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CASE # 01 Subject: Marketing Managment Sumitted To: Shirza Shahjahan Sumbitted By: Syed Huzayfah Faisal

The document summarizes a case study about a customer, Kartik, who had a negative experience ordering a customized cake from the Tudor House hotel. Kartik posted about his dissatisfaction on social media, which sparked criticism of the hotel. As a result, Sita Sen, the Assistant Marketing Director of Tudor House, must determine how to respond to resolve the complaint and prevent damage to the hotel's reputation, without creating a precedent that all complaints will be appeased. The key issues are that the delivered cake did not match the custom design requested, and that the hotel did not adequately address Kartik's dissatisfaction upon his initial complaint.

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Syed Huzayfah Faisal
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218 views

CASE # 01 Subject: Marketing Managment Sumitted To: Shirza Shahjahan Sumbitted By: Syed Huzayfah Faisal

The document summarizes a case study about a customer, Kartik, who had a negative experience ordering a customized cake from the Tudor House hotel. Kartik posted about his dissatisfaction on social media, which sparked criticism of the hotel. As a result, Sita Sen, the Assistant Marketing Director of Tudor House, must determine how to respond to resolve the complaint and prevent damage to the hotel's reputation, without creating a precedent that all complaints will be appeased. The key issues are that the delivered cake did not match the custom design requested, and that the hotel did not adequately address Kartik's dissatisfaction upon his initial complaint.

Uploaded by

Syed Huzayfah Faisal
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CASE # 01

SUBJECT: MARKETING MANAGMENT

SUMITTED TO: SHIRZA SHAHJAHAN


SUMBITTED BY: SYED HUZAYFAH FAISAL

180293
BBA-2A
CUSTOMER RELATIONSHIP
MANAGEMENT:
THE TUDOR HOUSE MAKES AMENDS

SITUATION OF THE CASE:

 This case is about SOCIAL PLATFORMS.

INTRODUCTION:
 The situation provides the issue of Sita Sen, Assistant Marketing Director at the
Tudor House hotel. An unhappy customer had published his knowledge relating
to an accident with the cake order he had put with the hotel on a Facebook food
group. Now there was heated up conversation occurring around it and the VP for
friendliness at the Tudor House had likewise been labelled in the discussion.
 After a conference of the exec group at the Tudor House, the obligation of
managing the complaint had been offered to Sita. This might set a criterion for a
series of comparable grievances if published on the Facebook group, so would it
be much better to do absolutely nothing? Or perhaps an amends should be
provided? Money or vouchers? Something in kind? To offer or not to offer, that
was the concern.

ANALYSIS:
 The case presents the dilemma of Sita Sen, Associate Marketing Director
of the Tudor House, Delhi. A disgruntled regular customer named Kartik had
posted about his bad experience regarding a mishap with a customized cake
order he had placed with the hotel’s oldest five-star patisserie, the Danish
Delicatessen. T h e c a k e w a s f o r h i s d a d ’ s 6 0 thbirthday retirement
party. Unhappy with the result of the cake delivered and disappointed with
how the hotel handled the issue and denied him a refund, he took his
frustrations to social media in a popular food group. Accompanied with
detailed descriptions and pictures of his ordeal with the ho te l, it spa rked an
online frenzy which resulted in an instant tarnish of the hotel and the
bakery’s good name. Whilst negative comments are often found online these
days on just about anyone or anything, it causes even more damage when it
is related to the hospitality industry, especially one with a five-star legacy and
a favored choice of the influential and prominent folks in Delhi. The heavy
task of deciding what Tudor’s response should be lies with Sita.
Anand Dewan, vice president of hospitality and general manager at the
Tudor House has allocated the responsibility of resolving this predicament to
Sita. The challenge for Sita is figuring out how to f i n d t h e perfect balance
between appeasing an annoyed customer and yet not creating a
precedence that the Tudor House will give in to any feeble complaints made
by customers that perhaps are looking to be in the social media limelight. Main
Issues This case study presents itself with two main issues. The first is
pertaining to the cake order itself and the customer’s expectation. Kartik had
spoken to Chef Shahnawaz of the Danish De lica t e ssen wh o confirmed that
his customized cake design of a briefcase -shaped cake decorated
with stickers of various countries and trip his father had taken in the last 60
years, was possible and would cost INR 9900 net. Kartik had even
emailed a picture of the cake he wanted to the chef according to (Exhibit
A). He had also requested for the cake base to be the famous fruit pudding
which was the signature dish of Danish Delicatessen. However, upon receiving
he cake, he was immensely disappointed as it was not the customized cake he
had requested, and the fruit pudding was dry and unappetizing according to
(Exhibit B). It can be clearly seen that the cake did not have t h e s a m e
decorative detail requested by the customer wh ich is t he st icke rs of
va rious countries. The cake delivered looked duller was not at all attractive.
Exhibit A – Cake picture sent by the customer to Danish Delicatessen Exhibit B –
Cake delivered by Tudor House The second issue is the response
received by the customer when he expressed his dissatisfaction over
the cake that was delivered. Kartik’s driver had in fact expressed his dismay
when he picked up the cake at Tudor House. The front desk connected
him with Francis, the junior chef who had assisted in making the cake.
Francis rebutted the driver’s claims.

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