Case Study Amber Inn Suites Inc Chief 9862505

Case Study Amber Inn & Suites, Inc. Chief 9862505 廖語婕 9862525王修彥 9862529宋惠華 9762508洪啟智 9862513邱揚程 9862507郭惠華 9862503鄭明宜 981031許馨尹 1

Teaching Note 2

Purchase Process Model Information requirements Unawareness Preference Knowledge Purchase By Marketing Communication Mix Advertising Sales Promotion EXHIBIT 1 Personal Selling 3

Developing an IMC Mix by Marketing Segment &Position • Advertising creates awareness • Salespeople provide information • Sales promotion, Information brochures, and catalogs Requirements of Buyers • Advertising • Personal selling • Sales promotion • Advertising • Direct marketing • Personal selling • Break-Even Chart for comparing independent reps and company sales force Nature of Target Market Organizational the Offering Characteristics Capacity by Marketing Segment Marketing Position to find target customers Position Map Cluster EXHIBIT 2 4

Amber Inn 5

Case Analysis 1. Problem Background: n n Make sure the Position Strategy for Amber Inn! Make a decision to select target customers. 2. Target: n Increase company revenue and make profit 3. Conclusion: n n Amber Inn and suites should be more focused on business travelers. Weekend Special is offered to increase brand awareness and occupancy. Business consignment contract with companies. Cut unnecessary marketing and advertising budgets. 6

Hotel Segment Ritz-Carlton Four seasons Hilton Marriott Courtyard Luxury Occupancy % ’ 03 ’ 04 ‘ 05 ADR $ ’ 03 ’ 04 ‘ 05 Pev. PAR $ ’ 03 ’ 04 ‘ 05 Upper scale 64% 68% 69% $221 $232 $246 $113 $158 $172 66% 69% 70% $127 $132 $139 $84 $91 $98 66% 69% 70% $93 $96 $101 $62 $67 $71 Upscale with food Amber Holiday Inn w/o food Midscale Inn Ramada Inn Amber Inn 59% 62% 67% Red Roof Inn Motel 6 Economy $58 $57 $34 55% 57% 58% $72 $74 $76 $40 $42 $44 61% 64% EXHIBIT 3 65% $69 $71 $73 $42 $45 $48 7

Marketing Position Exhibit 4 Position Shift from revenue and elasticity view 8

Marketing Position Low Amenity: Facility/ Service Luxury Hotel Upper Upscale Hotel Upper Hotel Room rate price High Midscale Current After promotion Hotel Promotion plan: Amber Inn Economy Hotel Economy EXHIBIT 5 1. In weekday, target on business traveler, so we keep business promotions 2. On weekend, we take weekend sp increase brand awareness and get 9 occupancy.

Case: Glo. Fish, LLC 10

Teaching Note 11

Marketing Channel Designs Producer Brokers or Agents Distributors or Wholesalers Indirect Distribution Retailers or Dealers Direct Distribution Ultimate Buyers • Use Intermediaries to reach target market: The type, location, density, no of channel levels EXHIBIT 6 • Use its sales • Use Internet 12

Marketing Channel Strategy and Management • Marketing channel design • Channel selection: -target market coverage -satisfying buyer requirements -profitable Multi-Channel Marketing Channel-selection Decision Channel Strategy Channel-modification Decision Dual Distribution Glo. Fish Focus by EXHIBIT 7 Qualitative Factors (SWOT) Channel Managemen Quantitative Assessment (Cost model) 13

Fit in Glo. Fish 14

Marketing Channel Designs in Glo. Fish @US market Farm-raised fish producers Brokers/Agents: Glofish PET’s Mart: 700+ stores Wholesalers: Chain stores 5, 000 stores Specialty Retailers: Independent pet stores End users 15

Case Analysis 1. Problem Background: n n Choose a better channel to help increasing revenue ! Make a decision to add the international market or not! 2. Target: n n n Potential for Market Growth The less risk No more other expense happen 3. Conclusion: n n Glo. Fish shall choose independent store and chain stores as their distribution channels. No need add international market right now. 16

Conclusion Analysis n Potential for Market Growth 1. 2. 3. n The independent store and chain store are more suitable - help the revenue directly - preview the market growth rate - estimate the revenue growth rate Kiosks or Internet may have explosive growth - unsure it will happen. Internet - no experience of the global market before - may spend huge resource to build up the Internet system. The Less Risk 1. 2. 3. Major risky factor, genetically modified - Chain Store don’t agree to sell May impact Asia market The independent stores don’t concern about the genetically modified fish is the advantage. 17

Conclusion Analysis n No more other expense happen 1. 2. 3. n Kiosks is too concentrated on Nov and Dec - other month leased expense will be cost waste Build up the internet system - make the cost up - add Global Logistic expense Independent store and chain store - already have the local logistic system - save much time to make the business go live. International Market 1. 2. 3. International market is necessary - By internet, But now is not good for Glo. Fish. Need to face many problems - The illegal breeding Don’t suggest to do it now 18

Channel-modification Decision— Quantitative assessment EXHIBIT 8 19

Channel-modification Decision—SWOT Win Win 20

Channel-modification Decision—SWOT Win 21