Final report Directed by: Doctor TRAPPEY CHARLES V 林婉瑜 張明懿 郭芬芳 洪義超 沈育德

Amber Inn & suites,Inc.

Summary Time: Company profile: Amber Inn Suites, Inc. is positioned as limited service hotel between economy hotels and full service hotels in US. And the service mission is to provide principally business travelers with clean and comfortable quest accommodations in convenient locations at reasonable price. Late in the afternoon on April 4, 2005

Organization

Fiscal 2005 was projected to be the fifth consecutive unprofitable year for Amber Inn & Suites, Inc. Ms. Elizabeth, Senior Vice-President of Sales and Marketing, needed to prepare the sales and marketing proposal of fiscal 2006 to achieve profitability within two years, and three issues required immediate attention when preparing the April 11 presentation. The allocation of media advertising dollars between the pleasure/vacation travelers and business travelers market. The “frontier strategy” initiated in fiscal 2005 Promotions, recommended by Grace, “weekend specials” as a replacement for the “free-night stay” promotion used in fiscal 2005.

How to approach goal for the company was to achieve profitability within two years. His overall corporate objective was a 7 percent annual increase in EBITDA over the next two fiscal years. Question Kelly Elizabeth

Answer Additional service Discount promotion for companies by: Change the mix of advertising expenditure Focus on business travelers

Explanation Purpose of trip (percentages exceed 100% due to multiple answer) Personal 9.5% Business79.8% Pleasure/ Vacation 14.2% Convention 3.5% Business trip paid for by the company 65.7% Business trip paid for by self 16.3% Pleasure trip paid for by self 18% Fig 1 Fig 2Type of trip and payment on most recent visit So we plan to increase the business traveler occupancy and provide some recommendations for this purpose.

Recommendation Additional service Discount promotion for companies

Recommendation Change the mix of advertising expenditure Table 2 Amber Inn & Suites, Inc. Advertising Media Budget Plan

EBITDA Results : Fiscal

Teaching Note Setting reasonable communication objects 。 Primary demand 。 Selective demand 。 Consistent 。 Quantifiable 。 Attainable Marketing Web Sites and Integrated Marketing Communications 。 Purpose of Marketing Web Sites 。 Leveraging Advertising and Personal Selling with Promotional Web Sites

Teaching Note What’s the purpose of marketing communication? Communication is necessary to inform buyer of the following. 。 The availability of an offering 。 The unique benefits of the offering 。 The where and how of obtaining and using the offering Developing of an integrated marketing communication mix. 。 The information requirements of potential buyers. 。 The nature of the offering.

GloFish,LCC

Summary Time: Company profile: January 5, 2005 Glofish, LLC is a company which product is fluorescent zebra fish in US, devoted to promote and popularize the fluorescent zebra fish to common consumers. And has noted as “The Glofish TM fluorescent fish provide marine colors at fresh water prices”

Organization

Blake recommendation would have to consistent with the resources that Glofish presently have available as well as fit other elements of the company’s marketing strategy. Blake listed four distribution alternatives to present in the next day’s meeting in Board of Directors—independent pet stores, chain stores, kiosks and internet. Distribution was the key to market success. GoFish

Question The distribution was the key to market success. The fluorescent zebra fish only sold in few retailers, and Glofish LLC had to expand their market channel let consumers could easier to buy. Alan Blake listed four distribution alternatives, independent pet stores, chain store, kiosks, and Internet. We have to select the suitable channel to sell the fluorescent fish.

Except the original channel of pet store, we also add two channels, chain stores and internet, to sale the fluorescent fish. Answer

Explanation Table 1 SWOT Analysis

Table 2 Forecast Assumption Of Customer Market Table 3 Forecast Assumption Of ASP

Table 4 Planned Forecast in 2005 too low!!!

Table 5 Revised Planned Forecast in 2005 Pull back the shopping mall kiosks channel. great !!!

How to leverage the resource allocation of multiple channels? - Minimize the conflict between the agents and associate the argument among pricing strategy. How to attract consumer to pay attention and buy? -Variety: Stimulate consumer’s purchasing willing. -Advertisement: Right segmentation target. -Service: Face to face service can provide explanation and feeding attentions for customer to raise their fish smoothly and can exchange the feeding experiences. Teaching Note

How would you manage the company’s future growth? -Define the core competitive advantage to ensure that all future activities will focus on how to change the mindset of possession for fluorescent zebra fish. What solutions to the distribution problems are being pursued by GloFish LLC? - To expand the channel to make consumer easier to get the product. To see, then have chance to buy. - Convenience - To apply the change of the consumer purchasing behavior. Teaching Note

Thank you