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Strategy For Hotel Sales Declining

Question:

You are on the US Board of Directors for a multinational hotel chain based in US.

Over the last 12 months you have seen a decline in room occupancy rates and a decline in operating profits.  Customer complaints have risen by 74% largely due to issues related to the customer service quality and a lack of professionalism. Repeat customers have reduced from 30% to 11%. Your marketing spend has remained steady, set at 15% of the previous year’s operating profit.

For this exercise, you are requested to:

* Discuss and summarize the potential causes of the deterioration in operating performance and highlight the key causes

* Create a list of strategic initiatives to improve business performance

Compétences : Marketing, Ventes, Analyse des Affaires, Plans d'affaires, Rédaction d'entreprise

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