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Case 19
Boulder Creek
Teaching Objective
One of the most difficult marketing tasks in any industry is to reposition a declining product, yet
that is exactly what Andrea Lewis did with a former Econo Lodge in a non– highway location in
Study Questions
1. Andrea and Burt repositioned Boulder Creek. Explain who the market was before
repositioning and who their target market is now?
Boulder Creek Econo Lodge originally targeted just about anyone who would walk through the
2. How did they change the marketing mix to fit their new target market?
Product, Price, and promotion were all adjusted to attract the new target market. Changes in
product included overall decorative improvement (fireplace, local art), adding business services
3. Would you retain the Quality Inn Flag? Explain your decision.