Case 11: The Ritz-Carlton (Textbook page: 598)

Guideline and Suggestions

1. Please read the “General Guideline to Solving Case Studies” before start.
2. Read the case twice: once from top to down; second, by focusing on each statement
3. When you analyze the case, think professionally. You better review the related chapter(s).
4. Provide complete and appropriate response for each question (not less, not much)
5. Please use the framework as provided below (second page)
6. Using bullet points is the best style

The format of the assignment

1. Length: Maximum 2 pages (remember: the content is more important than no of pages)
2. 1.5 space, with Arial or Times New Roman, 11 fonts
3. Margins: 1. inch from left & right, 0.5 inch top & bottom

Evaluation:

Assignments will be evaluated in terms content with an emphasis on originality, analysis, completeness of the information, organization of your ideas, appropriate, conciseness, and clarity.

Copy-and-paste the questions to an MS Word document in order to answer them.

1. Explain how Ritz Carlton applies the internal marketing concepts? (asking your opinion based on the information given in chapter 10 and other previous chapters) 
2. What market segments do you feel would be the best match for a Ritz Carlton Hotel? (seeking your opinion based on the facts given in the case) 
3. Discuss the importance of the “wow stories” in maintaining top-quality customer service for a luxury hotel like the Ritz-Carlton? (seeking your opinion based on the facts given in the case