Strategy & Innovation Project

This project analyzes Expedia Group's strategic innovation, examining its context, strategies, and key challenges. It explores emerging trends like personalization, AI, and eco-friendly travel options, and proposes a development plan for sustainable tourism to enhance Expedia's market share and future growth.

Strategy & Innovation

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1- CONTEXT.......................................................................................................................1
1.1 Strategies ..............................................................................................................................1
1.2 Mission Statement.................................................................................................................1
1.3 Vision Statements.................................................................................................................2
1.4 Long term Objectives ...........................................................................................................2
1.5 Positioning............................................................................................................................2
1.2 Key strategic issues or challenges ........................................................................................3
PART 2 – STRATEGY ..................................................................................................................4
2.1 Porters Five Forces Model ...................................................................................................4
2.2 BCG Matrix...........................................................................................................................5
PROJECT 3- INNOVATION..........................................................................................................7
3.1 Strategy Overview ................................................................................................................7
3.2 Product Life Cycle................................................................................................................9
PART 4 – DEVELOPMENT ........................................................................................................10
4.1 Strategic Choices ................................................................................................................10
4.2 Increased Market Share.......................................................................................................12
4.3 Environment .......................................................................................................................12
4.4 Growth Going.....................................................................................................................12
4.5 Reduction of cost................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
APPENDIX....................................................................................................................................16
PESTLE ANALYSIS................................................................................................................16
SWOT ANALYSIS ..................................................................................................................16
INFLATION RATE IN UK......................................................................................................17

INTRODUCTION
The term innovation & strategy is the significant term to create and amazing experience with
the company. Innovation is the essential requirement for the business to stabilize their future
growth or meet out the current strategical issues (Stanford and Guiver, 2016.). Present study
based on strategic innovation of Expedia Groups which is leading travel and tourism company in
American global travel technology sector. It provides best or under budget plans for clients such
as cheap tickets, HomeAway, Hotels.com, Trivago etc. as per the research Expedia derived from
two key words exploration and speed.
In further in this study will be presenting the company situations as per the
organisational, sectorial, technological or geographical context. In addition to that, report will
also be presenting the growth strategies to meet out the key issues in strategic management of
Expedia. Therefore, how company can make the new technological trend and meet out the
current needs and wants of the buyers. For that, report introducing some new innovation trend so
that situation could be change in upcoming three years.
PART 1- CONTEXT
1.1 Strategies
Expedia is the most well-known brand in across the world of online travel and owns several
others such as Trivago, Hotels.com etc. Over the past few years Expedia has made excellent flow
in acquisitions being as a parent company (Aloini and et.al., 2015). Expedia is the only big
online company where number of people plan a holiday with full satisfaction. The most current
plan of the company is to focus on to improve its strength capabilities in integration and
particularly technologically (Trevisan, 2016).
1.2 Mission Statement
As per the situation of the industry, it has been analysed that travel and tourism industry
should need to adopt new areas of development and make tour plans as per the behaviour of
customers and fulfil their needs and wants.
In terms of technology Expedia has number of ways to make client happy in order to
book a holiday plan or a long trip. In the last, if customer wont happy with the services of the
company they will switch to another company.
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1.3 Vision Statements
In order to expand the new technology, Expedia needs to invest on IT technology for
routing of flights and attract the buyer’s attraction level (Dodgson, 2018). In order to expand the
business growth Expedia latest acquisition is with HomeAway for $3.9 billion. It helps or reduce
the most difficult or disruptive force that facing by the company.
As per the sectorial context, company deal with heavy competition market where
pressure of new technology has been increasing day by day. Such as Airbnb is the biggest threat
for Expedia that should be removed by the company to beat the level of competition. Besides,
booking plan, Airbnb also deals with many services and available via its websites and mobile
apps. So, in this sector, level of services and trend has been introduced to gain the customer
attraction. In order to come over from the level of competition company should need to adopt the
high advanced strategic action plan to sustained the market growth. As per the sectorial context,
travel companies also facing the issues of customer dissatisfaction due to having issues in
websites or insecurities involved in the technologies (Fitzgerald and et.al., 2017). For companies
it is required for them to adopt the quality and established corporate travel management
strategies to make the level of business more effective and productive.
