Rosewood Hotels & Resorts
1.Estimate the impact of the corporate branding strategy.
You will have to calculate the Customer Lifetime Value Analysis (CLTV) without corporate branding (using data assumptions of 2003) and compare these results with those of the CLTV with corporate branding.
To conduct the CLTV, follow the spreadsheet provided in the excel file. First, complete the assumptions worksheet and then use the information to get the CLTV from 2004 to 2009 using the data assumptions of 2003 (year 0).
Please describe all your entries as detailed as possible in this document so I could know why you enter that entry in that specific cell in excel such as B3, C4, etc.
2. What would you recommend to Rosewood Hotels & Resorts?
In your answer include the following:
Provide 5 arguments in 5 paragraphs that would support your decision.
Describe how you would implement your recommendation.
3.  What would be the implications if the retention rate with corporate branding increased only 10% of the average guest retention rate reported in the case? Would it change your decision?
4. What are the pros and cons of moving from individual brands to a corporate brand?
Read carefully the case and make a list of the pros and cons of maintaining the Individual Branding strategy or changing to a Corporate Branding strategy. Use the following table to summarize your findings.
Individual Branding
Corporate Branding
Pros
Cons