E Commerce Case Study 1

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1) Prepare a report in which you analyze the marketing channel conflicts and cannibalization issues that Lonely Planet faces as it is currently operating. Suggest solutions that might reduce the revenue losses or operational frictions that result from these issues. a) Lonely Planet has several forms of marketing channel conflicts and cannibalization. These forms range from print media, to Internet videos, to television shows and even travel services. Cannibalization is evident where many of the books are now being substituted for forums, online articles, and digital photo galleries. Some of these new electronic forms of media are even subscription based. I think that Lonely Planet needs to keep its major business entities separate from one another and try a separate name for each category. These could be broken down into travel services, publications, and strictly online based media social networking website. The publications can retain the ‘Lonely Planet’ name. The social networking site could have a fresh name and look, but be mentioned that it is brought to you by the same people that bring you Lonely Planet. The same goes for travel services. This will keep peoples purchases separated with the want to buy from different vendors, but with the backing of a trusted company.

2) Prepare a list of new products that Lonely Planet might introduce to take advantage of Internet technologies (including wireless technologies for mobile devices) and address customers’ concerns about the timeliness and currency of information in the printed travel guides. Briefly describe any problems that Lonely Planet will face as it introduces three new products. b) There are many options to take advantage of Internet technologies. One is as simple as developing an application for Android and IOS devices. This will allow people the ability to use their current location and have the app search quickly for them...
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