Last Min.Com Strategy
Europe and International Business Strategy
LIST OF CONTENTS
INTRODUCTION3
PART 1: CURRENT STRATEGIC ANALYSIS AND INTERNATIONAL STRATEGIC EVALUATION4
1.GENERAL STRATEGY & ORIENTATION4
2.COMPETITIVE POSITIONING4
OBJECTIVES AND INTERNATIONAL STRATEGIES6
1.OBJECTIVES6
2.INTERNATIONAL STRATEGIES6
ENTRY MODES7
1.WHOLLY-OWNED SUBSIDIARIES7
2.ACQUISITIONS7
3.JOINT VENTURES7
EVALUATION OF INTERNATIONAL STRATEGIES8
Advantages of lastminute.com's global strategy9
Disadvantages of lastminute.com's global strategy9
PART 2: STRATEGIC DEVELOPMENT FOR FUTURE EXPANSION10
MARKET SCREENING & CHOICE10
STRATEGIC DEVELOPMENT16
External Environment Analysis - PEST analysis16
Internal Environment Analysis18
STRATEGIC SELECTION19
STRATEGIC IMPLEMENTATION19
STRATEGIC ISSUES21
REFERENCES25
APPENDIX26
INTRODUCTION
Lastminute.com is a Europe's leading travel and leisure website. Based on the idea of matching supply and demand, it offers consumers last minute opportunities to acquire airline tickets, hotel rooms, package holidays, entertainment tickets, restaurant reservations and home delivery, speciality services, gifts and auctions. Due to the diversification of sectors the company is operating in, it was decided that the main focus should be on the travel sector.
This report includes two parts. The first part will focus on the lastminute.com's current strategic analysis and its international strategic evaluation. The second part will concentrate on the strategic development for future expansion.
PART 1: CURRENT STRATEGIC ANALYSIS AND INTERNATIONAL STRATEGIC EVALUATION
1. General Strategy & Orientation
Using Porter's Generic Strategies, one would argue lastminute.com pursues a broad Differentiation, which involves producing a range of well-differentiated products that meet the specific needs of customer segments as well as there are high cost pressures.
'The company selling position is to offer the best deal at the last minute, rather than the worst
LIST OF CONTENTS
INTRODUCTION3
PART 1: CURRENT STRATEGIC ANALYSIS AND INTERNATIONAL STRATEGIC EVALUATION4
1.GENERAL STRATEGY & ORIENTATION4
2.COMPETITIVE POSITIONING4
OBJECTIVES AND INTERNATIONAL STRATEGIES6
1.OBJECTIVES6
2.INTERNATIONAL STRATEGIES6
ENTRY MODES7
1.WHOLLY-OWNED SUBSIDIARIES7
2.ACQUISITIONS7
3.JOINT VENTURES7
EVALUATION OF INTERNATIONAL STRATEGIES8
Advantages of lastminute.com's global strategy9
Disadvantages of lastminute.com's global strategy9
PART 2: STRATEGIC DEVELOPMENT FOR FUTURE EXPANSION10
MARKET SCREENING & CHOICE10
STRATEGIC DEVELOPMENT16
External Environment Analysis - PEST analysis16
Internal Environment Analysis18
STRATEGIC SELECTION19
STRATEGIC IMPLEMENTATION19
STRATEGIC ISSUES21
REFERENCES25
APPENDIX26
INTRODUCTION
Lastminute.com is a Europe's leading travel and leisure website. Based on the idea of matching supply and demand, it offers consumers last minute opportunities to acquire airline tickets, hotel rooms, package holidays, entertainment tickets, restaurant reservations and home delivery, speciality services, gifts and auctions. Due to the diversification of sectors the company is operating in, it was decided that the main focus should be on the travel sector.
This report includes two parts. The first part will focus on the lastminute.com's current strategic analysis and its international strategic evaluation. The second part will concentrate on the strategic development for future expansion.
PART 1: CURRENT STRATEGIC ANALYSIS AND INTERNATIONAL STRATEGIC EVALUATION
1. General Strategy & Orientation
Using Porter's Generic Strategies, one would argue lastminute.com pursues a broad Differentiation, which involves producing a range of well-differentiated products that meet the specific needs of customer segments as well as there are high cost pressures.
'The company selling position is to offer the best deal at the last minute, rather than the worst
References: Johnson, G., Scholes, K., and Whittington R., 2005, Exploring Corporate Strategy: Text and Cases, 7th edition, Prentice Hall Mercado, S., Welford, R., amd Prescott, K., 2001, European Business, 4th edition, Prentice Hall The World Market for Travel and Tourism, 2005, Euromonitor International Websites: