Report: Business Entrepreneurship Analysis of the Agoda Company

This report analyzes the business entrepreneurship strategies of the Agoda Company, a leading online travel booking platform. The paper examines Agoda's evolution from an e-commerce startup to a global network, highlighting its focus on providing a wide range of accommodations. It explores the company's historical and current corporate entrepreneurship practices, including the use of discounts, television commercials, and a "match the rate" policy. The report also discusses Agoda's recent adoption of guerrilla marketing and its efforts to create social buzz. Furthermore, the role of HR within the company is briefly examined. The report references several sources that support the analysis of Agoda's business strategies.

Running head: BUSINESS ENTERPRENEURSHIP
BUSINESS ENTERPRENEURSHIP
Name of the Student:
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Author Note:

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BUSINESS ENTERPRENEURSHIP
The company that is being chosen for the study is the Agoda Company. It is a company
which is based on online travelling. The aim of the assignment is to understand the business
entrepreneurship that is being followed by the Agoda Company. The paper will be focusing on
the business entrepreneurship by focusing on the Agoda Company’s entrepreneurship practices
and forms of corporate entrepreneurship that is being practised in the past.
The company Agoda is known for being the fastest progressing online travel booking
platform across the world. It began as an E-commerce start-up. It aimed and even succeeded in
progressing by offering a worldwide network of 2 million properties in two hundred and more
countries and territories across the world (Rosenstein, Kenny and COO). It tends to provide the
travellers with quick accessibility to the wide choice of luxury and budget hotels, apartments and
even homes which suits all budgets and occasions of travel. The employs in the company are
around four thousand in more than thirty countries.
The operation of the Agoda business company is conducted through the merchant model
by gaining accommodation’s in a wholesale amount from the partner properties after which the
accommodations are being sold back at the market. In the year 2017, the company Agoda
searched for the non-hotel accommodations in order to try and even appeal to the millennia’s.
The intensity of the business entrepreneurship of the company is huge as it is being recognized
by the Site Minder as the fourth successful channel in the United States and Canada. The world
travel awards awarded the company for its booking app.

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BUSINESS ENTERPRENEURSHIP
The forms of corporate entrepreneurship that are being followed by the Agoda Company
in the past and in the present are as follows. Giving huge discounts in the bookings of the hotels
was one of the main corporate entrepreneurship that was followed by the company. the
discounts, as well as the huge discounts, attracted many of the customers towards the company’s
business. The promotion of the offers related to huge discounts was being conducted through the
banks. Another business entrepreneurship plan that was being followed by the Agoda company is
that they aired about the company in the commercials of the television. The commercials were
mainly aired during the peak hours which helped in seeking the attention of the customers. The
commercials were also repeated within every half an hour. Another strategy of business
entrepreneurship that was being followed by the Agoda company is that assurance of giving the
best deal was being ensured. The strategy of “match the rate or best it” policy is being followed
by the company in order to compete with the other companies. Giving reasons to the customers
and proving them that they are taking the best deal in the market also tends to make the
customers loyal to the company (Kitcharoen 2019). Presently, the company is following the
Guerrilla marketing policy. The company depends on the unique form of the business strategy of
marketing and even on the high imagination and energy. Presently, it is also focusing on creating
a social buzz in order to gain the attraction of the customers (Molchanova 2014). Recently, a
sudden flash mob was being created by the company in the airport. The role of the HR was even
re-envisioned by the company in order to support and enhance the role of the management (Allen
2015).

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References
Allen, P.L., 2015. Toward a new HR philosophy. McKinsey Quarterly, (2).
Kitcharoen, K., 2019. The effect of e-word of mouth (E-WOM) on various factors influencing
customers’ hotel booking intention. ABAC ODI JOURNAL VISION. ACTION.
OUTCOME., 6(1), pp.62-74.
Molchanova, V.S., 2014. The use of online service booking in tourist activity. European Journal
of Social and Human Sciences, (2), pp.75-80.
Rosenstein, R., Kenny, M. and COO, O.M., Agoda Company Pte. Ltd.