Week 1 Term Paper

781 WordsOct 5, 20144 Pages
1. What is the vision/mission behind the Good Hotel concept? The vision/mission behind the Good Hotel concept is to maintain its identity as a “hotel with a conscience” – encompassing a positive attitude, environmental sensitive, and philanthropy. The intent of the vision is to inspire the “good in us all”. (Pearce, 2012, p. 10-1, 10-2) 2. What three alternatives is Pan Janusz considering for her recommendation to the new ownership of Good Hotel? Provide pros and cons of each. General Manager of Good Hotel, Pam Janusz has made great strides in getting to know her staff, guests, and neighborhood over the last six months. She has beat financial forecasts for the first quarter 2010 and guest service is on the rise.…show more content…
Expand Current Operations: Because Good Hotel has demonstrated positive gains and performance I do not feel expansion is a wise decision. Though the current trends show increases, the data trend is only 17 months, not long enough to support this decision. Discontinue Current Operations: Lastly, there is sufficient data to support continued operations therefore; to discontinue operations I feel would not be wise. JdV has found a niche market who is willing to pay the increased cost to visit Good Hotel. 3. How would you characterize Good Hotel’s target customers? American sociologist Paul Ray coined the phrase “Cultural Creatives” or Lifestyles of Health and Sustainability (LOHAS)”. (Pearce, 2012, p. 10-5) This is a population of people who seek a better world for themselves and their children. However, Exhibit 3 demonstrates the household income for the target audience at $65,700 (Brooks, S) not allowing enough expendable income to support frequent stays at Good Hotel. However, this is only a segment of a customer base consisting of 38 million people with the spending power of $209 billion annually according to the Natural Marketing Institute. (Pearce, 2012, p. 10-5) 4. What is JdV’s marketing strategy to promote Good Hotel? Joie de Vivre’s marketing strategy for Good Hotel is social media and word of mouth. The strategy of word of mouth is most
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