Market expansion for accomodation specialist (IJCSPP Project)

Abstract

A large pool of emerging markets were considered for market entry. By applying different filters, four countries were shortlisted from the initial list of possible markets. Further analysis was conducted in order to get a better understanding of the business dynamics of the online hotel reservation market in those countries. A priority order of the shortlisted markets was created. For the top priority market, an approach for market entry was formulated by looking at various aspects of market entry such as positioning, product, promotions and pricing.