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Emerging Markets Case Studies Collection

ISSN: 2045-0621 Online from: 2011 Information: About this Collection Options: Latest articles RSS | To add Case Study Alerts please take an Emerald profile

Ginger Smart Basics

Document Information: Title: Author(s): Citation: Keywords: Article type: DOI: Publisher: Ginger Smart Basics Mukta Kamplikar (Mukta Kamplikar is a Senior Practice Consultant at Tata Management Training Centre, Pune, India.) Mukta Kamplikar, "Ginger Smart Basics", Emerald, (2011) Hospitality management, Hospitality services, Hotels, India, Marketing strategy Case study 10.1108/20450621111110681 (Permanent Emerald Group Publishing Limited

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Acknowledgements: Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality. Abstract: Subject area Services management, strategy, marketing. Study level/applicability Services management, strategy, marketing. Case overview Owned and operated by the Tata Group, Ginger Hotels is the first-ofits-kind of Smart Basics hotels across India. The case explores the business model and the relevance of the service concept given the Indian context and consumer

behaviour, the marketing strategy, and communication strategy of Ginger. Challenges such as the use of outsourcing, learning and development, and attrition are discussed. Expected learning outcomes From a marketing perspective, this case can be used to demonstrate understanding of consumer behavior, reshaping customer expectations, perceived service quality, Gaps in service, service orientation, and value-for-money positioning, aggressive advertising and promotions, use of the marketing mix to introduce a new service concept in a market.From a management perspective, the case can be used to highlight how the marketing strategy is being delivered through a focus on service staff (selection, training, and motivation) and operations (logistics, IT, and communications), and branding (brand strategy alignment to the corporate strategy).Third, the case is suitable for highlighting strategy analyzing current competitive advantages, and carving out potential future competitive advantages in a services context. For example, strategic analysis models such as Porter's industry analysis and value-chain models can be applied to examine the sources and sustainability of Ginger's competitive advantages.The case can also be used for teaching service innovation. Supplementary materials Teaching note.