Your task is to identify a Global Luxury Hotel brand**; and then analyse, evaluate and prepare an individual report (3500 words +/- 10%) addressing the following issues.

Part 1:

- Using appropriate sources, identify their existing marketing strategy and value creation process

- Research, analyse and evaluate the key strengths and weaknesses of their existing marketing strategy

Part 2:

- Using appropriate theories (and real-life/academic case studies) suggest alternative strategic approach for increasing their market share, profitability, and long term value creation

Candidates are encouraged to evaluate, analyse, and recommend marketing strategies for their chosen company within a specific context of their choice (i.e. UK, Germany, Malaysia, Trinidad etc.). For the purpose of this assessment students need to focus on marketing strategies been used mainly at the B2C level.

Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.