MARKET EXPANSION OF MANDARIN ORIENTAL IN SOUTH AMERICAN COUNTRIES

The research study has been conducted for Mandarin Oriental, which is one of the leading providers of 5 star and luxury hotel chains across the world. The study was based in analyzing the market potential of different South American counties and locations to assess the market entry opportunities of Mandarin Oriental within those locations. Therefore, the discussion of this study evaluated the in-depth market data of different locations of South America, such as Buenos Aries, Santiago, Bogota, Lima, São Paulo and Rio de Janeiro. The data presentation and analysis focused on the secondary data collection process. The analysis method detailed through graph, chart and tables. The evaluation of the findings assisted the researcher in terms of suggesting new market areas, such as São Paulo, Rio de Janeiro and Lima, for market expansion of Mandarin Oriental. The major reasons for choosing these market areas depicted as the development of luxury hotel market, improvement in international and domestic tourist traffic, beneficial and suitable transportation and higher traveler expenditure.

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