Samenvatting

Nowadays travelling and exploring new destinations has become vital part of the study abroad experience for many students. There are plenty of choices from different travel companies offering trips and events in preferred destinations for study abroad such as Spain. Consequently, the manner in which each travel company is positioned in consumers’ minds plays key significance in the choices they make. We Love Spain is a travel and events company based in Seville. The company has significant interest in expanding to the city of Granada due to the huge amount of international students there. Moreover, We Love Spain is interested in the best positioning tools, strategies and possibilities for the company to enter Granada. The results from this study provide various strategies for We Love Spain. As a physical expansion it is possible to open an office in the city of Granada. In terms of diversification it is possible to add new trips such as Barcelona, IBIZA, various experiences such as ‘La Feria’ and the Tomato Festival. This can be accomplished via possible partnership with a company closer to the destinations mentioned above such as HAPPY ERASMUS. Moreover, virtual expansion is a very modern tool to create a name for We Love Spain in Granada. There is a possibility to create You Tube Video that embraces the difference in the origin of the students. Another very useful recommendation is to create a smart phone application which advertises the services of We Love Spain and its competitors too. Furthermore it provides information about all the important events and places in town. Finally, there is a proposal for new type of events to be offered to the students from Granada. For example, exciting sport experiences and visit of the close natural wonders such as the Lake Negratin and the Mount Jabalcon. All the recommendations described above have their advantages and disadvantages. Therefore analysis regarding their effect on We Love Spain by the managers will determine the choice of the best strategies and alternatives. The goal of the positioning as very important marketing tool is to increase market share, profitability and enhance company’s image. Furthermore, We Love Spain is looking at the market share as a key indicator of the success regarding its future positioning strategy in Granada. The higher market share contributes to higher level of profitability, better advertisement campaigns and improved image of the company. To conclude due to the managers’ evaluation a choice about the best alternatives is made. The two most beneficial recommendations in terms of investment, change in organizational structure and effect on consumers’ are: 1) Creation of You Tube Video embracing the different origin of the consumers. 2) Creation of offers towards new destinations such as IBIZA, Barcelona and small towns with distinctive atmosphere such as Ronda.