International Marketing Red Carnation
Added on -2020-07-22
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INTERNATIONALMARKETING
Table of ContentsINTRODUCTION...........................................................................................................................1Question 1: Macro and competitive factors have impact on global hotel industry.....................1Question 2: Analysing the internal business environment of Red Carnation.............................3Question 3: Potential target market in China, France, Nigeria and Thailand.............................4Question 4: Appropriate mode of entering into foreign market..................................................6Question 5: Developing market mix considering its socio cultural factors................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9APPENDIX....................................................................................................................................10
Illustration IndexIllustration 1: PESTLE Analysis......................................................................................................2Illustration 2: 7 Ps of Marketing......................................................................................................8Illustration 3: Contribution to GDP by various countries..............................................................11Illustration 4: Hotel industry in China...........................................................................................12Illustration 5: Hotel industry of Nigeria.........................................................................................13Illustration 6: Thailand hotel occupancy in 2014..........................................................................13
INTRODUCTIONInternational expansion helps the organization to grow with the motive to increase profits(Akaka, Vargo and Lusch, 2013). Red Carnation is a five-star hotel which is already set up inUK, Ireland, South Africa and many other countries. It is planning to expand its business in othergeographical regions as well. The report focusses on PESTLE analysis of the entity in order tofind macro factors affecting the enterprise. Further, it discusses strengths, weaknesses,opportunities and threats of Red carnation. France, Nigeria, China and Thailand are comparedbased on 12 Cs to choose the best market in which the hotel can enter and earn maximum profits.In the end, marketing mix is prepared considering socio economic factors and SWOT analysis ofRed Carnation. Question 1: Macro and competitive factors have impact on global hotel industryRed carnation is a five-star hotel involved in providing luxury rooms and hospitalityservices to its client. It is already functioning in UK, Ireland, South Africa, Switzerland andvarious other countries. The services provided to the customers by its staff helps in attractingmaximum number of clients. It is now planning to expand in potential markets. They are China,France, Nigeria and Thailand. However, there are various macro factors that have a greaterimpact on hotel industry. It can be assessed by performing PESTLE analysis in the followingmanner:1
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