Essay on Lonely Planet
Using mobile devices opens new prospects for the development of the company because mobile devices and applications help the company to deliver its products and services to their customers directly (Viardot, 2011). Mobile devices and applications provide customers with precise information and travel guide that customers are interested in, instead of sending customers huge print editions, which they read only a minor part of.
At the moment, Lonely Planet faces the risk of the deterioration of its marketing performance because of the emerging conflict because of its persisting focus on print editions and emergence of digital technologies. As a result, print editions of Lonely Planet become out of date, while its digital editions could be more specific and reach the target customer group (Peters, 2012). Hence, the conflict between the traditional business of Lonely Planet, which has brought the company success, and new technologies forces the company to implement innovations but innovations will change the traditional business strategy and will move a lion share of the company’s business online.
Hence, it is possible to recommend the company to enhance its online business through the wider introduction of innovations that are essential to maintain the competitive position of the company. Therefore, the company will be able to meet needs of its customers and deliver them products and services, which they need.
As internet may be a problem for customers of Lonely Planet traveling throughout the world, the company can offer them text messaging and sms notifications on specific locations, where customers are at the moment, as long as their mobile phones are available (Viardot, 2011). In addition, the company can offer digital products using digital navigation using satellites to locate customers and transmit required information to them.
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