Amber Inn & Suites, Inc.
Amber Inn & Suites, Inc.
Case Recap
Amber Inn & Suites, Inc. is a 250 property hotel chain with locations in 10 western and Rocky Mountain States. As a special assistant to the corporation the goal is to prepare a comprehensive analysis with the possibility of establishing a solid base for future growth. (Kerin and Peterson, 2010). This case study will provide a summary and analysis of Amber Inn & Suites, Inc. options and an examination into the company’s strengths, weaknesses, threats and opportunities.
Problem Modification
Amber Inn & Suites, Inc. problems to be addressed are how to emphasize on the corporate travelers and vacationing family stays. The American Hotel and Lodging Association have reported one half of all guests are business travelers and the other half are for leisure or family vacations. In comparison, Amber Inn & Suites, Inc. basically offers the same amenities as other hotel chains in the midscale to economy range. (Kerin and Peterson, 2010). However, they are not able to compete with higher level hotel chains due to limited-services which inhibit their growth potential.
Case Analysis
Amber Inn & Suites, Inc. has projected growth in the annual lodging revenue of 7.4% for the current fiscal year. However, it is still slightly below the overall hotel industry average of 7.6%, but higher than the average limited-service growth rate of 5.8%. However, Amber Inn & Suites, Inc. is also projected to reflect its’ third year net loss while the hotel industry as a whole and the limited-service operations reported profitable operations over the past three years following improved economic conditions. (Kerin and Peterson, 2010).
During the past fiscal year, Amber Inn & Suites, Inc. has closed two underperforming Amber Inn locations and opened one Amber Inn & Suites property. In the past few years, Amber Inn & Suites, Inc. has closed 12 underperforming Amber Inn properties, and opened two Amber Inn properties and three
Case Recap
Amber Inn & Suites, Inc. is a 250 property hotel chain with locations in 10 western and Rocky Mountain States. As a special assistant to the corporation the goal is to prepare a comprehensive analysis with the possibility of establishing a solid base for future growth. (Kerin and Peterson, 2010). This case study will provide a summary and analysis of Amber Inn & Suites, Inc. options and an examination into the company’s strengths, weaknesses, threats and opportunities.
Problem Modification
Amber Inn & Suites, Inc. problems to be addressed are how to emphasize on the corporate travelers and vacationing family stays. The American Hotel and Lodging Association have reported one half of all guests are business travelers and the other half are for leisure or family vacations. In comparison, Amber Inn & Suites, Inc. basically offers the same amenities as other hotel chains in the midscale to economy range. (Kerin and Peterson, 2010). However, they are not able to compete with higher level hotel chains due to limited-services which inhibit their growth potential.
Case Analysis
Amber Inn & Suites, Inc. has projected growth in the annual lodging revenue of 7.4% for the current fiscal year. However, it is still slightly below the overall hotel industry average of 7.6%, but higher than the average limited-service growth rate of 5.8%. However, Amber Inn & Suites, Inc. is also projected to reflect its’ third year net loss while the hotel industry as a whole and the limited-service operations reported profitable operations over the past three years following improved economic conditions. (Kerin and Peterson, 2010).
During the past fiscal year, Amber Inn & Suites, Inc. has closed two underperforming Amber Inn locations and opened one Amber Inn & Suites property. In the past few years, Amber Inn & Suites, Inc. has closed 12 underperforming Amber Inn properties, and opened two Amber Inn properties and three
References: Kerin, R. A. & Peterson, R. A. (2010). Strategic Marketing Problems. New Jersey: Pearson Prentice Hall.