Spark by Hilton: exploring strategic market entry in the Iberian Peninsula strategic positioning

Abstract

The present thesis explores the strategic market entry opportunity of a new premium economy hotel brand, Spark by Hilton, into the Iberian Peninsula. It examines the viability of this market segment, identifies optimal regions, and analyses possible brand adaptations to ensure viability and success. Employing a mixed-methods approach, and including a competitor analysis, SWOT evaluation, and cultural insights via Hofstede’s model, the study highlights challenges like market saturation, cultural alignment, and sustainability demands, providing thought through recommendations that emphasize the need for balancing global brand consistency with local strategies to ensure successful entry and sustainable growth in this competitive landscape.