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Lonely Planet- orientations and methods of development

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documents in English
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case study
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3 pages
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  1. Introduction of the company
  2. Business Strategy
  3. Limit: Counterfeiting
  4. Conclusion

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

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