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Vila Galé hotels' internationalization to Cape Verde
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Orientador(es)
Resumo(s)
The intent of this paper is to assess the most suitable internationalization strategy for
Vila Galé Hotels into the Cape Verdean market (namely into Sal Island), under an
investment on a 5-star resort with an all-inclusive system. First, the company’s historic
moves onto opening new business units, its corporate strategy triangle and its brand
communication channels were studied. Afterwards, the macroeconomics, the hotel
industry and other relevant trends of the country at stake were analysed in order to
understand the best positioning for Vila Galé in the market as well as the most fitting
plan for the project. Finally, it was shown that building a 5-star resort is the most
appropriate mode of entry into this market.
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Descrição
Palavras-chave
Vila Galé hotels Internationalization Hotel Cape Verde