A Case for Change, Market Segmentation and Brand Management


This case study addresses some of the problems that hotel service providers face in managing the perception and identity of their brand products in accordance with the changing guest segments and preferences. Consumers see an average of 5,000 to 7,000 advertisements and sell messages daily (Simpson, 2017). The goal is to provide the guest a clear and discernable description of the product that they are considering purchasing, to enable them to determine if that product is in alignment with their needs, wants and desires. If it is congruent or a match, then the guest is more likely to have a good product experience, which will result in higher guest satisfaction and increased hotel/brand revenue (Sorrells, 2018).

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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