1.4 Long term Objectives
Travel technology has truly helped millions of vacationer and management effective
goals and new management task and goals. Travel technology is the most effective vacationers to
enjoy their holiday at their best (Trevisan, 2016).
1.5 Positioning.
At geographical basis online travel tourism has been facing high range of development
growth and managing the new development area growth. In other words, geographically Expedia
offer services as per the need of target customers and locations. Travel and tourism industry
should need to follows the current trends of the marketing order to meet the current geographical
needs and goals in order to meet out the customer satisfaction.
Swot analysis of Expedia group
Strength
High level of customer satisfaction gained Expedia in the market that helps company to
grow in the travel and tourism industry. In other words, it helps to generate the market
opportunity and leading the best development opportunity goals.
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Successful track of developing new products is the another strength of the company
that makes it more competing in the market.
Strong distribution network will help to reach the customer and enhance the revenue
standards. In other it will help to managing the business approach and attract the best business
performance target. An effective go to market strategies Consistency in quality of products.
Weaknesses
High alteration rate among workforce : this is the weaknesses of the company that
minimize their growth in several manners. This also affect the company ineffective performance
in within the market.
Ineffective financial planning : due to ineffective or lack of financial planning company
has facing low profit revenue growth.
Opportunity
Market development opportunity : this is the opportunity for Expedia to gain market
development approach in order to develop the best developing result growth.
New environmental policies – The new opportunities will create a level playing field for
all the players in the industry. It represents a great opportunity for Expedia to drive home its
advantage in new technology and gain market share in the new product category.
Threat
Increase in competitions : This is threat for the company to face high rate of ineffective
management and bring lack of ineffective response of the management.
Changes in social factors : Due to uncertainty in the market will help to determine the
leading the managing task. Social factors are uncertain and inefficient to managing the work into
proper manner. Due to failure to comply with legislation an organisation might have to face legal
issues.
1.2 Key strategic issues or challenges
E-commerce is now changed the way of doing the business. With the help of strategic
management approach an organisation uses in order to survive in the market as long the
company wants to survive with their new idea of innovation (Holgersson, Granstrand and
Bogers, 2018). All the company inventions and innovation leverage its existing resources and
capabilities in order to providing the product or services that the market place values. But on the
other hand, company also facing some issues and challenges while performing the online
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services due to which customer has facing high pressure from customer dissatisfaction. Key
challenges and growing the development areas and make the good impact on the new
development areas and make the good impact on the company development goals.
Challenge 1: Investing in the correct technologies as per the emerging technologies.
Emerging technologies has been the most important for the travel and tourism companies
who deals with the customer needs. Many travel companies adopt this EC and attract the
customer attraction towards the company services. Issue in this strategic management that,
company sometimes will not decide to take which technology or have not full faith on the
success as well. Will it prove beneficial for the company to beat the level competition or not.
Challenge 2: Attracting & Retaining Customers
Another major challenge in online servicing is not having the advanced technology in
place to support the business model successfully but also need to have a site that can attract and
retain customers with the services of better growth and market (Mi, 2015). In order to beat the
long-lasting results in order to beat the level of customers and growth. This will help to
recontinue the long-lasting goals and new development areas. In order to beat the long-lasting
image and goals. In order to beat the competition, Expedia needs to adopt effective technological
way of promoting the new advanced growth. This is the long-lasting way of promoting the new
ways of performing deals and new development growth. Moreover, this brings new way of
perfuming the way of doing work in an efficient manner.
Challenge 3: E-Commerce Security
E-commerce security is the main concern and long-lasting range of development areas
that affect the new customer service. E-commerce is the main concern or the level of doing work
into more appropriate manner (Nylén and Holmström, 2015). Due this challenge affects the
overall customer dissatisfaction and reduce the customer growth in further development areas. E-
commerce merchants are still vulnerable to fraud committed with stolen information obtained
electronically or in the physical environment.
