Rosewood

Rosewood Hotel Case

Consumer Behaviour

Course Description

The course deals with the study of behavioural processes and strategic implications of this understanding for practicing marketing managers. Concepts from Social Sciences, Psychology, Economic and Cultural Anthropology are integrated to create an understanding of consumer behaviour in market exchanges. It also provides insights into consumer’s decision making process which is key in strategic effective decisions. Marketing applications of consumer behaviour concepts are illustrated using cases, examples, websites and exercises.

Course Objectives:

  * To acquaint students with Consumer Behaviour concepts and applications

  * To enable students to demonstrate the ability to analyze the complexities of buying behaviour and use the same to formulate successful strategies.

  * To create an understanding of the group influences and consumer behaviour in cultural and contextual environment

  * To create an understanding on how consumers are selective in

(5%-10%).

Competitors. Rosewood is competing with corporate branded properties and individually branded properties. Main competitors are:

• Corporate branded properties: Ritz-Carlton, Four Seasons, St. Regis, One&Only and Mandarin Oriental

• Individually branded properties: Auberge, RockResorts and Orient Express

Compare Rosewood % property growth 1996-2003 it is 15% above the average of corporate branded properties and 20% below the average of individually branded ones. This number is pretty high taking into consideration that within the sector of individually branded hotels Rosewood is the second biggest in a number of hotels.

Customers. We do not have lots of information about the customers in the case but probably we could group the clients into a several groups in order to understand their profile better:

• Wealthy families. These costumers most probably stay at the hotel 1-2 times a year for a holiday or family festival. It is high-income...