C Create a merchandise line
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Assignments
Name of assignment
Create a merchandise line for the hotel. With merchandise, we mean products (probably tangible) that can be sold and have a strong relation to the hotel and its strategy. Beware, because often anything which can be sold is called "merchandise". Sometime the words 'fad merchandise', 'custom merchandise' or 'branded merchandise' are used. So we don't mean the (promotional, free) giveaways nor elements in the (traditional) product the hotel offers, like hotel amenities.
Situation
The Emerald Forest Hotel does not have their own merchandise line. It is not recorded in documentation or with a specific plan or purpose. The hotel, so far, never used the concept of 'merchandise'.
With the number of guest nights and guests, it might be interesting to start a merchandise line.
Goal
Create a merchandise line that matches your strategy. The line should serve several goals:
- it should give guests the opportunity to buy a souvenir, a present for at home etc.
- it should also have a promotional element
- it should bring revenues and profit
Choose the products (or product categories) your want to use, and give concrete numbers that give an indication of numbers to be sold.
Task, deliverable
Make a concrete merchandise plan with product categories (product range) and products linked to your new hotel. Make sure that the difference between amenities, give-aways and merchandise is clear.
Merchandise has to be bought (or maybe be part of a loyalty plan).
Be sure it contributes to the three goals above, and make clear what the (main) merchandise products look like. Keep the reasons for buying the merchandise from a customer's perspective in mind.
The 'buyers' don't have to be hotel guests only, think of the different target groups and the other stakeholders.
Assessed elements
- Does the merchandise reflect the strategy?
- Is the link with the customer needs and other stakeholders clear?
- Is the link with the goals clear?
- Is the product-range clear, and is it clear what the products will look like?
Additional information
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