Marketing strategy for Explore: Premier Hotelier in Chile

Abstract

The study being written is a result of research and analysis done as a part of consulting project taken up by a team of five students from Indian Institute of Management, Bangalore and Samuel Curtis Johnson Graduate School of Management, Cornell University. The project is to size the market and formulate appropriate strategies for a hotel giant- Explora in the South American country Chile. This was a live study where inputs from the client (Explora) were regularly taken in the form of verbal interactions and recorded data. These were studied in detail to size the potential global and domestic market of Explora. Also, some strategies on appropriate channels of marketing of Explora were formulated.