哈佛案例分析rosewoodhotelscaseanaly

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1、CaseStudyofRosewoodHotels&ResortsBackground:Establishedin1979,RosewoodHotels&Resorts,aprivatelyheldcompany,becameknownforitsabilitytoenhanceaproperty’svaluebycreatingunique,one-of-a-kindpropertiesthatdifferentiatedfromotherchain-likeluxurycompetitors.

2、Inearly2004,toboostthecompany’sgrowth,RosewoodconsideredtoimplementanewbrandingstrategytoestablishRosewoodasatruebrandwithaglobalreputationforiconicluxuryhotels.ProblemDefinition:Rosewoodwasfacingtheproblemofrestrictionandlimitationfromcurrentindividu

3、albrandstrategyonthesalesperformance&company’sdevelopment,andtheproblemofchoosingapproachesthatcouldbeadoptedtoboostthecompany’sgrowth.CriticalIssues:Therewerebothadvantagesanddisadvantagesinthestrategiesofindividualbrandingandcorporatebranding.Thecri

4、ticalissuewouldbetounderstandtheprosandconsbetweenthesetwostrategiesandtocalculatethecustomerlifetimevalueandNPVfromtheinvestmentthatthetwostrategiescouldbringtoRosewood.Besides,themanagementalsohadtoevaluatethepotentialpositiveimpactonguestretentiona

5、ndtoseeiftherevenuescouldoffsettheincreasedmarketingandoperationalcostandeffortitrequired.Alternatives:Rosewoodhadtoprogressintwosteps:firsttodecidethebrandingstrategy,whethertoadoptindividualbrandingorcorporatebranding,andsecondlytodecidewhethertoset

6、upthefrequent-stayprogram.Incombination,Rosewoodhadfouralternatives:61.Individualbrandingstrategywithfrequent-stayprogram2.Corporatebrandingstrategywithfrequent-stayprogram3.Individualbrandingstrategyonly4.CorporatebrandingstrategyonlyAnalysis:Compari

7、sonfromProsandConsIndividualBrandingStrategy:Pros:1.ThisindividualbrandingstrategywasapowerfultooltodifferentiateRosewoodpropertiesfromcompetitorswithacorporatebrand.2.Underthisstrategy,eachhotelandresortcouldbestimplementthecorevalueandphilosophyof“A

8、SenseofPlace”byfeaturingtheirownarchitecturalandservicedetails.3.Localteamshadsomedegreeofflexibilityandcreativityintheirownpropertiesandtheyhadautonomyindailyoperationstosomeextent.Cons:1.WhileguestswereseekingauniqueRosewoodpropertyexperienc