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Essay's paper info
Topic: Social Issues
Number of pages / Number of words: 5 / 1384
Essay's paper body

Number of times they return = 1,2

iv. Customer revenues = 750 (grows with 6%/year)

v. Acquiring costs = 150 (only once)

vi. Marketing costs = 130 (grows with 3% /year)

2) Corporate branding

i. Number of nights they stay = 2

ii. Multi property guest stays = 10%

iii. Number of times they return = 1,3

iv...


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Customer revenues = 750 (grows with 6%/year)

v. Acquiring costs = 150 (only once)

vi. Marketing costs = 130 (grows with 3% / year)

vii. Additional marketing costs = 8,69 (grows with 3%/year)

b) Customer Lifetime Value

|Data |Individual branding |Corporate branding |Explanation |

|Unique guests |115000 |115000 |Remains unchanged |

|Multiproperty guest stays |5% |10% | |

|Average number of visits |1,2 |1,3 | |

|Marketing Costs |130 |130 |3% yearly growth |

|Additional marketing & Operating Costs | |1000000 | |

|Additional marketing & Operating Costs per customer | |8,695652174 |3% yearly growth |

|Cost to acquire new guest |150 |150 |Once in lifetime |

|Customer revenues |750 |750 |6% yearly growth |

|Average gross margin per guest |32% |32% | |

|Average stay (days) |2 |2 | |

|Discounting rate |8% |8% | |

|Calculation Individual Branding | | | | | | | |

| |2003 |2004 |2005 |2006 |2007 |2008 |2009 |

|Revenues | | | | | | | |

|Customer revenues |750 |795 |842,7 |893,262 |946,8577 |1003,669 |1063,889 |

|Average stay (days) |2 |2 |2 |2 |2 |2 |2 |

|Average number of visits |1,2 |1,2 |1,2 |1,2 |1,2 |1,2 |1,2 |

|Gross margin |32% |32% |32% |32% |32% |32% |32% |

|Gross profit per guest |576 |610,56 |647,1936 |686,0252 |727,1867 |770,8179 |817,067 |

| | | | | | | | |

|Costs | | | | | | | |

|Acquisition expense per new guest |150 | | | | | | |

|Marketing expense per guest |130 |133,9 |137,917 |142,0545 |146,3161 |150,7056 |155,2268 |

|Net profit per guest |-150 |476,66 |509,2766 |543,9707 |580,8706 |620,1123 |661,8402 |

| | | | | | | | |

|Retention factor | |1,0000 |0,1667 |0,0278 |0,0046 |0,0008 |0,0000 |

| | | | | | | | |

|Net Cashflow |-150 |476,66 |84,89641 |15,11634 |2,69083 |0,478865 |0,00852 |

| | | | | | | | |

|Year |0 |1 |2 |3 |4 |5 |6 |

|Discount rate | |8% |8% |8% |8% |8% |8% |

|Discount factor |1,00 |0,93 |0,86 |0,79 |0,74 |0,68 |0,63 |

| | | | | | | | |

|Net present value (NPV) |-150 |441,3519 |72,78499 |11,99984 |1,97784 |0,325907 |0,005369 |

|Total NPV |378,4458 | | | | | | |

|Calculation Corporate Branding | | | | | | | |

| |2003 |2004 |2005 |2006 |2007 |2008 |2009 |

|Revenues | | | | | | | |

|Customer revenues |750 |795 |842,7 |893,262 |946,8577 |1003,669 |1063,889 |

|Average stay (days) |2 |2 |2 |2 |2 |2 |2 |

|Average number of visits |1,2 |1,3 |1,3 |1,3 |1,3 |1,3 |1,3 |

|Gross margin |32% |32% |32% |32% |32% |32% |32% |

|Gross profit per guest |576 |661,44 |701,1264 |743,194 |787,7856 |835,0528 |885,1559 |

| | | | | | | | |

|Costs | | | | | | | |

|Acquisition expense per new guest |150 | | | | | | |

|Marketing expense per guest |130 |133,9 |137,917 |142,0545 |146,3161 |150,7056 |155,2268 |

|Additional Marketing costs |8,695652 |8,956522 |9,225217 |9,501974 |9,787033 |10,08064 |10,38306 |

|Net profit per guest |-150 |518,5835 |553,9842 |591,6375 |631,6824 |674,2665 |719,5461 |

| | | | | | | | |

|Retention factor | |1,0000 |0,2167 |0,0470 |0,0102 |0,0022 |0,0005 |

| | | | | | | | |

|Net Cashflow |-150 |518,5835 |120,0484 |27,78264 |6,427995 |1,48685 |0,343837 |

| | | | | | | | |

|Year |0 |1 |2 |3 |4 |5 |6 |

|Discount rate | |8% |8% |8% |8% |8% |8% |

|Discount factor |1,00 |0,93 |0,86 |0,79 |0,74 |0,68 |0,63 |

| | | | | | | | |

|Net present value (NPV) |-150 |480,1699 |102,9221 |22,05476 |4,724768 |1,011925 |0,216676 |

Total NPV |461,1001 | | | | | | | |

4...


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