Q1 Where would CSV fit on the double jeopardy line discussed in class for the br
ID: 364875 • Letter: Q
Question
Q1 Where would CSV fit on the double jeopardy line discussed in class for the broadly defined vacation/wellness industry)? Based on the double jeopardy research, what would be the most feasible path for them to grow – increased loyalty or growth in market share? (2 points)
Q2 What should be CSV’s communication objectives and why (customer retention, new customer acquisition, and/or repeat loyalty)? (3 points)
Open with Cabo San Viejo: Rev Cabo San Viejo seeks to help people unlock their hidden potential so they become healthy, happy, fully self actualized individuals. -The Cabo San Viejo Mission Statement It was early February 2005, and Tina Reynolds, VP of Sales at Cabo San Viejo Health Resort, was strolling the grounds of the company's flagship Palm Springs, California location. Everywhere she went, she saw happy customers heading to tennis matches, returning from spa treatments, enjoying gourmet meals, and sunning themselves by the pool. Since its inception in 1977, Cabo San Viejo had grown into one of the nation's first and leading health and wellness brands, operating high-end y-spas. However, the company was now facing mounting destination health resorts and branded da competition from an array of new players, including day-spas, health clubs, and resort hotels. To meet the competition and increase sales, Reynolds was considering whether to adopt a loyalty rewards program. Internal reaction to the idea was mixed. Some managers supported the idea, while others were philosophically opposed to designating certain guests for special treatment. If the company did adopt a rewards program, structuring it would prove complex. What sorts of rewards should the firm offer? Who should qualify? What sorts of partnerships should Cabo San Viejo form? Pondering these questions, Reynolds couldn't help but reflect on a curious irony: The very company that had helped pioneer the health and wellness industry now had its own financial health to attend O. Company Background Cabo San Viejo was founded in 1977 by Dave and Florence Blumenthal on the site of a former peach orchard in Palm Springs, California. Inspired by Dave's success in changing his unhealthy lifestyle, the Blumenthals sought to create a place where smokers, overweight people, and others could go to feel better and learn how to live healthier lives. Business was slow at first, as the national craze for fitness had not yet caught on. In 1982, however, a leading magazine journalist wrote a piece on Cabo San Viejo, billing it as the nation's "premier total vacation/fitness resort," and bookings tookExplanation / Answer
Data is considered of two types i.e Primary Data and Secondary Data.
Primary Data is something which is collected afresh for the first time. No old data exists in casae of primary data
Secondary Data is something which has already been collected by other source and has been validated. Secondary data is collected from reliable sources which can be used directly without thorough validation.
Below are the various methods of data collection and its advantages and disadvantages
1. Observation Method- This method is considered as an on the field method where the collector of the data is on the field observing customers and their behaviors. Data is interpreted from the observation of the individual.
Advantages
A non biased information is collected
The researcher gets the current information which is presently the behavior of the customer
The data collected is independent of the customer's choices and bias
Disadvatages
Very time consuming method
It is borne with more cost as compared to other methods
It is not possible to gather information on all subjects
2. Interview Method- The interview method is something where the researcher asks questions related to the subject which the researcher is doing a research on to the respondent. The data is collected on the responses given by the respondent to the researcher. The interviews can be either a personal interview where the researcher has a prepared set of questions and sits face to face with the respondent and asks the questions or it can be a telephonic interview where a random sample of respondents is picked up and they are asked question through telephone. Below are the advantages and disadvantages of personal interview and telephonic interview.
Advantages of Personal Interview
The information collected from the respondent can be at a greater depth
The researcher can modify questions to have better information
Researcher gets answers to almost all the questions and there is every possibility of getting genuine answers
Disadvatages of Personal Interview
It is a method which is cost driven and may prove costly
Time taking process if the information required is in detailand the sample size is large
Need proper training of the researcher who is interviewing respondents in order to get valuable data
Advantages of Telephonic Interview
Less time taking compared to other moethods
Less costly than the personal interview method
Chances of a higher response when compared to methods like getting response on mail
It is possible to have recorded information which can be reviewed if something is missing
Disadvatages of Telephonic Interview
Limited time given to respondents which might effect in quality of data collected
Survey can be done to only respondents who possess a telephone
No scope for detailed questioning to get appropriate data as there is a time constraint
3. Questionnaire Method- This is the most commonly used method. The questionnaire method is a method where the a questionnaire is mailed to sample respondents and they are supposed to read and reply to the questionnaire with their answers. Below are the advatages and disadvatages of this method
Advantages of Questionnaire Methods
Cost incurred is very low
Has a scope to cover larger audience as compared to other methods
Enough time given to respondents to think and answer for the questions
Disadvatages of Questionnaire Method
Response rate is low
Not a flexible method
Difficult to assess whether the data is filled by respondent or somebody else
Since all the methods mentioned above have their own advantages and disadvatages, it is always better that firms use all the methods of data according to their sample size and the quality of data they are expecting. This gives an appropriate advantage and would be helpful in resulting of proper research.
Qualitative Research- A qualiatative research is something which goes in detail to get a proper understanding of the reasons and opinions of respindents. This is mostly related to