PART 2 – STRATEGY
2.1 Porters Five Forces Model
Threats of new Entrants
Threat of new entrant are high in the industry which indirectly affect the company
performance and growth.
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Threat of substitute products
The availability of products create environment more competitive and challenging. High
substitute services will make pressure on the company performance. Substitute products are
available in cheaper way in the market.
Rivalry among existing firms
Company facing high competition in the market which makes high pressure on the
industry (Pisano, 2015). But in terms of Expedia rivalry companies pressure is low because there
are only few numbers of players which affect company regular performance.
Bargaining power of Suppliers
Bargaining power of suppliers are also high in terms of Expedia where company trying to
make the best developing results in order to get the best developing results from the market.
Suppliers are trying to make company more competitive and challenging.
Bargaining power of Buyers
Consumer behaviour is dynamic in nature which brings negative impact and bring new
effective marketing objective. Consumer behaviour can be examined as its is a decision making
of an individual when consumer engaged in evaluating, acquiring and using or disposing goods
services. Travel and tourism is the best sector where customer satisfy their needs in an effective
manner. Further it is necessary for the Expedia to attract people into more expanding manner. In
other words, bargaining power of buyers is High in order to demand highly perceived quality and
growth.
2.2 BCG Matrix
BCG is the growth model portfolio planning which is developed by the Bruce Henderson
of Boston Consulting Group. This model is very much competitive and long term strategic
planning to help a business consider growth opportunities by reviewing its portfolio of products.
Expedia can measure the market threat and actual position in longer period. Apart from that, it
discovers the new producing goals and objectives (Dodgson, 2018).
Stars : High growth, stars generate amounts of cash because of their strong ability and
growth. Stars is the symbol of growing market share in which company can easily meet out the
results and growth.
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Cash Cows: Cows is the simple which shows that market growth is low but high market
share. In this company can help to motivate and gain high performance and goals apart from that
it works for the betterment of the company.
Dogs : Dog is the symbol which shows low growth and it grows the effective
management style.
Question Marks: A business unit that has a small market share in a high growth.
In order to overcome the challenges of emerging trends and get higher customer
satisfaction growth. It helps to reframe the growth and leading generating task. Payments
leapfrogging from cash to digital across the world about 4.6 million people are flying around the
world. Company needs to adopt the different ways of payment transactions in order to beat the
long range of customer satisfaction and it can also help to motivate the work into more
appropriate manner and growth. This will help to continue the long range of development
growth.
As per the behaviour of the customers, Expedia has to make plans or make services
accordingly (Trevisan, 2016). Customer behaviour is the most dynamic feature that company
needs to face or make best strategic action plan accordingly. In order to meet out the best
developing areas and growth. In order to make the new developing areas and new emerging
market challenge.
Consumer behaviour can be identified by three determinants such as Economic
Determinants, Sociological Determinants and Psychological Determinants (Nylén and
Holmström, 2015). Psychological determinants consumer can be identified by income,
availability of consumer credit etc. so Expedia needs to develop travel plans at different range as
per the customer needs and wants.
Sociologiocal determinants can be determined by family, reference group, opinion
leaders. In order to gain sociological determinant company should need to promote their plans or
services at large range or also attract number of fulfil the service growth.
In order to adopt the best strategy for promoting consumer behaviour, Expedia should
need to invest in the green projects and adopt eco-friendly travel options to gain the customer
positive behaviour.
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PROJECT 3- INNOVATION
3.1 Strategy Overview
Travel and tourism are the fast-growing industry in across the world. It brings different
exciting offers for customers and create new trend for the market. As such company can make or
opt their won app for their potential buyers and attract number of clients towards the industry. In
other words, it helps to make the long-lasting challenge and deal with new learning goals and
objectives (Pisano, 2015). Expedia has to develop the new strategies and adopt new innovation to
create the challenging behaviour within the industry. In present time, with the help of company
mobile app servicing will help more to the company and develop long lasting range of
productive development.
Innovation is the most required and challenging task for the company that builds the long range
of growth and effective working task. In other words, Expedia should need to adopt new trend in
the market in order to sustained the customer behaviour and stabilised the market growth (Berry
and Berry, 2018). Here its is explained some of the new emerging trend that should abide by the
company to get more success in the market. In order to make the best following results and long-
lasting opportunity and make the best outcome results.
