Rosewood Marketing Case Study Essay Example

Rosewood Marketing Case Study Paper Uniting individual properties under one strong corporate Rosewood brand is more value generating path. It opens Rosewood hotels to larger and more profitable customer segment. Projected additional annual marketing budget will be repaid within 1 year. Understanding a Rosewood Customer Customers in Hotel industry can be broadly classified as high purchasing power luxury seeking, mid spending high service quality seeking and low spending quality independent customers. Historically Rosewood has served very specific high end customers. Rosewood identified its customers as higher purchasing power individuals with rich tastes. Rosewood’s current customers prefer luxury customized service which enables them to experience the culture of local heritage. These customers are very sophisticated who value the exclusive feel of the individual properties. These customers are loyal to individual property and thus some of Rosewood’s properties see high end of scale return ratio (40%). Current customers of Rosewood brand across different properties are of superior taste. Table 1 outlines Rosewood’s current customer base value expectation and Rosewood’s proposed value under corporate branding. Rosewood’s current customers do not associate themselves with the Rosewood brand but with individual property brand. This customer segment spends a superior amount in comparison with the industry average in luxury corporate brand hotel market and expects a higher return in terms of functional and psychological values. We will write a custom essay sample on Rosewood Marketing Case Study specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Rosewood Marketing Case Study specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Rosewood Marketing Case Study specifically for you FOR ONLY $16.38 $13.9/page Hire Writer They take pride in being a loyal customer to the individual property and functionally value the local customization of the properties. The individual properties in Rosewood’s portfolio has highly adapted to local culture. From the welcome greeting to menu card, every element in the hotel provides the customers a sense of place they are visiting. Rosewood brand is very small in these properties and the customers are indifferent to it. They value the experience they get out of these individual properties more than the value they get from their association with a corporate brand. There are significant differences outlined in table 1 between the value expectation by current customers and value envisioned by Rosewood. It is evident that if Rosewood takes the path of corporate branding and unites all its individual properties under one name, its target customer base will change. Taking the corporate branding route, Rosewood will be exposed to a larger customer base with different value expectations. With corporate branding strategy Rosewood runs a risk of turning away some of their loyal guests at properties that a brand in themselves. On the other hand, they will attract a larger customer segment that values brand loyalty and seeks physiological values from the brand experience. Rosewood target customer under the corporate brand strategy will highly value consistent service at any Rosewood property they visit. These customers, although need consistent service, value sense of place experience that individual Rosewood properties have to offer. They will be similar to loyal customers of other exotic brands that offer consistent experiences in different settings. These customers would want to attach their hotel stay purchase with a luxury brand name. By creating a unified brand, Rosewood is also providing the opportunity to its target customer to not look for alternatives at locations where other Rosewood properties exists. This can prove to be highly beneficial economically for both customers and travel agents. Market Assessment (Competition) Rosewood is a collection of highly sophisticated rich experience properties. Its customers value the luxurious sense of local culture it provides in an exotic setting. These properties are highly customized based on local culture and compared to its large corporate like chain hotels, Rosewood hotels provide an authentic experience of the location. Although these locations adapted experiences are similar in nature to value provided by small individual hotels, Rosewood hotels have the means that are available to corporate brands and they utilized those means to enrich their guest’s experiences. Major advantage that Rosewood has over small individual hotels is their large customer database which automatically gathers data through its central reservation system. Through availability of this extensive database Rosewood can create specific guest preference profiles and adapt their services across whole of Rosewood brand. With a consolidated corporate brand Rosewood will enter a new market with very strong advantages of adaptability to local culture with the information and economic resources of a corporate luxury brand. Rose will make both individual and corporate hotel market more competitive with their experience in providing customized services to a larger customer base with higher than present cross property usage. Impact on the Bottom Line (Company) Rosewood’s hotel managers take pride in their own individuality. For them their hotel’s brand has more value than the Rosewood brand itself. Some of the managers feel the threat of loss of autonomy in their workspace. To bring a cultural shift in any business is a big change and such apprehensions are not uncommon. Past the initial threshold, a consolidated brand will a sense of common goal and unity among the management at different sites. The information sharing that a corporate brand culture brings will benefit all the individual hotels. Major chunk of cost projected is the $1 Million per year marketing cost, however there are other costs to be considered too. Rosewood would have to standardize its utilities and services and doing so comes at a cost. Training of staff and managers for adherence to brand standards will take time, cost and effort. Some undesirable costs in terms to letting go of change averse employees and hiring more forward seeking employees should be expected too. Financial Considerations There are two routes that Rosewood hotels can take. First is to stick with being a low key brand and promote their individual properties instead. Other is to come out in the corporate market with a unified luxury corporate brand. Aside from different functional and physiological values that both options present financial implication of both options should be considered too. Assuming that the customers we will lose while adopting the corporate branding path will be offset by the new customers acquired, the number of customers has been kept constant at 115,000. Base year is considered as year 2003. % yearly growth in ADR and 3% growth in annual marketing expenditure is assumed. Detailed calculated can be referred from table 3a and 3b. It is evident that average CLV with corporate branding customer segment ($378) is significantly higher than that of individual branding customer segment ($461). The marketing budget of $1 Million for 5 years will equal to $5 Million, which will be highly compensated by the gain of about $9 Million gain over these 5 years. In my recommendation, Rosewood can adopt the Corporate branding strategy and consolidate its individually unique properties into uniform service experiences. Recommendation: Rosewood hotels has a great potential in its unique properties. By consolidating these valuable hotels under one strong corporate brand, Rosewood will target a new customer base. This customer base is larger with greater potential for repeat stays and cross property usage. This larger customer base values consistency in service and association with strong brands. Being exposed to this market, Rosewood has a potential to increase its cross property usage from 5% to industry average of 10-15%. At the same time Rosewood has the opportunity to stay at the high end of customer return rate of 40% by providing them authentic sense of locale. This customer segment is catered by highly competitive market and in this market Rosewood can leverage its advantage of information and adaptability to make its mark. The case of Corporate branding is supported by financial implications too. The extra $1 million marketing budget that Rosewood has to spend every year will be repaid by more than $9 million within 5 years.

