Topic: Astor Lodge & Suites, Inc
Description:
The case study have two part, so 10 pages for each part and 10 reference for each part. Please read the case carefully and follow the Marking Guide of High Distinction
Excellent quality in all aspects:
Marketing Strategy
Analysis and Decisions:
Assessment 1 (A1) Case Study: Individual Assessment (35%)
Assessment A1 – Assessable Case
There will be an assessable case study to be prepared before the relevant class and discussed during class.
Astor Lodge & Suites, Inc – Kerin & Peterson page 338
Case Questions:
A: Specific Case Questions
1. How would you characterise the U.S. hotel industry in early 2005
2. What is the current competitive positioning for Astor lodges & Suites, Inc
3. How would you characterise the operational (e.g. occupancy rates, prices, costs per room, etc) and financial performance (e.g EBITDA – Earnings before interest and taxes and direct admin expenses) of Astor lodges & Suites, Inc. You need to be able to link sales and marketing expenditure to corporate financial metrics.
4. Given Mr James charge to the senior vice president, how would you portray and assess sales and marketing initiatives, expenditures, and outcomes for fiscal 2004 and 2005?
5. What should Kelly Elizabeth propose in her fiscal 2006 sales and marketing plan and budget
Criteria for Part A:
Maximum length 10 pages excluding appendices; cover page and table of contents. Your write-up can be a mixture of bullet point form and essay style [Times Roman, 12 point font single spacing, 2.5cm margins]. Answer each question separately.
B: Competitive Strategy Questions
In Australia the hotel industry is in the mature growth phase of its life cycle (IBISWorld (2014) – H4401 Hotels and Resorts in Australia Industry Report_IBISWorld July 2014). In this part you are required to study the Australian Hotel industry and then develop and justify an alternative viable blue ocean strategy approach(s) for Astor Lodges if it were to set up business in Australia. To successfully complete this component you must be able to demonstrate at least a clear understanding of the application of Blue Ocean principles and methods to the Astor lodge context. To achieve higher grades you must be able demonstrate a realistic and viable (both logically and financially) Blue Ocean opportunity which is consistent with the theory.
Criteria for Part B:
1. Maximum length 10 pages excluding appendices; cover page and table of contents.
2. Your write-up can be a mixture of bullet point form and essay style [Times Roman, 12 point font single spacing, 2.5cm margins].
3. Structure your answers using headings and sub-headings if necessary to make it clear that you have used an analytical approach to reach your answers. The grader will be treating (apparently) random lists of issues with caution.