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Global Marketing TH60035E - Butlin's Expansion Project - A2 Report $10.34   Add to cart
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Global Marketing TH60035E - Butlin's Expansion Project - A2 Report
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  • Course
  • Global Marketing (TH60035E)
  • Institution
  • The University Of West London

This report will explore the British Butlin’s Hotel company. It will evaluate how the company is succeeding in England, and it will propose and assess an expansion project of Butlin’s in China. It will consider the theoretical concept of marketing, such as Ansoff of Matrix and BERI analysis, to...

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Document information

  • May 1, 2023
  • 20
  • 2022/2023
  • Other
  • Unknown

Subjects

  • global marketing
  • hospitality
  • international hospitality
  • marketing
  • report
  • project

Written for

  • The University of West London
  • Unknown
  • Global Marketing (TH60035E)
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A2 Report Butlin’s in China
Expansion Project




Due Date: 20th May 2022

Module: Global Marketing TH60035E
0

, Executive Summary


International expansion is pivotal to enhancing productiveness and profit and increasing market

growth, especially within the hospitality industry, being part of one of the largest service

industries. The worldwide tourism market is, by definition, complicated, and diverse. On the

other hand, it is a universal activity, and practically every human appreciates it (SiteMinder,

2022). Butlin’s is a British leisure hotel which targets families, with three different structures on

the UK coasts since 1936. The report proposes its expansion in China to significantly enhance its

saturated market. China, a very family-oriented country, will be a great place to expand as long

as the structure is created accordingly to China’s powerful cultural beliefs and habits. A mixed-

method approach between extension and adaptation is the best option for Butlin’s first

international opening, tackled through the 7 p’s of marketing, to propose a strategic plan. In

addition, the report also considers challenges such as political knowledge, economic factors, and

organisational aspects. To conclude, it proposes recommendations for a successful international

first opening.

, Table of Contest


1. Report Introduction ................................................................................. page 1

2. Introduction to The Butlins ..................................................................... page 1

3. Expansion vision ..................................................................................... page 2

3.1 Ansoff Matrix ............................................................................... page 3

3.2 Business Environment Risk Index - BERI Analysis .................... page 4

4. Global Marketing Strategy Plan ............................................................. page 4

4.1 Evaluation of 7 P’s ....................................................................... page 5

5. Consideration of Challenges ................................................................... page 8

5.1 Cultural .........................................................................................page 8

5.2 Political ......................................................................................... page 8

5.3 Organisational .............................................................................. page 9

6. Recommendations................................................................................... page 9

7. Conclusion ........................................................................................... page 10

References .................................................................................................. page 11

Appendix ................................................................................................... page 14

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