You are a successful entrepreneur! Your hotel “Posaditas del Mar” in Croatia has proven an
early success rate of tripling revenue every 6 months. You have followed your instinct by
developing a product-service value chain coalition that has successfully impacted your target
audience and has attracted consumers in Mediterranean Europe. In 2.5 years your initially small
hotel operation has attracted enough consumers that you have been able to reinvest your
profits in hiring the best service employees in the region to develop and to optimize the process
of maximizing consumer experience, and trigger consumer loyalty successfully. Hence, your
enthusiasm and perspective of the future is inspiring because you have created a product-
service proposition that is unique and works. Other locations in other countries tried replicate
the environment you used to create this valued business and it seems yet nobody else
succeeded in exploiting your business proposition abroad. You have gathered your team and
leveraged on the close and transparent relationship of your customers, to create a plan for
Write a well elaborated internationalization strategy for “Posaditas del Mar” hotel operation.
In your paper, you must describe, explain, compare and contrast the following:
1. Describe “Posaditas del Mar” attributes that make it a solid candidate for
internationalization. Elaborate them and explain them considering the hotel’s market
2. Explain the target-potential country selection process, the criteria of analysis for each
blueprint used and the order and entry mode in which you choose to initiate business.
Explain how you will secure your Croatian-successful marketing mix in each of the
markets/countries you have chosen to operate. Make sure you elaborate each variable of the
Check list for your assignment:
• 2,000 words minimum 3,000 words maximum (excluding the table of contents and
• Include minimum 5 different academic resources
• 1.5 spacing
• Include a competitive and creative Table of Contents, Intro, Body and Conclusion
The aim should be to keep your assignment clear, concise and as critical as possible. The
paper should be a critical review of practice. Make sure you label any model/table/diagram and
only put them in the body of the report if you are going to refer to them/or referenced to the
Appendix or the source you found them in.
Refer to books and journals where you have seen relevant examples as opposed to describing
information in detail. Ensure that you properly reference your sources and include a completed
bibliography which is consistent, in accordance with the Harvard recognized citation style.
All essays will be checked for originality (i.e. Plagiarism). If you have doubts about how to refer
to the work of others, look at the pdf files at the online area for advice. The bibliography does
not contribute to the indicated word count.
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