Europe and International Business Strategy
LIST OF CONTENTS
PART 1: CURRENT STRATEGIC ANALYSIS AND INTERNATIONAL STRATEGIC EVALUATION 4
1. GENERAL STRATEGY & ORIENTATION 4
2. COMPETITIVE POSITIONING 4
OBJECTIVES AND INTERNATIONAL STRATEGIES 6
1. OBJECTIVES 6
2. INTERNATIONAL STRATEGIES 6
ENTRY MODES 7
1. WHOLLY-OWNED SUBSIDIARIES 7
2. ACQUISITIONS 7
3. JOINT VENTURES 7
EVALUATION OF INTERNATIONAL STRATEGIES 8
Advantages of lastminute.com's global strategy 9
Disadvantages of lastminute.com's global strategy 9
PART 2: STRATEGIC DEVELOPMENT FOR FUTURE EXPANSION 10
MARKET SCREENING & CHOICE 10
STRATEGIC DEVELOPMENT 16
External Environment Analysis - PEST analysis 16
Internal Environment Analysis 18
STRATEGIC SELECTION 19
STRATEGIC IMPLEMENTATION 19
STRATEGIC ISSUES 21
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 deal as is sometimes the case with flight operators. The company positioned itself at the upper end...