Personalization – The biggest priority among the modern travel industry trends.
As per the research conducted by Aloini, D. and et.al., 2015, it has been found out that
90% of travellers worldwide admit that standard travelling process in not enough any longer.
Personalized approach is become fruitful approach for the Expedia to attract the large number of
travellers. Personalized experience relates to the approach and will help to modify the long-
lasting way of performing task and build up the new emerging market growth (Brennan, Previte
and Fry, 2016). In other words, Personalised is now most priority trend among the modern trends
in travel and tourism industry. In other words, it helps to bring new customer’s and new
opportunity for the level of in other words it helps to build up the long-lasting customer
relationship with the customers.
Expedia should need to customizes offerings and personalized services to their clients.
For example, Expedia can give customers more option such as Expedia can adopt service, for
instance, has already introduced account specific messaging with corporate clients. It concerns
their exclusive benefits.
Recognitions technology
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This is another innovation that can adopted by the Expedia, such as high-tech technology
includes fingerprints, facial recognition, retina scanning in order to handle the process of
identification. This new technology could change the environment of overall industry in next
three years (Dodgson, 2018). Besides, company can also adopt the new changing behaviour of
customers in order to gain market opportunity.
Augmented and virtual reality (AR and VR): AI is behind many evolving technologies
and innovations in the travel and tourism sector. Expedia can adopt some of the measure
terminologies and goals. This technology can be used by the company in order to promote the
content of marketing or to improvise the customers experience.
Internet of things: Internet of thing is the potential tool to shape the effective and
productive future in travel and tourism industry (Fitzgerald and et.al., 2017). Expedia can adopt
internet of things to providing the facility to customers that they are free and liable to track their
luggage throughout the travelling. This can help clients to feel free and reduce the anxiety and
stress.
Voice Technology: It is the new managing and developing results to make the best outcome
results. This new trend can also have adopted by the Expedia to make the new services or plan
for the new expansion process. For example: Expedia can adopt the services for their customers
to experimenting with voice activated devices. In order to attract customer in the direct
performing manner.
Wearable devices: Despite a sluggish start, travel and tourism companies and gradually
using the technology to offer customers a more personalized and united experience (Frederiks
Stenner and Hobman, 2015). This new technology or trend will help clients to reduce the time
and get easily connected with the situation and make good outcomes and goals.
Travel drives technology has been at the forefront of digital innovation and continues to
be transformed at an exponential rate across the globe. Travel and tourism is the best source or
development sector across the other sectors. Travel and tourism also provides many
opportunities for the development of national or global economic growth in terms of providing
job opportunities, economic growth, reduce poverty scale etc. it will help to recontinue the
process or making long lasting results (Hall, Gossling and Scott, eds., 2015). To build up the new
opportunity and goals, it will help to recontinue the long-term way and new opportunity and
goals to enhance the best and developing results.
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Redefining travel with big data analytics: A traveller leaves behind a vast quantity of
data from multiple stages including planning, research, price search and booking. This will help
to recontinue the development sources and growth. In travel industry client leaves their lots of
data behind with the company through company can easily meet out the needs and take lots of
data with the company making growth and opportunity talent. In other words, new players as
well as old version in the travel and domain. Expedia should need to collect data and make the
best outcome results in order to meet out the best developing growth results (Holgersson,
Granstrand and Bogers, 2018). Expedia can use these all data with some advanced technologies
and approach new stay connected with the old clients. Big data analytic is the best tool to keep
the client data and make better use of that.
Eco Friendly travel options: This is the best innovation that should Expedia needs to
adopt to change the industry in next three years. In which Expedia can give many travel options
such as Choose a Carbon Offset Adventure, Avoid Bottled Water, Be at Hone in a Hotel, Travel
Overland, Share the Load, Pack light etc. this innovation strategy can make the environment
more safe and secure in future as well (Berry and Berry, 2018). Customers can also get choose
the destinations where they feel relaxed and healthy such as green destinations to nearby
countries. Vacations for green destinations can affect new developing growth for the new
development areas (Jensen and et.al., 2016). This is the best strategy or innovation which keeps
environment healthy and motivate the customers to feel healthy and satisfied with the new
innovation processes.
