What can I do to expand my tourism business
into Europe? (Internationalisation) What is Internationalisation? A set of activities
that any business develops outside their “natural” geographical markets. How to plan going international? three strategic
dilemas: What markets should I enter?; What market penetration strategy is to be carried
out?; With what type of organisation should we enter? You need a strategic plan: analysis — risks
and opportunities. And an international marketing plan: Guide
to foreign market adjustment – New market penetration strategy and new market operating
strategy Franchises: The transfer of the trademark,
name, and know-how to a foreign company for a specified time
Joint venture: Creation of companies by two or more companies from different countries
for the joint development of an activity Strategic alliances: Companies who usually
compete, team up (with a cooperative agreement) to enter new markets or achieve higher rankings
themselves Management contract: Operational control and
management of a company abroad is done by another. It is a fairly common method in the
tourism sector Acquisitions: A company buys another company
using various methods, so that they acquire control over the said company.
Mergers: Two or more companies, generally of equivalent sizes, agree to join together,
creating a new company using all their resources (assets), and then dissolving the two or more
primitive companies. Takeovers: A company acquires another company
and the acquired company usually disappears. How to choose your internationalisation method.
You must take into account: The specific variables of the destination
country. The specific variables of the destination
country. The characteristics of the sector or area.