ADRENATRIP: Development strategy and e-business
Référence :
G1702(GB)
Langue
Type
Etude de cas
Catégorie
Management de projets
Collection
CCMP
Campus
Auteur(s)
Résumé
The Adrenatip company is specialised in designing and selling thrilling theme trips. It mostly organises trips and events all over the world.
The company thus has two SBUs : a traveling agency and an events agency.
2010 is the year when the touristic market opens to actors beyond travel agencies. Web 2.0 dominates the market and online trip sales reach an all time high.However, the events sector is experiencing some difficulties.
The case comes with 8 appendices which provide additional details about the touristic market in 2009. It allows an in-depth diagnosis. Questions concerning development choices have been selected based on that specific business, mostly using tools developed with a real middle sized company, specialized in the touristic sector.
The company thus has two SBUs : a traveling agency and an events agency.
2010 is the year when the touristic market opens to actors beyond travel agencies. Web 2.0 dominates the market and online trip sales reach an all time high.However, the events sector is experiencing some difficulties.
The case comes with 8 appendices which provide additional details about the touristic market in 2009. It allows an in-depth diagnosis. Questions concerning development choices have been selected based on that specific business, mostly using tools developed with a real middle sized company, specialized in the touristic sector.
Objectifs pédagogiques
This case should test the students abilities to :
- Run an analysis/ diagnosis on an evolving market;
- Build a double SWOT diagnosis for a company acting on 2 distinct markets (travel and events SBUs) ;
- Identify key success factors, define strategic marketing objectives, devise a marketing plan;
- Develop a grounded recommendation for evolving sales activities ;
- Understand how a small-sized company is managed : have the students work on a comprehensive case requiring from them that they use all the topics they have been esposed to during their studies.
- Run an analysis/ diagnosis on an evolving market;
- Build a double SWOT diagnosis for a company acting on 2 distinct markets (travel and events SBUs) ;
- Identify key success factors, define strategic marketing objectives, devise a marketing plan;
- Develop a grounded recommendation for evolving sales activities ;
- Understand how a small-sized company is managed : have the students work on a comprehensive case requiring from them that they use all the topics they have been esposed to during their studies.
Mots-clés
Introduction case - Synthesis Case - Strategic Diagnosis - Market Analysis -Growth Strategy - Development Strategy - Marketing-Mix - Sales Strategy - Internet - E-business.
Public
- Prerequisites : basic marketing and strategic marketing courses :
- Business students from bachelor to master level, further teaching.
- Business students from bachelor to master level, further teaching.
Secteur d'activité
Tourism - online tourism - events
Caractéristiques particulières
This case is author-created. However, the authors have written it so that it is very close to reality. Their work is based on precise market intelligence with the help of a company specialized in tourism, and the courtesy of the group's CEO.
This case has been written as the subject of a final exam at Toulouse Business School. It can be used as an episodic case to illustrate different stages of a diagnosis or a mix plan.
French versiion also available : G1702
This case has been written as the subject of a final exam at Toulouse Business School. It can be used as an episodic case to illustrate different stages of a diagnosis or a mix plan.
French versiion also available : G1702
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Année de la problématique :
2009
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
44 avec 25 page(s) annexe(s)
Temps d'utilisation :
plus de 3 heures
Code du secteur d'activité :
92 - Activités récréatives, culturelles et sportives
Note pédagogique :
Oui (24 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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