Cabo San Viejo
There involves reading a case and answering some questions
There’s not too many calculations– mostly good marketing ideas with logical
thinking and data and marketing strategies to back up your answers
The case is: âCabo San Viejo: Rewarding Loyaltyâ by Youngme
Moon and Gail J McGovern
Harvard Business School case, no 9-506-060
1 Describe the strength and weaknesses of Cabo San Viejo’s
existing customer portfolio
2 What are the pros and cons of Cabo San Viejo implementing
a loyalty rewards program?
3 Segment and label their customers into different
“customer groups” and for each:
a Should they launch a reward program targeted to this
group, why/why not?
b If yes, what should be the objective of the program?
c Should the program focus on increasing value, brand, or
relational equity?
d Generate a few ideas of programs that would achieve this
objective
4 Outline a research and analysis plan that would help you
make a more informed decision (ie, 4 to 6 steps)