Innovation will always help to make clients happy and satisfied. On the other hand, this
technologies and new trend change the business environment in next three years. In upcoming
trend mobile application play a most significant role in the next three years. Half of the booking
is taken place with the help of mobile application. This is the easiest way to stay connected with
clients and understand their interest to offer deal accordingly (Mi, 2015). Apart from that, it
keeps the new managerial growth and long lasting developing resultant in other words, it makes
the new developing sources and new management working criteria which keeps me long lasting
and new management source.
3.2 Product Life Cycle
In order to launch new product or services or analysis the actual situation of the product
performance it is required to analyse the product life cycle. This is the concept of marketing
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which describes the stages a product goes through from when it was first thought of until it
finally is removed from the market.
Research and development : Researching and developing a service Expedia required to
research the market and analyse the growth of the result oriented.
Introduction : This is the second phase of product life cycle. That contains the services
or products according to the needs and wants. Besides, it requires launching the service in the
market with some potential marketing growth (Phaal, Farrukh and Probert, 2015). This
introduction process has to be implemented in proper manner
Growth : In order to sale in the market, third phase of cycle at the point product or
services are at booming level. In this company earn high sales volume from the market and
profit. In other words, distribution increases and promotion focuses on product benefits.
Maturity : The product competes with alternatives at this phase where they facing highly
competitive environment from the market. Distribution becomes intense and promotion focuses
on the differences to competitors products.
Decline : This is the end point of product life cycle where product start decline their sales
and earn less amount of attracting process from buyers.
PART 4 – DEVELOPMENT
4.1 Strategic Choices
In order to influence the consumer behaviours as per the above situation that is changing
consumer behaviour. For which Expedia should need to develop or promote sustainable tourism
development growth to manage the effective working conditions and opportunity for new
expansion and innovation (Mowforth and Munt, 2015). Expedia should need to focused on
sustainable tourism in order to attract customer attention and interest towards the company
services. As per the research UK has facing the issues and challenges in developing the travel
and tourism in order to influence the consumer behaviour to promote sustainable tourism.
Development strategic growth will make the good impact on the development goals that affect
the new managing outcomes and developed areas development task.
Development Plan
Destination Assessment in order to identify the new market trend opportunity. Before making
further plan, Expedia should need to measure the situation for which they invest on the new
sustainable projects. This makes the good impact on the new development growth of the overall
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business development (Nylén and Holmström, 2015). In the initial stage of action plan has
suggested that to define the situation or problem. In order to define the situation issue is
changing consumer behaviour with the changes of new business environment. So as per that,
Expedia needs to identify the problem by investigation in trying to measure the reason. The main
purpose of this action plan is to lead the green businesses and better understand consumer
demand for environmental performance goals. it will help me to develop the long-lasting growth
and managing effective performance goals.
Destination vision: After collecting all required task and measuring the situation it makes
the good impact and effective measuring source outcome performance (Fozer and et.al., 2017).
In order to resolve the consumer behaviour and growth this system will help to resolve the issues
and effective management task and goals. in this next task it will help to recontinue the
performance and measuring the long-lasting results.
In this next step to planning the new master plan or tourist destination for customers. Ion
which company needs to develop desired qualities in the long term (Pisano, 2015).
Focus on Demand: this is another step on which Expedia needs to focus on the demand of
the customers in order to meet out the market growth. Analysis of visitation levels and travel
habits to and within the destination among important niche traveller segments. Expedia also
needs to analyse or measure the current need of the customers in order to make the best
outcomes and planning for the goo sack. In order to rebuilt the following goals and make the
long-lasting result and opportunity and growth. Overall, this opportunity and growth will make
the long-lasting result and making new performance opportunity.
Visitation Goals and sales targets: after planning to market green travel packaging plan for the
customers (Reddy and Wilkes, eds., 2015). Besides, Company also need to develop the new
emerging market opportunity and growth to build up the new customer focus. In this step
Expedia should need to target new visitors towards the best approachable result and build new
make new challenging material goals and new opportunity or growth.
