Hospitality Experience
Market Entry Strategy for Mixed-Use Development
Horwath HTL was engaged by the owners of Punta Galeras regarding the development of a mixed-use project on an area of approximately 267,000 sqm, located in Las Galeras, Samana, on the North Coast of the Dominican Republic, facing and bordering the North Atlantic Ocean.
Key elements of the project are the local development identity and immersion with the untouched, natural beauty of the site, being one of the most exclusive and first of its kind destinations in the north-east of the Dominican Republic.
Project Scope
We were engaged to develop a market entry strategy for a proposed mixed-use development encompassing residential units, retail spaces, and a boutique hotel. The objective was to ensure the project’s successful integration into the local market while maximising its appeal to investors, tenants, and end-users.
The project began with a comprehensive market analysis, focusing on demand drivers across the residential, retail, and hospitality sectors. This included evaluating demographic trends, economic conditions, and consumer preferences within the targeted location. Our team also conducted competitive benchmarking to identify key differentiators and opportunities for positioning the development effectively.
Next, we assessed the project’s design and functionality, ensuring alignment with market expectations. This involved reviewing layout plans, amenities, and potential synergies between the different components of the development. We identified opportunities to enhance the project’s appeal, such as introducing flexible retail spaces, unique lifestyle features, and sustainable design elements.
Our strategy development process included financial modelling to project revenue streams and return on investment for each segment of the development. These insights were used to inform pricing strategies, leasing structures, and marketing plans. Additionally, we provided recommendations for phasing the development to optimise cash flow and reduce market risk.
To support the project’s launch, we devised a tailored go-to-market strategy. This included branding and positioning, marketing campaigns, and stakeholder engagement initiatives. Our approach aimed to generate early interest, establish credibility, and build momentum in the lead-up to the project’s completion.
The final deliverable was a comprehensive market entry strategy report, providing the client with actionable recommendations and a clear roadmap for success. Our insights ensured the mixed-use development was positioned to thrive in a competitive and dynamic market environment.
