Problem Identification: Answer The Two Questions Below 1 Sle ✓ Solved

Problem Identificationanswer The Two Questions Below1 Sleepless

Problem identification: Answer the two questions below: 1. Sleepless nights at Holiday Inn Case (Published in Business Week and adapted in the textbook p. 91-92 for the course) Just a few years ago, Tom Oliver, the Chief Executive of Holiday Hospitality Crop., was struggling to differentiate among the variety of facilities offered for clients under the Holiday flag – the Holiday Inn Select designed for business travelers, the Holiday Inn Express used by penny pinchers, and the Crown Plaza Hotels, the luxurious hotels meant for the big spenders. Oliver felt that revenues could be quadrupled if only clients could differentiate among these. Keen on developing a viable strategy for Holiday Hospitality, which suffered from brand confusion.

Tom Olivers conducted a customer survey of those who had used each type of facility, and found the following. The consumers didn’t have a clue as to the difference among the three different types. Many complained that the buildings were old and not properly maintained, and the quality rating of service and other factors were also poor. Furthermore, when word spread that one of the contemplated strategies of Oliver was a name change to differentiate the three facilities, irate franchises balked. Their mixed message did not help consumers to understand the differences, either.

Oliver thought that he first needed to understand how the different classifications would be important to the several classes of client, and then he could market the heck out of them and greatly enhance the revenues. Simultaneously, he recognized that unless the franchises owners fully cooperated with him in all his plans, mere face-lifting and improvement of customer service would not bring added revenues. Answer the following questions dealing with the case above: a. Identify the problem b. Develop a research question 2.

Select a problem or issues of concerns within a company. Identify the problem and then develop the problem statement section which includes: a. The purpose of the study b. Research questions

Chapter summary: Please write a one-page chapter summary from the attached text book- Chapter 6 and chapter 6S. PLEASE write summary ONLY from textbook NO outside sources.

Paper For Above Instructions

Problem Identification of Holiday Inn Case

In the context of the Holiday Inn case led by CEO Tom Oliver, the primary problem identified revolves around brand confusion and a lack of differentiation among the various types of hotels under the Holiday Hospitality umbrella. The chain includes several brands: Holiday Inn Select for business travelers, Holiday Inn Express for budget-conscious consumers, and Crowne Plaza Hotels, which cater to more upscale guests. This confusion not only impacts the company's ability to attract and retain customers but also affects overall revenue potential.

Through a customer survey, it was revealed that consumers had a limited understanding of what differentiated these brands and often perceived the chains as outdated, poorly maintained, and offering subpar service. The negative feedback about the hotel quality and service diminishes customer confidence, presenting a significant issue for the company.

Oliver recognized that effective marketing and communication of each brand’s unique value proposition would potentially quadruple revenue. However, resistance from franchise owners regarding the proposed name change and marketing strategies further complicates achieving a cohesive branding strategy. Thus, the problem encompasses not only the need for better consumer understanding but also requires the alignment and cooperation of franchise owners.

Development of Research Question

Based on the problem identified, a suitable research question would be: "How can Holiday Hospitality effectively differentiate its hotel brands to improve customer understanding and satisfaction while ensuring franchisee alignment?”

This question aims to drive research that will explore consumer perceptions, identify desired attributes in hotel facilities, and assess franchisee concerns in order to develop a comprehensive strategy that addresses all stakeholders involved.

Select a Problem within a Company

For the second part of the assignment, let's examine a different issue concerning employee satisfaction within a hypothetical organization, Acme Corp. After conducting an internal survey, it has been identified that employee morale is notably low, and there is a high turnover rate in Acme Corp., a mid-sized technology company.

Problem Statement Section

The purpose of this study is to understand the underlying factors contributing to low employee morale and high turnover at Acme Corp. By identifying specific issues affecting job satisfaction and retention, the organization can implement targeted interventions to improve employee engagement and stability.

Research Questions

• What specific factors contribute to employee dissatisfaction at Acme Corp.?
• How do management practices influence employee morale at Acme Corp.?
• What interventions can be implemented to improve employee retention?

In conclusion, both the situation at Holiday Hospitality and Acme Corp highlight the importance of clear communication, understanding stakeholder needs, and addressing underlying issues to facilitate improved performance and satisfaction.

Chapter Summary for Chapters 6 and 6S

Chapter 6 focuses on the foundational principles of marketing and the importance of understanding the target market. It emphasizes how effective segmentation, targeting, and positioning can greatly influence a company’s ability to connect with its customers and meet their needs. The chapter discusses various market segmentation strategies, including demographic, psychographic, behavioral, and geographic segmentation, providing examples of how successful brands have implemented these strategies.

Chapter 6S builds upon these concepts and introduces the role of branding in creating customer loyalty and driving sales. It explores various branding strategies and the significance of brand equity. The chapter discusses how successful branding requires consistency, authenticity, and a deep understanding of consumer perceptions. It also highlights the impact of digital marketing and social media on branding efforts, underscoring the need for companies to adapt to changing consumer behaviors.

Both chapters underscore the importance of aligning marketing strategies with the needs of consumers and adapting to the ever-evolving market landscape.

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