Ivey Publishing
Le Cerf de Tremblant
Product Number:
9B13A037
Publication Date:
11/28/2013
Revised Date:
01/09/2014
Length:
8 pages (5 pages of text)
Product Type:
Case (Field)
Source:
Ivey
An owner was concerned about the condo she bought in Mont Tremblant, Quebec in 2006 as an investment property and for occasional use by her family. A beautiful, five-bedroom unit with a panoramic view over the La Bête golf course, it was close to the ski area, the village of Tremblant, shopping, spas, restaurants and a casino. It was fully furnished with many upgrades. However, by 2010, the number of rentals was disappointing, and the unit was operating well below expectations. Something had to be done to increase occupancy or she would have to sell the property. She considered changes in all aspects of marketing: her target, positioning, product features, pricing, distribution and promotion. She needed to assess the situation and determine what could be done to generate more bookings and make the venture profitable.
Learning Objective:
Although this case has been used in an MBA program focused on hospitality and tourism, it can be used for a wider audience because the situation is easy to grasp and non-technical in nature. Its objectives are the following:
  • To illustrate that marketing problems are just as important, and essentially the same, for small businesses as larger organizations.
  • To give students an insight into the hospitality industry.
  • To allow students to determine key marketing issues that need to be addressed.
  • To show how all marketing variables need to be integrated to produce a successful strategy.
  • To provide an opportunity for students to do some financial analysis of a marketing issue.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Real Estate and Rental and Leasing
Setting:
Canada, Small, 2010
Intended Audience:
Intro/Undergraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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