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    Utopia Case Study - Paper 1

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    pamela manchego
    The document discusses three key topics: 1) The importance of market research to establish a new business like Utopia Hotel and determine profitable locations like Samoa and Fiji. 2) The role of ethics and corporate social responsibility in business, and how ethical practices can improve corporate image and customer loyalty while potentially lowering costs and profits. 3) The value of having a unique selling proposition to differentiate a business like Utopia and attract more tourists by offering unique experiences not provided by competitors.

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    Utopia Case Study - Paper 1

    Uploaded by

    pamela manchego
    2K views1 page
    The document discusses three key topics: 1) The importance of market research to establish a new business like Utopia Hotel and determine profitable locations like Samoa and Fiji. 2) The role of ethics and corporate social responsibility in business, and how ethical practices can improve corporate image and customer loyalty while potentially lowering costs and profits. 3) The value of having a unique selling proposition to differentiate a business like Utopia and attract more tourists by offering unique experiences not provided by competitors.

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    The document discusses three key topics: 1) The importance of market research to establish a new business like Utopia Hotel and determine profitable locations like Samoa and Fiji. 2) The role of ethics and corporate social responsibility in business, and how ethical practices can improve corporate image and customer loyalty while potentially lowering costs and profits. 3) The value of having a unique selling proposition to differentiate a business like Utopia and attract more tourists by offering unique experiences not provided by competitors.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    2K views1 page

    Utopia Case Study - Paper 1

    Uploaded by

    pamela manchego
    The document discusses three key topics: 1) The importance of market research to establish a new business like Utopia Hotel and determine profitable locations like Samoa and Fiji. 2) The role of ethics and corporate social responsibility in business, and how ethical practices can improve corporate image and customer loyalty while potentially lowering costs and profits. 3) The value of having a unique selling proposition to differentiate a business like Utopia and attract more tourists by offering unique experiences not provided by competitors.

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    © All Rights Reserved
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    Utopia Case Study Paper 1

    1. Market research is the analysis of the market in which you want


    to established your business. Also it is the study of the place
    you are going to put your business, to know if it is a good idea
    or not. In Utopia hotel is very important to make a market
    research as Liza makes one of the places to established the JAC
    coffee and the results were that Samoa and Fiji are profit
    potential, while New Zeeland is considerable in profits.

    Another example is the distribution channel, to know if it is


    good to have and strategic alliance, franchising or a joint
    venture. Also to evaluate the impact of external factor that
    could affect the business.

    2. Ethics are the moral principles that guide decision making and
    strategy. Morals, are concerned with what is consider to be right
    or wrong from societys point of view. For example, in the case
    study we can see the ethical objective the business has
    because they do not pollute the air, or even though damage the
    environment by cutting many trees. This is a double edge
    source, on one hand they help to increase the corporate image
    and it improve the customers loyalty, because the business
    does not act immorally. The limitations are that they can have
    lower costs and profits.

    On the other hand, CSR are those that act morally towards their
    stakeholders such as their employees and the local community.
    For example, the donations the business had made to charities
    are a moral action towards the stakeholders.

    3. A unique selling proposition (USP) is a factor that differentiates


    a product from its competitors, such as the lowest cost, the
    highest quality or the first-ever product of its kind. For my point
    of view it is important to UTOPIA to have a USP because this
    help them to differentiated from other business. So they can get
    more tourist, creating something that other business dont have
    so, this can make the UTOPIA business more attractive for the
    eye of the tourist, as they can visit and try different thing they
    rather see or use.

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