Expansion of Montage Resorts in Brazil



Expansion of Montage Resorts in Brazil

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 inetrbai0tnal marketing strategy of a business in Brazil; 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 Brazil 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 Brazil.

Theoretical View

The Concept of International Marketing

Globalization has shifted the premise of a single organization into thousands of different nations, each with a different ideology and perception. The international marketing has to be competitive in establishing the framework of creativity in which these models of communications can work. Many factors have to be kept in mind for this purpose. The innovativeness of marketers, the trends of global businesses, the perceptions of employee about the company, the nature of products and services, the preferences of companies, the popular ways of marketing the product or service, everything has to be taken into account.

As the trends and landscapes of international marketing evolve over time, there are some constraints that are hindering the way firms operate with ...