Marketing management
Assoc. Prof. Dr. Teoman Duman
Introduction
The Amber Inns & Suites, Inc. is a 250 property hotel chain in the western and Rocky Mountain States. Amber Inn & Suites, Inc.
was established in 1979 and is made up of 250 hotel chain properties each consisting an average of 120 individual guest rooms or
suite units. Amber Inn & Suites, Inc. can be found in locations among ten western and Rocky Mountain States with two hundred
fifty different property hotel chains. On average, each property consists of one hundred twenty individual guest rooms or suite
units. Amber Inn & Suites Inc. locates its properties on premium sites on major highways close to suburban industrial and office
complexes, airports, and large regional shopping centers.
In order to analyze this case and to present it we will follow all steps from chapter 3, Marketing Decision Making. These decision
making processes will help us to increase likelihood of getting better solutions to our problem. These steps are:
In this fourth step we will choose the best alternative from our point of view based on all the information which we stated. We
have mentioned that there are three alternatives for Amber Inn & Suites in order to increase/decrease profit of the organization.
First alternative seems the best one, because it is the only one which has potential to make a net profit. Focusing on the business
users is the mission of the company and changing that can be negative for whole organization. Leisure users are price sensitive,
while business users are more flexible regarding prices. They are focusing more on the location of the hotel and the service of the
employees because it is more important to them that the hotels are near the highway or to the location where they travel and
Amber Inn & Suites has this advantage of good locations and good services of the employees.
Target strategy
According to the research data, business travelers should be the main customers in Amber Inn and the target strategy will take the
single segment strategy.
Financial returns
We can conclude that choosing alternative number one is the better option for the company so the profit is expected in soon period
of time.