This case is suitable for undergraduate- and graduate-level courses in marketing management and customer service management. After working through the case and assignment questions, students should be able to ·discuss a company's corporate values and how they dovetail with its marketing and customer service decisions; ·evaluate local conditions that shape marketing-mix decisions; ·evaluate existing marketing and customer service strategies; and ·develop new feasible options for a company's marketing mix and customer service strategies, and discuss the pros and cons of each option, taking into consideration the company's corporate values and local customer needs.

marketing; customer service; positioning; marketing mix

Undergraduate/MBA

Accommodation & Food Services
France; Japan; United States