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Strategy analysis of The courtyard restaurant. Target Market The Courtyard
is recommended to target middle to upper income class ...
... extraordinary results from its segmentation and targeting strategy. The Courtyard
by Marriott brand now manages more ... The best source of analysis in this case ...
... industry in the United States for our economic analysis. ... brand includes the
Ritz-Carlton, Courtyard by Marriott ... DeLerno) In regard to competitive strategy it ...
... key elements of Marriott' financial strategy were : * Manage ... 3 Marriott hotels and
70 Courtyard hotels were ... This Similarity disciplines the pro forma analysis. ...
... key elements of Marriott' financial strategy were : * Manage ... 3 Marriott hotels and
70 Courtyard hotels were ... This Similarity disciplines the pro forma analysis. ...
Submitted by flana on April 21, 2008
Category: Business
Words: 292 | Pages: 2
Views: 76
Popularity Rank: 103,025
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Target Market
The Courtyard is recommended to target middle to upper income class as defined below:
• Customers living within ½ hour driving distance from The Courtyard restaurant
• Singles in age group 30 to 45 years, with annual income $60k to $120k
• Families of 2 or more with head of household in 35 to 55 yrs, with annual income $70k to $150k
Strategy # 1 - Promotion
The Courtyard should promote itself by differentiating from its competition by highlighting royal & personal environment and the excellent selection of wine with exquisite cuisine it provides for its clients. It should do this through advertizing over local TV station with testimonials from rich & influential previous clients. The ads should be aired daily, and twice during primetime hour. The Courtyard should augment TV ads with weekly flyer for special sales promotions (10% discount) for private parties in upscale settings to invite middle class customers. The cost of TV ads and flyers can be funded from its existing operations.
Strategy # 2 – Product
The courtyard needs to position itself as fine bar and dinner restaurant in unique 19th century ambience, for the middle to upper class rich and elite. It needs to shutdown its lunch operations as it is not only having –ve impact on bottom line (per exhibit 5 in case), and diverting its focus from core target market. In addition, The Courtyard is recommended to make operational changes, to improve its customer service, as follows: 1) fire its current maître’d Leo, as he is unable to motivate and retain the experienced staff, which has direct impact on customer service. It should hire a new maitre’d, in the meanwhile, Mr Copeland and Hegwith should fill in as maitre’d, and 2) provide training to the employees, who joined less than 2 yrs ago, on different aspects of customer service.
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