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Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Belgium
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| 3.25 MB | Adobe PDF |
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Resumo(s)
Small tourism businesses often internationalize through global Online Travel Agencies (OTAs).
As OTAs exert price pressure, premium offers may seek independent internationalization. This
project applies such an independent approach to a real premium short-term rental property. My
individual contribution to this group project included an in-depth market analysis of Belgium
as a potential target market. However, the systematic international market selection (IMS)
process reveals affluent German families as the optimal target segment. Given the company’s
resource constraints, Germany-specific, villa-focused OTAs are identified as the optimal entry
mode. Using the managers’ insights, a financial model is constructed that accounts for
eventually increasing direct sales. Based on this model, the authors must conclude that the
property will likely become a liability.
Descrição
Palavras-chave
International business Marketing Strategy International market selection