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Executive Summary Choice Hotels International Inc was the second-largest hotel franchising company based in the United States in the year of 1995 It had gained much reputation in the budget market and in its franchising system for quick penetration of the market In 1995 the group was managing 7 brands namely Clarion Quality Comfort and Sleep under the Sunburst Group and Econo Lodge Rodeway and Friendship under the Economy Group Choice nearly doubled its net income from 1990 to 1994 and the growth was predicted to continue after the downturn in the early 1990s However along with its rapid growth the group was faced with a number of challenges both internally and externally Competition in the budget market grew much fiercer and more conflicts with franchisees arose Choice top management therefore were to decide whether to continue or change its current strategy in franchise and portfolio management so as to sustain future prosperous growth In this paper we are to discuss possible options for Choices strategy on mainly two aspects ie franchisee relationship management and brand portfolio management First the current situation as of Choice and the industry as a whole will be studied Then we will analyze its current achievements and pinpoint its success factors Following with that we will comment on different options namely individual brand focus and corporate brand focus The benefits and drawbacks of each option will be investigated and their respective feasibility will also be reviewed both financially and managerially According to our findings a corporate-brand-focused strategy along with the enhancement of franchisee relationship is the best among all On one hand it helps create a more consistent corporate image A HOTEL GROUP FOR EVERYONE On the other hand it improves the effectiveness of the current marketing campaign leverages synergy among each brand differentiates clearly with its major competitor HSF thus generating more prosperous and sustainable income growth in the long run Along with the evaluation
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