Arrays in Mathematics

Arrays in Mathematics In  math, an array refers to a set of numbers or objects that will follow a specific pattern. An array is an orderly arrangement (often in rows, columns or a matrix) that is most commonly used as a visual tool for demonstrating  multiplication and division. There are many everyday examples of arrays that help with understanding the utility of these tools for quick data analysis and simple multiplication or division of large groups of objects. Consider a box of chocolates or a crate of oranges that have an arrangement of 12 across and 8 down rather than count each one, a person could multiply 12 x 8 to determine the boxes each contain 96 chocolates or oranges. Examples such as these aid in young students understanding of how multiplication and division work on a practical level, which is why arrays are most helpful when teaching young learners to multiply and divide shares of real objects like fruits or candies. These visual tools allow students to grasp how observing patterns of fast adding can help them count larger quantities of these items or divide larger quantities of items equally amongst their peers. Describing Arrays in Multiplication When using arrays to explain multiplication, teachers often refer to the arrays by the factors being multiplied. For example, an array of 36 apples arranged in six columns of six rows of apples would be described as a 6 by 6  array. These arrays help students, primarily in third through fifth grades, understand the computation process by breaking the factors into tangible pieces and describing the concept that multiplication relies on such patterns to aid in quickly adding large sums multiple times. In the six by six array, for instance, students are able to understand that if each column represents a group of six apples and there are six rows of these groups, they will have 36 apples in total, which can quickly be determined not by individually counting the apples or by adding 6 6 6 6 6 6 but by simply multiplying the number of items in each group by the number of groups represented in the array. Describing Arrays in Division In division, arrays can also be used as a handy tool to visually describe how large groups of objects can be divided equally into smaller groups. Using the above example of 36 apples, teachers can ask students to divide the large sum into equal-sized groups to form an array as a guide to the  division of apples. If asked to divide the apples equally between 12 students, for example, the class would produce a 12 by 3 array, demonstrating that each student would receive three apples if the 36 were divided equally among the 12 individuals. Conversely, if students were asked to divide the apples between three people, they would produce a 3 by 12 array, which demonstrates the Commutative Property of Multiplication that the order of factors in multiplication does not affect the product of multiplying these factors. Understanding this core concept of the interplay between multiplication and division will help students form a fundamental understanding of mathematics as a whole, allowing for quicker and more complex computations as they continue into algebra and later applied mathematics in geometry and statistics.

