Strategic Management4 ASSIGNMENT OLHOFF
Faculty of Business
BTech Tourism Management
Advanced Strategic Management 4
Name: Muresherwa Gift
Student Number: 210226846
Lecturer: Mr. S Ohlhoff
Kulula.com situation analysis
Due Date: 07 June 2013
Plagiarism Declaration
The work attached is my own work, ie. Free of plagiarism. All sources used in this work have been referenced using the Harvard for Beginners Reference system of in-text and end-of-text referencing. Signed……………………………..
Date…………/…………/…………
Contents
1.
2.
3.
4.
Introduction
About Kulula.com
Low cost model airlines
Resource strength
4.1 Skills and expertise
4.2 Advanced technology
4.3 Market leader as a low cost provider
4.4 Simple fare levels
5 Resource weaknesses and competitive deficiencies
5.1 Problematic internet operation
5.2 No linkages with tourism organisations
5.3 Controversial adverts
6 Market opportunities
7 Potential external threat
8 Porter‟s competitive model
9 Value chain for Kulula.com
10 The generic competitive strategies
10.1
Low-cost provider strategies
10.2
Differentiation strategies
10.3
Best cost provider strategies
10.4
Focus strategies based on low-costs
10.5
Focused strategy based on differentiation
11 Conclusion
12 List of references
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1. Introduction
Marketers must understand the current and potential business environment that the product or service will be marketed in. This gives an overview of what the market is and strategies to focus on those segments of the market will be devised. Business owners or entrepreneurs should gather this information since it provides a basis for planning and decision making.
The analysis of the market and its dynamics gave birth to a concept known as situation analysis (Lamp et al., 2009:38). Situation analysis is the assessment of the business‟ internal and external situation focusing on the organisation‟s competitive position, operating, financial and general affairs.
Douglas Power on his planning skills beliefs, views
BTech Tourism Management
Advanced Strategic Management 4
Name: Muresherwa Gift
Student Number: 210226846
Lecturer: Mr. S Ohlhoff
Kulula.com situation analysis
Due Date: 07 June 2013
Plagiarism Declaration
The work attached is my own work, ie. Free of plagiarism. All sources used in this work have been referenced using the Harvard for Beginners Reference system of in-text and end-of-text referencing. Signed……………………………..
Date…………/…………/…………
Contents
1.
2.
3.
4.
Introduction
About Kulula.com
Low cost model airlines
Resource strength
4.1 Skills and expertise
4.2 Advanced technology
4.3 Market leader as a low cost provider
4.4 Simple fare levels
5 Resource weaknesses and competitive deficiencies
5.1 Problematic internet operation
5.2 No linkages with tourism organisations
5.3 Controversial adverts
6 Market opportunities
7 Potential external threat
8 Porter‟s competitive model
9 Value chain for Kulula.com
10 The generic competitive strategies
10.1
Low-cost provider strategies
10.2
Differentiation strategies
10.3
Best cost provider strategies
10.4
Focus strategies based on low-costs
10.5
Focused strategy based on differentiation
11 Conclusion
12 List of references
Page
3
4
5
5
5
6
6
6
6
7
7
7
7
8
9
9
11
11
11
11
11
12
12
13
2
1. Introduction
Marketers must understand the current and potential business environment that the product or service will be marketed in. This gives an overview of what the market is and strategies to focus on those segments of the market will be devised. Business owners or entrepreneurs should gather this information since it provides a basis for planning and decision making.
The analysis of the market and its dynamics gave birth to a concept known as situation analysis (Lamp et al., 2009:38). Situation analysis is the assessment of the business‟ internal and external situation focusing on the organisation‟s competitive position, operating, financial and general affairs.
Douglas Power on his planning skills beliefs, views
References: Ferrell, O, C., & Hartline, M, D. 2011. Marketing Strategy, 5th Ed. Masson: South-Western Cengage Learning. Green, G., & Williams, J. 1996. Mastering your Small Business Marketing. Madison: Upstart Publishing Company. Gross, S. & Schroder, A. 2007. Handbook of low cost airlines, Strategies, business processes and market environment Gupta, S. & Randhawa, G. 2008. Retail management. New Delhi: Atlantic Publishers & Distributors (P) LTD. Hitt, M.A.; Ireland, R.D. & Hoskisson, R.E. 2012. Competitiveness & globalisation strategic management Hough, J.,;Arthur, A.; Thompson, J.R.; Strickland III, A.J. & Gamble, J.E. 2011. Crafting and executing strategy, creating a sustainable high performance in South African businesses. Kulula.com. 2013. Unseasonal weather conditions caused havoc at Lanseria Airport. Kumar, P. 2010. Marketing hospitality and tourism services. New Delhi: Tata McGraw Hill. Kushivan, S. 2003. Managing employee attitudes and behaviours in the tourism and hospitality industry Lamp. Hair & McDaniel. 2009. Essentials of Marketing. Masson: South-Western Cengage Learning. Needham, D.; Dransfield, R.; Coles, M.; Harris, R. & Rawlinson, M. 1999. Business for higher awards 2nd ed Piercy, N. 2002. Market-led strategic change. Oxford: Butterworth-Heinemann. Pinson, L,. & Jinnett, J. 2006. Steps to Small Business Start-Up, 6th Ed. Chicago: Kaplan Publishing. Porter, M.E. 1985. Competitive Advantage: Creating and Sustaining Superior Performance, New York: The Free Press Rao, C.A.; Rao, B.P. & Sivaramakrishna, K. 2008. Strategic management and business policy Reid, R, D., & Bojanic, D, C. 2010. Hospitality Marketing Management, 5th Ed. Canada: John WWiley & Sons. Stabell, C.B. & Fjeldstad, O.D. 1998. “Configuring Value for Competitive Advantage: On Chains, Shops, and Networks”, Strategic Management Journal 19:5 pp 413 – 437 Emerging Markets. Case Studies. 2011. White, R.E. 1986. “Generic Business Strategies, Organizational Context and Performance: An Empirical Investigation”, Strategic Management Journal 7:3 pp 217 – 231