Expedia Internet Marketing Plan Research Paper Example | Topics and Well Written Essays - 4250 words

Expedia Internet Marketing Plan - Research Paper ExampleChairman Barry Diller controls about 60% of the company.This paper serves as a complete merchandising object for the Internet traveling company Expedia. The information contained in this report is designed to help an individual gain a complete down the stairsstanding of the companys current standing and situation, as well as to gain a good idea of their opportunities and threats for the future. In addition, internal components to the company are discussed.The conclusion of this paper is to include and/or explain a variety of components related to Expedia. It includes an executive summary, the companys overall business objectives, the companys specific marketing objectives, Expedias business situation and lift Analysis, the internal situation at the company, the companys performance analysis, data on programs of a similar nature if available, resource availability and allocation, the companys external situation, the market(s ) the company operates in, the companys competitors, the technological base of operations of the company, the value chain associated with the company, a summary of strengths/weaknesses/opportunities/threats, marketing problems and opportunities, identification of target market(s)/market segments, marketing action plans, products and/or services offered by the company, price, integrated marketing communications-online and offline, customer acquisition and retention plans as appropriate based on objectives, distribution and fulfillment, quality and customer service, technological infrastructure and data requirements, testing plans if appropriate, the plan for testing critical marketing or program variables, the plan for usability testing of their website, evaluation techniques, their budget, and an implementation timetable.Overall Business Objectives Expedia.com lists their business objectives as followsExpedia delivers consumers everything they need for researching, planning, and p urchasing a whole trip. The company provides direct access to one of the broadest selections of travel products and services through its North American Web site, localized versions throughout Europe, and large partnerships in Asia. Serving many different consumer segments - from families booking a summer vacation to individuals arranging a quick weekend getaway, Expedia provides travelers with the ability to research, plan, and book their all-around(prenominal) travel needs. Expedia-branded Web sites feature airline tickets, hotel reservations, car rental, cruises, and many other in-destination services from a broad selection of partners.(Expedia.com, 2008, pg. 1)Specific Marketing ObjectivesExpedia sets their marketing objectives under a strategy formulation in their annual report. They claim, Our objective is to create long term shareholder value by creating a business that delivers world-shaking value to customers and to suppliers with each travel purchase, and has sustainable sources of competitive differentiation (EDGAR Online, 2008, pg. 1). Their strategy involves several key elements (EDGAR Online, 2008).The first key element that they include in their ball marketing strategy is to make their customer base larger. They plan to do this by continuing to increase sentience of their company and what it has to offer. We believe that this increased awareness will cause increased numbers of consumers to visit our websites. Our current