The Penetration Strategies of International Hotel Chains on the Romanian Tourist Market
The Penetration Strategies of International Hotel Chains on the Romanian Tourist Market

Summary/Abstract: During this period, the world economy globalization is an essential factor for the internalization of business companies. To penetrate a new country, the companies can choose among the following forms: export, transfer license, strategic alliances and foreign direct investment. In turn, these methods decompose into the following: direct export, indirect export, franchise, the leasing contract, turnkey contract, joint venture, management contract, strategic alliances, corporations etc. which are, in fact, concrete forms of market penetration. At the moment, there are 45 hotels in Romania that belong to 16 international hotel chains which have penetrated our tourist market. The methods that the international hotel chains are using to penetrate the Romanian tourist market are based on the top three forms that are used to penetrate a foreign market: franchise, management contract and the leasing contract. These methods have been chosen and used in Romania by international hotel chains depending on the overall hotel chain strategy and the benefits they offer. In this paper, we intend to present the main forms of market penetration in Romania which are used by the international companies in hotel industry

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