Progressive Case Study: This Memo Addresses the Pros and Cons of the Potential Acquisition of Hotels in Italy, Along with Our Recommendations for Whether We Should Moved Forward with a Purchase.

From: Executive Team (CMO, CFO, COO, and CHCO)

This memo addresses the pros and cons of the potential acquisition of hotels in Italy, along with our recommendations for whether we should moved forward with a purchase.

1. Chief Marketing Officer (CMO) - Larry G. Morris Jr

The Positives

From a marketing perspective expanding into Italy will be a good opportunity for the organization, as a major player in the U.S. hotel industry already we have to look at global expansion if we want to continue to develop and grow our customer base. We can offer our current U.S. customers an international alternative and offer incentives to help promote the Italy locations; this can be part of our advertisement campaign in the U.S. In order to maintain our current brand image; the Italy locations will need to be remodeled to our standards, but also be able to attract the international customers.  

The Negatives

Our current marketing staff is not familiar with the Italy hotel locations and the current target market for each location. We will have to do extensive market analysis to determine the target market and adjust our marketing strategy for each location to ensure we capitalize on the expansion.

Recommendation

This is a great opportunity for this organization to grow and expand internationally. I recommend that we send a team from each department to Italy to visit each location to evaluate the hotels, staff, and the services available before considering purchase.

Potential Marketing Strategy

If purchased; our hotels well focus on “High End Customer Service at a Competitive Price. Our marketing team will focus efforts on website, television, and radio advertising. Focus heavily on promotional deals in the first year such as; 7 day stay - get 1 night free, 3 day stay - you get a free 1 hour Spa Package, and a 5 day stay - receive $100 hotel credit.

2. Chief Financial Officer (CFO) – Nana Nwan Mba

As the Chief Financial Officer (CFO), one of the tasks in business is...