Smes marketing for small medium sized enterprise

You are a successful entrepreneur! Your hotel “Posaditas del Mar” in Croatia has proven an

early success rate of tripling revenue every 6 months. You have followed your instinct by

developing a product-service value chain coalition that has successfully impacted your target

audience and has attracted consumers in Mediterranean Europe. In 2.5 years your initially small

hotel operation has attracted enough consumers that you have been able to reinvest your

profits in hiring the best service employees in the region to develop and to optimize the process

of maximizing consumer experience, and trigger consumer loyalty successfully. Hence, your

enthusiasm and perspective of the future is inspiring because you have created a product-

service proposition that is unique and works. Other locations in other countries tried replicate

the environment you used to create this valued business and it seems yet nobody else

succeeded in exploiting your business proposition abroad. You have gathered your team and

leveraged on the close and transparent relationship of your customers, to create a plan for

internationalization.

Write a well elaborated internationalization strategy for “Posaditas del Mar” hotel operation.

In your paper, you must describe, explain, compare and contrast the following:

1. Describe “Posaditas del Mar” attributes that make it a solid candidate for

internationalization. Elaborate them and explain them considering the hotel’s market

positioning.

2. Explain the target-potential country selection process, the criteria of analysis for each

blueprint used and the order and entry mode in which you choose to initiate business.

Explain how you will secure your Croatian-successful marketing mix in each of the

markets/countries you have chosen to operate. Make sure you elaborate each variable of the

mix separately