Preview

Cabo San Viejo: Loyalty Program

Satisfactory Essays
Open Document
Open Document
2218 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Cabo San Viejo: Loyalty Program
CABO SAN VIEJO: REWARDING LOYALTY
- Ankita Singh
CONSTRUCTING CUSTOMER LOYALTY PROGRAM:
We go through 7 strategy steps to design a loyalty program for Cabo San Viejo which are as follows:

STEP 1: PRESENT SITUATION ANALYSIS & GAP ANALYSIS
Before we suggest a customer rewards or loyalty program, it is important to understand what is the company’s long term vision, For whom this program is to be implemented i.e. who are the company’s best customers, what are their needs and expectations, the reasons for having such a program and the expected outcome. So the first question is:
What is Cabo San Viejo’s long term vision? Was the company directing its activities in overall achievement of this vision?
The vision of the company was to help people live healthier lives. Initially there was a gap between the operational objectives of making people lose weight by way of low calorie diet and the vision of getting people to live healthier lives by inculcating sustainable lifestyle ways. However, this gap had been bridged but the positioning gap remained.
Who were Cabo San Viejo’s targeted customers? Was there any gap between targeted and actual customers?
If we go by the vision statement, anybody wanting to live a better and healthier life was Cabo San Viejo’s targeted customers. These could include smokers, obese men and women, even obese children, stressed couples or singles, workaholic professionals, over worked top executives and managers etc. However, Cabo San Viejo was attracting mostly females (70%-80% of the guests) with an increasing average age over the years, the last average being 57 in the year 2004. Thus, mostly older females were visiting the resort who wanted to indulge themselves and feel better about their body and themselves. Also, their household income was high. Comparing this with the summer guests, the latter group had less income and was also comparatively younger in population. Thus, we can link the age, income level and affordability.

You May Also Find These Documents Helpful

  • Powerful Essays

    Mktg522 Course Project

    • 8188 Words
    • 33 Pages

    Hughes, A. M. (2003). The customer loyalty solution what works and what doesn 't in customer loyalty programs. New York: McGraw-Hill.…

    • 8188 Words
    • 33 Pages
    Powerful Essays
  • Powerful Essays

    mission, vision, and an overview of management and the current structure. The strategy of the…

    • 10158 Words
    • 41 Pages
    Powerful Essays
  • Better Essays

    “Staying healthy isn’t easy these days. Health care costs keep rising. People are overwhelmed and confused by all the changes. They’re looking for help. They’re looking for solutions that make a difference. At CVS Caremark, we know that to make a difference, you have to do things differently. So we’re reinventing pharmacy to help people on their path to better health.” (info.cvscaremark.com) This is the mission statement of CVS.…

    • 1123 Words
    • 5 Pages
    Better Essays
  • Satisfactory Essays

    a) Customers can’t decide between choosing the “wellness” type of vacation available at Cabo San Viejo or a Hawaii style vacation. A rewards program would incentivize customers to visit the location more frequently so as to accrue points for future visits. When a customer visits the resort for the first time and signs up for a program, they may not take advantage of all the activities available at the resort because they know they will be back to visit multiple times.…

    • 944 Words
    • 4 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Loyalty Programs work wonders because it engages customers to shop on the company’s website more often. Loyalty Programs also offer customers incentives such as upgrading hotel rooms upgrading flights free flights and discount tickets for places like amusement parks for children. Loyalty Programs work well for a business in the sense of forcing members to surf the company’s website more often. If you can get the…

    • 433 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    The growing concern for healthy food is an opportunity to the food chain. They have successfully exploited this opportunity and positioned themselves as market leaders. This niche is futuristic and is bound to continue expanding and this to them is a great opportunity.…

    • 910 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    Ethos Pathos Logos

    • 271 Words
    • 2 Pages

    The vision is what the company wants to become. A vivid and clear description of a bright future.…

    • 271 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    The continuous endeavor to live a healthier lifestyle creates a need and want for products…

    • 475 Words
    • 6 Pages
    Satisfactory Essays
  • Good Essays

    The mission statement is truly a permeating theme throughout all of their media and offerings. It seems like this company is out to make a difference in several previously underrepresented patients lives an in doing so, capture, if not dominate, market share in their field, thus achieving what every upstart pharmaceutical company aims to do, and they are doing it because they adhered to their…

    • 759 Words
    • 4 Pages
    Good Essays
  • Better Essays

    The rewards and recognition program will also save the company money, as we have lost in the past due to poor attendance, under performance, and imperfect customer service. Remember we will be presenting a rewards and recognition program that will align with our company’s strategies and business objectives. Our goal is to ultimately have everyone within the company excited about the direction we are moving…

    • 1560 Words
    • 7 Pages
    Better Essays
  • Satisfactory Essays

    Capstone

    • 756 Words
    • 4 Pages

    does your company want to solve? What does your company wish to achieve? Who is your target…

    • 756 Words
    • 4 Pages
    Satisfactory Essays
  • Best Essays

    Hilton Hhonors Case Study

    • 2564 Words
    • 11 Pages

    Hilton Hotels sees its frequent guest programs “HHonors” as an incredibly important marketing tool. It serves to direct promotional and customer service efforts for a population of its most important clients, the frequent business traveler. Hilton is running the “HHonors” loyalty program to create and retain loyal customers in the same way as its major competitors. Organizations in the lodging industry all compete for the same subset of customers by introducing more generous loyalty programs. The case study “Hilton HHonors Worldwide: Loyalty Wars” by John Deighton and Stowe Shoemaker details the importance of this program to their strategy and marketing efforts. The competitive advantage that Hilton derived from the “HHonors” is apparent.…

    • 2564 Words
    • 11 Pages
    Best Essays
  • Satisfactory Essays

    The company's goal is to always stay current and relevant with the demands of the customer while staying true to our focus, offering a superior product to the consumer at a competitive, affordable price without compromising on the health and well-being of our customers, employees, or the environment. As the company grows and we add more locations, we will always strive to maintain integrity in all our business practices as well as creating an atmosphere of fairness, understanding, and generosity between management, staff, customers, and vendors. We will also work with local and national organizations to help promote good nutrition to people of all ages.…

    • 479 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Walmart Case Study

    • 407 Words
    • 2 Pages

    If Wal-Mart become unionized do you think do you think it would be possible for the UFCW and Wal-Mart to work together collaboratively? Explain your answer.…

    • 407 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.…

    • 3828 Words
    • 16 Pages
    Powerful Essays

Related Topics