Marketing Memorandum CEO Potential Acquisition Marketing Plan

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In Italy, the local marketing approach would also emphasize the authentic nature of the environment except that local marketing would be less explicit and devoid of specific references in that regard. Instead, it would attempt to present services, menus, and other accoutrements in a manner that would allow local customers to come to their own conclusion that the hotel provides a highly authentic Italian experience.

PERSONAL REFLECTION

This exercise was extremely valuable to the study of Human Resource Management issues. Prior to this exercise, it would not have occurred to me how important local customs in a foreign country might be from the perspective of human resource management and the potential for civil liability to American employees working abroad. The exercise also provided an opportunity to make an important decision based on the comparative potential risks and rewards of two alternate courses of action.

From the perspective of marketing in particular, this exercise demonstrated the manner in which the right marketing approach could transform a potential liability or problem into a potentially lucrative opportunity.

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It provided practice in projecting the likely desires and reactions of different types of clients and customers and in designing a marketing campaign approach conducive to appealing to those likely sensibilities and desires. In this case, importing American workers would have introduced considerable expenses in addition to exposing the organization to substantial potential liability. Meanwhile, the decision to staff the hotel with local employees is perfectly consistent with a marketing approach that maximizes the revenue generating potential of an authentic Italian hotel through effective marketing to the two main classes of customers: Americans who will appreciate an American-owned authentic Italian hotel and Europeans who would strongly prefer the same authentic environment in a hotel in Italy......

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