Sleepless nights at Holiday Inn Case (Published in Business Week and adapted in the textbook p. 91-92 for the course) Just a few years ago, Tom Oliver, the Chief Executive of Holiday Hospitality Crop., was struggling to differentiate among the variety of facilities offered for clients under the Holiday flag – the Holiday Inn Select designed for business travelers, the Holiday Inn Express used by penny pinchers, and the Crown Plaza Hotels, the luxurious hotels meant for the big spenders. Oliver felt that revenues could be quadrupled if only clients could differentiate among these. Keen on developing a viable strategy for Holiday Hospitality, which suffered from brand confusion. Tom Olivers conducted a customer survey of those who had used each type of facility, and found the following. The consumers didn’t have a clue as to the difference among the three different types. Many complained that the buildings were old and not properly maintained, and the quality rating of service and other factors were also poor.
Furthermore, when word spread that one of the contemplated strategies of Oliver was a name change to differentiate the three facilities, irate franchises balked. Their mixed message did not help consumers to understand the differences, either. Oliver thought that he first needed to understand how the different classifications would be important to the several classes of client, and then he could market the heck out of them and greatly enhance the revenues. Simultaneously, he recognized that unless the franchises owners fully cooperated with him in all his plans, mere face-lifting and improvement of customer service would not bring added revenues.
Answer the following questions dealing with the case above:
a. Identify the problem
b. Develop a research question
2. Select a problem or issues of concerns within a company. Identify the problem
and then develop the problem statement section which includes:
a. The purpose of the study
b. Research questions
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