School of Economics, Business Administration and Legal Studies, Executive MBA
The core purpose of this project is to create a business plan for a small guest-house,
designed to be essentially family run, involving a level of funding which might be seen
as feasible for a large number of potential investors. It will underline the importance of a
quality focus in improving both capacity utilisation and prices attained and in the
potential extension of the “tourist season”. The product proposition aims to enhance the
customer experience, based not only Greece’s attractions of “sun, sea and sand” but also
its little-used but very real comparative advantage of local colour and culture.
The business plan is drawn up in the context of the relative importance to the local and
national economy of developing a critical mass of high quality, relatively reasonably
priced, viable and environmentally sustainable tourist accommodation aimed at a higher
spending guest bracket. It also underlines the importance of “coopetition” in the tourist
industry and marketing of the destination as a whole as well as individual business.
The significance of national and/or EU funding in rendering such small private
investments feasible will be clear in the financial forecasts developed in the business
plan, which will be juxtapositioned with alternative forecasts to test the robustness of the