Material Detail

In this interactive case study, the student takes on the role of marketing director of Paradores during a time of uncertainty regarding the hotel chain´s future. After reviewing information surrounding the current industry climate, the student must develop the marketing plan for the following year. The material emphasizes the decisions that must be taken when developing a marketing plan. The student is guided through the initial stages; segmentation of the market, differentiation and positioning, before having to select appropriate marketing actions for the 4 P´s.

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