Rosewood Hotels & Resorts Case Study
• Assignment 1: Case Study – Rosewood Hotels Due Week 2 and worth 90 points
Preparation: o Review the Rosewood Hotels & Resorts case study. o Visit the online Customer Lifetime Value Calculator and go through each tab in the tool and spend time studying how some of the variables and assumptions affect the results in the Sample Problem. Write a 2-3 page paper in which you: o Discuss the pros and cons of the Rosewood Hotels moving from individual brands to a corporate brand. (Feel free to discuss the general concept of CLTV, but consider a wide variety of elements in your response like differentiation, operational issues, brand management, etc) o Based on your exercise with the Customer Lifetime Value Calculator, discuss how one assumption affects the results with an explanation that demonstrates an understanding of the concepts being applied. Your assignment must follow these formatting requirements: o Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow JWMI style guide and writing format. Check with your professor for any additional instructions. o Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. The specific course learning outcomes associated with this assignment are: o Analyze the importance of customer life time value. o Evaluate the role of consumer behavior and perception in the marketing mix. o Use technology and information resources to research issues in marketing in a global environment. o Write clearly and concisely about marketing in a global environment using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and
Preparation: o Review the Rosewood Hotels & Resorts case study. o Visit the online Customer Lifetime Value Calculator and go through each tab in the tool and spend time studying how some of the variables and assumptions affect the results in the Sample Problem. Write a 2-3 page paper in which you: o Discuss the pros and cons of the Rosewood Hotels moving from individual brands to a corporate brand. (Feel free to discuss the general concept of CLTV, but consider a wide variety of elements in your response like differentiation, operational issues, brand management, etc) o Based on your exercise with the Customer Lifetime Value Calculator, discuss how one assumption affects the results with an explanation that demonstrates an understanding of the concepts being applied. Your assignment must follow these formatting requirements: o Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow JWMI style guide and writing format. Check with your professor for any additional instructions. o Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. The specific course learning outcomes associated with this assignment are: o Analyze the importance of customer life time value. o Evaluate the role of consumer behavior and perception in the marketing mix. o Use technology and information resources to research issues in marketing in a global environment. o Write clearly and concisely about marketing in a global environment using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and