2 options
Another hotel on route 62 : room for a niche? / Chris van der Hoven, Stephanie Townsend.
- Format:
- Book
- Author/Creator:
- van der Hoven, Chris, author.
- Townsend, Stephanie, author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- Proposal writing in business--Case studies.
- Proposal writing in business.
- Hotels--South Africa--Western Cape--Marketing--Case studies.
- Hotels.
- Hotels--South Africa--Eastern Cape--Marketing--Case studies.
- Target marketing--South Africa--Western Cape--Case studies.
- Target marketing.
- Target marketing--South Africa--Eastern Cape--Case studies.
- Marketing.
- South Africa--Eastern Cape.
- South Africa--Western Cape.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : Wits Business School, 2018.
- System Details:
- text file
- Summary:
- In late 2017, Wits Business School MBA student, Bulelani Moyo, pondered all the information he had gathered for a proposal he was considering putting to Jeff Miller, CEO of South African venture capital company Grovest, for investing in a new and innovative hotel concept in three locations on Cape Route 62 (Route 62), a tourist route covering parts of the Western Cape and Eastern Cape. He believed that there could be scope for a disruptive hotel model on that route. However, for such a hotel to be viable, it was crucial to target the right audience. Moyo was contemplating whether there were opportunities in four customer segments: the "ageing biker", the "millennial adventurer", the "foreign road-tripper" and the "travelling salesman". As he read through his research, he wondered whether he had enough to be able to make a convincing case for any of these markets to Miller.
- Notes:
- Originally Published Invan der Hoven, C., & Townsend, S. (2018). Another hotel on Route 62: Room for a niche? WBS-2018-3. Johannesburg: The Case Centre, Wits Business School.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781526465177
- OCLC:
- 1089142507
- Access Restriction:
- Restricted for use by site license.
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