Expedia, Marketing Strategy

5957 words 24 pages
Dugyu Cin,18 December, 2010

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Table of Contents
1. Introduction 3 2. Company Overview 3 3. Strategic Marketing of the Company 5 3.1 Mission and Vision 5 3.2 Business Strategy 5 3.3 SWOT Analysis 5 3.4 Supply and Demand 7 3.5 Definition of Objectives 8 3.6 Market Selection and Targeting 8 3.7 Choice of Positioning 9 3.8 Marketing Strategy 10 4. Conclusion 16 5. References/Bibliography 17

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1. Introduction
This paper has been produced for the Marketing course and deals with the company profile of Expedia, Inc and its marketing strategy. Expedia, Inc is a totally Internet-based distributor of travel products and services, offering everything from flights, accommodations, car rentals, cruises to travel packages, thus encouraging
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3.2 Business Strategy Business Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations. Expedia's key operational business strategy is to make travel products and services available on a stand-alone and package basis, primarily through two business models: the merchant model and the agency model. Under the merchant model, Expedia facilitates the booking of hotel rooms, airline seats, car rentals and destination services from its travel suppliers. Under the agency model, Expedia acts as an agent in the transaction, passing reservations booked by travellers to the relevant airline, hotel, car rental company or cruise line. The company has also developed innovative technology to power its global travel marketplace. For example, Expedia's Expert Searching and Pricing Platform (ESP Platform), which the Expedia-branded websites use, includes two components: a fare-searching engine that enables airline fare and schedule searches and a common database platform

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