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Case
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Reference no. 9A98A005
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 1998
Version: 2003-02-03
Length: 15 pages
Data source: Field research

Abstract

The director of sales and marketing for the Delta Grand Pacific Hotel in Bangkok, Thailand, needed to devise a marketing strategy that would ensure the hotel''s success in its very competitive market. He wanted to ensure that the hotel maintain and eventually increase its two key benchmarks of performance, namely, occupancy rates and average room rates, by milking the Sukhumvit Micromarket to its fullest potential. Compounding this challenge was the anticipation of a sharp drop in occupancy at the hotel due to the likelihood that an important client contract would not be renewed. There is a simplified Chinese version available ''9A98AC05''. There is a Korean version available ''9A98AK05''.
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Abstract

The director of sales and marketing for the Delta Grand Pacific Hotel in Bangkok, Thailand, needed to devise a marketing strategy that would ensure the hotel''s success in its very competitive market. He wanted to ensure that the hotel maintain and eventually increase its two key benchmarks of performance, namely, occupancy rates and average room rates, by milking the Sukhumvit Micromarket to its fullest potential. Compounding this challenge was the anticipation of a sharp drop in occupancy at the hotel due to the likelihood that an important client contract would not be renewed. There is a simplified Chinese version available ''9A98AC05''. There is a Korean version available ''9A98AK05''.

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Location:
Size:
Large

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