24 Jun HOSPITALITY MARKETING CASE
HOSPITALITY MARKETING Case
Study: Rosewood Hotels & Resorts
As part of the requirements of RHIM 4316 you were required to read the case study “Rosewood
Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value”. Based on
your readings, you must respond to the questions below. Case study responses are required to be
a minimum of four (4) pages. Documents should include a Title Page, maintain double spacing
with 12 pt. Times New Roman font and 1” margins. Note: The Title Page does NOT count as
one of the pages of text. The case studies must be turned in on time to receive credit. I will not
accept late work! All case studies must be turned in at www.turnitin.com. Assignments
submitted through Blackboard will NOT BE GRADED.
1. Explain the concept of customer lifetime value (CLTV) and the importance of
maximizing a customer’s lifetime value for Rosewood, and how they are able to
capitalize on CLTV.
2. Why is Rosewood considering a new brand strategy? Do you agree with their decision? If
you were on the management team, what advice would you give?
3. What are the pros and cons of moving from individual brands to a corporate brand? What
challenges would a marketing executive face in this environment?
4. Will the move to corporate branding maximize customer lifetime value? Why or why
not?
5. What are your recommendations for Rosewood? How would you measure the success or
failure of your recommendations?
Your final document must include: a cover page with your name, class name, and assignment
name. Create an innovative, witty, or funny title for your paper.
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