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Option 3: The Ritz-Carlton (pp. 424–425)
Using segmentation strategies, what are the target market(s) for The Ritz-Carlton? How does this relate to their brand management strategies?
Who are the top three competitors of The Ritz-Carlton, and what are their advantages/disadvantages with respect to their competitive product/service strategies.
How does The Ritz-Carlton match up to competing hotels? What are its key differences?
Discuss the importance of the “wow stories” in maintaining top quality customer service for a luxury hotel like The Ritz-Carlton.
In formatting your case analysis, do not use the question-and-answer format; instead, use an essay format with subheadings. Your APA-formatted case study should be a minimum of 500 words in length (not counting the title and reference pages). You are required to use a minimum of three peer-reviewed, academic sources that are no more than 5 years old (one may be your textbook). All sources used, including the textbook, must be referenced; paraphrased material must have accompanying in-text citations.
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