Brand Audit of Melia International Hotels
write a BRAND AUDIT REPORT about Melia Hotels International
– Points of parity: The aspects of the product offering that are largely similar to the offerings of like competitors. (Things that you have in common with your
competitors but at the same time makes you different from your competence) There are three main points of parity:
1. CATEGORY: Melia hotels are all inclusive but there are other all inclusive hotels as Melia but what makes Melia hotels to stand out in the hospitality industry)
describe well and give examples
2. COMPETITIVE: Things at what Melia is really good in order to compensate with what Melia´s competence is good or even better.
3. CORRELATIONAL: Find the things at what Melia is good, brilliant but sometimes they can be bad or deficient at some other things. For example they are good at
massive attention but not personalized attention, maybe could be about strengths and weaknesses of Melia.
-Points of difference: The aspects of the product offering that are relatively distinct to the offerings of like competitors (What makes Melia different from its
competitors? / differentiation factors) give examples and describe well
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