Lonely Planet was facing stiff competition with the presence of multinational firms such as AOL, Time Warner or Vivendi Universal. The company initiated its activities in the 1990s and into the 2000s, it extended its operations in areas that were inaccessible to those great groups. It was therefore placed in highly specialized markets that did not attract its main competitors, as these areas were not judged profitable enough.
Lonely Planet has expanded its range by offering its information on the internet by adaptation to new information technologies, and also diversified its offering significantly by means of supplying classic guides, quick reference guides published in French, glossaries, guides to hiking, biking, animals, diving, travel health, food, restaurants, illustrated books, atlases, travel city maps, and free newsletters. The company can consolidate its leading position by still offering the same products, but by bringing innovations into play. In this way, the company may acquire new market share and increase profits.
Tags: Lonely Planet market position, Marketing strategy of Lonely Planet, Innovating for gaining competitive advantages
[...] It can also appeal to new markets by offering several different guides to public. Example of practical guides those are cheap for students and budget travelers where hotels are offered in line with demand. And can develop more comprehensive and guides that list hotels and luxury restaurants. This strategic direction is relevant, because it presents the company to new opportunities that will not only enable it to conquer new markets, but also expand its target market. Allow the company to enjoy significant market share which will consolidate its position. [...]
[...] This way the company can gain market share and increase profits. Books are the main products of the company; it can develop its strategy with new products that are still in line with its original purpose: travel. For example, while developing its skills, it can offer its customers directly to make reservations for hotels that are listed in these guides. Then the company can expand into new markets. For example, it can extend its offer to other countries by translating its guides in several languages. [...]
[...] 1994: Creation of a website to meet the "electronic reading." 6 million visitors per month. Merger-Acquisition Rejected by Lonely Planet. However, Microsoft offers, but it induces a loss of independence of the company. Alliances and Partnerships 1980: Association with Jim Hart. Provision of expertise in terms of more professional management. 2000 and more: "Lonely Planet Images" is the largest library in the world, alliances with American Express or SNCF for using images. 4. What are the guidelines and modalities of development envisaged for the coming period? [...]
[...] If possible, it could also fund a small emission of a minute which would aim to present a destination "blow of heart". Many programs already exist in this format (they are generally broadcast to and obviously, it's effective. All such guidelines would provide a larger surface to Lonely Planet and the public would nevertheless continue to identify the brand to travel. One can also think that Wheeler could benefit from their popularity and image of people close to nature to participate in one way or another (or even sponsorship as reporters) for a real TV show about the journey or ecology. [...]
[...] Lonely Planet has extended its range by offering information on internet (adaptation to new information technologies), by diversifying its offer significantly (classic guides, guides condensed French editions, lexicons, guide hiking, cycling, animals, diving, first trip, travel health, food, restaurants, illustrated books, atlases, travel, city maps, free newsletter). This diversification is a success initiative; Lonely Planet has received numerous proposals for acquisition including that of Microsoft. However, Wheeler declined the offer by passion for their business and desire for independence Repeat this analysis with respect to the terms of development (see section 8.3 ) Terms of development Application within Lonely Planet Growth 1984: Opening of an office in the United States. [...]
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