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Case
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Reference no. 9B05A011
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Neeta Khera (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2005
Version: 2008-04-29
Length: 12 pages
Data source: Field research
Topics: Market strategy; Consumer analysis; Pricing strategy; Break-even analysis
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Abstract

The vice-president of a resort hotel in San Felipe, Mexico must deal with low winter sales levels. Students will gain experience in assessing the current marketing strategy, analyzing the fit of a new opportunity, making pricing decisions, designing a promotional campaign and calculating market share; and receive practice in using break-even analysis and in analyzing an opportunity from both a qualitative and quantitative standpoint.
Location:
Mexico
Industry:
Hotels, rooming houses, camps
Size:
Medium
Other setting(s):
2004
Teaching note
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Reference no. 8B05A11
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Neeta Khera (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2005
Version: 2006-06-13
Length: 22 pages
Data source: Field research
View full details

About

Abstract

The vice-president of a resort hotel in San Felipe, Mexico must deal with low winter sales levels. Students will gain experience in assessing the current marketing strategy, analyzing the fit of a new opportunity, making pricing decisions, designing a promotional campaign and calculating market share; and receive practice in using break-even analysis and in analyzing an opportunity from both a qualitative and quantitative standpoint.

Settings

Location:
Mexico
Industry:
Hotels, rooming houses, camps
Size:
Medium
Other setting(s):
2004

Related

Teaching note
-
Reference no. 8B05A11
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Neeta Khera (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2005
Version: 2006-06-13
Length: 22 pages
Data source: Field research
View full details