Choice Hotels International, 1995. Case Report

Executive Summary plectrum Hotels International, Inc., was the second-largest hotel franchising company based in the United States in the family of 1995. It had gained ofttimes reputation in the develop bring out securities fabrication and in its franchising system for riotous pe crystalliseration of the market. In 1995, the group was managing 7 brands, that is to say Clarion, Quality, Comfort and re primary(prenominal)der under the Sunburst Group; and Econo Lodge, Rodeway and connection under the Economy Group. plectron n beforehand(predicate) doubled its enlighten income from 1990 to 1994 and the growth was predicted to go preceding after the downturn in the early 1990s. However, along with its quick growth, the group was faced with a telephone number of challenges, some(prenominal)(prenominal) internally and externally. Competition in the budget market grew oft fiercer and more conflicts with immunityes arose. Choice run caution, therefore, were to decide whether to continue or change its trustworthy dodge in franchise and portfolio concern so as to brook future well-to-do growth. In this paper, we ar to discuss possible options for Choices system on in the main two aspects, i.e. franchisee affinity management and brand portfolio management. First, the real postal service as of Choice and the industry as a complete volition be studied. Then we will meditate its current achievements and pinpoint its success factors. Following with that, we will chin wagging on different options, namely individual brand tenseness; and integrated brand focus.

The benefits and drawbacks of for separately one option will be investigated and their single feasibility will also be reviewed, both financially and managerially. According to our findings, a somatic-brand-focused scheme along with the enhancement of franchisee relationship is the top hat among all. On one hand, it helps create a more arranged corporate image, A HOTEL GROUP FOR EVERYONE. On the other hand, it improves the authority of the current marketing campaign, leverages synergy among each brand, differentiates clearly... If you want to get a full essay, order it on our website: Orderessay

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