Purpose
Individual Assignment | Critical Essay
Topic: Expansion into China – Opportunities and Challenges
for Oetker Collection
Despite a short disruption caused by Corona, the thirst for international hotel companies to expand into the Chinese market seems to be stronger than ever.
One, this is fueled by saturated markets elsewhere and by the stipulated growth in the Chinese travel market and an undersupply of international hotel brands in China. Furthermore, there is a strong interest by domestic investors.
Your task is to critically evaluate the expansion strategies of Oetker Collection (small ultra luxury hotel chain predominantly in European markets, https://www.oetkercollection.com) into the Chinese market. You need to conduct a literature review on hotel expansion modes with a particular focus the Chinese market.
A few articles you will find attached, this could be as a starting point, but you are expected to search for other relevant sources. As part of your assignment, you could consider the following indicative questions (do not attempt to simply answer the questions): • What are distinct characteristics of the Chinese market that make it an attractive business place for Oetker Collection?
• Are there factors that would hinder Oetker Collection to expand into China?
• Which expansion modes seem feasible for the Chinese market and why?
• What could be reasons for Chinese investors to invest into hotel companies and properties
abroad?
• How has the internationalization strategy of European hotel companies (e.g. Oetker Collection)
into the Chinese market has been affected by Corona?
Please use precise argumentation and predominantly academic references.
Attached you will find sources that you can be useful for this essay . Additionally, you will find grade for this assignment, and crustal points that needs to be written in this essay.
