Case Code : CLMM051
Publication date : 2009
Subject : Marketing Management
Industry : Hotels and Hospitality
Length : 09 Pages
Price : Rs. 100
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Strategic alliance, Franchising agreement, Management contract, Hospitality chain, 'Five star' business hotel, Leisure travelers, International marketing, Services marketing, Brand strategy, Co-branding , Re-branding, Oberoi Group, Trident, Hilton, East India Hotels
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In 2008, India's Oberoi group of hotels prematurely terminated its 15-year franchising agreement with Hilton International to co-brand Trident as Trident-Hilton. This case discusses the motives of the partners when they entered into a strategic alliances in 2003, and the reasons for the divergence in their interests over the next five years. It also outlines the challenges faced by the Oberoi group in re-branding the Trident brand and promoting it in international markets as a stand-alone brand.
Questions for Discussion:
1. Critically evaluate Yahoo's ad campaign. In your opinion, would it (have) succeed(ed) in achieving the company's objectives? Elaborate. Or, as one critic said, is it "more likely a sign of desperation than it is a sign of confidence"?
2. What else can Yahoo do to promote its services and products?
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