6 Steps to Surviving a Job as a Night Shift Nurse

6 Steps to Surviving a Job as a Night Shift Nurse Being a night shift nurse can be extremely rewarding and heroic. It can also be incredibly grueling. Before you sign up to this gig, here are a few survival tips. And for those of you with no interest in such work, read on to see some of the challenges that face these tireless heroes who do such vital, life-saving work. 1. Understand your inner clock.Your circadian clock is your internal inclination to follow a normal 24-hour cycle. It also helps to regulate many of your body processes: hormones, temperature, heart rate, etc. The more you understand about these rhythms (and how your job will mess with them), the better off you’ll be. Realize that you will naturally crave sleep between the hours of midnight and 6 a.m., and do what it takes to train your body to, well, do the opposite of what it naturally wants to do.It may not be at the ideal time every day, and you’ll likely have to schedule your sleep instead of just falling into a normal routine like everybody else yo u know, but it’s even more important for you. Get blackout curtains for your room. Use eye masks or ear plugs or white noise machines to optimize your sleep environment. Make a sleep schedule and stick to it. Make sure you get long periods of uninterrupted sleep and that your family respects these periods.2. Keeping yourself healthy is key.The healthier you are, the better prepared your body will be to survive night shifts. Keep an eye out for conditions you’re at a higher risk for than your daytime components, like insomnia, daytime drowsiness, high blood pressure, diabetes, menstrual irregularities, common colds, and weight gain. Make sure to exercise and be active- it will help you stay alert. And make sure to eat right: reach for snacks high in protein and complex sugars, rather than candy and chips. Drink plenty of water. Having a healthy home life can help reinforce all the good habits you’ll need to cultivate to stay afloat at work.3. Bond with your cowor kers.Your coworkers are like a family- even more so when you’re all working in the trenches of the night shift. It’s a much different, and often more intimate environment. Take advantage of this to really work as a team, communicating effectively, and being able to rely on each other when the going gets tough.4. Don’t overdo the caffeine.Caffeine can be your friend- it can boost your alertness just when you need it. Remember to give yourself 25 minutes or so for it to kick in. But be judicious- too much caffeine can make you jittery or affect your out-of-work sleep quality. Find a balance that works for you and doesn’t compromise your sleep.5. Schedule your home life.It’s important that you keep your home life going strong, so it’s a place of comfort and stability. This might mean having to schedule things that normal families take for granted. But it’s worth it. Make sure you’re staying in constant touch- through texts, emails , phone calls, etc. Leave post-it notes or start a bulletin board to stay connected. And make sure to have a few date nights on the books if you have a special someone.6. Know the costs.Being a night nurse is really tough. The hospital may be a bit quieter, but patients are rarely able to sleep and often are needier or more anxious at night. Your patients might even get a bit angry or disgruntled as the night progresses. You’ll also get a lot of the leftover grunt work no one in the day shift wanted to do. And if you get hungry? Forget about it. The cafeteria will long have closed.That said, if you remember to stock up on snacks and food to fuel your shift, and you can learn to adjust your inner clock (and withhold your rage at the FedEx guy or the ice cream truck), you’ll also have the benefit of an extremely important and gratifying job- and one that offers a bit more flexibility than other, more regularly scheduled gigs.

