Case Study Amber Inn & Suites, Inc. Chief 廖語婕 王修彥 宋惠華 洪啟智 邱揚程 郭惠華 鄭明宜 許馨尹

Teaching Note

3 Information requirements By Marketing Communication Mix EXHIBIT 1 Unawareness Knowledge Preference Purchase Personal Selling Sales Promotion Advertising Purchase Process Model

4 Developing an IMC Mix by Marketing Segment &Position Target Market Characteristics Information Requirements of Buyers Nature of the Offering Organizational Capacity Advertising creates awareness Salespeople provide information Sales promotion, brochures, and catalogs Advertising Personal selling Sales promotion Advertising Direct marketing Personal selling Break-Even Chart for comparing independent reps and company sales force Marketing Segment to find target customers Marketing Position by Cluster Position Map EXHIBIT 2

Amber Inn

6 Case Analysis 1. Problem Background: Make sure the Position Strategy for Amber Inn! Make a decision to select target customers. 2. Target: Increase company revenue and make profit 3. Conclusion: Amber Inn and suites should be more focused on business travelers. Weekend Special is offered to increase brand awareness and occupancy. Business consignment contract with companies. Cut unnecessary marketing and advertising budgets.

7 Hotel Segment Luxury Upper scale Upscale Midscale Economy with food w/o food Ritz-Carlton Four seasons Hilton Marriott Courtyard Holiday Inn Ramada Inn Red Roof Inn Motel 6 AmberInn Occupancy % ’03 ’04 ‘05 ADR $ ’03 ’04 ‘05 PevPAR $ ’03 ’04 ‘05 64% 68% 69%$221 $232 $246$113 $158 $172 66% 69% 70%$127 $132 $139$84 $91 $98 66% 69% 70%$93 $96 $101$62 $67 $71 55% 57% 58%$72 $74 $76$40 $42 $44 61% 64% 65%$69 $71 $73$42 $45 $48 53% 54% 55%$48 $49 $50$25 $26 $98 Amber Inn 59% 62% 67% $58 $58 $57 $34 $36 $38 EXHIBIT 3

8 Marketing Position Exhibit 4 Position Shift from revenue and elasticity view

9 Economy Hotel Midscale Hotel Marketing Position Room rate price Amenity: Facility/ Service Luxury Economy Low High Amber Inn Current After promotion Luxury Hotel Upper Upscale Hotel Upper Hotel Promotion plan: 1. In weekday, target on business traveler, so we keep business promotions 2. On weekend, we take weekend special to increase brand awareness and get more occupancy. EXHIBIT 5

Case: GloFish, LLC

Teaching Note

12 Marketing Channel Designs Direct Distribution Use its sales Use Internet Indirect Distribution Use Intermediaries to reach target market: The type, location, density, no of channel levels Ultimate Buyers Retailers or Dealers Distributors or Wholesalers Brokers or Agents Producer EXHIBIT 6

13 Channel Management Channel Strategy Marketing Channel Strategy and Management Channel-selection Decision Multi-Channel Marketing Dual Distribution Channel-modification Decision GloFish Focus Marketing channel design Channel selection : -target market coverage -satisfying buyer requirements -profitable by QualitativeFactors(SWOT) QuantitativeAssessment (Cost model) EXHIBIT 7

Fit in GloFish

15 Marketing Channel Designs in market Farm-raised fish producers End users Specialty Retailers: Independent pet stores Wholesalers: Chain stores Brokers/Agents: Glofish PET’s Mart: 700+ stores 5,000 stores

16 Case Analysis 1. Problem Background: Choose a better channel to help increasing revenue ! Make a decision to add the international market or not! 2. Target: Potential for Market Growth The less risk No more other expense happen 3. Conclusion: GloFish shall choose independent store and chain stores as their distribution channels. No need add international market right now.

17 Conclusion Analysis Potential for Market Growth 1. The independent store and chain store are more suitable - help the revenue directly - preview the market growth rate - estimate the revenue growth rate 2. Kiosks or Internet may have explosive growth - unsure it will happen. 3. Internet - no experience of the global market before - may spend huge resource to build up the Internet system. The Less Risk 1. Major risky factor, genetically modified - Chain Store don’t agree to sell 2. May impact Asia market 3. The independent stores don’t concern about the genetically modified fish is the advantage.

18 No more other expense happen 1. Kiosks is too concentrated on Nov and Dec - other month leased expense will be cost waste 2. Build up the internet system - make the cost up - add Global Logistic expense 3. Independent store and chain store - already have the local logistic system - save much time to make the business go live. International Market 1. International market is necessary - By internet, But now is not good for GloFish. 2. Need to face many problems - The illegal breeding 3. Don’t suggest to do it now Conclusion Analysis

19 Channel-modification Decision— Quantitative assessment EXHIBIT 8

20 Channel-modification Decision—SWOT Win

21 Channel-modification Decision—SWOT Win