Case Study Lonely

1. Prepare a report in which you analyze the marketing credit line conflicts and cannibalization issues that unaccompanied artificial satellite faces as it is currently operating. Suggest solutions that might reduce revenue losses or practicable frictions that result from these issues. Channel Conflict when sales through the companys web site interfere with sales in that companys retail stores. The potential for significant channel conflict exists in lonesome(a) Planet with the same harvest-time (books or content) being sold via triple channel. nonsocial Planet has worked hard to minimize channel conflict by selling books on their website only at the recommended retail price, therefore it does non undercutting their retail resellers. Moreover, most retailers hold only a sm both alternative of the five hundred sole(a) Planet titles, and for the many titles they do non hold, channel conflict is minimal. The CitySync increase is also carefully positioned to reduce channel conflict, since it targets a specific segment ( measure-poor, cash-rich travelers) with a new offering that is close to different from the existing only(a) Planet city conkbooks.However, over time there may be some conflict between CitySync and products much(prenominal) as customized guides. Cannibalization The loss of traditional sales of a product to its electronic counterpart. The well-known travel guides company, Lonely Planet gives a lot of guides for lay off on its website. A few classs ago, many major travel-guide publishers were interested that Lonely Planet website go forth hurt their sales. If travelers pay back to travel on get along with, they could just go on the website in order to read all the information they need without buying the Lonely Planet travel guide paper version.But far from cannibalizing sales instead, the net has helped publishers build their brands and stretch into new territory. Moreover, giving information on its own website is a commissio n to do free advertising. Without this display of guides on the website, customer would not have bought the travel guide paper version. Lonely Planet and other hint publishers have recorded growth rates of 15% to 25% per year over the past quartet years, as much as their guidebook content has migrated online.2. Prepare a list of a new products that Lonely Planet might introduce to take advantage of Internet technologies (including piano tuner technologies for mobile devices) and address customers concerns about the timeliness and gold of information in the affected travel guides. Briefly describe any problems that Lonely Planet will face as it introduces these new products. In 2008, Lonely Planet launched Pick & Mix which enables travelers to go to a section of the Lonely Planet Website ( http//shop.lonelyplanet.com), select the country or region to which they are travel and download the chapter for the place they are visiting. Rather than carry loose pages, chapters (served a s PDF files) can be downloaded into a take hold device or e-book reader. interactive e-book travel guidesEmerging the best of both medium digital and im scrape into one interactive ebook guide. Lonely Planet introduced e-books on ipad, so the layout and convention is to flip through a guidebook and includes signature stunning images, intelligent author content and tips from local. Un care traditional print guide book, the digital format allows to include over 3,000 hyperlinks so readers can get to a particular chapter or map with just a tap of a finger. Thus, travelers can get information on a particular region, stop consonant of interest or hotel/ restaurant without flipping through the pages. More, travelers can search monetary value in Google or Wikipedia for supererogatory content.Travelers can also bookmark the places they usurpt motive to miss and make notes on the page, just like a print guidebook. Usually traditional publishing cycle for the print guides is every 2 years, but with e-books, it will be updated in a real time. However, unlike apps, ebook updates are not pushed out to end utilizer, and readers will have the opportunity to repurchase the new edition. In addition, due to take holds limited memory and bandwidth, the new applications focus on cities, not countries.They obviously can not replace a guidebook for a month-long odyssey in Thailand or an exploration of Italys Amalfi Coast. But for the traveler who wants to fingerbreadth out how to spend a free afternoon or where to go for dinner, these mobile guides plus a good map are angel substitutes for printed guides. Lonely Planet therefore should continue to invest in product development to work with the likes of Apple, Google, Amazone, Nokia, etc.3. Many loyal Lonely Planet customers carry their travel guides (which can be several hundred pages thick) with them as they travel around the world. In many cases, these customers do not use large portions of the travel guides. Also , Internet access can be a problem for many of these customers while they are travelling. Describe a product (or products) that might address this customer concern and also yield additional revenue for Lonely Planet. Your answer here could build on ideas that you highly-developed in your solution to part2. By using interactive ebook travel guides, travelers doing overnight trips do not need to carry three or four guidebooks during travelling. Travelers can buy the content directly and save it in their hand-held or ebook before they are going to travel on board if the current destination does not provide good internet connection. It is also an ease to carry around. Moreover, travelers can bookmark the places they dont want to miss and make notes on the page, just like a print guidebook.