Essays on Competitive Strategy of the Global Corporation Case Study

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The paper "Competitive Strategy of the Global Corporation" is a great example of a Management Case Study. Founded in 1987 by chip Conley, Joie De Vivre is a hotel management group based in San Francisco. The group has grown to manage over 36 boutique hotel properties in California. By the year 2010, Joie De Vivre was the second largest boutique hotel operator in the United States after the pioneers of the boutique concept in San Francisco Kimpton Hotel and Restaurant group. Boutique hotels are different from branded chain hotels and motels through their mode of service they offer.

They are sometimes referred to as “ lifestyle or design hotels” because of their type of service, and this concept emerged in the early 1980s in main cities such as San Francisco, New York, and London. These hotels provide their clients with personalized services. For example, the facilities at the hotels are furnished in a themed, aspirational, and stylish manner; the accommodation offered is excellent. Among the many property hotels, Joie De Vivre manages is the “ Good Hotel” (Flinn, 2008). This was as a result of JDV combining two of its properties, Best Western Flamingo and Best Western Hotel Britton.

Good Hotel officially opened in November 2008, with a capacity of 117 rooms. The Good Hotel’ s environmental friendliness, philanthropy, and positive attitude have seen the hotel is branded as a “ hotel with a conscience” (Brooks, 2009). The hotel believes in conservation and care for the environment. Pam Janusz was the general manager of the hotel together with two other properties under Joie De Vivre. Since her allocation in 2009, she and her staff of 130 both full-time and part-time worked hard to achieve guest loyalty.

They as well ensured employee satisfaction to which she had achieved during her six months on the job. On April 15, 2010, Joie De Vivre decided to sell off Good Hotel and two other properties, Best Western Carriage Inn and Best Western Americana. Since Janusz had been the general manager of the three properties, she was requested to carry out an evaluation of the business and offer her recommendation. The properties were to retain their staff but under new management. Joie De Vivre Strategy on Good Hotel The Good Hotel branding strategy can be characterized as inventive, hip, and conscious.

Joie De Vivre’ s founder and CEO, Chip Conley refer to the hotel's strategy as relating to Abraham Maslow’ s “ Hierarchy of Needs” . He emphasizes trying to make the customer feel and see the product on offer as an extension of the customer himself. This way one manages to refresh the identity of the customer making them feel as they are becoming more of that aspirational self. Conley describes the hotel’ s branding strategy as a unique transition that creates original hotels granting them customer loyalty.

The hotels draw their inspiration from magazines leading to a unique product for each hotel that inspires each hotel branding concept. The Good Hotel brand is an inspiration from Ode and ready-made magazines (Flinn, 2008). According to the general manager of the hotel Janusz, it embodies five key concepts; these are humble, inventive, hip, conscious, and happy. These five concepts are certain to ensure that it maintains its customer base. This is through the provision of unique services and product giving the customer a unique personality while in the hotel.

The hotels’ branding is a unique way of keeping Joie De Vivre’ s hotels geographically focused and product – line diverse. This strategy is opposed to other hotel brands such as Holiday Inn that is geographically diverse and product line focused.

Works Cited

Brooks, S., 2009. The Green Consumer. Restaurant Business, September, pp. 20-21.

Flinn , J., 2008. San Francisco Chronicles. [Online]

Available at: http://www.sfgate.com/

[Accessed 9 November 2012].

Hyatt International Corporation, 2012. Hyatt Development. [Online]

Available at: http://www.hyattdevelopment.com/competitive_strengths/

[Accessed 9 November 2012].

Kyly, T. K. T., 2009. Competitive Strategy of the Global Hyatt Corporation. The International Hospiatlity and Tourism Student Journal, Issue 3, pp. 1-12.

Penton Media Inc, 2008. Lodging Hospitality. [Online]

Available at: http://lhonline.com/mag/kimptons_boutique_strategy_0701/

[Accessed 10 November 2012].

Porter, M. E. & Kramer, M. R., 2002. The Competitive Advantage of Corporate Philanthropy. Havard Business Review School Publishing Corporation, pp. 4-16.

sas Company, 2012. Ideas. [Online]

Available at: http://www.ideas.com/uploads/File/Case-Study-Kimpton.pdf

[Accessed 9 November 2012].

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