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

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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


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


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

Special requirements

Check list for your assignment:

• 2,000 words minimum 3,000 words maximum (excluding the table of contents and


• Include minimum 5 different academic resources

• 1.5 spacing

• Include a competitive and creative Table of Contents, Intro, Body and Conclusion

The aim should be to keep your assignment clear, concise and as critical as possible. The

paper should be a critical review of practice. Make sure you label any model/table/diagram and

only put them in the body of the report if you are going to refer to them/or referenced to the

Appendix or the source you found them in.

Refer to books and journals where you have seen relevant examples as opposed to describing

information in detail. Ensure that you properly reference your sources and include a completed

bibliography which is consistent, in accordance with the Harvard recognized citation style.

All essays will be checked for originality (i.e. Plagiarism). If you have doubts about how to refer

to the work of others, look at the pdf files at the online area for advice. The bibliography does

not contribute to the indicated word count.

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