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Scandic Hotel Chain in the Baltic : A case of strategic marketing

Osarenkhoe, Aihie, 1960- (författare)
Högskolan i Gävle, Företagsekonomi, Företagsekonomi - Marknadsföring
Bennani, Az-Eddine, (författare)
Reims Management School & Université de Technologie de Compiègne, France
Högskolan i Gävle Akademin för utbildning och ekonomi. Avdelningen för ekonomi. Företagsekonomi. (creator_code:org_t)
Serie: Emerald Emerging Markets Case Studies, 2045-0621 ; 2011
Ingår i: Emerald Emerging Markets Case Studies (EEMCS). - Emerald Group Publishing Limited. ; s. 1-25
  • Bokkapitel (övrigt vetenskapligt)
Abstract Ämnesord
  •  Subject Area: Strategic marketing/Marketing Management  Study Level and Applicability: Undergraduate and Post graduate courses in Principles of Marketing, Strategic Management/Strategic Marketing, Marketing Strategy, Marketing Management, Services Marketing Relationship Marketing, and Hospitability Management. Case Overview: This case focuses on the critical success factors of Scandic hotel chain by highlighting its road to becoming the leading hotel chain in the Baltic region. This case covers a wide range of situations in which strategic marketing decisions were made. E.g Scandic Sustainability Fund supports initiatives to promote sustainable social development. “Scandic is Scandic – wherever you stay”. To achieve this, Scandic carry out regular quality assurance activities. Mornings at Scandic hotel chain revolve around organic buffet breakfast which includes organic and Fairtrade foodstuffs as well as gluten- and lactose-free items. Special attention is devoted to how the case company´s business philosophy is implemented and used to identify and differentiate its customers in order to sustain a customer centric strategy and develop long lasting relationships with its customers and other stakeholders.  Expected Learning Outcomes: How a company can devise marketing strategies to differentiate itself effectively from its competitors by capitalising on its distinctive strengths to deliver better value to its stakeholders; A company operates within a given environment and its marketing strategy deals with the interplay of “the strategic 3 Cs” (customer, competition and corporation); and marketing strategy is an endeavour of the firm to differentiate itself from the competitors using its corporate strengths to better satisfy customer needs, in a given environmental settings.Supplementary Materials: A teaching note for the first 15 and concluding 15 minutes lecture, discussion questions and suggested answers to discussion questions and some photographs of Scandic Hotel chain´s operations in some Baltic nations incorporated in the case. 


SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)


strategic marketing
customer-centric strategy
customer relationship management

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