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INTERNATIONAL REAL ESTATE DEVELOPMENT: ENTERING NEW MARKETS EXAMPLES FROM US HOTEL INDUSTRY

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

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INTERNATIONAL REAL ESTATE DEVELOPMENT: ENTERING NEW MARKETS EXAMPLES FROM US HOTEL INDUSTRY

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  1. INTERNATIONAL REAL ESTATE DEVELOPMENT:ENTERING NEW MARKETSEXAMPLES FROM US HOTEL INDUSTRY Michael Anikeeff, Johns Hopkins University Ven Sriram, University of Baltimore

  2. Introduction • Why enter new markets? • Best Practices

  3. Exhibit 3 International Hotel Chains 2007 Source: MKG Consulting Database

  4. Success Factors • Location • Market Segments/Brands • Management • Ownership structure

  5. Location • Market Screening • Government policy

  6. Market segments/Brands • Competitive advantage • Marketing mix

  7. Management • Central control • Local flexibility

  8. Ownership structure • Entry Mode • Sole ownership • Joint venture • Franchise • Mgt contract • Alliance • Consortium

  9. Ownership structure • Entry Mode • Cost of entry –return • Political /financial –risk • Quality control—consistency • Brand promotion

  10. Summary /conclusion • Success factors • Location • Market Segments/Brands • Management • Ownership structure

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