Description |
1 online resource : illustrations |
Series |
SAGE Knowledge. Cases |
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SAGE Knowledge. Cases
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Summary |
In late 2017, Wits Business School MBA student, Bulelani Moyo, pondered all the information he had gathered for a proposal he was considering putting to Jeff Miller, CEO of South African venture capital company Grovest, for investing in a new and innovative hotel concept in three locations on Cape Route 62 (Route 62), a tourist route covering parts of the Western Cape and Eastern Cape. He believed that there could be scope for a disruptive hotel model on that route. However, for such a hotel to be viable, it was crucial to target the right audience. Moyo was contemplating whether there were opportunities in four customer segments: the "ageing biker", the "millennial adventurer", the "foreign road-tripper" and the "travelling salesman". As he read through his research, he wondered whether he had enough to be able to make a convincing case for any of these markets to Miller |
Notes |
Originally Published Invan der Hoven, C., & Townsend, S. (2018). Another hotel on Route 62: Room for a niche? WBS-2018-3. Johannesburg: The Case Centre, Wits Business School |
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Description based on XML content |
Subject |
Proposal writing in business -- Case studies
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Hotels -- South Africa -- Western Cape -- Marketing -- Case studies
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Hotels -- South Africa -- Eastern Cape -- Marketing -- Case studies
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Target marketing -- South Africa -- Western Cape -- Case studies
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Target marketing -- South Africa -- Eastern Cape -- Case studies
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Hotels -- Marketing
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Proposal writing in business
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Target marketing
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South Africa -- Eastern Cape
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South Africa -- Western Cape
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Genre/Form |
Case studies
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Case studies.
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Études de cas.
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Form |
Electronic book
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Author |
Townsend, Stephanie, author
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ISBN |
9781526465177 |
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1526465175 |
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