Daft.Ie Business Position
Analyse Daft’s current (2007) business position drawing on any models or theories that you consider appropriate
Hamal and Prahalad began a debate which centres on a practise known as ‘strategic intent’. They argue that in order to achieve success an organisation must employ strategic intent. “Companies that have risen to global leadership over the past 20 years invariably began with ambitions that were out of all proportion to their resources and capabilities. But they created an obsession with winning at all levels of the organisation and then sustained that obsession over the 10 to 20 year quest for global leadership. We term this obsession “strategic intent””. (Hamel, 2005). Strategic intent may be applied to Daft.ie as the Fallon brothers (Eamonn and Brian) began their company in 1997 with a very basic website that had only two offerings: house sharing and rental. In the first two years of the company’s existence it was considered to be a small niche player with 5,000 hits per month on the company website. It now has 50,000 registered users and offers a wide range of services to its customers. (Article).
Strategic intent conveys a sense of stretching your resources and capabilities, and compete in innovative ways. Hamal and Prahalad argue that Western companies trimmed their ambitions to match their resources instead of trying to achieve seemingly impossible goals. This is how Daft.ie have risen to become “not only Ireland’s largest property website, but also the busiest website”. (Article). Independent auditors confirmed in May 2006 that Daft.ie received requests for over 27 million pages of information. As the business grew Daft.ie had to compete in innovative ways to satisfy its original audience. This led to the development of the company being a website based on renting and house sharing to one focused on sales, short term commercial and overseas properties. Daft.ie also stretched its capabilities, in-keeping with Hamal and Prahalad’s theory, to
Hamal and Prahalad began a debate which centres on a practise known as ‘strategic intent’. They argue that in order to achieve success an organisation must employ strategic intent. “Companies that have risen to global leadership over the past 20 years invariably began with ambitions that were out of all proportion to their resources and capabilities. But they created an obsession with winning at all levels of the organisation and then sustained that obsession over the 10 to 20 year quest for global leadership. We term this obsession “strategic intent””. (Hamel, 2005). Strategic intent may be applied to Daft.ie as the Fallon brothers (Eamonn and Brian) began their company in 1997 with a very basic website that had only two offerings: house sharing and rental. In the first two years of the company’s existence it was considered to be a small niche player with 5,000 hits per month on the company website. It now has 50,000 registered users and offers a wide range of services to its customers. (Article).
Strategic intent conveys a sense of stretching your resources and capabilities, and compete in innovative ways. Hamal and Prahalad argue that Western companies trimmed their ambitions to match their resources instead of trying to achieve seemingly impossible goals. This is how Daft.ie have risen to become “not only Ireland’s largest property website, but also the busiest website”. (Article). Independent auditors confirmed in May 2006 that Daft.ie received requests for over 27 million pages of information. As the business grew Daft.ie had to compete in innovative ways to satisfy its original audience. This led to the development of the company being a website based on renting and house sharing to one focused on sales, short term commercial and overseas properties. Daft.ie also stretched its capabilities, in-keeping with Hamal and Prahalad’s theory, to