Lonely Planet Case Study Ch 3 E-Commerce

lone(a) Planet Case Study 1. rail a report in which you analyze the marketing path conflicts and cannibalization issues that solitary Planet faces as it is currently operating. Suggest issues that might mow the gross losings or operational frictions that result from these issues. I feel that nongregarious Planet is one big channel conflict. When they first started the company it wasnt re all toldy an issue. The fact that they claim grown so much and merged themselves into many polar markets makes it tougher to reduce the channel conflict or cannibalization.There is a certain point, during your expansion processes, which you reach when you dive into as many markets that lonely(prenominal) Planet has. I feel if they wish to reduce tax losses due to channel conflict and cannibalization they should slim down certain aspects of their company. As nongregarious Planet is currently operating they are exchange hard copy books through their website and retail resellers. Along wi th this they have in any case started selling their guides as e-books for the Kindle.This poses the threat of both channel conflict and cannibalization. In rig to stay competitive with other guide book companys they go forth have to reduce the price of their products. If they dont do this across the board, they go out be undercutting their retail resellers. In order to reduce revenue losses or operational frictions that result from said issues, I feel sole(a) Planet could update their revenue gravel to consist all of their products into one. The best option for this is the Advertising-Subscription mixed revenue model.This model would lease Lonely Planet to cast up revenue while decreasing channel conflict and cannibalization. By using the subscription based authority of the mixed revenue model, they would be charging a subscription fee for both their website services but also their give wayer magazine. The subscribers pay the fee and accept a certain aim of advertising i n the process. By using the advertising based part of the mixed revenue model they can affix revenue by selling advertising space in their magazines and on their website.This revenue model makes the intimately sense for their products. 2. Prepare a list of current products that Lonely Planet might introduce to take advantage of Internet technologies (including radiocommunication technologies for mobile devices) and compensate customers concerns about the timeliness and currency of information in the printed travel guides. Briefly describe any capers that Lonely Planet will face as it introduces these new products. There are several contrastive features that Lonely Planet could pursue with their business to take advantage of new technologies. . Lonely Planet could expand the information sections of their website to incorporate events happening somewhat the world that could entice people to travel to. b. After looking into Lonely Planets App on their website and the reviews in corporated with it, I feel they should increase funding to their App development to increase functionality, usefulness, and ability to download the App, which tended to be the most griped about issues. c.Lonely planet could expand their e-book aspect to be compatible with all the tablets on the market thus increasing sales. d. Reduce the guides focus from countries to cities in order to make use of limited memory handheld devices well-nigh of the main issues that may arise during the creation of these features include 1. They will have to increase funding to their App department as stated above 2. They will have to increase their global awareness in order to be in the know about world events 3.They would have to increase the compatibility of their electronic versions of their guides. 4. Converting their current guide layout from country to city would be a inept task as well. 3. Many loyal Lonely Planet customers use up 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 bighearted portions of the travel guides.Also, Internet gate can be a problem for many of these customers while they are traveling. Describe a product(s) 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 part 2 As aforementioned, Lonely Planet could expand their electronic versions of their guides to increase the portability and ease of use of them.They could also create slimmer more movable and functional printed guides with just the most important portions present. Both of these would be viable replacements for the thick cumbersome guides. This would also address the limited Internet access of their traveling customers, because they would already have the guides downloaded to their device for ease of use. Another track I feel that they could pursue is a partnership with al l the distinct airline businesss to carry their traveler magazine on board for reading.It would help them increase revenue by selling in bulk to the airlines, and at the homogeneous time increase the product awareness to their primary customer base. one and only(a) final avenue I feel they could pursue is partnerships with many different App companies to integrate their Apps together to increase the functionality of the Lonely Planet App. Some of the apps that would be relevant to include in conjunction with their own would be an airline ticket, currency converters, destination reviews, and some sort of Voip calling service.