International Marketing for Starwood Hotel Properties
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Introduction
This case analysis is designed to encourage you to conduct an analysis of an international marketing environment.
Case Assignment
Both Starwood Hotels (Sheraton, W-hotels, and Westin are some of their brands), and Marriott own hotels and resorts in Venezuela. From the perspective of political risk, should these firms sell their properties in Venezuela? And, if a firm (for example: Starwood) decides to sell its properties in Venezuela should one of the other firms (for example: Marriott) buy those properties?
CASE EXPECTATIONS
Use information from the background readings as well as any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper.
The following will be assessed in particular:
Your demonstrated understanding of the concepts, frameworks, and issues indicated in the teaching materials.
Your ability to analyze pertinent international marketing environment issues
The criteria used for assessment will be those explained on the MOD01 Home page, namely:
Focus
Breadth
Depth
Critical thinking
Effective communication skills
Sources relevant to the case:
Romero, S & Ellick, A B. (2007, May 17). A Clash of Hope and Fear As Venezuela Seizes Land. New York Times (Late Edition (East Coast)). New York, N.Y.: pg. A.8 Retrieved on May 22, 2011 from the Proquest database.
Associated Press (2007, May 2). Venezuela Takes Last Private Oilfield. Wall Street Journal (Eastern edition). New York, N.Y.: pg. A16 Available in ProQuest on May 22, 2011.
Anon. (2009) Venezuela takes over Hilton hotel. Oct 14. Viewed on May 22, 2011 at http://news.bbc.co.uk/2/hi/8307234.stm.
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Solution Summary
The solution discusses international marketing for Starwood Hotel Properties.
Solution Preview
Situation in Venezuela - Political Risk
Changes in economic rules and nationalization of companies are common in Venezuela due to high degree of political risk. The situation has been due to changing and arbitrary laws, price and exchange controls, and other distorting and unpredictable measures, all of which have impacted the private sector investment and hurt productivity of the nation. All of these factors have weakened the domestic economy of Venezuela. Venezuela has been in constant pressure due to political risk in the country. The risk is further aggravated by uncertainty on the health of President Hugo Chavez who had earlier undergone surgery to remove a cancerous tumor which was further followed by sessions of chemotherapy. The President stands a good chance of winning new term 6-year term in elections next year with 50 percent support in opinion polls after 12 years in office. However, this is provided that he is able to beat his illness. If his health deteriorates, there is no other strong candidate in the Socialist Party who could run the office. If he does not regain the position, the political situation might become worse and hit the country even more across all sectors, including hospitality industry.
All the risk indicators have constantly rated Venezuelan debt as the ...
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