Essay

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HCM 26040: Marketing in the Hospitality Industry

CASE STUDY 2: INDIVIDUAL REPORT (20%)

This Case Study 2- individual report will be worth a total of 20% of the overall module mark. Also, it is important that you structure the report to focus only on the questions at the end of the case.

You will be assessed based on the following:

* Introduction

* Organisation and sequencing

* Fully and relevantly answering the questions at the end of the case

* Quality of analysis, arguments and discussion

* Application of theories and concepts covered in class

* Adherence to report submission guidelines

Submission Guideline

* Arial/Times New Roman size 12 font for body of report

* 1.5 line spacing

* Appropriate headings for each section

* Attach the Case Study Report Cover Sheet on the front of your report.

* Due Date: Tues, 8th March 2016

Important Notes on Submission Timing:

Written Reports submitted after the due date will be penalised 1.5% per day. A weekend will be counted as 2 days late for a deduction of 3%. For example, if your report is not submitted until 5 days after the due date, it will be penalised 7.5%. That is, the assignment will be 5 days late at 1.5% penalty per day.

CASE: PRICING ALMOST DESTROYS AND THEN SAVES A LOCAL RESTAURANT

"As I pulled into the gravel parking lot I knew immediately that the Mexicatessan was a warm, friendly Mexican restaurant. There was nothing new here and I don't mean that in a negative way. Nothing looked new but it all looked comfortable, well worn with the passage of time. The front entrance is laden with business cards stapled over the last 30 years. A World War II photo of the owner adorns one wail and Mexican motifs line the walls and ceiling right next to the window air conditioners. Somehow this all looked familiar, although I knew I had never been to the...