Naked Retreats: Evolution of a Brand
商品編號：9B18A059
出版日期：2018/10/19
再版日期：2018/10/19
商品來源：Ivey
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：brand extension;lifestyle platform;hospitality
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：China
產業：Accommodation & Food Services;
事件年度：2018
Naked Retreats, a hotel management company that adhered to a localized brand positioning strategy, made its debut in the Chinese hotel market in 2007. To allow customers to experience the restorative effects of closeness to nature, it launched Naked Stables, the first resort in China to have obtained a Leadership in Environmental Energy Design (LEED) Platinum certification. The founder of Naked Retreats, Grant Horsfield, was a South African who felt deeply connected to nature. Horsfield subsequently launched a series of explorative projects related to holistic living, including catering, education, and a co-working space. While the brand had success in some areas of its brand extension, it experienced failures in others. In 2018, Naked Retreats must decide whether to continue its horizontal extension or to focus on its most successful projects.
教學手冊：8B18A059;
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