Executive Summary This report entails an analysis of the fundamental issues that Maxim Hotel’s management team should consider in designing its operations to enter the new target market successfully. The firm will lease a strategically located building in Victoria in which to set the enterprise. Additionally, the report details a market feasibility study, which illustrates the prevailing market opportunity by assessing the demographic and economic conditions. The firm will target both the foreign and local customers by integrating a comprehensive menu that takes into account the diverse cultural aspects. The report further details the concepts and design aspects that the hotel’s management team will consider in setting up the hotel. Moreover, the budgetary aspects and environmental considerations that the firm will integrate into its operation are evaluated. Introduction The Maxim Hotel was established in 2006 in the US hotel industry. The firm has established over five hotels located in different states in the US due to its well-stipulated expansion strategy. One of the growth strategies that the firm has adopted entails franchising. Maxim Hotel is focused on providing a unique experience to strengthen its industry position. In line with its global expansion plan, the Maxim Hotel has identified a market opportunity within the Canadian hotel sector. It has specifically identified British Columbia, Canada. It is imperative for the firm’s management to appreciate the importance of integrating an effective restaurant design. The restaurant design process should factor in several issues such as the type of restaurant, the market, operational philosophy, the budget, and the characteristics of the target market. The firm should engage in an extensive market feasibility study to understand the market. Type of Restaurant Maxim Hotel will establish its new entity in an already existing building to enter the British Columbian hospitality sector. The firm’s management team will identify a strategically located building in the intended market. The firm will undertake extensive adaptive renovation to ensure that the leased building meets the hotel’s intended design. Penner, Adams, and Rutes (2013, p. 270) underscore this approach by affirming that ‘buildings constructed for other purposes have for a long time been converted into hotels’. Apart from the strategic location, the selection of the building in which the hotel will be established will consider its physical design. Maxim will select the most effectively designed building. The rationale for establishing the hotel in an already existing structure is based on the need to minimise the cost of market entry. The firm recognises that it would incur a huge cost in constructing a new building. Market feasibility The prevailing economic conditions have a direct influence on the extent to which a firm attains the predetermined level of profitability (Baraban & Durocher 2010). Therefore, Marriot’s performance within the British Columbia hotel sector will be subject to the country’s economic situation. The British Columbian economy is currently undergoing an impressive upswing. One of the factors that have stimulated the industry’s performance is growth in the tour