| Description |
1 online resource (16 pages) : illustrations |
| Series |
International business online (text) |
|
Thunderbird case series |
| Summary |
In 2001, McDonald's launched a new venture by opening two hotels in Switzerland (Zurich and Lully) under the name "Golden Arch Hotel." The hotels were positioned as four-star accommodations with cutting-edge in-room technology and unique, modern interior design. Testimonials of guests were mixed following their stays in the Golden Arch Hotels. Most seemed to agree, however, that the four-star rating didn't seem to match with McDonald's image. In a fiercely competitive hotel market, Golden Arch Hotels was faced with the challenge of how to profitably target the key customer segments: travel groups, business travelers, and frequent travelers (FITs). With only two locations in one highly competitive country, how well is Golden Arch positioned in Switzerland, and how can the model be expanded and launched throughout the world? |
| Notes |
Title from resource description page (viewed July 24, 2014) |
|
Thunderbird case number: A02-05-0017 |
|
This edition in English |
| Subject |
McDonald's Corporation
|
| SUBJECT |
McDonald's Corporation. fast (OCoLC)fst00510214 |
| Subject |
Hotels -- Public relations -- Switzerland -- Case studies
|
|
Hotels -- Public relations.
|
|
Switzerland.
|
| Genre/Form |
Case studies.
|
| Form |
Electronic book
|
| Author |
Thunderbird, The Garvin School of International Management.
|
|
