762508 洪啟智. 9862513 邱揚程 9862507 郭惠華 9862503 鄭明宜 981031 許馨尹. Teaching Note. EXHIBIT 1. Purchase Process Model. Information requirements By Marketing Communication Mix. Unawareness. Preference.

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case study amber inn suites inc

Case Study Amber Inn & Suites, Inc.

Chief 9862505 廖語婕

9862525王修彥

9862529宋惠華

9762508洪啟智

9862513邱揚程

9862507郭惠華

9862503鄭明宜

981031許馨尹

exhibit 1
EXHIBIT 1

Purchase Process Model

Information requirements

By

Marketing Communication Mix

Unawareness

Preference

Knowledge

Purchase

Personal

Selling

Advertising

Sales

Promotion

developing an imc mix by marketing segment position
Developing an IMC Mixby Marketing Segment &Position

Cluster

  • Advertising
  • Direct marketing
  • Personal selling
  • Break-Even Chart for comparing independent reps and company sales force
  • Advertising creates awareness
  • Salespeople provide information
  • Sales promotion, brochures, and catalogs
  • Advertising
  • Personal selling
  • Sales promotion

Information

Requirements

of Buyers

Nature of

the Offering

Target Market

Characteristics

Organizational

Capacity

by

Marketing Segment

to find target customers

Marketing Position

Position Map

EXHIBIT 2

case analysis
Case Analysis

1. Problem Background:

  • Make sure the Position Strategy for Amber Inn!
  • Make a decision to select target customers.

2. Target:

  • Increase company revenue and make profit

3. Conclusion:

  • Amber Inn and suites should be more focused on business travelers.
  • Weekend Special is offered to increase brand awareness and occupancy.
  • Business consignment contract with companies.
  • Cut unnecessary marketing and advertising budgets.
hotel segment
Hotel Segment

Ritz-Carlton

Four seasons

Hilton

Marriott

Courtyard

Amber

Inn

with food

w/o food

Holiday Inn

Ramada Inn

Amber Inn59% 62% 67% $58 $58 $57 $34 $36 $38

Red Roof Inn

Motel 6

EXHIBIT 3

marketing position
Marketing Position

Exhibit 4Position Shift from revenue and elasticity view

marketing position1
Marketing Position

Amenity: Facility/ Service

Luxury

Luxury

Hotel

Upper

Upscale

Hotel

Upper

Hotel

Room rate price

Midscale

Hotel

Low

High

After promotion

Current

Promotion plan:

1. In weekday,

target on business traveler,

so we keep business promotions

2. On weekend, we take weekend special to

increase brand awareness and get more

occupancy.

Economy

Hotel

Amber Inn

Economy

EXHIBIT 5

marketing channel designs
Marketing Channel Designs

Producer

  • Indirect
  • Distribution
  • Use Intermediaries to reach target market:
  • The type, location, density, no of channel levels
  • Direct
  • Distribution
  • Use its sales
  • Use Internet

Brokers or Agents

Distributors or Wholesalers

Retailers or Dealers

Ultimate Buyers

EXHIBIT 6

marketing channel strategy and management
Marketing Channel Strategy and Management
  • Marketing channel design
  • Channel selection:
  • -target market coverage
  • -satisfying buyer requirements
  • -profitable

Channel Strategy

Channel Management

Multi-Channel

Marketing

Channel-selection

Decision

Channel-modification

Decision

Dual

Distribution

GloFish

Focus

Quantitative

Assessment

(Cost model)

Qualitative

Factors

(SWOT)

by

EXHIBIT 7

marketing channel designs in glofish @us market
Marketing Channel Designsin GloFish @US market

Farm-raised fish producers

Brokers/Agents: Glofish

PET’s Mart:

700+ stores

Wholesalers:Chain stores

5,000 stores

Specialty Retailers:

Independent pet stores

End users

case analysis1
Case Analysis

1. Problem Background:

  • Choose a better channel to help increasing revenue !
  • Make a decision to add the international market or not!

2. Target:

  • Potential for Market Growth
  • The less risk
  • No more other expense happen

3. Conclusion:

  • GloFish shall choose independent store and chain stores as their distribution channels.
  • No need add international market right now.
conclusion analysis
Conclusion Analysis
  • Potential for Market Growth
    • The independent store and chain store are more suitable- help the revenue directly - preview the market growth rate- estimate the revenue growth rate
    • Kiosks or Internet may have explosive growth- unsure it will happen.
    • Internet- no experience of the global market before- may spend huge resource to build up the Internet system.
  • The Less Risk
    • Major risky factor, genetically modified- Chain Store don’t agree to sell
    • May impact Asia market
    • The independent stores don’t concern about the genetically modified fish is the advantage.
conclusion analysis1
Conclusion Analysis
  • No more other expense happen
    • Kiosks is too concentrated on Nov and Dec- other month leased expense will be cost waste
    • Build up the internet system - make the cost up- add Global Logistic expense
    • Independent store and chain store

- already have the local logistic system- save much time to make the business go live.

  • International Market
    • International market is necessary- By internet, But now is not good for GloFish.
    • Need to face many problems- The illegal breeding
    • Don’t suggest to do it now