Reference no: EM13674827

Step 1: To Go Global or Not
The first step is to decide whether you need to market globally or not. For the purposes of this class, you have decided to market your hotel or bed & breakfast beyond the borders of your country. In a paragraph, explain why this is a good decision. What market factors, at home and/or abroad, support this decision?
Step 2: Assessing Potential Markets
You must now decide what markets beyond your own country to enter. Marketing your hotel or bed & breakfast in every market is neither desirable nor feasible. How will you narrow down your options? Consider the list of characteristics on page 61 of your textbook. Choose 3-5 of these characteristics that you believe to be the most important to you in making the decision of where to market you hotel or bed & breakfast. List these characteristics and explain how they will help you find the ideal country in which to market your business.
Step 3: Market Entry
Now you must decide how you will enter the markets you've identified. Given that you will be the owner of a relatively small hotel or bed & breakfast, and not manufacturing anything, you will not be exporting. This leaves you the options of a joint venture or direct investment. Choose from these two strategies and explain your reasoning behind that decision.
Step 4: Global Marketing Strategy
Now that you've chosen your entry strategy, describe how you will implement that strategy. What would a joint venture or direct investment involving your business look like? You may need to think creatively since you are not producing a product in a traditional manufacturing sense.