W PARIS - OPERA: A new luxury hotel from the Starwood group

« Design, fashion and music » are the three words which characterise the new 5-star hotel W Paris - Opéra. The first W hotel in France, which opened its doors in February 2012, occupies a Haussmann-style building near the Paris Opera. The hotel décor combines Parisian elegance with the energy of New York.
The W Hotels chain belongs to US group Starwood Hotels & Resorts. It has become a luxury and trendy brand which offers its customers a range of exclusive and extraordinary experiences in prestigious locations with a contemporary design.
The students are asked to prepare a marketing-plan following the opening of the new luxury hotel in Paris: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).

To familiarise students with the specific characteristics of the luxury tourism market.
To make students aware of the structure of a marketing plan by:
- conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),
- developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),
- elaborating a marketing mix (product, price, distribution, communication).
To valid the coherence between the different parts of the marketing plan.

Exam case, Initiation case, Synthesis case, Briefing case, Multi-part case study, Bilingual case, Tourism, Services marketing, Luxury marketing, Market analysis, Internal analysis, External analysis, Marketing, B to C, B2C, Business to Consumer, B to B, B2B, Business to Business, Product launch, Marketing mix, Operational marketing, Strategic marketing, Product marketing, Brand, Brand strategy, Marketing plan, Marketing strategy, SWOT, Segmentation, Targeting, Positioning, Product, Price, Distribution, Communication, Action plan, Competition, Competitive market.

Business schools and universities (initial and executive education)

Tourism industry

Developed in close collaboration with the marketing department of the W Paris - Opéra hotel, this case-study presents the marketing plan for the W hotel in Paris. The case covers detailed information about the W Hotels chain, the STARWOOD Hotels & Resorts group, the evolution of the tourism market and the segment of luxury hotels.
This case-study can be used for a course on marketing, services marketing, tourism marketing and luxury marketing.
The case-study also covers a 50 slides debriefing with the solution adopted by the company.
In case of an exam, the minimal time required is of 4h for the whole marketing plan and can be reduced to 2h for each part of the marketing plan (analysis, strategy, marketing-mix). You will find a recommended assessment in the teaching notes.
This case is also available in French: M1786.

Année de la problématique : 2012

Livraison : Livraison par lien de téléchargement

Nombre de pages : 11

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 55 - Hôtels et restaurants