Abstract
rosewood Hotel was founded in 1979 and was notoriously known for converting quick hotels into distinct, luxurious hotel settings. Each location is designed to reflect a unique culture and atmosphere thus creating an exclusive get at each property. Every hotel is individually ticked by its hotel name rather then by its corporate name. This system has worked nearly for many years as shown by the results of a prominent reputation and a specific client market. without delay that the luxury hotel market is becoming quite crowded, the new chief executive officer/President and Vice President of Sales and Marketing, John Scott and Robert Boulogne respectively, ar finding it more difficult to compete with corporate brand such as the Ritz Carlton and Four Seasons hotel. Several surveys as well as travel agents have confirmed that although individual Rosewood properties are well-known, Rosewoods brand itself has little brand awareness and connectivity of Rosewood properties. Management has also relied on the model, the Consumer biography Value tool which helps determine the care for of a customer everywhere a aliveness. With that said, John and Robert are considering transforming the customary scheme of individual branding into corporate branding by incorporating Rosewoods brand into each individual property.
Completing this novelty allow create several positive and of course, negative factors that will need careful consideration.
To unfold the numeric consequences of this decision, John and Robert measured the Consumer Lifetime Value Tool to help them better gain the value of their decision. This tool gives you the ability to learn the value of your customers over a lifetime by giving you the flexibility to extrapolate the various characteristics inputs for each customer. According to Kotler, CLVT describes the net present value of the stream of future profits expected over the customers lifetime purchases (Kotler, p.88).
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