Product details

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Subject category: Marketing
Published in: 2002
Length: 30 pages
Data source: Field research

Abstract

Rodos Palace is an upscale, first class hotel located on the island of Rhodes, Greece in the Aegean Sea in the Mediterranean region of Europe and the Middle East. It is an independently owned and managed facility currently targeting corporate, congress, convention and tour operator business. Open only seven months a year, with occupancies ranging from 40 percent to 90 percent per month, Rodos Palace is a profitable operation yet has room to grow. Looking into the future, management was wondering if it was time to seriously consider branding to enhance their presence in the international marketplace, and in turn, lessen their dependence on the tour operator business. Or, should they remain independent and focus more intensely on their marketing strategies and tactics. Teaching objectives for this case focus on students gaining a better understanding and appreciation for the challenges faced by independent hotel operators, especially from a marketing perspective.
Location:
Size:
785 room hotel
Other setting(s):
1998-2000

About

Abstract

Rodos Palace is an upscale, first class hotel located on the island of Rhodes, Greece in the Aegean Sea in the Mediterranean region of Europe and the Middle East. It is an independently owned and managed facility currently targeting corporate, congress, convention and tour operator business. Open only seven months a year, with occupancies ranging from 40 percent to 90 percent per month, Rodos Palace is a profitable operation yet has room to grow. Looking into the future, management was wondering if it was time to seriously consider branding to enhance their presence in the international marketplace, and in turn, lessen their dependence on the tour operator business. Or, should they remain independent and focus more intensely on their marketing strategies and tactics. Teaching objectives for this case focus on students gaining a better understanding and appreciation for the challenges faced by independent hotel operators, especially from a marketing perspective.

Settings

Location:
Size:
785 room hotel
Other setting(s):
1998-2000

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