Case Name :      Delta Grand Pacific Hotel

Authors :           John R. Kennedy, Tom Gleave

Source :             Ivey Publishing

Case ID :            98A005

Discipline :        Service Management

Case Length :    15 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

In July 1996, Ross Cunningham, director of sales and marketing for the Delta Grand Pacific Hotel in Bangkok, Thailand, needed to devise a marketing strategy that would ensure the hotel’s success in its very competitive market. Cunningham wanted to ensure that the hotel would maintain and eventually increase its two key benchmarks of performance (occupancy rates and average room rates) by milking the Sukhumvit Micromarket to its fullest potential. Compounding this challenge was the anticipation of a sharp drop in occupancy at the hotel due to the likelihood that an important client contract would not be renewed.