Assessment 3 Training project (K) Essay Example | Topics and Well Written Essays - 1000 words

Assessment 3 Training project (K) - Essay Example Not only this, it might also be use to introduce varied types of inventive and technologically advanced products and services thereby fascinating wide array of customers. As a result of which, the range of profit margin and total sale of the organization might get enhanced thereby boosting its recognition to a certain extent among other existing contenders (Schneier, 1994). Due to these above mentioned reasons, training programs are offered high concentration as it might increase the skills, attitudes, working behaviors and performance of the executives or managers of a hospitality sector. As best attitude and working behaviors are the two prime requisite of the top managers of a hospitality industry (Saks & et. al, 2010). In a hospitality industry, excellent behavioral skills and attitude are extremely essential for the human resource manager or top management employees as analyzed from the interview of their departmental heads. This is because; the top management employees act as the backbone of an organization operating in hospitality segment (Janakiraman, 2007). These employees are not only responsible for recruiting experienced and talented staffs within the organization of Hilton Al AIn but also liable to offer all sorts of required or desired facilities to the customers residing in the hotel. This is done, in order to enhance the quality and quantity of the services thereby amplifying the brand image and reputation of the brand in the market among many other rival players (Davenport, 2005). Apart from this, with the help of these training programs, the human resource manager might successfully introduce the new staffs with the other co-workers or co-members of Hilton Al AIn hotel (Martin, 2006). As a result of which, the interpersonal relationships of the employees get enhanced thereby amplifying the inner skills and talents to a certain extent. Along with this, proper orientation program might enhance the coordination among the top

Business law Essay Example | Topics and Well Written Essays - 750 words - 5

Business law - Essay Example Dan I his case did not do so, hence creating an unsafe environment around the truck. Flo must prove the truck driver breached his duty. Drivers are supposed to park their vehicles safely irrespective of the location; Dan on this case did not apply his emergency brake leading to the fateful events that led to Flo getting injured (Croft 34). Flo has to prove that the driver’s mistake is what caused damage. Here, she would be looking for causation. Flo would prove that Dan’s breach of his duty to apply emergency breaks is what directly led to his vehicle rolling down to cause the gas pump explosion and further damage. Therefore, in the event which Dan could have applied breaks, the event could not have happened. In this case, she would be looking for â€Å"proximate cause† (Croft 35). In this case, the damage cause can it be attributable as the driver to have had a foresight of what could have happened when he left the truck not in emergency gear or not. Finally, Flo would look for damages caused by Dan’s negligence and prove it. She would prove that due to Dan’s negligence, it is what caused the truck to roll down and result to the gas pump explosion and other damages. In the case of Flo, the damage was foreseeable since leaving once truck with parking brakes always provides the car to move towards the pull of gravity, in that case, down the hill to cause the given injury (Croft 36). Q. 2 Jean owns five acres of land in an area of single-family homes on mostly one-acre plots. Jean’s property contains her house and three outbuildings. Among the animal housed in outbuildings are Kennel, a dog and Louis, a tiger. Mare, a neighbor, is jogging past Jean’s property. Under what circumstance is Jean strictly liable if Kennel bites Mary? Under what circumstance is Jean strictly liable if Louis bites Mary? This case will mostly depend on the dog bite case existent in the given state. In this case, when Mary did not trespass

Beef Customer Satisfaction :: essays research papers

Executive Director, Issues Management — NCBA Summary The checkoff-funded beef safety tracking survey conducted in November 2004 found that fresh beef steaks/roasts remained the protein with the highest consumer confidence in safety. The survey asks consumers to give grades to foods for being safe to eat and 76 percent of survey respondents gave steak/roast an A or B for safety. Background The beef safety tracking surveys are quarterly telephone surveys of a national, random sample of U.S. adults. Vegetarians do not answer the survey. The margin of error for survey data is plus/minus 3.2 percent. General food safety The percentage of Americans giving U.S. food in general an A or B for safety has remained relatively stable with some small fluctuations in the past year. However, this survey found the percentage of A/B grades (70%) significantly lower than in November 2003 (74%) and at the lowest score since November 2002 (69%). The November 2004 score is much lower than the 77 percent measured during the last survey in May 2004. Safety of specific fresh foods The safety ratings for specific fresh foods remained stable during the past year with no significant differences in the ratings in November 2004. Fresh fruits and vegetables are consistently at the top of the list when it comes to safety grades given to specific fresh foods one might buy in a grocery store. Fresh beef steaks and roasts receive the highest meat product safety grade (76%). Tied for second place with 70 percent of consumers grading A or B were fresh pork chops and microwaveable foods. Foods with lower consumer safety grades were fresh ground beef (64%), fresh chicken (63%), fresh fish (60%), fresh ground pork (56%) and pre-prepared foods from the deli (52%). Specific concerns regarding food safety The safety tracking survey asks consumers to rate their level of concern about specific safety issues on a 5-point scale, with one being not concerned and five being extremely concerned. The percentage of â€Å"top two† scores (4-5 ratings on the scale) indicate the issues of greatest concern. Safety issues tend not to be top of mind with consumers, evidenced by the fact that safety issues barely register when consumers state reasons for eating less beef. However, when asked to think about specific safety concerns, bacteria (62%) and pesticides (62%) top the list. Consumer concerns about chemical additives (58%) and mad cow disease (57%) make up a second tier of safety concerns. Concerns about mad cow disease did not increase significantly as a result of the first U.S. case of Bovine Spongiform Encephalopathy (BSE) in December 2003, and in fact, currently are significantly lower than the 61 percent concern level measured in November 2003.

