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Transcript

  • 1. International Operations Plan - Marriott Ukraine
    Kate Radishevska
    Selling Comfort Around the Globe
  • 2. Highlights
    Opportunity
    Ukrainian Economy
    Investment Risk
    Competition
    Target Market
    Market Strategy
    Sales Strategy
    Final Suggestions
  • 3. Opportunity
    EURO Cup 2012 will be hosted in the 4 major cities of Ukraine: Donetsk, Kharkiv, Lviv and Kiev
    Ukraine will need:
    Additional hotel infrastructure
    To accommodate thousands of soccer fans traveling for the Euro Cup in 2012
    30-40% growth in the hotel and other tourist services
  • 4. Ukraine
    Second largest country in Eastern Europe
    Free Market Economy
    2008 GDP Growth: 8.45%
    2008 Inflation Rate: 12.8%
    2008 Unemployment: 2.3%
    2009 Population: 45,700,000
    Literacy: 99.4%
  • 5. Investment Risks
  • 6. Competition
    Current Ukraine Hotels:
    1300 Hotels
    3200 Resorts
    4000 Private Hotels
    International Standards:
    Parking
    Concierge and Room Services etc.
    Stable Tourism Growth, 23M in 2008
    Hotel Supply is less then 5%, demand is up to 20% a year and growing
    Average Occupancy Level is 60-70%
  • 7. Target Market
    45M Ukrainians
    23M Annual Foreign Travelers
    Purpose: leisure or business objectives
    Optimistic: frequent travelers and members
    Sports fans: soccer tournaments
  • 8. Marketing Strategy
  • 9. Sales Strategy
    Market Penetration Strategy is an Aggressive Low Price
    Middle Class Consumers
    Competitive Pricing on All Amenities
    Sophisticated Image
    Think Long Term, but Focus on the Present
    Middle Class Affordable
    Proposed Room Prices
  • 10. Final Recommendations
    Concentrate on One City at a Time
    Joint Corporation with Ukrainian firm or individual
    Renovate Existing Building
    Choose a Central Urban Location
    Maintain the Marriott Standard
    Offer a Variety of Amenities
    On-Site Parking
    3-4 Star Hotels
  • 11. Questions