San Diego State University Rosewood Hotel and Resort Branding Strategy

Please complete these.

1. Situation Analysis
   1. Summarize key factors of the situation that drive your subsequent recommendation and implementation
   2. Don’t list all facts
   3. Assessment of the 5 C’s — customers, competition, company, collaborators, and context
   4. Focus on facts that are relevant to the problem statement
   5. Rosewood owns very highly-valued properties and resorts
   6. Customers love the individual properties and brands, but fail to recognize ‘Rosewood’
   7. New branding strategy for higher customer retention rate and mult-property visit rate
   8. Needs to evaluate the new strategy and analyze the future of the company, with and without the new strategy
   9. 5 C’s
      1. Customer
         1. The brand ‘Rosewood’ means nothing
         2. Guests have used various properties but failed to realize that they were all part of Rosewood
         3. Even after staying at the property, guests still are not familiar with Rosewood’s name and/or brand
         4. Rosewood, as a brand, does not encourage customers to try different properties belonging to Rosewood
         5. Customers were not aware of Rosewood until their travel agents mentioned it
      2. Competition
         1. Corporate branded properties — Four Seasons, Ritz-Carlton, Fairmont, Park Hyatt, Mandarin Oriental, St. Regis/Luxury Collection, One&Only, Regent, Peninsula, Raffles
         2. Individually branded properties — Orient Express, RockResorts, Rocco Forte, Auberge, Dorchester
      3. Company
      4. Collaborators
      5. Context