The Eleganzia Group

Posted: 13 Mar 2012  

Elie Ofek

Harvard Business School - Marketing Unit

Elena Corsi

Harvard Business School, Europe Research Center

Bharat Sajnani

Harvard Business School

Sorina Casian-Botez

Harvard Business School

Francesco Tronci

Harvard Business School

Date Written: June 6, 2011

Abstract

Eleganzia Group management faces tough decisions heading into the summer of 2010. With tourism on the decline due to the global economic recession, General Manager Giannuzzi must decide how to set prices at the Forte Village Resort, the Group's most well-known property. His management team is further divided on whether the pricing model at the resort should change to being all-inclusive (as opposed to one where guests are charged for each additional activity or dining option on a pay-as-you-go basis), and whether to convert a large number of the 4-star rooms into 5-star suites. Recently acquired properties, such as the Castel Monastero in Tuscany and the Maddalena Hotel & Yacht Club in north Sardinia, pose a branding challenge. Can all the properties, including the Forte Village, be successfully brought under one umbrella brand, namely, Eleganzia? Moreover, what should the character of each these new properties be?

Learning Objective:
Pricing and Branding strategy in a luxury consumption setting; balancing short term revenue with long term brand goals.

Suggested Citation

Ofek, Elie and Corsi, Elena and Sajnani, Bharat and Casian-Botez, Sorina and Tronci, Francesco, The Eleganzia Group (June 6, 2011). Harvard Business School Marketing Unit Case No. 511-115. Available at SSRN: https://ssrn.com/abstract=2020422

Elie Ofek (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6301 (Phone)
617-496-5853 (Fax)

Elena Corsi

Harvard Business School, Europe Research Center ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Bharat Sajnani

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Sorina Casian-Botez

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Francesco Tronci

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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