.png)
PROJECT OVERVIEW
Developed a market entry strategy for Aman Resorts to expand into Patagonia, Chile, strengthening its presence in the South American luxury hospitality market while staying true to the brand’s minimalist, nature-led approach.
DELIVERABLES
Market Entry Strategy and Marketing Mix
MY ROLE
-
Conducted in-depth brand and operational analysis to identify Aman’s key success factors and white-space expansion opportunities.
-
Shortlisted New Zealand, Australia, and Chile based on portfolio gaps, competitive landscape, and strategic fit.
-
Selected and evaluated the Patagonia site near Torres del Paine National Park based on brand alignment and competitor presence.
-
Developed pricing strategy and financial forecasts to evaluate long-term viability.
-
Created concept mockups and visualized the marketing mix to align with Aman’s design philosophy and experiential positioning.
MY LEARNINGS
-
Developed a practical understanding of financial forecasting and feasibility evaluation in luxury hospitality expansion.
-
Learned to distinguish between brand-building expansions and revenue-driven growth strategies within a global portfolio.
-
Strengthened my ability to structure end-to-end market entry strategies, from opportunity identification to marketing mix execution.
-
Enhanced strategic research skills and decision-making through competitive, geographic, and brand-alignment analysis.
01
PROCESS
01
Opportunity Identification
Identified Patagonia, Chile as a high-potential destination for Aman Resorts expansion within the South American luxury hospitality market.
02
Brand & Industry Research
Analyzed Aman’s brand philosophy, minimalist positioning, and global portfolio alongside regional luxury hospitality trends.
03
Consumer & Market Analysis
Evaluated target traveler segments, competitive landscape, and destination demand within Patagonia.
04
Strategic Development
Developed a market entry strategy and a marketing mix to implement this expansion.
TEAM
Anushka Khale, Molly Daines, Taylor Barcus