Marcus Garvey Research Paper Essay

Post-Civil war America exercised the segregation of Whites and Blacks. Originally, the aim of this division was to keep everything separate but equal. By the late 1800’s into the 1900’s, the â€Å"separate but equal† motive adapted into the superiority of Whites, leaving much racial tension and limitation for the freed slaves and their ancestors. Marcus Garvey, like many social activists, had many goals to either remove this separation, or to completely relocate America’s blacks to a new place of their own. Marcus Garvey’s ideas of black nationalism and fighting oppression helped shape the identity of African Americans in the United States during the 1920’s. Marcus Garvey was born on August 17, 1887 in St. Ann’s Bay, Jamaica. He began his career as a magazine editor by traveling and residing in Costa Rica, Panama, Jamaica, and London. He eventually began studying Law and Philosophy at Birkbeck College in London. While living in London, he founded the Universal Negro Improvement Association and African Communities League (UNIA), which was dedicated to black racial pride, economic self-sufficiency, and the formation of an independent black nation in Africa. He also became the editor of Negro World, a magazine dedicated to black nationalism, including poetry and articles about African pride and ancestry. In June 1919, Garvey founded the Black Star Line of Delaware, a shipping line for the transportation of goods and to later aid his campaign for his â€Å"Back to Africa† movement. After a year of success, the shipping line went bankrupt. His immediate business failure led him to being accused of mail fraud. Investigator Edwin P. Kilroe attempted to arrest Garvey of his fraud and UNIA associations, although he had not found enough evidence to do so. After back and forth tension between Kilroe and Garvey, on October 1919 a man named George Tyler arrived to Garvey’s office stating â€Å"Kilroe sent me†. Tyler then proceeded to shoot him 4 times with a . 38-caliber revolver. Garvey was then wounded in the right leg and scalp. On August 1, 1920, Garvey proposed his Liberia Program to 25,000 people. This program was to strive for the building of colleges, industry, and railroads to create a permanent homeland for the African Americans in Liberia, Africa. In June 1923, Garvey was finally convicted of mail fraud and sentenced to five years in prison. In 1927 he was released by President Coolige, but deported back to Jamaica. Garvey finished out his years in London, creating the Edelweiss Amusement Company which helped exposed talented but financially unstable musicians and artists. He continued to expose his ideas to future UNIA leaders by setting up an African philosophy school in Toronto. In 1940, Garvey had a stroke, but survived until he read a false obituary of himself stating he had died â€Å"broke, alone, and unpopular†, thus leading to his fatal second stroke. Marcus Garvey died on June 10, 1940. Garvey’s main ideas were closely distinguished with the Pan-African movement in England, where he lived most of his life. His goals were â€Å"to unify people of color against imperialism all over the world† (McKissack 79) Works Cited McKissack, Patricia and Frederick. W. E. B Dubois. New York: Franklin Watt, 1990. â€Å"Universal Negro Improvement Association (UNIA)†. Encyclop? dia Britannica. Encyclop? dia Britannica Online. Encyclop? dia Britannica Inc. , 2013. Web. 14 Apr. 2013 .