The case facilitates the discussion of marketing problems in real situations. Each student is to individually conduct a case study analysis during the semester. You should read these cases carefully and come to class prepared to provide constructive input as the class works together to address the issues of the case.

2. Assessment A1 - Assessable Case A1: Case Study Due: 3 April (See class schedule). Online submission through Tutnitin Weighting: 30%
Case Study Report

Objective The assumption is that you will represent the company's sales and marketing staff. Your lecturer will assume the composite role of the new President and CEO, the Chairman of the Board, and the CFO. Your role will be to prepare this individual case report to persuade your President (etc) to adopt your case analysis and strategy recommendations to improve the performance of the company. The teaching objective for this case are:

PART A (Maximum 15% of Total Marks) Objectives 1. To introduce students to the economics of the U.S. hotel industry.

2. To affirm the fundamental role that segmentation, targeting, and positioning plays in crafting 
an advertising and sales program.

3. To alert students to the growing senior management insistence on financial accountability 
when preparing marketing, advertising, and sales programs.

4. To consider the objective-task approach to communication budgeting.

5. To apply contribution analysis in the evaluation of marketing decisions.

A: Specific Case Questions to be answered 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

PART B (Maximum 15% of Total Marks) Objectives To study the Australian Hotel industry and then develop and justify an alternative viable blue ocean strategy approach(s) for the US Based company if it were to set up business in Australia. 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).

B: Competitive Strategy Questions

1. How would you characterise the Australian hotel industry in 2015?

2. Develop and justify an alternative viable blue ocean strategy approach(s) for Astor Lodges if it 
were to set up business in Australia.

3. Demonstrate at least a clear understanding of the application of Blue Ocean principles and 
methods to the Astor lodge context.

4. 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.

Part B you must use at least 8 academic sources from peer reviewed journal articles to emphasize theoretical aspects of strategy and Harvard referencing is required