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Europe and International Business Strategy LIST OF CONTENTS INTRODUCTION3 PART 1 CURRENT STRATEGIC ANALYSIS AND INTERNATIONAL STRATEGIC EVALUATION4 1GENERAL STRATEGY ORIENTATION4 2COMPETITIVE POSITIONING4 OBJECTIVES AND INTERNATIONAL STRATEGIES6 1OBJECTIVES6 2INTERNATIONAL STRATEGIES6 ENTRY MODES7 1WHOLLY-OWNED SUBSIDIARIES7 2ACQUISITIONS7 3JOINT VENTURES7 EVALUATION OF INTERNATIONAL STRATEGIES8 Advantages of lastminutecoms global strategy9 Disadvantages of lastminutecoms global strategy9 PART 2 STRATEGIC DEVELOPMENT FOR FUTURE EXPANSION10 MARKET SCREENING CHOICE10 STRATEGIC DEVELOPMENT16 External Environment Analysis - PEST analysis16 Internal Environment Analysis18 STRATEGIC SELECTION19 STRATEGIC IMPLEMENTATION19 STRATEGIC ISSUES21 REFERENCES25 APPENDIX26 INTRODUCTION Lastminutecom is a Europes leading travel and leisure website Based on the idea of matching supply and demand it offers consumers last minute opportunities to acquire airline tickets hotel rooms package holidays entertainment tickets restaurant reservations and home delivery speciality services gifts and auctions Due to the diversification of sectors the company is operating in it was decided that the main focus should be on the travel sector This report includes two parts The first part will focus on the lastminutecoms current strategic analysis and its international strategic evaluation The second part will concentrate on the strategic development for future expansion PART 1 CURRENT STRATEGIC ANALYSIS AND INTERNATIONAL STRATEGIC EVALUATION 1 General Strategy Orientation Using Porters Generic Strategies one would argue lastminutecom pursues a broad Differentiation which involves producing a range of well-differentiated products that meet the specific needs of customer segments as well as there are high cost pressures The company selling position is to offer the best deal at the last minute rather than the worst deal as is sometimes the case with flight operators The company positioned itself at the upper end of the mass market in the goods and services it offers Therefore it could be argued that to certain extent the company is also pursuing a low cost strategy by offering the good and affordable deals and simultaneously create a reliable brand name Although it is stuck in the
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