SCBUS223 Chapter 6: Case study notes
21 Sep 2016
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Chapter 6 case study: define the organization"s strategic direction. Thought that hotel industry stagnated and that there was a possibility of creating more value for frequent traveller customers. Citizenm (for mobile) was the name of company and they tried to rethink dimensions that their target customers cared about and didn"t really value (behaviour) 1: concluded that travelers wanted to be in stylish/modern hotels and did not care about front desk/porters (reduce costs and waiting lines by having self-service check in"s. 2: instead of competing with local bars and restaurants, give premium service and round the clock kitchen for a quick meal with a credit care. 3: most travelers don"t want to stay in their bedrooms so the rooms were made to be pod like (with luxury beds, fixture, fluffy towels, free internet, and mood pads) Since construction and staffing is <40% than a typical hotel, nightly prices were cheaper, resulting in higher occupancy rates.
