Jin Jiang Hotel strategy case.
Description Part 1. • Part 1: Question 1. Read the case: A Study on Value Innovation Strategies of China’s Economy Hotel Industry (It was assigned reading in Week 6 PowerPoint) • The case is about the Chinese Economy Hotel Industry and uses the Jin Jiang Budget Hotels to illustrate the benefits of Value Innovation. • Translate the Jin Jiang Budget Hotels Value Innovation Curve shown in Fig. 1 (see next slide) into a Business Model using the Business Model Canvas Tool model. Think about and be prepared to answer the following 3 questions: Part 2. • Part 2: Question 2. Read the case: A Study on Value Innovation Strategies of China’s Economy Hotel Industry.pdf. Use your Business Model of Blue Ocean Strategy as a guide- • Create a Social Media Plan to support any two (2) of the following choices of six (6) revenue generation related social media objectives : 1. Generate leads 2. Acquire new customers 3. Increase conversion 4. Boost average booking value e.g. length of stay, number of guests per booking, premium service up sell…) 5. Strengthen loyalty (repeat bookings) 6. Promote advocacy among past hotel guests (word-of-mouth; promote to new customers) • To help you answer Question 2: As part of your Social media Plan, be sure to: • State you Core Objectives • Identify which Channel Type you are using for which Channel Phase • Select the appropriate Social Media choice based on its basic function • Include the Metrics you will use assess Return On Investment (ROI) • Identify and incorporate select Sources of data /information you will use to develop your strategy and tactics • To also help you answer Question 2: Ensure you explain your plan in the additional space on both tabs. Refer to the 1) Business Model Canvas worksheet, use the second worksheet called 2)Social media Plan Worksheet for additional notes or comments. See image below as two tabs are in the excel Template (Add WORD FILE tab two). (File named: Assignment week 7 Mid Term Assignment- Business Model Canvas TEMPLATE in excel) Social Media Things to Consider – Key Elements: Customer Relationships to Distribution • Listening • Relationship Building • Trust building and Engagement • Providing Value • Supportive Strategies • Ask Questions • Post your assignments in the Assignment Tab area • Guide EMarketing – Case Study Research Assignment: Jin Jiang Budget Hotels Scoring Standards HOST 4103 Professor J. Gellatly Individual Assignment Week 7 You must achieve a rating of at least “13” or “yes” on each item to demonstrate degree competence. Rating Scales 0-5 Learners did not meet requirement per scoring guide criteria and information is missing or incomplete 6-12 Learners did not meet requirement per scoring guide criteria as established in guidelines 13-17 Learners met most of the requirements; work is adequate but considerable support research is necessary 16-18 Learners met requirement; some additional research and revisions may be necessary 19-20 Learners exceeded requirement; work is of the highest quality, minimal revisions necessary Scoring Guide Criteria and Ratings – Criteria Student Checklist and Course Ratings* 1. Research paper topic is directly relevant to the case study topic assigned 2. Research paper includes a Cover page with Student Name(s) and #(s) 3. Research paper contains an introductory paragraph on case study topic 4. Research paper includes information on problem identification 4. Research paper includes information that investigates level of case analysis that provides an understanding of the comprehensive topic of development 5. Research includes measurement of case analyzes and industry impact 6. Research paper includes micro and macro analysis and discussion 7. Research paper includes recommendations to overcome the case problem 8. Research paper includes a conclusion on the case study topic insights 9. Research paper discusses the topic with quality content, research, analysis and provides relevant resource materials for industry solutions 10. Case study topic completed to APA Standards (Research paper is based on At least 5 sources to academic APA standards) Research paper evidences of correct grammar, punctuation, and spelling to College standards for with academic relevance to topic as assigned Research paper is word processed for summary – Times New Roman 12 font Paper shows evidences of one cohesive flow of information on topic for case study project execution Research paper is submitted online on time – due FRIDAY 5:59EST Course application * research lessons learned and applied to course textbook topics and other supporting APA resources – PLEASE USE EXCEL SPREADSHEET & Add WORD FILE to support your SUMMARY PLAN 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 Individual Grade* (Assignment Value: each listed in HOST 4103 course outline) / 20