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Case 16
Apollo Hotel
This case can be used with Chapter 9, Designing and Managing Products, Chapter 10, Internal
Marketing, or Chapter 13, Promoting Products: Communication and Promotion Policy and
Advertising.
Teaching Objectives
The objectives of this case are:
1.
To show students how to increase the occupancy percentage as well as increase revenue
Chapter 9
1. What recommendations would you offer to Ryan to?
a. Increase occupancy
b. Improve RevPar
Continue and increase the product augmentation developed by adding the Williams Cosmetics
c. Improve Operations
In alignment with achieving the desired service culture, Ryan does not believe in top-down
Chapter 10
1. What would you do to further increase the level of personal responsibility that Ryan
developed among employees?
Answers could include:
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2. Do you believe that employees should be cross-trained to do many tasks in a hotel?
Cross training promotes the concept of teamwork. In a business that truly believes in the Service
Chapter 13
1. Should Ryan hire an ad agency to help position and market the hotel? Explain your
answer.
It might be a good idea to hire an ad agency to assist in positioning and developing a corporate