Untuk mahasiswa Metlit Manajemen Kelas A, harap dapat mengerjakan tugas di kertas folio bergaris dan dikumpulkan MAKSIMAL hari Jumat/10 Maret 2017.
NB: Bagi siapa saja yang berhasil membuat tugas ini dengan SEMPURNA, maka akan diberikan BONUS 5 poin untuk NILAI AKHIR.
Just a few years ago, Tom Oliver, the Chief Executive of Holiday Hospitality Corp., was struggling to differentiate among variety of facilities offered to clients under the Holiday flagship. The Holiday Inn Select designed for business travelers, the Holiday Inn Express used by penny pinchers, and The Crown Plaza Hotels, the luxurious hotels meant for the big spenders. Oliver felt that revenues could be quadrupled if only clients could differentiate among these.
Keen on developing a viable strategy for Holiday Hospitality, which suffered from brand confusion, Tom Oliver conducted a customer survey of those who had used each type of facility, and found the following. The consumers didn’t have a clue as to the differences among the three different types. Many complained that the buildings were old and not properly maintained, and the quality ratings of service and other factors were also poor. Furthermore, when word spread that one of the contemplated strategies of Oliver was name change to differentiate the three facilities, irate franchises balked. Their mixed message did not help consumers to understand the differences, either.
Oliver thought that he first needed to understand how the different classifications would be more important to the several classes of clients, and then he could market the heck out of them and greatly enhance the revenues. Simultaneously, he recognized that unless the franchise owners fully cooperated with him in all his plans, mere face lifting and improvement of customer service would not bring added revenues.
[a] What is the problem statement?
[b] In this case, there are 3 independent variables, 1 dependent variable, and 1 intervening variable. Please define the intervening and evolve a theoretical framework!
[c] Develop at least 4 (four) hypotheses!
[d] What type of research does the company envisage?
Farmers and other producers are responding to consumer concerns about pesticides by creating new marketing opportunities for products grown with environmentally sound practices. Therefore, food producers in Indonesia have started to implement organic farming and labeled it as organic product as it goes to the market. Even though some producers have received organic label from some organic certification organizations (such as LeSOS and BIOCert), there is no monitoring system about the product itself. Some violations still occur, where the non-organic products are labeled organic to get premium prices. There are also some producers that put organic label without any certification. This research attempts to understand how Indonesian consumer’s perceived these organic label products. Are they aware about this violation and how they deal with this condition?
[a] Please define the problem of this case!
[b] Please explain at least 3 research questions that need to be answered!
[c] Assuming that the research use a qualitative method and the interview is required for data collection, please define at least 2 interview questions to answer each research questions!
[d] Who is your respondent? Please explain what sampling method that you would use to collect the data!