Saturday, January 26, 2019
Case Study Lonely
1. limit a report in which you analyze the marketing channel fights and scum bagnibalization issues that L 1ly artificial satellite faces as it is catamenialy operating. Suggest solutions that power reduce receipts hand out(a)es or operational frictions that result from these issues. production line Conflict when sales through the companys web station interfere with sales in that companys retail stores. The reservoirity for signifi stopt channel conflict exists in only(a) artificial satellite with the identical product (books or content) being sold via multiple channel.Lonely artificial satellite has worked hard to minimize channel conflict by selling books on their website only at the recommended retail price, therefore it does not undercutting their retail resellers. Moreover, close retailers hold only a small selection of the five one C Lonely Planet titles, and for the many titles they do not hold, channel conflict is minimal. The CitySync product is also carefu lly positioned to reduce channel conflict, since it targets a special(prenominal) segment (time-poor, cash-rich turn oners) with a new offering that is somewhat different from the animated Lonely Planet city selectbooks.However, over time there may be some conflict between CitySync and products such as customized guidebooks. Cannibalization The loss of traditional sales of a product to its electronic counterpart. The well-known start guides company, Lonely Planet gives a lot of guides for dispatch on its website. A few years ago, many major set off-guide publishers were concerned that Lonely Planet website impart hurt their sales. If travelers suck up to travel on board, they could just go on the website in order to read all the in changeion they requisite without buying the Lonely Planet travel guide paper version. barely far from burnnibalizing sales instead, the net has helped publishers build their brands and expand into new territory. Moreover, bragging(a) informat ion on its own website is a way to do free advertising. Without this display of guides on the website, customer would not have bought the travel guide paper version. Lonely Planet and other leading publishers have preserve growth rates of 15% to 25% per year over the olden four years, as much as their guidebook content has migrated online.2. Prepare a list of a new products that Lonely Planet susceptibility introduce to take advantage of Internet technologies (including wireless technologies for expeditious devices) and destination customers concerns about the timeliness and currency of information in the printed travel guides. Briefly describe any conundrums that Lonely Planet will face as it introduces these new products. In 2008, Lonely Planet launched fill & Mix which enables travelers to go to a section of the Lonely Planet Website ( http//shop.lonelyplanet.com), select the country or region to which they are travelling and transfer the chapter for the place they are visiting. Rather than guide loose pages, chapters (served as PDF files) can be downloaded into a hand-held device or e-book reader. Interactive e-book travel guidesEmerging the best of both medium digital and print into one interactive ebook guide. Lonely Planet introduced e-books on ipad, so the layout and design is to hang on through a guidebook and includes signature stunning images, expert author content and tips from local. Unlike traditional print guide book, the digital format allows to include over 3,000 hyperlinks so readers can get to a detail chapter or map with just a tap of a finger. Thus, travelers can get information on a particular region, point of affaire or hotel/ restaurant without flipping through the pages. More, travelers can search terms in Google or Wikipedia for additional content.Travelers can also bookmark the places they dont want to escape and make notes on the page, just like a print guidebook. Usually traditional publishing cycle for the print guides is either 2 years, but with e-books, it will be updated in a palpable time. However, unlike apps, ebook updates are not pushed out to end user, and readers will have the opportunity to repurchase the new edition. In addition, due to handhelds limited memory and bandwidth, the new applications focus on cities, not countries.They seemingly can not replace a guidebook for a month-long odyssey in Thailand or an exploration of Italys Amalfi Coast. But for the traveler who wants to figure out how to spend a free afternoon or where to go for dinner, these mobile guides plus a good map are ideal substitutes for printed guides. Lonely Planet therefore should continue to invest in product growing to work with the likes of Apple, Google, Amazone, Nokia, etc.3. Many loyal Lonely Planet customers carry their travel guides (which can be several hundred pages thick) with them as they travel around the world. In many cases, these customers do not use spacious portions of the travel gui des. Also, Internet access can be a problem for many of these customers while they are travelling. Describe a product (or products) that might address this customer concern and also yield additional revenue for Lonely Planet. Your answer here could build on ideas that you developed in your solution to part2. By using interactive ebook travel guides, travelers doing longer trips do not need to carry three or four guidebooks during travelling. Travelers can buy the content directly and save it in their hand-held or ebook before they are going to travel on board if the current destination does not provide good internet connection. It is also an peace to carry around. Moreover, travelers can bookmark the places they dont want to miss and make notes on the page, just like a print guidebook.