Orchid Ecotel: Leveraging Green Hoteling as Core Competency
商品編號：9B11A045
出版日期：2011/10/26
再版日期：
商品來源：
商品主題：Entrepreneurship; General Management/Strategy; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：Core Competency;Environmental Sustainability;Ecotels;Green Marketing;Hotel Management;Hospitality Industry;India
難易度：4 - Undergraduate/MBA
內容長度：19 頁
地域：India, Mumbai, Maharashtra
產業：Arts; Entertainment; Sports and Recreation
事件年度：2009
Vithal Kamat, chairman and managing director of Kamat Hotels India Ltd., was a second-generation entrepreneur who has taken the Kamat Hotels brand to new heights. Kamat Hotels included five major verticals, from five-star luxury hotels (The Orchid Ecotels) to economy restaurants (Kamat Restaurants) catering to different customer segments. Kamat had ambitious plans for the expansion of every vertical using alternative growth strategies. However, the recent economic slump had caused a sudden setback due to the fall in average room occupancy and competing room-tariff rates offered by other hotels. In such a tumultuous situation, Kamat planned to use the core competency of The Orchid as an “ecotel,” that is, an environmentally friendly hotel, to go in for corporate branding and leverage its position in the market.
The case illustrates the challenges faced by Kamat in extending the core competency of The Orchid to its other verticals. The Orchid had performed better than the industry average until 2008, but in 2009 its performance dipped, partly because of the economic recession. This prompted the company board members to decide on extending the core competency of the ecologically sustainable hotel into other verticals. However, this decision had to be considered carefully in light of its impact on The Orchid as well as on the other verticals. What were the challenges that would be faced while extending the core competency of “ecoteling” to the other verticals?
教學手冊：Orchid Ecotel: Leveraging Green Hoteling as Core Competency - Teaching Note
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