Windsor Palace, a "boutique hotel" in an emerging market

Atlas-AFMI Label "recommended of pedagogical interest"

In 2013, the Windsor Palace Hotel, a luxury hotel located in Alexandria in Egypt, is facing the competition from international hotel chains that have opened several hotels in its region, for example, Four Seasons, Hilton, Sheraton and Sofitel.

In this context, the management of the hotel intends to define a new marketing policy to conquer an international clientele. It raises the question of positioning the hotel as a "boutique hotel". This new marketing concept would allow to differentiate the proposed services in regard to the standardised offer of integrated hotel chains.

Prepared in close collaboration with the management team of the Windsor Palace Hotel, this case-study presents the marketing policy developed by the company. The case provides detailed information about the Windsor Palace Hotel, the "boutique hotel" concept and the hotel market.

The students are asked to prepare a marketing plan for the Windsor Palace Hotel: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).

To make students aware of the structure of a marketing plan in an international context 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.
To take into considération specific characteristics of emerging markets.

Bilingual case study - Market analysis - Exam case - Initiating case - Final case - Marketing analysis - Internal analysis - External analysis - Marketing - B to B - B2B - Business to Business - B to C - B2C - Business to Consumer - Tourism marketing - Hospitality marketing - Service marketing - Marketing mix - Operational marketing - Strategic marketing - Marketing plan - Marketing strategy - SWOT - Segmentation - Targeting - Positioning - Product - Price - Distribution - Communication - Action plan - Competition - Competitive market - International marketing - Emerging markets - International environment.

Business schools and universities (initial and executive education)

Tourism industry

This case is the update of the case M1455(GB) published in 2006.

Année de la problématique : 2013

Livraison : Livraison par lien de téléchargement

Nombre de pages : 9

Temps d'utilisation : plus de 3 heures (4 to 8 hours)

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