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Attractiveness Analysis of the Moscow Hotel Industry

Student: Gainullina Diana

Supervisor: Marina Predvoditeleva

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2016

The present paper aims at evaluating the attractiveness of the Moscow hotel industry among the 5 star hotels in terms of new entrants. This work consists of two chapters. The First chapter provides basic concepts related to strategic analysis of the industry, forms the theoretical basis of the study and describes the methodology of evaluating the attractiveness of the industry. The Second chapter is devoted to the practical analysis of the Moscow hotel industry and its macroenvironment. This chapter also defines the boundaries of the investigated industry. According to the results of the analysis the overall attractiveness of the five-star segment was evaluated in terms of the entrance of new market players. There were revealed 35 significant factors and their influence and weight were evaluated using by the expert assessment. Finally, the quantitative estimation of the attractiveness of the Moscow five-star hotels segment was calculated. The mark is 2.6 out of 5, which is fairly low.

Full text (added May 20, 2016)

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