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Business 7


Global E- Business


Lonely Planet is a company formed from the formative intent by Tony and Maureen Wheeler who were keen on traveling from London to Australia through Asia. As newly weds, they desired an adventure in the process and undertook an ambitious plan of documenting the proceeds in a book. After its publishing, the book retailed worldwide with increasing demand on a constant basis. They turned it into a publishing company as one f the most successful in the world. BBC purchased stakes in the company to a tune of 75%, with the latter payment coming in later years. With its advancement, the company was a fully-fledged organization with several hundred employees in various capacities like editorial, graphic design, production, as well as marketing tasks. In the business portfolio that the company runs, editorial publications are made on an annual basis after the contracting of over twenty authors across destinations and subsequent evaluation. However, the company website provides for real time information and basis of the publications to all interested customers.

Company’s Offerings of mobile devices

The company’s offerings on mobile devices include the applications derived from internet- based utilities and real- time requirements. For example, the internet basis is useful in relaying of information on a constant basis. The other provision institutes the need to address phone cards that are used at the different destinations and interests from the customers. There are various opportunities, which the company can use to implement its services and products through mobile devices (Schneider and Perry 2009, p. 23). The company can include the feedback avenues in communication ensembles within the mobile devices to act as regulation utilities. The customers can use it at any given time and location to verify the details provided in their purchased documents. Another opportunity that the company can use in mobile deices is the payment portfolio for all services. The avenue can transmit real time information on amounts and specifics of all services thereby reducing the need for paper work at all times.

Lonely Planet Company can enable an outright reach of addressing issues on customers’ concerns about timeliness and currency information on the travel guides through mobile devices opportunities. As described earlier, the mobile devices can be used with frequent and updated applications that have real time information on all the concerns of the customers. According to A Global Perspective on Electronic Commerce (2008, p. 3), the application can only require connectivity based on the customer location as well as real time information graphics through feedback from the central system of the company to deliver all answers. In terms of the currency information, the company will rely on provided avenues with various international monetary standards for changes and exchange rates in order to affect the deliveries to the consumers. Necessary solutions depending on timeliness will then be assessed and helped with immediate effect upon relaying the information.

Market Channel Conflicts

In the marketing concerns of Lonely Planet, various channel conflicts and cannibalization issues arise from its operations. Channel conflicts and cannibalization arise from the disintermediation of the partners within the company especially on avenues that promote sales and revenues for the whole process of profitability. In the case scenario, various issues arise from the publication of travel book guides and the internet based platform (Lane 2009, p. 189). The partners available for the company’s hotel and catering services, the booking and registry offices as well as insurers of the hospitality management of all customers are compromised by the internet availability. There is a significant loss of revenue in terms of the marketing avenues delivered within the operational frictions of communication and reliance. Lonely Planet has to address the concerns since there is a threat of all the partners as consumers can get the services directly without involving them.

Various solutions can be used to avert the revenue losses through channel conflicts and cannibalization in the Lonely Planet scenario. The management can institute segmented marketing for all the concerns regarding the travel guide information. For example, respective partners of all accommodation partners can be institutionalized in specialized platform for all concerns regarding hospitality. Similarly, they will be required to avail the same through mobile telephony (Kotler and Armstrong 2006, p. 17). The directed resources and revenues will be split according to the contractual elements with the company. Another solution is the differentiation of marketing in the two forums. There is the soft copy over the internet as well as hard copy over the travel guide publication. The two distinct avenues will be differentiated through need-application basis. The customers will purchase the hard copy as per need while applications from the internet connectivity will guarantee reliance. I both, respective partners will gain their profits.

Digital Products

Since the travel guidebooks contain several pages of publication in hard copy form, there is a burden of carrying them by customers. Similarly, internet connection can be a problem for majority of the customers from time to time. Lonely Planet should utilize various avenues to address the issues as per the mobile devices. Schulz, Bedolla, Leppellere, and Masud (2010, p. 22) argue that the company can generate a response application. It can be tasked with non- commissioned avenue for relaying the information as per the customer request. At the initial stage, the customers have to subscribe at a fee for the services. All the proceeds will depend on the packaging used for the subscription and payments made for the customer on a regular basis. The distinction will be based on outreach of each customer as per his or her uses and services. In addition, it will be available throughout the subscription fee at no extra costs.

Another solution to the issue of bulky books for the travel guide and non- connectivity to the internet is through alternative marketing options. By delivering the information with collaboration of partners in the local dailies of various destinations, the customers will have access to the information (Stone 2007, p. 21). Promotional marketing as per the localized events and exercise will also increase the reach of information to various customers in the destinations. An added avenue is the use of radio communication as it is fast, real time, and efficient. Wilson and Gilligan (2008, p. 31) note that it guarantees to create interest and subsequent availability of the company’s services and products throughout. Any of the intended feedbacks will be delivered through communication via telephone, email responses, chat applications and internet connectivity when available.

In the Lonely Planet scenario, various marketing issues challenge the partnerships and delivery of services and products to consumers on behalf of the company. The management should involve use of alternative avenues to deliver information and obtaining feedback from consumers throughout the destinations as well as target locations. Minimization of marketing conflicts and cannibalization will help steer the company into greater heights of its delivery. In addition, transformation into the internet- based communication and connectivity will guarantee faster and better service delivery. Changes over time are also advised as per customer preferences and market dynamics.


A Global Perspective on Electronic Commerce. (2008). International Journal of Electronic Commerce, 2(3), pp.3-4.

Kotler, P. and Armstrong, G. (2006). Principles of marketing. Upper Saddle River, N.J.: Pearson Prentice Hall.

Lane, N. (2009). Special issue: strategic sales and strategic marketing. Journal of Strategic Marketing, 17(3-4), pp.189-190.

Schneider, G. and Perry, J. (2008). Electronic commerce. Cambridge, Mass.: Course Technology.

Schulz, J., Bedolla, J., Leppellere, M. and Masud, E. (2010). Strategic management and the global environment. Lexington, KY: [Michael E. Leppellere].

Stone, R. (2007). Human resource management. Milton, Qld. Wiley Australia.

Wilson, R. and Gilligan, C. (2008). Strategic marketing management. Amsterdam: Elsevier/Butterworth-Heinemann.