Upscale Ecolodge in southern Nicaragua hopes to achieve 53% occupancy within three years of opening and hired a management company to prepare a marketing strategy. Despite its proximity to Costa Rica, and its focus on providing unique luxury vacation spot for one of the fastest growing segments in the industry of tourism - ecotourism - the hotel faces numerous obstacles. The biggest challenge is to overcome the negative reputation of Nicaragua, based on a recent history of political and social unrest, is still fresh in the minds of tourists. There is also need to work in rural infrastructure in the country is characterized by a power interruption, the poor condition of roads, and below the standard of sanitation. In addition, Nicaragua has a pool of qualified employees to work in high-quality services. Preparing marketing strategy addresses the impact of these factors in the market positioning of the hotel and the rate of market penetration. "Hide
by Wang Shuo, Judith A. Siguaw, Penny Simpson Source: Richard Ivey School of Business Foundation 24 pages. Publication Date: November 3, 2005. Prod. # 905A13-PDF-ENG
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