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    Nikhil Ahuja
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    The document contains case questions about the positioning of Ritz Carlton Millenia hotel in Singapore. It asks what the hotel's current positioning is according to an exhibit, whether it should remain in that position or move to a new intended position, and if it should move far from its current position, how its communication should shift.

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    The document contains case questions about the positioning of Ritz Carlton Millenia hotel in Singapore. It asks what the hotel's current positioning is according to an exhibit, whether it should remain in that position or move to a new intended position, and if it should move far from its current position, how its communication should shift.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    18 views2 pages

    Case Questions

    Uploaded by

    Nikhil Ahuja
    The document contains case questions about the positioning of Ritz Carlton Millenia hotel in Singapore. It asks what the hotel's current positioning is according to an exhibit, whether it should remain in that position or move to a new intended position, and if it should move far from its current position, how its communication should shift.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Case Questions

    Ritz Carlton Millenia

    1. What is the current positioning of Ritz Carlton Millenia?


    Use “A” to mark on Exhibit 4 transparencies.

    2. Should Ritz Carlton remain at “A”? What should be its intended positioning?
    (mark “B”?)

    3. If “B” is far from “A”, how should the communication shift? (see Exhibit 3)
    Exhibit 4: POSITIONING OF RITZ-CARLTON MILLENIA SINGAPORE
    Business

    • Grand Hyatt

    • Four Seasons
    Marina Mandarin • • Shangri-La
    Value-for-Money Upmarket
    Pan Pacific • • Inter-Continental
    Westin Stamford •
    Oriental •

    Leisure

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