Case Memo $($MRKT $460\mathrm{.}01)$

Refer to the Rosewood Hotels & Resorts case and write a report for the case answering the following questions in the process.

The main issue that Rosewood$$s executives face in the case is to assess if the potential economic benefits from increased guest retention through corporate branding can outweigh the $ $1$ Million marketing investment needed to implement corporate branding strategy, i$.$e$.,$ whether they should stick to individual branding strategy or introduce corporate branding.

To answer the above question, groups need to qualitatively and quantitatively $($using the attached spreadsheet$)$ assess the pros and cons of an individual branding strategy versus the proposed corporate branding strategy. For qualitative analysis, a listing of the main benefits and costs of implementing the strategy of choice is sufficient. The attached spreadsheet analysis would help check whether the increase in customer profitability $($i$.$e$.,$ CLTV$)$ from investment in corporate branding can offset the cost of the investment. Finally, once the analysis is complete groups need to discuss recommendations for the Rosewood company including additional ideas to improve customer retention and long$-$term profitability.

The report needs to include the following:

An executive summary $($brief$,100-300$ words, description of problem and recommendation$)$

Situation analysis $($a discussion of the main Cs$,$ company$$s own history$/$strength$/$weaknesses$,$ customers, competitors$)$

Evaluation of alternatives $($Individual branding vs$.$ corporate branding, including, discussion of results from the quantitative analysis$)$

Recommendation $($choice of branding strategy and additional recommendations e$.$g$.,$ loyalty program etc.$)$