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Delta Grand Pacific Hotel

In: Business and Management

Submitted By 201486211
Words 4860
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Richard Ivey School of Business
The University of Western Ontario

IVEy
9A98A005

DELTA GRAND PACIFIC HOTEL

s
Tom Gleave prepared this case under the supervision of Professor John Kennedy solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation The authors may have disguised certain names and other identifying information to prefect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission This material is not covered under authorization from CanCopy or any reproduction rights organization To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey
Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London,
Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey uwo.ca.
Copyright © 1998, Ivey Management Services

Version: (A) 2003-02-03

In July 1996, Ross Cunningham, Director of Sales and Marketing for the Delta
Grand Pacific Hotel in Bangkok, Thailand, needed to devise a marketing strategy that would ensure the hotel’s success in its very competitive market. Specifically,
Cunningham wanted to ensure that the hotel maintain and eventually increase its two key benchmarks of performance, namely, occupancy rates and average room rates, by milking the Sukhumvit Micromarket to its fullest potential. This was a considerable challenge given that Bangkok had witnessed many new hotel developments in recent years, a trend which was expected to continue into the near future. Compounding this challenge was the anticipation of a sharp drop in occupancy at the hotel due to the likelihood that an important client contract would not be renewed.

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