Identify the key market segments that your business serves.

Week 4&5 must be designed based on Dorchester Collection

Week 4
Customer behaviour in hospitality
Identify the key market segments that your business serves
Evaluate the future potential for those markets
Identify 3-4 competitors in their competitive set
Create 2 positioning maps reflecting 8 different characteristics that they might use

Week 5
Loyalty
Assess the business approach to creating loyalty
Justify the companys use of a loyalty program and CRM

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