Fairmont Chateau Lake Louise

Introduction Problem Statement <Tab/>Fairmont Chateau Lake Louise (CLL) is unable to translate its world's most spectacular natural surrounding into profits. The many issues facing CLL today include the declining Asian tour group market, due to the 1997 Asian economic crisis, the concentrated, summer and winter, seasonal demand, and the emergence of Internet, which empowers customers to make short-term decisions. The analysis below will present several key elements that will potential increases …

…by the new marketing director through advertising means such as the new website, tour operators, magazines and other publications. Perhaps the most important tool of the marketing mix in CLL's industry is its personnel. CLL's employees will have to be trained in order to strengthen their understanding-expertise of serving all of CLL's market segments. It will be important to improve CLL's employee accommodations in order to gain their full commitment for CLL's new growth strategy.