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Case Study: City Lodge Hotel Group: Redefining Segments and Brands TEACHING NOTE

Title
City Lodge Hotel Group: Redefining Segments and Brands TEACHING NOTE  

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.

 


 

 

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