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The lodging industry is a multi-million dollar industry and according to the Bureau of Labor Statistics, the hotel and lodging industry "includes all types of lodging, from luxurious 5-star hotels to youth hostels and RV parks. While many provide simply a place to spend the night, others cater to longer stays by providing food service, recreational activities, and meeting rooms"(New York Institute of Technology, 2017).Denmark is reported to be the happiest country in the world and is often cited as one of the world’s best countries to live in (Society- Denmark, 2018). Governed under the Danish Constitution of 1849, Denmark has a strong welcome state that ensure economic equality and thevirtual non-existence of corruption. The political system of Denmark is that of a multi-party structure, where several parties can be represented in Parliament at any one time. Denmark is the most popular holiday destination in the Nordic Region among foreign tourists. Tourism is a huge part of the Danish economy and while tourist return to the country every year, Denmark wants toensure that they continuously develop new offers and to market their unique country, so that theycan attract even more tourists for years to come (Olsen, 2015).
Wyndham Worldwide Business PlanThe purpose of this report is to develop a marketing strategy and an entry strategy for Wyndham to enter Denmark’s lodging market. Developing market share estimates and revenue projections using historical data from Wyndham Worldwide in the United States and research into market size, pricing, and unit sales for the industry in Denmark. Also estimating the investment required for relocating one or more activities of Wyndham’s value chain from the United States to Denmark and estimating how much time needed to break even. Lastly, recommendations and assessments of short term and long-term risks will be provided.Analyzing organization's resources and capabilitiesPotential PartnershipsLarge chain hotels are not typical in the Danish lodging industry. Scandic hotel chain in roughly the sole hotel chain with a strong presence of multiple hotel properties in throughout the capital of Copenhagen. Below is a short list of potential partner companies for Wyndham to partner with:-Nobis Hotel- With only one location in Denmark in the capital of Copenhagen. Being family owned without a single chain or franchise, they are known for their historically prominentvenues and first class restaurants, bars, and nightclubs (Nobis, 2018)-Comwell Hotels-with the lowest percentage of market share within Denmark (Hotel Chains, 2018) and the lowest scoring on being architecturally pleasing to tourists (7/10); Comwell hotels has 16 hotel properties that need assistance. The organization prides on namely hospitality, service and professional staff (Comwell, 2018).