Starwood Hotels: Innovation Through Marketing Harvard Case Solution & Analysis

IMD-5-0766 © 2010
Walsh, John ; Coughlan, Sophie

As of the year 2009, 95% of all of Starwood's hotel net earnings came from upper upscale and high-end hotels. As an effective leader of the world's very first portfolio of "way of life" hotel brands, Starwood's brand names were distinguished by psychological principle, figured out by the type of experience consumers looked for. Furthermore, Starwood's collaboration programs assisted it to improve its client experience, while producing extra profits from partnersIn 2007, Starwood got in into lower-end markets in North America with 2 brand-new hotel brand names: up and component.

In the year 2010, with around 31 hotels in China (and further 34 in the pipeline), Starwood was the 4- and first-class hotel leader in China. Knowing goals: In realizing Starwood's marketing technique, individuals will be confronted to examine the business's technique to the following: Product: how does Starwood distinguish its item providing adequately to target various consumer sectors? Promo: how has Starwood innovatively utilized branding, commitment plans and collaborations with other business to promote its brand name to clients?

Starwood Hotels Innovation Through Marketing case study solution

Subjects: Hotels; Marketing; Innovation; Customer lifetime value; Pricing strategy; Branding; Asset-Light; Franchising; Revenue management; Product portfolio; Internet distribution; Lifestyle brands; Segmentation; Loyalty schemes; Cross-selling; Up-selling; Partnership marketing; Emerging markets; Upscale; Luxury; Brand portfolio; Experiential marketing
Settings: USA; Global ; Hotel ; $4.7 billion revenues (2009) ; 2004-2010

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