In recent years, there has been an explosion of British families buying either holiday homes or per-manent homes overseas or in mainland Europe. Spain, France, Cyprus, and Florida are popular destinations. The reasons for this interest in overseas property are a desire for a different lifestyle, cheap house purchase finance, cheap air travel through the low cost air travel operators, and an increased advertising and promotion campaign in the media by property builders and agents. Marmaris and Kuşadaşı have also good potential for these interests. According to this view, GEO Inc. started to promote these destinations as alternatives. The company uses the internet as a selling medium to sell or rent directly, to customers in three core categories; Biglove apart hotel, Geo_live deluxe suites and a new business, Geo_ dining. Biglove targets people with especially family focused lifestyles. Holiday with children concept is extremely growing and Biglove has relatively high market share.

Geo_live deluxe suites are the new entrance to the market. The aim of Geo_live deluxe suites is attracting couples for their honeymoon choices. Competition is so heavy but there are many things to do at the market.

Geo_ dining is a new concept in eating out business. Geo-dining has created a powerful global network of customers. The main reason for choosing Geo_dining, people can eat and entertain at the same time. By these innovative thinking, launching eatertainment concept, Geo_dining become very popular for British families’ holiday choices but it has relatively low market share comparing with local restaurants because of its high prices. At Geo-dining, people can taste several Anatolian foods with listening different kind of orient music and watching local dance shows at the same time. British families like to entertain and eat at the same time. They mostly prefer to spend more for innovative alternatives.

a) According to BCG matrix make the portfolio analysis of GEO Inc. and suggest strategy considering each three SBU. (15)

b) Geo_dining started to launch a new brand, Geo_shoppers . By this new concept, people can eatertain and shop local foods & products at the same time. Around the restaurant, they open several kiosks with different local food and merchandising product like bazaar. After they face with high demand from British families, they decide to open chain stores in England. Explain these new attacks considering GE Model (Ansoff matrix).(10) Considering the growth in product life cycle; how do you explain these attacks with any theory that told in marketing? (10)

c) As a Geo_shoppers Marketing Manager; what would you to do for Geo-shoppers considering the fact that you are in the new market in England.(remember research)(10)

d) Choose one of the generic strategies(competitive advantage) for Geo-shoppers.(15)

e) Explain marketing management process for Geoshoppers (40)

(including segmentation, targeting, positioning, marketing mix strategies, etc.)