Internal Environmental Analysis of Booking.com

INTERNAL ENVIRONMENTAL
ANALYSIS OF BOOKING.COM

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 Presence is valuable which helps them in growing
customer base and a strong reputation for marketing their products and services to customers
• Supply Chain Management is valuable as the managed SCM helps in sourcing the various
services of hotels which enables them in delivering great quality
• Marketing Strategy and Human Resource Management are the other resources which
assists them in increasing popularity for retention of the customers (Mudambi and Puck
2016)
Rareness
• Strong Brand Image and global presence is rare and this is a competition for other brands
• Supply Chain Management is not so rare as this is not difficult in achieving strategy and
investment
• Marketing Strategy and Human Resource Management is 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 and global presence is hard to imitable and this helps in improving
the brand image
• Supply Chain Management is imitable as the supply chain activities of MakeMyTrip is
similar
• Marketing Strategy and Human Resource Management is not imitable as there are
different kinds of strategies which will improve their overall efficiency positively
Non-Substitutable
• Strong Brand Image and global presence is not substitutable and this helps them in
increasing brand image
• Supply Chain Management is substitutable as all the other travel agencies perform similar
actions appropriately (Seo, Park and Choi 2016)
• Marketing Strategy and Human Resource Management is substitutable and this affects
their brand image