Global Marketing Management

Global Marketing Report- Old Course Hotel, St. Andrews

Introduction1

Overview of Old Course hotel1

Overview of the situation2

Internationalisation theoretical approach2

Network approach for internationalisation4

Global marketing issues and forces impacting international hotel and tourism industry6

Challenges and opportunities in the Australian marketing environment9

Conclusion11

References13

Global Marketing Report- Old Course Hotel, St. Andrews

Introduction

In the face of increasing competitiveness in the business environment globally, organizations in all sectors and industries are required to expand their operations. One way of expanding the operations is to enter in the new markets which have significant potential to give the organization an advantage. This paper aims to consider the internationalisation strategy of Old Course Hotel which is one of the leading five star hotels in Europe. The hotel intends to expand its operations by entering into the Australian market.

For this purpose this paper explores the possibility of entry and probability of success of Old Course hotel in the Australian market. The paper applies internationalisation theoretical approach that best suits to the scenario of the Old Course hotel and analyse it against its entry in the Australian market as well as global marketing issues being confronted by the international hotel and tourism industry. Subsequently, the market of Australia is researched and analysed to identify and discern the opportunities and challenges that exists for the new entrant in the Australian hotel industry.

Overview of Old Course hotel

Old Course hotel is one of the principal hotels of the world situated in St. Andrews. It is a renowned hotel owing to the large and diversified range of amenities and supreme quality service provided by the hotel. It is one of the top five star hotels present in Europe having 144 rooms inclusive of 35 suites. The hotel is equipped with all kinds of restaurants and bars ranging from informal to very formal settings. In addition to this, the hotel has different banqueting and conference amenities available for different meetings and conferences (www.oldcoursehotel.co.uk).

Overview of the situation

It is turning out to be of high significance for the organizations to have an international presence and operations in order to compete strongly in this challenging business world. This applies to both, the product and service organizations. Owing to this increasing need of internationalisation of enduring survival, the Old course hotel is planning to increase its presence and move out of Europe as well.

The hotel has visualized Australia as the prospect of its internationalisation. The Old Course hotel therefore intends to explore the Australian market in order to discern the opportunities and challenges that it will come across in the phase of its internationalisation. It fundamentally intends to picture out the possibility of entering the Australian market. This paper therefore explores the possibility and prospect of internationalising in the Australian market for Old Course hotel.

Internationalisation theoretical approach

Internationalisation of any organization is a complex process which entails numerous concepts and notions (Tornroos, n.d.). More and more organisations and firms are practicing internationalisation and international business with different structures and approaches (Harris ...