Search results for: 'Travel'
Sushita: Making Sushi Mainstream DE1-228-I
Eating raw fish was not very common in Madrid in 1999, other than a few Japanese restaurants that existed. These restaurants were either targeting Japanese tourists in Madrid or well-traveled, high-income individuals who had discovered sushi abroad. Sushita’s founders belonged to the second group. Young and cosmopolitan, both Sandra Segimon and Natasha Apolinario were quickly attracted to sushi on their trips to London and New York.
They started their business by developing sushi trays. After years of growing a successful sushi takeaway business, one of their most important clients was lost in an expansion strategy disagreement. The client was forcing Sushita to open a large number of sushi corners at their own expense. This client represented 35% of their sales so losing them as a client could be a huge blow to their projected revenues for that year and years to come.
Following this major setback, Sandra and Natasha decided to never again be overly dependent on a single client. So what should they do? They knew that they needed to continue growing the Sushita brand but how? They were already present in the most important supermarket chains in Spain, and they had recently started selling frozen takeaways to major Spanish national hotel chains.Academic Area:Strategy | Entrepreneurship | Innovation
The Expansion of Palladium Hotel Group DE1-224-I-M
Palladium Hotel Group, a family-owned business that began on the small island of Ibiza, Spain, has enjoyed healthy profits and growth since its inception. However, in 2017, globalization changed the way travelers behaved. The board had identified the North American market as a key driver for achieving the group’s strategic objectives and high margin. The hotel group now needed to maximize loyalty, average daily rates, qualified occupancy and guest experience. How were they to go about this?Academic Area:Strategy
The Expansion of Palladium Hotel Group DE1-224-I
The case describes the challenges and opportunities of the Palladium Hotel Group (PHG). PHG is a Spanish company founded in the 60s by the Matutes family that, with over 60 years in the market, is one of the leading companies in the sector.
This case describes the main milestones and challenges of PHG caused by the digital transformation trends in the tourism sector during the previous decade. It includes the story Ushuaïa Ibiza Beach Hotel, which is known for changing Ibiza forever. It also discloses the P2P dynamics achieved with the consolidation of Palladium Addicts.
There is also a description of the segmentation, targeting and positioning strategy followed by the marketing team and the importance of the digital transformation to create a dynamic and proactive management strategy.
The growth of the company was effective in terms of revenue and profits in the past decade, and PHG’s next challenge was to further conquer the American traveller and redesign the strategic roadmap for the coming years in order to achieve the growth and customer experience objectives.
This case has been designed for use in undergraduate, graduate (MBA programs and Master in Management programs), and Executive MBA and Executive Education programs as well as in courses such as Marketing Strategy, Digital Transformation and Digital Innovation.Academic Area:Strategy | Marketing & Communications
Hotel IPSUM: a marketing and commercial strategy to … MK1-149-I
Faced with the challenge of improving both sales and profitability of Bogota, Colombia’s 5-star Hotel Ipsum, General Manager Rafael Escobedo had to take into consideration the political, social, economic and technological factors working for and against him. A customer base principally traveling for business and higher room occupancy during the week than weekends coupled with a virtually non-existent marketing plan was the primary obstacle standing between Escobedo and achieving higher profitability for Hotel Ipsum. In order to do so, radical changes would have to be made in order to keep the hotel, and his job, from being negatively affected. This case will help students learn the various factors that affect how hotels remain competitive without losing profits in an ever-changing and challenging market.Academic Area:Marketing & Communications