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Jupiter hotel group - exploring growth options in tourism under Covid-19
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At a time when Tourism is dramatically impacted by the new coronavirus outbreak, the Jupiter Hotel Group saw its expansion plan forcefully stopped. In the Sales and Development team – where the present Directed Research Internship took place – the goal was to find a way back to growth. By unpacking the competitive landscape and analyzing the Group’s historical performance, it was possible to advance a set of strategic recommendations as to which course of action Jupiter should follow during the next 18 months. The present analysis proposes the Group could benefit from expanding vertically to Tourism Real Estate. This strategy would not only enable Jupiter Hotel Group to create financial conditions while mitigating systematic risk, but also sharpen its main sources for competitive advantage to return to the main strategy: Differentiation in Portuguese Accommodation.
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Competitive strategy Tourism Capacity expansion Strategic growth