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    Case: 9 The Accra Beach Hotel

    Uploaded by

    Mohit Gorhe
    The document discusses a case study involving a hotel manager's decision on whether to accept a request from WICB to host several cricket teams. WICB asked to book 50 of the hotel's 141 rooms for an international cricket event. Accepting could upset regular business customers but provide valuable publicity. The manager must consider customer relations, marketing impact, and financial implications. Key factors are seasonal demand fluctuations, economic conditions, main customer segments, and potential revenues versus costs of hosting the cricket teams.

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    Case: 9 The Accra Beach Hotel

    Uploaded by

    Mohit Gorhe
    50 views2 pages
    The document discusses a case study involving a hotel manager's decision on whether to accept a request from WICB to host several cricket teams. WICB asked to book 50 of the hotel's 141 rooms for an international cricket event. Accepting could upset regular business customers but provide valuable publicity. The manager must consider customer relations, marketing impact, and financial implications. Key factors are seasonal demand fluctuations, economic conditions, main customer segments, and potential revenues versus costs of hosting the cricket teams.

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    Service marketing

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    The document discusses a case study involving a hotel manager's decision on whether to accept a request from WICB to host several cricket teams. WICB asked to book 50 of the hotel's 141 rooms for an international cricket event. Accepting could upset regular business customers but provide valuable publicity. The manager must consider customer relations, marketing impact, and financial implications. Key factors are seasonal demand fluctuations, economic conditions, main customer segments, and potential revenues versus costs of hosting the cricket teams.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    50 views2 pages

    Case: 9 The Accra Beach Hotel

    Uploaded by

    Mohit Gorhe
    The document discusses a case study involving a hotel manager's decision on whether to accept a request from WICB to host several cricket teams. WICB asked to book 50 of the hotel's 141 rooms for an international cricket event. Accepting could upset regular business customers but provide valuable publicity. The manager must consider customer relations, marketing impact, and financial implications. Key factors are seasonal demand fluctuations, economic conditions, main customer segments, and potential revenues versus costs of hosting the cricket teams.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Case: 9

    The Accra Beach Hotel


    Introduction
    The proposed case is based on a hotel which is built in Caribbean
    islands of Barbados named as Accra Beach Hotel. WICB input
    request to the hotel manager about hosting several cricket teams
    while the West Indies cricket services, which is an important
    international sporting event. Here, the head of WICB was asking
    for discount for about 50 out of 141 rooms of hotel. The sales
    manager has to decide whether to accept or not. Important
    customers like business people has let them stay away because
    of cricket so sales manager was in tussle between WICB and
    business people. On the other hand would hosting the teams have
    a publicity effect as the marketing through the board could be
    very beneficial for the hotel.
    Analysis
    1)
    a. Seasonal cycle: Weather is a most important factor causing
    demand to vary. People from North America, Europe and other
    countries will be more attracted to come to Barbados for a
    vacation when the weather in their own countries is cold and
    damp.
    b. Economic scale: When the economy is down, there is less
    business travel. So it is also important factor affecting hotel
    business.
    2)
    There are mainly 3 customer segments. Listed as follows:
    Business clients of both local and international
    Tour operations
    Individual travelers.
    3)

    The Key considerations are:


    Customer relations: If the hotel gets booked for WICB, it may
    upset the loyal customers of hotel because of noisy environment
    created by cricket players.
    Marketing Impact: How valuable the publicity will be for hotel.
    Financial Impact: On the deal with WICB, whether hotel would
    be able to good money of lose money.
    4)
    Financial analysis:
    Revenues received from WICB booking
    Direct costs associated with booking
    ------------------------------------------------------------------------------------------------------------

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