Key Factors for Entering the Hotel Design Market in the UK
Akkanen, Joonatan (2017)
Metropolia Ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120319461
https://urn.fi/URN:NBN:fi:amk-2017120319461
Tiivistelmä
The constantly growing tourism has made the hotel sector an interesting target for investment companies. Globally there are many untapped opportunities that Finnish interior design agencies could exploit much better. However, in many cases there are challenges that prevent a successful expansion. According to this study, the challenges can be caused by the insufficient level of design, lack of international competence among the global business development team or lack of credibility and references in the international markets.
The purpose of this study was to identify the key factors and the targets for development for dSign Vertti Kivi & Co to support their efforts to enter the hotel design market in the UK. The study focused on comparing different kinds of strategic models to find the best one for the situation of dSign Vertti Kivi & Co. Besides that the other factors that were identified to be crucial to successfully follow through the strategy in practise were analysed during the process.
This thesis was carried out through literature reviews and interviews. Especially the data collected through interviews provided important insights from the hotel owners who often act as buyers and choose the designers. Additionally, the second set of interviews, which focused on internationally succeeded interior design agencies brought out valuable experiences from the persons who had been in the similar position, as dSign Vertti Kivi & Co at the moment.
As a result, the combination of direct exporting and strategic partnerships was found to be the most recommended strategic model to enter new market. It was also noted that the strategy has to be supported by the accurate team, which is internationally highly competent and aware of the macro- and micro-environment factors of the UK market. Thirdly, dSign Vertti Kivi & Co has to identify and find the ways to overcome the most common challenges of internationalisation, which are also discussed in this study.
Finally, it was confirmed that a successful international expansion requires extremely high level of design that constantly has to improve and stay up-to-date. Any of the strategic elements have no use if the design does not meet the standards of the international hotel market.
The purpose of this study was to identify the key factors and the targets for development for dSign Vertti Kivi & Co to support their efforts to enter the hotel design market in the UK. The study focused on comparing different kinds of strategic models to find the best one for the situation of dSign Vertti Kivi & Co. Besides that the other factors that were identified to be crucial to successfully follow through the strategy in practise were analysed during the process.
This thesis was carried out through literature reviews and interviews. Especially the data collected through interviews provided important insights from the hotel owners who often act as buyers and choose the designers. Additionally, the second set of interviews, which focused on internationally succeeded interior design agencies brought out valuable experiences from the persons who had been in the similar position, as dSign Vertti Kivi & Co at the moment.
As a result, the combination of direct exporting and strategic partnerships was found to be the most recommended strategic model to enter new market. It was also noted that the strategy has to be supported by the accurate team, which is internationally highly competent and aware of the macro- and micro-environment factors of the UK market. Thirdly, dSign Vertti Kivi & Co has to identify and find the ways to overcome the most common challenges of internationalisation, which are also discussed in this study.
Finally, it was confirmed that a successful international expansion requires extremely high level of design that constantly has to improve and stay up-to-date. Any of the strategic elements have no use if the design does not meet the standards of the international hotel market.