Market Assessment

Today, the development of hotel and leisure industry opens wide prospects for launching hotel and leisure business, especially in developing countries with rich natural resources. In this respect, it is possible to develop new business in Thailand, where the hotel and related infrastructure can be constructed. In this regard, the problem the company will solve is launching business in Thailand, where the company needs to adapt to the local cultural environment, social, political and economic specificities. Alternatively to other companies, the new company operating in the hotel and leisure industry will bring new values to the market. At this point, the company should offer customers authentic environment and offer the high quality of services along with the access to advanced technologies customers can use being in the hotel. The target market for these products and the market size may vary depending on the potential of the location of the company but the main target of the company is to focus on the international market. At the international level, the company will be able to attract customers from well-developed countries to provide them with hotel and leisure services. The company will take sales from hotel and leisure services. In such a way, the company can provide customers with a wide range of services from hotel to entertainment and restoration services.

The major competitors of the company are companies that already operate in the domestic market of Thailand, where the company is going to launch its business.
The current market environment is favorable for launching business in Thailand because Thailand needs to stimulate the economic growth and encourage the development of new hotel with related infrastructure. The potential market includes not only Thailand but also the US, Canada and the EU, which are the target market of the company. Customers living in the US, Canada, and the EU will be eager to go to Thailand and to stay in the company’s hotel.

The company will increase its market share steadily and build-up the network of hotels within five-ten years. Steadily the company should gain up to twenty percent of the local hotel and leisure market. In a long-run perspective, the company can build-up the international network of hotels. In actuality, there is no essential sense of urgency. The timeline of the project should take up to ten years. The company should construct the hotel and related infrastructure within the first year and start working (Ross, 1991). Within first three years the company should promote its services in North America, while from 3 to 5 years the company should expand its operations on Europe and attract European customers.

The existing market trends are characterized by the growth and the upstream marketing should take advantage of the current situation in the market. The segmentation to differentiate the organization is the authentic hotel with the high quality of services (Berno, 1996). In such a way, the hotel will provide a number of benefits to the consumer because they will enjoy the authentic Thai culture and can use advanced technologies. The customer age group may vary from 25 to 55; the high income level; from the US, Canada and Europe. The company will have about 100 employees. This will be private company operating internationally.

In such a way, the company can succeed due to the attraction of tourist from developed countries to the hotel in Thailand, where customers can stay connected to their business and homes due to the use of high technologies.


Berno, T, Moore, K. Simmons, D., and Hart, V. (1996). The nature of the adventure tourism experience. Australian Leisure, 7(12), p. 101-108.
Ross, H. (1991) Controlling access to environmental and self: aboriginal perspectives on tourism. Australian Psychologist, 26(5), p.122-131.


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