Case-Studies
Global Leisure Group
This organisation provides hotel services, operates globally
and delivers in excess of three million room nights of accommodation.
They are one of the largest providers of budget hotel accommodation
targeted at the young traveller.
Each county has had significant control over the way it has
operated and marketed its services. As the Web has evolved to
become a major channel for customer contact it has become necessary
to reappraise this distributed marketing strategy.
We were asked to study the marketing approaches of the leading
country operations and to recommend how the group marketing
strategy should be adapted. A key part of the work was to create
a development plan that positions the Web as the prime mechanism
for customers to research and purchase accommodation.
European Consumer Finance Bank
This company (part of a UK bank) provides consumer finance
for the purchase of cars, white goods and high value household
products. During the past 3 years the company has trebled in
size by a process of acquisition. This rapid expansion has meant
that its marketing messages and sales collateral have become
fragmented, reflecting the way the subsidiary companies operated
prior to their acquisition. This fragmentation of the company’s
brand created a major problem for its Web marketing.
When The Stroud Partnership Stroud became involved the company
was operating fifteen different Web sites that were delivering
confusing and uncoordinated messages to the market.
We were asked to advise the company how it should resolve this
situation and establish the future priorities for its Internet
marketing activities. The result of the assignment was the construction
of a corporate Web site and the production of a migration plan
for incorporating the separate sites of the operating subsidiaries.
Professional Institute and Services Provider
The client is the world’s largest professional institute
in its business discipline, providing the examination and accreditation
process for over 20,000 students a year. The Institute operates
globally.
In addition to its examination and accreditation activities
the organisation is the largest provider of training and learning
materials in its field.
During the past three years the organisation had spent a considerable
amount of money developing its Web presence with the aim of
establishing a portal site that would both provide information
to members and as a means of generating revenue by selling content.
We were asked to conduct a marketing audit on the way the Internet
was being used and to measure the effectiveness of the Institute’s
Web sites. Following this analysis we recommended how the Web
strategy should change and the priorities for future developments.
For detailed case studies dick@internet-strategies.co.uk
