An Analysis of the Moyo Case Study
Strategic Principles
Individual Project
AN ANALYSIS OF THE MOYO CASE STUDY
Introduction:
Yu (2004, p. 300) state international hospitality corporations develop strategic marketing guides for expansion in foreign countries. Strategic marketing takes a global and long term view in planning objectives for overseas operations. Environmental scanning is used by hospitality firms to seek information about threat, opportunities, macro environment analysis, micro environment analysis and industry analysis. The critical aspect of strategic principles is identifying gaps in the global market so as to assist international companies to monitor the changing global and domestic market conditions. Domestic companies are considering expanding operations into the overseas markets to fill market gaps. International hospitality companies have identified the market gaps in many regions of the world in the midscale hotel and restaurant segment. Hospitality product and services are often modified to the local target markets and culture with regards to the hotel architecture and interior decoration of public areas and restaurants. The case study explains how Moyo as an African brand has diversified into restaurant, retail and entertainment. The perfect product mix of the three sectors has promoted the Moyo experience as a brand very well in South Africa. Here the author would critically analyse the case study with regards to Moyos experience in South Africa and how it entered the niche midscale hospitality market. The author would also evolve the future growth strategies for Moyo as a brand to evolve globally.
The analysis provided by the author portrays an explicit picture of what the Moyo experience has done to attain its present standing in the hospitality industry. To achieve the objectives of the case study the first step would be to conduct an industry
Individual Project
AN ANALYSIS OF THE MOYO CASE STUDY
Introduction:
Yu (2004, p. 300) state international hospitality corporations develop strategic marketing guides for expansion in foreign countries. Strategic marketing takes a global and long term view in planning objectives for overseas operations. Environmental scanning is used by hospitality firms to seek information about threat, opportunities, macro environment analysis, micro environment analysis and industry analysis. The critical aspect of strategic principles is identifying gaps in the global market so as to assist international companies to monitor the changing global and domestic market conditions. Domestic companies are considering expanding operations into the overseas markets to fill market gaps. International hospitality companies have identified the market gaps in many regions of the world in the midscale hotel and restaurant segment. Hospitality product and services are often modified to the local target markets and culture with regards to the hotel architecture and interior decoration of public areas and restaurants. The case study explains how Moyo as an African brand has diversified into restaurant, retail and entertainment. The perfect product mix of the three sectors has promoted the Moyo experience as a brand very well in South Africa. Here the author would critically analyse the case study with regards to Moyos experience in South Africa and how it entered the niche midscale hospitality market. The author would also evolve the future growth strategies for Moyo as a brand to evolve globally.
The analysis provided by the author portrays an explicit picture of what the Moyo experience has done to attain its present standing in the hospitality industry. To achieve the objectives of the case study the first step would be to conduct an industry
References: fifa.com 2007, 2010 fifworld cup South Africa, viewed 10th April, <http://www.fifa.com/documents/fifa/regulations/2010%20FIFA%20Public%20Guidelines_ENG_270207.pdf> moyo.ca.za, 2007, viewed 3rd April, <http://www.moyo.co.za/>