Author :

Dr Yvonne Saini

Pages :

7 pages

Product Type :

Teaching note

Reference # :

WBS-2017-3

Teaching Note :

Institute:

Wits Business School - University of the Witwatersrand

Setting:

South Africa

Year:

2015

Keywords:

Marketing Strategy

Summary/Abstract:

This case is set in 2015, when the City Lodge Hotel Group’s portfolio had risen to 55 hotels and an annual turnover of more than R1 billion. However, growing competition and increasing customisation within the hotel industry meant that in early November 2015, current group chief executive (CE), Clifford Ross, had concerns about the clarity of the group’s brand and whether it was losing its competitive edge. The case positions Ross deciding on how to clearly differentiate the different hotel offerings within the group.