Topic: Astor Lodge & Suites, Inc

Order Description

the case study have two part, so 10 pages for each part and 10 reference for each part. Please read the case carefully and follow the Marking Guide of High Distinction
Excellent quality in all aspects

MKTG303
Marketing Strategy
Analysis and Decisions

Assessment 1 (A1) Case Study: Individual Assessment (35%)

Assessment A1 – Assessable Case
There will be an assessable case study to be prepared before the relevant class and discussed during class. The case study is worth a maximum of 35% towards the course

marks and is composed of two parts A and B.

Astor Lodge & Suites, Inc (35%) – Kerin & Peterson page 338
Case Questions:
A: Specific Case Questions – worth up to 17.5%
1. How would you characterise the U.S. hotel industry in early 2005
2. What is the current competitive positioning for Astor lodges & Suites, Inc
3. How would you characterise the operational (e.g. occupancy rates, prices, costs per room, etc) and financial performance (e.g. EBITDA – Earnings before interest and

taxes and direct admin expenses) of Astor lodges & Suites, Inc. You need to be able to link sales and marketing expenditure to corporate financial metrics.
4. Given Mr James charge to the senior vice president, how would you portray and assess sales and marketing initiatives, expenditures, and outcomes for fiscal 2004 and

2005?
5. What should Kelly Elizabeth propose in her fiscal 2006 sales and marketing plan and budget

Criteria for Part A
Maximum length 10 pages excluding appendices; cover page and table of contents. Your write-up can be a mixture of bullet point form and essay style [Times Roman, 12

point font single spacing, 2.5cm margins]. Answer each question separately.
Use headings to highlight which questions you are answering. Structure your answers using sub-headings if necessary to make it clear that you have used an analytical

approach to reach your answers. The grader will be treating (apparently) random lists of issues with caution.

B: Competitive Strategy Questions – worth up to 17.5%
In Australia the hotel industry is in the mature growth phase of its life cycle (IBISWorld (2014) – H4401 Hotels and Resorts in Australia Industry Report_IBISWorld

July 2014). In this part you are required to study the Australian Hotel industry and then develop and justify an alternative viable blue ocean strategy approach(s) for

Astor Lodges if it were to set up business in Australia. To successfully complete this component you must be able to demonstrate at least a clear understanding of the

application of Blue Ocean principles and methods to the Astor lodge context. To achieve higher grades you must be able demonstrate a realistic and viable (both

logically and financially) Blue Ocean opportunity which is consistent with the theory.
Criteria for Part B
1. Maximum length 10 pages excluding appendices; cover page and table of contents.
2. Your write-up can be a mixture of bullet point form and essay style [Times Roman, 12 point font single spacing, 2.5cm margins].
3. Structure your answers using headings and sub-headings if necessary to make it clear that you have used an analytical approach to reach your answers. The grader

will be treating (apparently) random lists of issues with caution.
4. Use of at least 5 academic sources from peer reviewed journal articles to emphasise theoretical aspects of strategy and Harvard referencing is required

Other General Requirements
1. Online Submission through Turnitin: Macquarie University Student Number_Last Name_Assessment Number_Tutorial Day and Time. File Name: e.g. 41917418_Your Name_A1

Case 1,2 or 3_West_Tues4pm

2. You must keep a copy of your assignment in the event that the original is misplaced.

3. Penalty – No extensions will be granted. Late tasks will be accepted up to 72 hours after the submission deadline. There will be a deduction of 20% of the total

available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 40%

penalty). This penalty does not apply for cases in which an application for disruption to studies is made and approved.

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