Case Study Amber Inn & Suites, Inc.

1. Case Study Amber Inn & Suites, Inc. Chief 9862505 廖語婕 9862525王修彥 9862529宋惠華 9762508洪啟智 9862513邱揚程 9862507郭惠華 9862503鄭明宜 981031許馨尹

2. Teaching Note

3. EXHIBIT 1 Purchase Process Model Information requirements By Marketing Communication Mix Unawareness Preference Knowledge Purchase Personal Selling Advertising Sales Promotion

4. Developing an IMC Mixby Marketing Segment &Position Cluster • Advertising • Direct marketing • Personal selling • Break-Even Chart for comparing independent reps and company sales force • Advertising creates awareness • Salespeople provide information • Sales promotion, brochures, and catalogs • Advertising • Personal selling • Sales promotion Information Requirements of Buyers Nature of the Offering Target Market Characteristics Organizational Capacity by Marketing Segment to find target customers Marketing Position Position Map EXHIBIT 2

5. Amber Inn

6. Case Analysis 1. Problem Background: • Make sure the Position Strategy for Amber Inn! • Make a decision to select target customers. 2. Target: • Increase company revenue and make profit 3. Conclusion: • Amber Inn and suites should be more focused on business travelers. • Weekend Special is offered to increase brand awareness and occupancy. • Business consignment contract with companies. • Cut unnecessary marketing and advertising budgets.

7. Hotel Segment Ritz-Carlton Four seasons Hilton Marriott Courtyard Amber Inn with food w/o food Holiday Inn Ramada Inn Amber Inn59% 62% 67% $58 $58 $57 $34 $36 $38 Red Roof Inn Motel 6 EXHIBIT 3

8. Marketing Position Exhibit 4Position Shift from revenue and elasticity view

9. Marketing Position Amenity: Facility/ Service Luxury Luxury Hotel Upper Upscale Hotel Upper Hotel Room rate price Midscale Hotel Low High After promotion Current Promotion plan: 1. In weekday, target on business traveler, so we keep business promotions 2. On weekend, we take weekend special to increase brand awareness and get more occupancy. Economy Hotel Amber Inn Economy EXHIBIT 5

10. Case: GloFish, LLC

11. Teaching Note

12. Marketing Channel Designs Producer • Indirect • Distribution • Use Intermediaries to reach target market: • The type, location, density, no of channel levels • Direct • Distribution • Use its sales • Use Internet Brokers or Agents Distributors or Wholesalers Retailers or Dealers Ultimate Buyers EXHIBIT 6

13. Marketing Channel Strategy and Management • Marketing channel design • Channel selection: • -target market coverage • -satisfying buyer requirements • -profitable Channel Strategy Channel Management Multi-Channel Marketing Channel-selection Decision Channel-modification Decision Dual Distribution GloFish Focus Quantitative Assessment (Cost model) Qualitative Factors (SWOT) by EXHIBIT 7

14. Fit in GloFish

15. Marketing Channel Designsin GloFish @US market Farm-raised fish producers Brokers/Agents: Glofish PET’s Mart: 700+ stores Wholesalers:Chain stores 5,000 stores Specialty Retailers: Independent pet stores End users

16. Case Analysis 1. Problem Background: • Choose a better channel to help increasing revenue ! • Make a decision to add the international market or not! 2. Target: • Potential for Market Growth • The less risk • No more other expense happen 3. Conclusion: • GloFish shall choose independent store and chain stores as their distribution channels. • No need add international market right now.

17. Conclusion Analysis • Potential for Market Growth • The independent store and chain store are more suitable- help the revenue directly - preview the market growth rate- estimate the revenue growth rate • Kiosks or Internet may have explosive growth- unsure it will happen. • Internet- no experience of the global market before- may spend huge resource to build up the Internet system. • The Less Risk • Major risky factor, genetically modified- Chain Store don’t agree to sell • May impact Asia market • The independent stores don’t concern about the genetically modified fish is the advantage.

18. Conclusion Analysis • No more other expense happen • Kiosks is too concentrated on Nov and Dec- other month leased expense will be cost waste • Build up the internet system - make the cost up- add Global Logistic expense • Independent store and chain store - already have the local logistic system- save much time to make the business go live. • International Market • International market is necessary- By internet, But now is not good for GloFish. • Need to face many problems- The illegal breeding • Don’t suggest to do it now

19. Channel-modification Decision—Quantitative assessment EXHIBIT 8

20. Channel-modification Decision—SWOT Win Win Win

21. Channel-modification Decision—SWOT Win Win