Product Development action Plan: Approach for the creation or improvement of tours,
lodging attractions, events and visitor services that can enhance the visitor experience included
opportunities to attract investment. This can help to motivate the best public outcomes and
management growth development growth. It will help me to take care the new emerging market
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challenge that brings new emerging growth and effective management task. This is the long-
lasting challenging.
Marketing goals and opportunities: This is the next plan that will help to regain the
new opportunity and make the new opportunity and goals. In this management plan will
automatically makes the things more effective and challenges. In this step, Expedia should need
to grow the market trend and make the best outcome results in order to meet out the result or
growth (Trevisan, 2016). Marketing help to make customer aware about the new plan that
company going to launch in the market.
Monitoring and evaluation plan: This is the another plan that company wants to
achieve. In this step evaluation plan can help to make the new working performances and will
help to take corrective action plan (Stanford and Guiver, 2016). Monitor evaluation process also
helps company ton evaluate the long effectiveness in order to build up the new goals and new
working performance areas. It will help me to regain the new opportunity for the company to
solve the situation and regain the customer good experience.
4.2 Increased Market Share
Market share is directly related with the company profitability thus many firms seek to
increase their sales relative. Many of the firms seek to increase their sales relative to competitors.
Here are some specific reason that a firm might increase market opportunities.
 Economic of scale
 Sales growth in a stagnant industry
 Reputation
 Increased bargaining power.
4.3 Environment
Environment also play a most significant results which makes the best and productive
result goals. Environmental factors affect the business profit direct and indirect manner in order
to accomplish the aims and objectives (Trevisan, 2016). Environmental includes internal and
external factor such as political, legal, technological and social factors. All these factors affect
business in effective.
4.4 Growth Going
Growth going is the process which evaluates the proper thing and challenging growth.
Increasing the company functional activities that easily fulfilled the channel opportunity and
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goals. Apart from that, to maintained the work performance which brings positive outcomes
results in order to meet out the goal oriented process.
4.5 Reduction of cost
By applying the proper implementation of plan will help company to minimise the
operating cost. In other words, the main purpose of reduction is cost is to gain the effective profit
maximization. Expedia needs to adopt effective techniques and goals in order to reduced the cost
.
CONCLUSION
On the basis of above discussion, it has been concluded that, Strategies for innovation is
always created some new challenges and goal-oriented task for the company new opportunity.
Besides, present study discussed about the new working areas and adopt new effective
generation goals. Furthermore, report discussed about the travel and tourism study goals that
helps to motivate new management goals and bring new opportunity for the better management
task. Study discussed the situation behavioural changes in consumer minds that directly or
indirectly affect the demand. For that, report explained the behavioural theory of consumer in
order to deal with the challenges. Report also discussed about the innovation that company
adopted which is green project and also avail new green destinations in holiday planning in order
to take care the new working and opportunity areas.
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Online
Top 6 technology trends for travel and tourism industry in 2018. 2019. [Online]. Available
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2018/ >.
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APPENDIX
PESTLE ANALYSIS
Basis Explanation
Political  Expedia group is lodging in more than dozen country and expose
itself to different types of political environment and political
system.
 Political stability is important for lodging sector in the country.
Economical  The GDP rate growth in country will affect to company because
this expected to grow in future.
 A high level of employment in the country is greater supply of jobs
demand and managing peoples willing to work.
Social  Company is need to be fully aware of level health standards,
reaction to harassment claims.
 The demographics of the population, meaning their respective ages
and ganders impact to company product and services.
Technological  Then recent technology are impact to company because company
that encounters a new technology that help to gain popularity.
 That impact to company because improvement of technology
improve product initially offers.
Environmental  The weather conditions give impact the ability of Expedia to
manage the transportation of both the resources and goods.
Legal  Intellectual property law and date protection law are mentioned
earlier in place to protect ideas and patent rights of company.
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SWOT ANALYSIS
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INFLATION RATE IN UK
INFLATION RATE IN UK
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