What extent does the earthcare program have marketing value
Course:- Marketing Management
Reference No.:- EM13734550

Assignment Help
Expertsmind Rated 4.9 / 5 based on 47215 reviews.
Review Site
Assignment Help >> Marketing Management

Kimpton Hotels: Balancing Strategy and Environmental Sustainability

Questions for discussion:

1. Explore whether there is a ‘business case' for Kimpton's environmental sustainability initiative, its EarthCare program:

a. What are the costs and benefits associated with the EarthCare program?

b. Based on these costs and benefits, how might you justify the program to investors?

c. Is it necessary for there to be a ‘business case' to justify implementation of the EarthCare program?

2. In your opinion, does Kimpton's EarthCare program involve any potential risks to their business model? For example, could the eco-initiative adversely affect customer perceptions, general manager autonomy, or costs?

3. To what extent does the EarthCare program have marketing value? Would you actively promote the program? If so, how? If EarthCare lost its marketing value would you continue it?

4. How would you measure the success of the EarthCare program?

5. Would you require each potential product to stand on its own, meeting the criteria that it cost no more than existing products? Or should the greening program be treated as a whole, with some products allowed to exceed existing costs as long as the entire program is "cost-neutral." What are some advantages or disadvantages of each approach?

6. How would you "institutionalize" Kimpton's environmental sustainability initiative? If Michael Pace or other key personnel leave Kimpton's or are unable to devote their time and enthusiasm, would the program continue? How could the company keep it from eventually losing steam?

7. What do you see as the primary challenges in implementing Phase II and III? How would you address those challenges?

Put your comment

Ask Question & Get Answers from Experts
Browse some more (Marketing Management) Materials
Analyze Coca-Cola's marketing and innovation strategy transformation designed to position the company on the cutting edge of consumer trends. Evaluate Coca-Cola's product st
Write two to three page critical self-reflection on the concept of the triple constraint applies to your life. Answer the following questions: How would you plan to account
Stating a strategic vision for the company in a brief paragraph. What is it that you are striving for? Think of this as your team's vision statement - what are your broad go
How does the "standardized versus localized" debate apply to advertising? Give examples of major companies that use standardized vs. localized advertisements in the various
Develop the ability to communicate a pricing strategy. Apply a framework based on concepts drawn from cognitive psychology, consumer behavior, economics, and industrial organi
Repair calls are handled by one repairman at a photocopy shop. Repair time, including travel time, is exponentially distributed, with a mean of 1.3 hours per call. Requests fo
How is our business model different from that of our competition? How could our product or service be different? What market category or niche is not being served by our indus
Go online to investigate the size of the industry served, the type of Net marketplace provided, the benefits promised by the site for both suppliers and purchasers, and the