Executive Summary “Rosewood Hotels and Resorts” is considering a branding strategy to drive growth. The President & CEO‚ John Scott as well as the VP of marketing and sales‚ Robert Boulogne are considering 2 options; namely * Carry out corporate branding effort to create an umbrella brand‚ linking all of their individual properties and increasing cross sales and retention rate * Introduce a reward system to encourage customers of one location to visit other Rosewood properties. The
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Facts of the Case Rosewood Hotels and Resorts is a private luxury hotel management company established in 1979‚ headquartered in Dallas‚ Texas. The first hotel managed by the company was The Mansion on Turtle Creek‚ opened in 1980. As of 2003 the Rosewood had 12 hotels worldwide‚ with a total capacity of 1‚513 rooms‚ with a nightly rate varying between $120 -$9‚000. Rosewood competed with luxury corporate branded hotels such as Ritz-Carlton and Four Seasons but unlike them‚ Rosewood operated unique
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Review Rosewood (1997) The film tells the story of a small town in Florida named Rosewood‚ where a black community lives. In four days‚ this community is repressed and ends up getting killed by the white people from a neighboring town. It begins with a false accusation by a white woman who is hit by her lover and lies to everyone saying that it was a black guy‚ so that her husband won’t find out about her affair. That is when the war begins. The racism in the film is shown from the beginning
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Problem Statement Rosewood Hotels currently has 12 iconic luxury hotels worldwide with a total of 1‚513 room capacity. Each property thrives on its own name and the corporate brand name‚ Rosewood‚ has been muted to preserve the distinctiveness of each individually branded hotel. Rosewood faces competition from corporate branded giants e.g. Ritz-Carlton‚ Four Seasons etc who follow “canned and cookie cutter” approach of maintaining a consistency across all hotels. Rosewood’s management believed that
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ROSEWOOD HOTELS: CUSTOMER LIFETIME VALUE (CLTV) ANALYSIS The calculation below confirms that when following the corporate branding/strategy could be beneficial for Rosewood hotels. ROSEWOOD HOTELS & RESORTS: CUSTOMER LIFETIME VALUE (CLTV) ANALYSIS Without Rosewood Branding Total number of unique Guests With Rosewood Corporate Branding 115‚000.00 115‚000.00 $750 $750 2 2 32% 32% 1.2 1.3 Average Marketing expense per guest (system-wide) $130 $138.70 Average new guest acquisition (system
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Rosewood Hotels and Resorts is considering a new brand strategy in an attempt to increase their multi property guest stays‚ revenues and cross selling rates. However‚ the company needs to do so without the expense of possibly diminishing the powerful brand image and strategy of their existing properties. Rosewood has built a customer value proposition on a core set of philosophies‚ as well as‚ strategic and marketing plans designed to create their unique competitive advantage through differentiation
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I-INTRODUCTION / STATEMENT OF THE PROBLEM a-) Introduction: Luxury hotel segment is getting more competitive. Rosewood Hotels & Resorts have been competing in this segment more than 25 years with its distinctive individual hotel brands. On the contrary‚ guests want to see one unique brand‚ same quality and service at every hotel that they stay under one corporate brand name. One corporate brand strategy help companies increase their retention rate‚ make multi-cross selling and have loyal
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limited availability‚ contributing to their desirability. Madagascar has in total 43 species of rosewood‚ of which 42 of these are found nowhere else on Earth (BOHANNON‚ 2010). Nine of these species are already endangered‚ however once cut down the endangered become indistinguishable from the non-endangered without a DNA test (BOHANNON‚ 2010) thus little can be done to punish the people responsible. Rosewood extraction methods are also incredibly inefficient. Due to the ever growing need to go farther
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Rosewood Hotels & Resorts 1 Running Head: ROSEWOOD HOTELS & RESORTS Rosewood Hotels & Resorts Rosewood Hotels & Resorts 2 Rosewood Hotels & Resorts is a collection of unique‚ one-of-a-kind luxury properties that are individually branded with the purpose of capturing what is unique about a given location. This strategy has been successful but now management believes that branding the hotels as a collective will increase customer visits between properties. Question #1- Why is Rosewood considering
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Rosewood Hotels Case Analysis A private hotel management company‚ Rosewood Hotels Resorts with iconic luxury hotels such as The Mansion on Turtle Creek in Dallas and The Carlyle in New York was a muted brand‚ not into advertising and known mainly to hotel professionals. John Scott‚ the company’s new president and CEO‚ & Robert Boulogne‚ vice-president of sales and marketing were considering a new brand strategy in order to establish ‘Rosewood’ as a true brand and to encourage guests who stayed
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