This presentation provides an analysis of the resource capabilities and core competencies of Booking.com, including their strong brand image, global presence, unique payment system, and supply chain management. The VRIN analysis highlights the valuable, rare, imitable, and non-substitutable resources of Booking.com.
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INTERNAL ENVIRONMENTAL ANALYSIS OF BOOKING.COM
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RESOURCE CAPABILITIES AND CORE COMPETENCIES •Booking.com gains competitive advantage in the competitive market through strong market efforts and brand name •Booking.com have their presence in the entire worldwide since the year 1996 through online booking techniques and the site is available in 43 languages (Booking.com. 2019) •Overall ability to see the potential new markets which helps them in becoming more unique in their approach •The system of payment is unique and patented for the convenience of the customers in the market •Ease of use and ability to select the hotels at the own rate from the Booking.com site •Availability of various ranges of rooms, flight tickets and sight seeing which meets the demands of customers as per their affordability
VRIN ANALYSIS Valuable •Strong Brand Image and Global Presenceis valuable which helps them in growing customer base and a strong reputation for marketing their products and services to customers •Supply Chain Management is valuableas the managed SCM helps in sourcing the various services of hotels which enables them in delivering great quality •Marketing Strategy and Human Resource Managementare the other resources which assists them in increasing popularity for retention of the customers (Mudambi and Puck 2016) Rareness •Strong Brand Image andglobal presenceis rare and this is a competition for other brands •Supply Chain Managementis not so rare as this is not difficult in achieving strategy and investment •Marketing Strategy and Human Resource Managementis not so rare as the HRM strategies are same in all the companies and this is easy to be copied by them Imitability •Strong Brand Image andglobal presenceis hard to imitable and this helps in improving the brand image •Supply Chain Managementis imitable as the supply chain activities of MakeMyTrip is similar •Marketing Strategy and Human Resource Managementis not imitable as there are different kinds of strategies which will improve their overall efficiency positively Non-Substitutable •Strong Brand Image andglobal presenceis not substitutable and this helps them in increasing brand image •Supply Chain Managementis substitutable as all the other travel agencies perform similar actions appropriately (Seo, Park and Choi 2016) •Marketing Strategy and Human Resource Managementis substitutable and this affects their brand image
VRIO ANALYSIS Resource or CapabilityValuableRareImitableOrganized to ExploitImpact on Competitive Advantage Strong Global PresenceYesYesYesYesRealized Sustainable Competitive Advantage Human Resource Management Aspects YesYesNoYesRealized Sustainable Competitive Parity Customer Relationship Manager YesNoNoNoRealized Temporary Competitive Advantage Marketing StrategyYesNoNoYesRealized Temporary Competitive Advantage Supply Chain Management YesNoYesYesRealized Permanent Sustainable Competitive Advantage
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REFERENCES •Booking.com. 2019.Booking.com: The largest selection of hotels, homes, and vacation rentals. [online] Available at: https://www.booking.com/ [Accessed 11 Jan. 2019]. •Mudambi,R.andPuck,J.,2016.Aglobalvaluechainanalysisofthe‘regional strategy’perspective.Journal of Management Studies,53(6), pp.1076-1093. •Seo, B.G., Park, D.H. and Choi, D., 2016, August. Innovative service concept generation based on integrated framework of design thinking and VRIO: the case of information supporting system for SMEs in Korea. InProceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World(p. 23). ACM.