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Published in:
2020 | OriginalPaper | Chapter
Analysis Based on the Hotel Industry, the Lodging Market in Mexico: The Posadas Case
Authors : José G. Vargas-Hernández, Elsa Patricia Orozco Quijano, Kurt Tonatiuk Winkler Benítez
Published in: Strategic Innovative Marketing and Tourism
Publisher: Springer International Publishing
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Abstract
The objective of this brief general market analysis is to determine with the VRIO framework how the “Grupo Posadas” (Posadas Group) has managed to maintain itself in the Mexican lodging market. The aim is to understand the current panorama of tourism and the main challenges of the Grupo Posadas. The main question that fueled this analysis was: Is Grupo Posadas the current leader in the hospitality sector in Mexico? The hypothesis states that the strategies implemented by Grupo Posadas have allowed it to remain in the lodging sector, however its current elements are not strong enough for it to be the market leader. Therefore, combining the analysis elements of the market and the VRIO, results were obtained that indicated that the Grupo Posadas shares the leadership with IHG Hotels, beginning to generate a more marked oligopolistic competition in the field of tourism.