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Case 21
Superior Hotels
This case provides students with an opportunity to discuss the management of various types of
hotel/resort companies. Superior Hotels gained its experience and reputation in the
management of time-share units in Southwest Florida. Now it has ventured into the
management of a Colorado ski resort and is considering entering the commercial hotel market
in smaller cities.
Students should rethink the concepts discussed in Chapter 3 concerning strategic planning.
How do these apply to the situation facing Superior Hotels? If Superior Hotels decides to
diversify into commercial hotels and ski resorts, it needs a marketing plan.
Chapter 15
1. What are the core competencies of Superior Hotels? Management of resorts?
Management of time-share resorts? Management of ski resorts? Management of
commercial hotels? Other?
Superior Hotels has done an excellent job of managing timeshare projects. These projects create
2. Do you believe that Superior Hotels should be entering diverse markets such as ski
resorts and commercial hotels?
They seem to be doing an excellent job with timeshare units. One strategy would be to focus on
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3. Do you believe that Superior Hotels can effectively market and manage a wide diversity
of properties?
4. What would you advise Jan Trible to do?
The best advice would be to focus on timeshares where they currently are doing an excellent job.