Lonely Planet

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Lonely planet
Introduction:

* Type of organization:
Lonely Planet has a internal culture in there company. That means that employees are free to be themselves, to exchange ideas and try new approaches to problems. The work space in informal and open, so that people can communicate easily with each other.

* History:
The company was founded in 1972 by the couple Tony and Maureen Wheeler. Their passion is traveling. They went on vacation and they wrote a traveling book so that they can finance there next vacation. That book was a huge success and so was lonely planet born.

* Size:
Lonely planet has over 450 staff and 200 authors.

* Products and services:
Lonely planet has a lot of products. They have travel guides, digital applications and online community. The travel guides are written in 8 different languages.

* Markets:
The main market of Lonely Planet is the traveling market. People who like to travel. Highly educated people and 60% of the educated people have been to more then 10 countries.

Analysis of current situation:

* Current mission, goals and strategies:
there current mission is to make new books for this current economic situation. There are lots of people that don’t have the money to travel, so that is one of the missions they have to make travel books about “roadtrips”. There are lots of new opportunities to write new books.

* Internal environment: Strengths and weaknesses:

Strengths| Weaknesses|
Domination on Asian marketTrusted source in travel guideStrong brandUSPRelax word atmosphere and funky lifestyle which attracts creative peopleKnown world wideLocal presence of the authors| Large number of employees in different offices in different continents, that means difficult to manageFocus on the Asian market| Opportunities| Threats|

Focus on other parts of the worldTo get a headquarterSet up an online platform for travelers to post their adventuresSpecial interest travel agency| Private internet blogsEconomic crisisNatural disasters|

Table 1: SWOT- analysis
* Conclusion: Confrontation matrix

| Opportunities| Threats|
Strengths| Focus on other parts of the world vs. Strong brand Special interest travel agency vs. Known worldwide| Economic crisis vs. domination Asian marketPrivate internet blogs vs. strong brand| Weaknesses| To get a headquarter vs. large number of employees in different offices in different continents, that means difficult to manageFocus on other parts of the world vs. focus on the Asian market| Natural disaster vs Focus on the Asian marketEconomic crisis vs. special interest travel agency| Table 2: Confrontation matrix

Strategic choice:

* Develop and describe some strategic options:

Opportunities vs. Strengths:
“Focus on other parts of the world vs. Strong brand”
Because you have a strong brand you got a possibility to expand your activities in other parts of the world.

“Special interest travel agency vs. Known worldwide”
Because lonely planet is known worldwide you got a huge audience, who maybe got interest in special travels.

Opportunities vs. weaknesses:
“To get a headquarter vs. large number of employees in different offices in different continents, that means difficult to manage” It is hard to manage so, it is just a must to get a headquarter.

“Focus on other parts of the world vs. focus on the Asian market” You are focusing on one part of the world. It means that you have a limited market. Threats vs. Strengths:
“Economic crisis vs. domination Asian market”
Economic crisis is only in the US and Europe, so the Asian market is a good selling part of the world. “Private internet blogs vs. strong brand”
Because you got a strong brand. There are always enough people who will buy the traveling books Threats vs. weaknesses:
“Natural disaster vs. Focus on the Asian market”
If there is a natural disaster that will be crucial for the company “Economic crisis vs. special...
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