Last Min.Com Strategy Essay

6977 Words28 Pages
Europe and International Business Strategy LIST OF CONTENTS INTRODUCTION3 PART 1: CURRENT STRATEGIC ANALYSIS AND INTERNATIONAL STRATEGIC EVALUATION4 1.GENERAL STRATEGY & ORIENTATION4 2.COMPETITIVE POSITIONING4 OBJECTIVES AND INTERNATIONAL STRATEGIES6 1.OBJECTIVES6 2.INTERNATIONAL STRATEGIES6 ENTRY MODES7 1.WHOLLY-OWNED SUBSIDIARIES7 2.ACQUISITIONS7 3.JOINT VENTURES7 EVALUATION OF INTERNATIONAL STRATEGIES8 Advantages of lastminute.com's global strategy9 Disadvantages of lastminute.com's global strategy9 PART 2: STRATEGIC DEVELOPMENT FOR FUTURE EXPANSION10 MARKET SCREENING & CHOICE10 STRATEGIC DEVELOPMENT16 External Environment Analysis - PEST analysis16 Internal Environment Analysis18 STRATEGIC SELECTION19…show more content…
Objectives and International Strategies 1. Objectives Lastminute.com's strategic objective is to be the global marketplace for last minute services and transactions. It is now developing its core proposition, developing into new areas and specializing in offering products and services which may be unavailable elsewhere. Lastminute.com also intends to grow by introducing new products and services, expanding its network of suppliers and strategic partners and enhancing its technology. As an internet based company, it is a service provider and not a manufacturing company and therefore, there are not many entry modes to pursue. As the main objective to generate sales and increase brand awareness on a global scale, the company's current international strategies will be evaluated in the next section. 2. International Strategies One would argue that since the company's objective is to provide its services and transactions on a global market, it is pursuing a global strategy where there are high cost pressures and low local responsiveness as the services are alike. Lastminute.com has strategically positioned itself in countries where there is high penetration of Internet and consequently, it is now Europe's leading independent online

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