ZZZ: Business Consultancy Group Report
Abstract
This report is investigating the opportunities for ZZZ to move into Spain, more specifically Barcelona
and San Sebastian. ZZZ will have the opportunity to increase their market share in this region, and
make a profit. Existing clients and network can help with an easy entry. When it comes to challenges,
it is found that creating a network of suppliers and the licence laws in Spain are the most important.
Looking at the business environment, it is found that Spain has some differences with France, where
pre business meeting is more common. Furthermore, some political issues have been found with
Catalonia pushing for independence in 2017. The economic growth in Spain is decreasing, however,
still growing by 0,7%.
ZZZ´s suppliers will be apartment owners in Spain, where it is found to be a significant supply. The
government is trying to control this by requesting licences for renting out apartments. This can be
seen as an issue, however, there are about 9.700 licences in Barcelona alone.
Beside existing clients, previous experience in Barcelona is an important opportunity for ZZZ to take
an advantage of, together with the fact that competitors are competing by lowering their prices.
Looking at challenges, it is also worth motioning the need to acquire local knowledge and additional
employees to handle this market.
In the research conducted, different locations in Spain were considered, mainly with a focus on
important events and trade shows. Moving on, enquires by email was sent to different hotels and
tourist offices to get a sense of the demand during the events. Online enquires was also conducted.
The result was further elaborated with databases and statistics. To strengthen our arguments and
primary research, we created a questionnaire and phone interview, but had no luck in retrieving
data from this. Findings from our research revealed that San Sebastian and Barcelona was good
alternatives for ZZZ to expand. The Mobile World Congress (MWC) in Barcelona and San Sebastian
Film Festival both had over 90% booking rate at hotels, and ZZZ had existing clients at both.
Furthermore, it was found other events in these cities that could be beneficial for the company.
Looking at what presented, the consultants are recommending ZZZ to enter Spain, with a prioritized
effort on Barcelona. Both because of a high booking rate, existing clients and previous experience.
San Sebastian could also be a great opportunity for ZZZ, with high booking rates, existing clients and
a lower need for resources.
When estimating a profit, we used rates from existing sites, and found prices on a three bedroom
during the MWC on £1,050. Adding the 40% raise from ZZZ and comparing with the number of apartments in Cannes, we think a profit of £142,800 during the MWC is within reach, only
considering the cost of the suppliers. This estimate could change over time, both because the prices
change closing in on the congress and that estimating 400 apartments would probably be too high in
the short term.
There have been limitations when conducting this report mainly in terms of research. Access to the
network of clients and their contact info would help this in some extent. Furthermore, financial
limitations prevented the access of data for research. Additionally, some limitations were found in
terms of language and time.
Description
Bacheloroppgave i Internasjonal Markedsføring fra Kingston Business School i England, 2018