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).