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Martinettis Acquisition of Sand Coast Resorts
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Write My Essay For MeTo extend its international presence, Martinetti International has formed an expansion strategy focused on acquiring other like enterprises outside the European region. Martinetti is a subsidiary of a publicly owned parent company, and is based in Rome, where it enjoys an established brand name and reputation.
As part of its globalization strategy, Martinetti acquired Sand Coast Resort Group located in the heart of Chinatown, Singapore. Both hotel enterprises share common business values, excellent reputation, and offer high-end luxury accommodations for local businessmen and international travelers.
The acquisition offers Martinetti ownership of the Sand Coast brand, trademarks, and contracts for Sand Coast’s nine hotel holdings. With this acquisition, Martinetti gains a footprint in Southeast Asia and expands its holdings by 27%. Sand Coast has strong brand recognition in the region and a portfolio that includes both hospitality services and travel agencies. Martinetti is a cross-culture organization, comprising approximately 65% Italians and other employees from seven countries. San Coast also has a cross-cultural workforce with 88% Singaporeans of Chinese, Malay, and Indian ethnicity, whose official language is Chinese.
As a member of the Martinetti management team, you have been asked to prepare a presentation to the Sand Coast Resort leadership team on Martinetti’s approach to acquisition. The goal of this presentation will be to convince the Sand Coast team that Martinetti has a sound strategic communications plan.
First, you need to prepare an outline for your presentation, one that addresses:
The company’s promotional goals
The cultural factors that need to be considered
Recommended promotional strategies
Include Martinetti’s plan to mitigate cultural barriers, country differences, and global advertising issues.
Use the Word document template provided for this assignment.
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Martinettis Acquisition of Sand Coast Resorts
Introduction
With acquisition of a new company it is imperative that effective assessment of issues that may arise and the manner in which the operations of the two companies can be aligned in order to achieve higher synergies and be able to achieve the business objective of the companies. The acquisition of Sand Coast Resort Group by Martinetti presents an opportunity for the companies to increase the share values of both companies. There are though key issues that need be addressed in such an acquisition. One of the critical issues taking into account the cross border acquisition is the cultural value of the two companies and how cultural cohesiveness will be attained. Another issue is on how integration will be attained, how uncertainties by the acquired company can be addressed in order to keep on talented staff, and synergies, capabilities and benefits that the acquisition offers to
Martinetti’s Acquisition of Sand Coast Resorts
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