INTERNATIONAL REAL ESTATE DEVELOPMENT: ENTERING NEW MARKETS EXAMPLES FROM US HOTEL INDUSTRY Michael Anikeeff, Johns Hopkins University Ven Sriram, University.

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Presentation transcript:

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

Hotel Group Chain (nationality)CountryNumber Hotels/Rooms Intercontinental HGGB3741/556,246 Wyndham Worldwide6473/543,237 Marriott International2775/502,089 Hilton Corp.2901/497,738 Accor4121/486,521 Exhibit 3 International Hotel Chains 2007 Source: MKG Consulting Database

Success Factors Location Market Segments/Brands Management Ownership structure

Location Market Screening Government policy

Market segments/Brands Competitive advantage Marketing mix

Management Central control Local flexibility

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

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

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