Согомонян Анастасия Романовна
Разработка стратегии выхода на внешний рынок на примере гостиничной сети «Ваш Отель»
Moscow hotel market is characterized by a high level of competition. However, according to the European and world standards the capital has not yet reached saturation in the number of hotels per capita. However, the occupancy rate of hotels, according to some estimates, has already reached its maximum, and does not grow from 2012. Loading apparently reached a peak, and its further growth in 2015 is unlikely. The main trend of international hotel market is a consolidation of hotel chains and their further expansion into foreign markets. In Russia, there are only a few hotel chains. Thus, the peculiarities of entering new foreign markets on the example of domestic hotel chain is very important and relevant. The purpose of the research is to study of the theoretical and practical aspects of strategies to enter new markets on the example of the hotel chain. Objectives of the study: - To study the areas and types of strategies to penetrate new markets; - To explore the strategy of entering new markets, used in the hospitality industry; - Provide organizational and economic characteristics of the hotel chain; - Analyze market environment and competition in the domestic hotel industry; - Analyze the target foreign markets in order to justify the selection of one of them to penetrate the domestic hotel chain; - To analyze the expected modes of penetration to foreign markets and to justify the final choice of the strategy of entering new markets; - To make choice and develop a concept; - Develop a schedule for implementation of the strategy. The object of study - Moscow hotel chain "Vash Hotel" under the control of "Hotel Company". Subject of study - management, production, business and marketing relationships arising in the process of strategic management of the hotel chain in the process of strategy implementation into target foreign markets.