INTERNATIONAL REAL ESTATE DEVELOPMENT: ENTERING NEW MARKETS EXAMPLES FROM US HOTEL INDUSTRY Michael Anikeeff, Johns Hopkins University Ven Sriram, University of Baltimore
INTERNATIONAL REAL ESTATE DEVELOPMENT: ENTERING NEW MARKETS EXAMPLES FROM US HOTEL INDUSTRY
Jan 01, 2016
INTERNATIONAL REAL ESTATE DEVELOPMENT: ENTERING NEW MARKETS EXAMPLES FROM US HOTEL INDUSTRY. Michael Anikeeff, Johns Hopkins University Ven Sriram, University of Baltimore. Introduction. Why enter new markets? Best Practices. Exhibit 3 International Hotel Chains 2007 - PowerPoint PPT Presentation
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INTERNATIONAL REAL ESTATE DEVELOPMENT:ENTERING NEW MARKETSEXAMPLES FROM US HOTEL INDUSTRY
Michael Anikeeff, Johns Hopkins UniversityVen Sriram, University of Baltimore
Introduction
Why enter new markets? Best Practices
Hotel Group Chain (nationality) Country Number Hotels/Rooms
Intercontinental HG GB 3741/556,246
Wyndham Worldwide 6473/543,237
Marriott International 2775/502,089
Hilton Corp. 2901/497,738
Accor 4121/486,521
Exhibit 3 International Hotel Chains 2007Source: MKG Consulting Database
Success Factors Location Market Segments/Brands Management Ownership structure
Location Market Screening Government policy
Market segments/Brands Competitive advantage Marketing mix
Management Central control Local flexibility
Ownership structure Entry Mode
Sole ownership Joint venture Franchise Mgt contract Alliance Consortium
Ownership structure Entry Mode
Cost of entry –return Political /financial –risk Quality control—consistency Brand promotion
Summary /conclusion Success factors
Location Market Segments/Brands Management Ownership structure
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