Current Customer Value Proposition Of Suncoast Hotel s (...

Evaluating STDP Current Customer Value Proposition SunCoast Hotel’s (SCH) current Customer Value Proposition is lacking and does not effectively provide a clear image of value in the minds of its customers. SunCoast’s management would like the hotel to be a hotspot for business conventions and world travelers, yet most of its current selling points paint SunCoast as a luxurious vacation spot. SCH needs to better differentiate itself in the resort industry in order to create a defined value proposition. Management appears to have a clear idea for what they would like the SunCoast brand to represent, but the current state of SCH does not offer a clear value to customers. The new project would greatly help to differentiate the resort, and align the wishes of management with the advantages the hotel could provide. For example, Joan Mack’s desire for full-service concierge employees would do well to maximize the value of SCH’s proximity to Orlando. The potentially expanded convention hall would also be a strong signal to potential customers that SunCoast’s differentiable advantage lies in its ability to combine the ability to host conventions with beach front luxury. With its current amenities, however, SunCoast is struggling to differentiate itself from standard luxury beach resorts. As management tries to stay away from the simple vacation spot label, SCH would do well to consider the new project as a way to clearly define the value the resort brings to customers.