Textbook attached 🙂
Green Cow Yoga – CASE STUDY – 1100 WORDS
Green Cow Yoga started out as a studio in the City of London, offering busy executives the chance to take time out from their hectic schedules. It quickly expanded into offering yoga retreats. It subsequently sold its existing London-based studio to concentrate on opening stylish destination resorts across Europe. The founders philosophy of dynamic but controlled growth has resulted in a portfolio of seven distinctive yoga retreats based outside key European cities including Barcelona, Milan, Zurich, London and Edinburgh. The company is now expanding at the rate of one new retreat every two years and is actively searching for suitable locations. These locations need to be close enough to major airports to reduce travel time, but far enough outside the city so that customers feel they are away from the hustle and bustle.
Green Cow Yoga employs Sales Managers in each resort to build relationships with organisational customers who often bring teams for wellness breaks and to manage services on their behalf. There is also a call centre handling sales and enquiries from consumer and business customers. Partnerships have been developed with agencies that can provide regular business for Green Cow Yoga, for example with event companies that use the resorts as venues for their client events.
The company philosophy regarding employees is that happy employees mean happy customers Well look after you so you will look after our guests. The company is building an enviable reputation for exceptional customer service. One business customer, giving an excellent review on a popular travel website, reported that the guest services manager discovered she had left her iPad behind, emailed her to find her location, couriered the device to her and phoned to ensure its safe arrival. Other reviews on the website praise the yoga teachers, managers, receptionists and other staff for providing exceptionally caring service.
QUESTIONS:
a) Due to environmental conditions, Green Cow Yoga experienced a downturn in business last year and turnover decreased by over 500,000. Outline a marketing plan designed to increase turnover by 10 percent over the next year.
b) Relationship marketing is an important cornerstone of the Green Cow Yoga business philosophy. Explain how the Sales Manager of their Barcelona-based retreat can exploit this philosophy to increase sales among business clients.
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