Abstract
The objective of this brief general market analysis is to determine with the VRIO (value, rarity, imitability, and organization) framework how the Posadas group has managed to maintain itself in the Mexican lodging market. The aim is to understand how in the current panorama of tourism are the main challenges of the Posadas group addressed. The main question that generated this analysis was: Is Grupo Posadas the current leader in the hospitality sector in Mexico? The hypothesis is that the strategies implemented by Grupo Posadas have allowed it to remain in the lodging sector; however, the current elements are not strong enough to be the market leader. So combining the analysis elements of the market and the VRIO, results were obtained that pointed to the conclusion that Posadas shares the leadership with IHG Hotels, which begins to generate a more marked oligopolistic competition in the field of tourism.
Presenters
José G. Vargas-HernándezResearch Professor, Administration, University Center for Economic and Managerial Sciences, University of Guadalajara
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Tourism, Hospitality, Industry
Digital Media
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