Building a global go-to-market strategy for a premium glamping tent brand.

Abstract

The increasing popularity and interest in glamping, which has been accelerated by many factors including the Covid-19 pandemic, have led to more people wanting to try this type of accommodation, to experience for themselves what glamping is really about. Glamping has many faces and there is not one set definition of what glamping is except for one thing that everyone agrees on. That is that glamping means glamorous camping. It can vary from sleeping in a lodge in the mountains, an experience in a yurt in the desert to a romantic stay in a tent on a beach. Autentic is a Belgian designer and manufacturer of luxury cotton bell tents. As a new company on the market, Autentic wants to keep on expanding their network of individual and business clients by entering the glamping market in new countries. All this while building a strong brand and position in the countries where it is already present. In order to achieve it, a well-defined go-to-market strategy for the brand is needed. Strategy that will focus on targeting the right customer segments with the appropriate marketing messages. Set communication plans, taking into account the target markets of the company as well as the competitive environment, will allow the company to build its position globally as a premium glamping tent manufacturer. The results and content of this report are backed by a comprehensive literature review, qualitative and quantitative research, company analysis as well as competitor analysis to have a better understanding of the environment that Autentic is in. Findings from the qualitative and quantitative research as well as other analyses that have been done to provide insights and valuable information based on which we were able to provide the company with the go-to-market strategy. The GTM strategy is divided into parts to provide a more in-depth look at each of them as well as to highlight the importance of each part needing to be executed well in order for the whole strategy to work well as a whole since everything is intertwined. The key elements discussed in this report are the tangible recommendations and actions that Autentic can take in order to get to the position of a premium, global bell tent manufacturer. The solutions provided refer to action that can be taken both short term as well as long term. Some small, easy to execute steps of the plan suggested to the company have already been taken and changed have been implemented. For the rest, when it comes to something as working on the website's design and content is an easier to execute task which will take more time initially but will not be very time consuming in the long run. Other aspects, like creating, updating and analysing the databases, will require continuous attention from the company in order to give Autentic the best possible tools and data to execute important strategic decisions that will benefit its growth.