Research Project

4 sets Please make sure all works are in the hospitality industry ( hotels , restaurants, accommodation, etc)

Research Project
(To assess the influence of Brand
Extension on growth and success of
business. A case study on Hotel Crowne
Plaza. )

Introduction
Brand extension is defined as vital component of marketing
strategy under which a new good or item is introduced with an
existing brand name. Brand that administers height to product in
its name is referred as parent brand.

Theme 1: Strategy of brand extension
Yes No
0
5
10
15
20
25
30
35
40
45
50 46
4
Column B

Theme 2: Importance of brand
enlargement
Instant Position and Reputation
Enhancing customers base
Lower cost access
Promotional efficiency
0
2
4
6
8
10
12
14
16 15
10
15
10
Column B

Theme 3: Main strategies applied by the
company to maximise their sustainability
Brand Extension
Product Portfolio
Technology and learning
Market Research
0
5
10
15
20
25
30
30
5 5
10 Column B

Theme 4: Main factors that impact on
Crowne plaza
High market Competition
Changing needs of customers
High profitability
All of the above
0
2
4
6
8
10
12
14
16 15
10
15
10
Column B

Theme 5: Involvement of factors in the
success and growth of hospitality industry
Leisure Time Enabling Factor Technology Factors Income
0
2
4
6
8
10
12
14
16 15
10
12
13
Column B

Theme 6: Use of main components in the
brand extensions process of company
Vision and Mission of firm
Availability of Resources
Customers preferences
0
2
4
6
8
10
12
14
16
18
20
20 20
10
Column B

Theme 7: Types of challenges
Rivals Strategy
Dynamic and complex forces
Lack of Resources and expertise
0
5
10
15
20
25
25
15
10 Column B

Theme 8: Valuable strategy of brand
enlargement
Horizontal Vertical
0
5
10
15
20
25
30
35
40
40
10
Column B

Theme 9: Advantages accomplish by
company while implementing of brand
extensions
Reliability on brand
Easy availability of goods
Improvement in quality of goods
Reduction in prices
0
2
4
6
8
10
12
14
16 15
12 12
11
Column B

Theme 9: Advantages accomplish by
company while implementing of brand
extensions
Reliability on brand
Easy availability of goods
Improvement in quality of goods
Reduction in prices
0
2
4
6
8
10
12
14
16 15
12 12
11
Column B

Thank You