DIE SELEKTION DER INTERNATIONALMÄRKTE, DURCHGEFÜHRT VOM HOTELKETTEN
International Market Selection, Realized by Hotel Chains

Summary/Abstract: When a firm selects a particular country, it attempts to achieve the best fit between the market requirements and the firm’s ability to meet them. The hotel chain should formulate politics and procedures that will help in identifying the market to enter, how to build, divest or to abandon it to maximize its economic gates. In expensive approach, a benchmark is pre-supposed. The expensive approach makes use of clustering technique or the nearest neighboring technique. Sometimes when markets are classified as moderate, based on the following seven variables, expensive approach is followed. The variables are: political stability, market opportunity, economic development and performance, cultural unity, legal barriers, physiographic barriers and geo-cultural distance. If the county, or better the potential new market respects this variables, the company will be interested to penetrate this one. The next important step will be, for a hotel chain to establish witch penetration strategy the chain will use.

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