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Wallace Hotel Case Study

1. Anil Reddy, the general manager of Wallace Fort Hotel, feels worried about the new Central City Hotel that has opened nearby. Central City is using aggressive marketing strategies like lower rates, modern amenities, and promotions to attract customers. Wallace Fort's owner, Ajay Bisht, refuses to spend on advertising, upgrades, or lowering prices, which could cause them to lose business. 2. Wallace Fort Hotel needs to modernize and upgrade its facilities to compete with Central City Hotel and sustain its business. This includes improving amenities, renovating furniture, spending on promotions through various marketing channels, and offering online booking. 3. Wallace Fort Hotel charges a higher nightly room rate than Central City Hotel

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Priti Chaurasiya
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163 views2 pages

Wallace Hotel Case Study

1. Anil Reddy, the general manager of Wallace Fort Hotel, feels worried about the new Central City Hotel that has opened nearby. Central City is using aggressive marketing strategies like lower rates, modern amenities, and promotions to attract customers. Wallace Fort's owner, Ajay Bisht, refuses to spend on advertising, upgrades, or lowering prices, which could cause them to lose business. 2. Wallace Fort Hotel needs to modernize and upgrade its facilities to compete with Central City Hotel and sustain its business. This includes improving amenities, renovating furniture, spending on promotions through various marketing channels, and offering online booking. 3. Wallace Fort Hotel charges a higher nightly room rate than Central City Hotel

Uploaded by

Priti Chaurasiya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Wallace Fort Hotel Case Study 

1.Is Anil Reddy right in feeling worried?


Anil Reddy is the general manager of Wallace Fort Hotel and is right in feeling worried since
there is a new hotel named 'Central City Hotel' in the same locality. The  owner of the new
hotel has used marketing strategies like low rates, modern amenities, bigger
rooms,promotions,proximity to highway,etc to attract new consumers. He feels worried
because the owner,Mr.Ajay Bisht doesn’t agree to spend amount on advertising and is
neither willing to upgrade the facilities nor reduce  the prices. This would lead to loss in
Ajay's business if he doesn't use any strategy to sustain in the market and maintain its
position.

2.Should Wallace Fort Hotel modernize to compete with Central City Hotel?
Yes, Wallace Fort Hotel must modernize and upgrade in order to compete with Central city
Hotel and in order to sustain in the market. It should provide better amenities and try to get
new furniture or refurnish the old ones. It should spend a part of its revenue on promotions
and advertising by social media marketing, influencer marketing,partnerships,creating a
website,etc.It must also provide online booking facility so that bookings aren't rejected at the
end moment by the hotel. Modernization will attract new customers to the hotel and provide
customer satisfaction.

3.Should Wallace Fort reduce rates to compete with Central City?


Wallace Fort Hotel charges rupees 8000per room per day and breakfast isn't included
whereas Central City Hotel charges rupees 6000 per room per day inclusive of breakfast.
Wallace Hotel must reduce its rates since more customers will be attracted to Central City
hotel which is providing better amenities at a lesser rate. Wallace Fort hotel wouldn't be able
to retain its old customers if they prefer the facilities provided by Central City Hotel better
than Wallace Hotel. Customers are attracted to offers and
discounts and prefer cost-effective and quality services offered therefore Wallace Fort Hotel
must reduce its rates.

4.Is Ajay Bisht a good business man?


Ajay Bisht was successful for the last 10 years as the owner manager of Wallace Fort Hotel.
He is a successful businessman since his hotel has been able to make progress and profits
for the last 9 years. He used an old property which looked like a fort from outside and tried
converting it into a hotel hence it was named as Wallace Fort hotel. The property used was
affordable and unique and hence attracted the customers. He started his business with less
expenses and gained profits by innovation technique by  making use of an unused property.

5.Is Ajay Bisht a good marketing man?


Ajay Bisht is a good businessman but not a good marketer/marketing man.He is not
spending any money for Hotel promotions and advertising since he finds it to be useless.
According to him upgrading the facilities or reducing the prices is of no use since the
business will continue to operate in spite of new  competitors in the market. Customer
satisfaction is important but in order to sustain in the market marketing strategies and plans
are also required. In order to create a global reach of his hotel to the customers Mr.Ajay
must implement marketing strategies in his hotel.

6.Does Wallace Fort Hotel need a marketing person?


Yes Wallace Fort Hotel needs a marketing person or marketer for its business. It will the
business to grow,sustain,gain new customers, retain existing ones and earn profits. There is
lack of amenities provided by Wallace Fort Hotel along with higher rates compared to the
new hotel. Marketing person in the Hotel is responsible for coordinating promotional
activities to meet customer needs and satisfaction, promote facilities, conduct market
research, convey unique selling proposition, maintain loyalty and brand value. He
understands the goals of the hotel and helps in maximizing profits. Brand awareness is
crucial inorder to attract the consumers, marketers make sure that information on hotel is
easily accessible and up-to-date.

By:
B018 Priti Chaurasiya 
B001 Aayu Jaiswal
B016 Harshit Khurana 
B024 Abhinav Kohli
B034 Manan Jain

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