In the starting of the new century the company amended its entry strategy slightly to adapt to global conditions. The company had now acquired hotels in Dubai and Canada. The growth of the company enabled it to open various hotels in different locations during 2000-2005 and there is a long list of hotels which are being planned for newer locations.
The entry strategy for global locations has now changed slightly as these markets are already familiar to luxury hotels. The company now aims to gain from its reputation as one of the largest hotel chains of Asia. The company invests heavily in areas with high tourism capacity and targets areas which have a high potential for luxury resorts such as Dubai, Maldives, Thailand and Malaysia which have now become tourist hubs for individuals from around the world with diverse cultural backgrounds.
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