A carregar...
Publicação
Internationalization of UniPlaces to the Spanish market: Internationalization plan to Madrid, Spain
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.73 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The rise in global students mobility is a long-term trend which is set to continue, and has created excellent investment opportunities in key European cities. Currently, 46% of international students study in Europe, and it’s expected that this number will increase in coming years. After becoming a competitive player as a two-sided platform offering quality and verified accommodation to students, UniPlaces decided that internationalization to Madrid was a viable option to increase its sales, revenues, and to improve its awareness in
the European market. Although it was recently launched the company has since gain support from several investors, and practical knowledge in this market. This Work Project will study the implementation process of UniPlaces in Madrid. After doing an internal and external analysis it was defined the marketing mix, the mode of entry (creation of a branch in Madrid) and also people, investment, deadlines, and objectives. Finally, a risk assessment was also made, together with some final recommendations aiming to achieve a successful implementation and adaptation of UniPlaces to the Spanish market.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
UniPlaces Student accommodation Internationalization plan Multi-sided platform e-business