SALES MANAGEMENT

Sales Management

Introduction

The current trend of hospitality industry absorbs a large portion of travelers (tourists) who wish to spend a time of leisure in their favorite destinations. Keeping in view this trend and an increasing number of players in the hospitality industry, the research paper examines the international marketing strategy of a business in British market; the focus is on how the economic, cultural and social aspects of the economy can influence the expansion plan and how well the company can establish itself well overseas.

Research Rational

The purpose behind choosing this topic is to have a knowledge o the concepts of international marketing strategy and the diversity of the international market. If the strategy is designed and implemented appropriate to the product marketing and tourism market, the hotel can provide information for decision making and develop programs of action that will contribute to the implementation of the strategies of product, price, Promotion and Distribution and the achievement of marketing objectives of the organization.

Thesis Statement

Strategic marketing planning in foreign entry is to keep the organization optimally adapted and continued their best opportunities, analyzing changes in the environment and maximizing the resources internally that give an advantage over the competition (Atwater,1998). Taking into account the points raised, it is assumed strategic planning as is a continuous process monitoring, reflection and synthesis of external and internal environment which results in a set of decisions that are implemented and adapted flexibly to achieve the inclusion organization of general and specific context. By expanding in British, montage Hotel and Resorts will make the most of the developing economy. The company will diversify its portfolio into an economy that is booming and attracting the foreign investment, however, montage Hotel needs to pay heed to the culture and the social differences that become challenging when expanding overseas.

About the Company

The company selected for this research is Montage Hotels & Resorts. Montage resorts currently have 4 locations: Laguna Beach; Beverly Hills; Deer Valley, UT; and Cabo San Lucas. Cabo San Lucas is the only international area Montage has expanded to, however, Montage resorts has much potential to expand beyond a 1500 mile radius. They have the ability to go overseas; therefore they are planning to expand into British.

Expansion and Sales Strategy

Actually firms know their market is the global market because local firms are competitors and everything outside of the frontiers is relevant to them. So, there are many reasons to the internationalization of a firm. Internationalization strategy is different between firms because it depends on firm activity. External presence is necessary for the hotel industry internationalization. An interesting strategy in hotel sector is the international expansion through franchising.

Market Analysis

The needs, desires and purchasing power are the factors that shape a market. A market has limits, to be known for designing the business strategy. These limits, however, are relative and can be modified, especially those relating to use of the product. Market analysis involves determining various aspects of it, as its size, potential, the structure of consumption and ...