Marketing Management
Teaching Note of Final Report
Chief 蕭馨妤 9862516
Indian 廖國龍 9862522
Indian 陳逸嫺 981039
Indian 徐碧君 981012
Indian 林明信 981002
Indian 李晏肇 972003
Agenda
• Case one: Amber Inn & Suites, Inc.
• Case two: GloFish, LLC
Amber Inn & Suites, Inc.
• Target Audience
– The Catering Industrial Practitioner
– The Hospitality Industrial Practitioner
– The students who are interested in
Business Reengineering
Amber Inn & Suites, Inc.
• Case Objective
– Make sure the company’s market
position, market segmentation and
market targeting to do the advertising
strategy correctly
Amber Inn & Suites, Inc.
• Questions
– What is the allocation of media
advertising dollars of Amber Inn between
the pleasure/vacation traveler and
business traveler market?
– What is “frontier” strategy? How does it
help Amber Inn to achieve its goal?
– Compare the affect of “weekend specials”
with “free-night stay” promotion.
Amber Inn & Suites, Inc.
• Case Exercise
– Assume that you are the Senior VicePresident of Sales and Marketing at Amber
Inn & Suites, Inc.. Base on the questions of
the case, develop a executive summary to
achieve Amber Inn’s profitability within 2
years.
GloFish LLC
• Target Audience
– Internet Marketing Practitioner
– Creative Marketing Practitioner
– Biotechnology Marketing Practitioner
GloFish LLC
• Case Objective
– Marketing channels play an integral role
in an organization’s marketing strategy.
Channels not only link a producer of
goods to the goods’ buyers but also
provide the means through which an
organization implements its marketing
strategy.
GloFish LLC
• Questions
– Which distribution should GloFish LLC
select?
– How does GloFish LLC promote their
product based on the resources that it
presently?
GloFish LLC
• Case Exercise
– Assume that you are hired by GloFish LLC
CEO, Base on the analysis result of 5
distribution, develop a executive summary
to each alternatives.