Marketing in Business - Trip Advisor Competitive Analysis Report

This report provides a comprehensive marketing analysis of Trip Advisor, an online travel company. It begins by examining Trip Advisor's competitive position, including its current market standing, strengths, weaknesses, opportunities, and threats (SWOT analysis). The report then delves into the challenges the company faces, such as competition from major players like Google and evolving customer preferences. Growth opportunities are identified using the Ansoff matrix, exploring strategies for market penetration, product development, and diversification. A marketing communication strategy is analyzed, focusing on the marketing mix, promotion, and both online and offline strategies. The report also includes a discussion of key performance indicators (KPIs) and the product life cycle. Finally, the report concludes with recommendations for Trip Advisor to improve its market position and performance, based on the preceding analysis. This report is a valuable resource for understanding the complexities of marketing in the travel industry.

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Table of Contents
Introduction................................................................................................................................3
Task 1 Competitive Position......................................................................................................3
Trip Advisor...........................................................................................................................3
Current position......................................................................................................................4
SWOT Analysis......................................................................................................................5
Task 2 Marketing challenges.....................................................................................................6
Competitive position analysis.................................................................................................6
Present challenges..................................................................................................................6
Task 3 Identifying Growth opportunities...................................................................................7
Ansoff matrix..........................................................................................................................7
Growth strategies....................................................................................................................9
Task 4 Marketing communication strategy................................................................................9
Marketing mix: Promotion...................................................................................................10
Offline and online promotion strategies...............................................................................10
Task 5 Measurement................................................................................................................11
Task 6 Product life cycle..........................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15

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Introduction
Marketing can be defined as the process of identifying the needs and wants of customers and
then developing products and services to satisfy them. Marketing starts with market research,
producing products and services according to market demand and then advertising and
distributing it to the target customer (Baker and Saren, 56, 2016). The role of the marketing
manager in the business is complex as the marketing manager has to focus on different areas
for the formulation of the marketing plan and marketing mix for the company. This report is
based on the travel industry and in that Trip Advisor is chosen.
In this report, the analysis of the company is done and their performances in the market at the
current scenario and for analyzing this company’s competitive position is analyzed using a
model such as value proposition and by doing competitor analysis. Further, challenges and
opportunities for the company are identified using the Ansoff matrix and after that marketing
communication strategy of the company is analyzed in order to know the success of the
strategy to capture the target market. At last, some key performance indicators are
recommended to the company and the product life cycle is analyzed. Further, considering the
analysis and findings some recommendations are given for Trip advisor to improve its
position and performance in the market.
Task 1 Competitive Position
Trip Advisor
Trip advisor was founded by Langley Steinert and Stephen Kaufer in 2000 and headquarters
in Massachusetts. Trip Advisor is an online travel company that offers online reservations for
services such as transportation, travel, lodging, and restaurants. The company has a presence
at a global platform with 490 million visitors on its website, as Trip Advisor website has
versions in 28 languages in 48 markets. Further, the company offers services like 790 million
reviews on 1 million travel experiences, 4.9 million restaurants, and 1.3 million hotels. The
company showed tremendous growth from $4 million to $4 billion as the company was
acquired in 2004 by Expedia. In 2014, the company was the world’s largest travel review
company with revenue of $1.246 billion (Ferreira, 2019).

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Source: (Trip advisor,2019)
Current position
Trip Advisor changed the way the travel industry operates, the company provides an
opportunity to its customers to praise, purchase and criticize the services. It is a platform for
customers to share their opinion, reviews, and experiences. Further, 456 million people book
the trip on Trip advisor every month and the company mastered as in this field as a
comparison to other tech companies. “Trip Advisor is to travel, as Google is to search, as
Amazon is to books and Uber is to cabs”. At present, the company is growing and showed
revenue of $1.3 billion in 2018 that was increased by 3%. Further, the company has a
workforce of 3,366 employees for serving its services at the global platform
(Tripadvisorinsights,2019).
Source: (Tripadvisorinsights,2019)

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SWOT Analysis
This tool is helpful in identifying the current position of the company and threats and
opportunities that the company is facing at present in the market.
Strengths: Trip Advisor is growing continuously as its revenues and profits are increasing by
3 % year on year basis. Further, the company is competing in the market with its value
proposition that is a strong geographic presence and wide product portfolio. The strong online
presence of Trip Advisor on all social media sites and its presence in different countries in 28
languages give the company a competitive advantage to target its customers and increase its
market share (Kinstler, 13, 2018).
Weaknesses: Trip Advisor lacking in the area of research and development as the company
at present is taking advantage of technology and providing travel services to its customers but
in near future, the company need to develop different model as the current model of the
company is imitable and the company will not able to gain more advantage from it. The R&D
area and poor management of inventory where the company is lacking and due to that the
revenue of the company can decline in the near future.
Opportunities: Trip Advisor changed the way the travel industry operates and mobile
technology further evolved the travel industry. The company can take advantage of advanced
mobile technology and shifts of people towards online platforms. The changing needs,
preferences, and habits of customers can be taken as the opportunity by trip advisor in order
to increase its market share. Further, the growth of e-commerce platforms and marketing
through the social media platform is another opportunity that the company can avail.
Threats: The major threat in the travel industry is increasing competition from the big
players in the market. The competitors of Trip advisor are Airbnb, Trivago, Bookings.com,
and Priceline. In accordance with the Global online travel market 2018, most of the growth
in the travel industry comes because of the increasing number of young travellers and from
millennials. In this trip advisor secured the second rank after Airbnb and followed by
Bookings .com. Due to increasing competition from these major players on the global
platform the company is struggling (Tripadvisor,2019).

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Porter Five forces
Trip advisor operates in travel industry and with the help of porter five forces the competitive
position and industry attractiveness is analysed (Bini,et.al, 42, 2018).
 Low threat from competitors
 Because of high capital and
resource investment
 Access to distribution
channel by other players is
not easy
 Bargaining power of buyers
in this segment is high.
 Because of increasing
customer base, low
switching cost and price
sensitivity
 Threat of substitution for
Trip Advisor in this
industry is low
 As customers of trip
advisor cannot drive same
value from other
alternatives
 Bargaining power of
supplier for trip advisor is
higher.
 As cost of switching to
other suppliers in this
industry is higher
 The main competitors for
trip advisor are Airbnb,
booking.com and Expedia.
 Rivalry amongst existing
firms is low
Threats of New Entrants Rivalry amongst existing firms
Bargaining Powers of SuppliersThreats of Substitute
Bargaining Power of buyers

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Task 2 Marketing challenges
Competitive position analysis
Trip Advisor is a leading brand in the online travel industry and the USP of the company is
its presence across the world with a broad product portfolio. The company captured 16.22%
of market share with 65,194 websites; Google reviews had a 6.28% market share with 25,233
websites and others have a remaining share. The company faces competition in the field of
users, content, advertisers, price comparison and online travel search and reservations.
In hotel segment, the company face competition from Expedia and Priceline, in hotel Meta
research providers the company face competition from Trivago and Kayak and in online
reviews and search the company compete from Facebook, Google and Amazon. In the travel
segment, the competition is mainly from online travel agencies, service providers, and tour
operators. Further, the vacation rental services in the travel industry the main competitors are
Airbnb, HomeAway and Bookings.com (Bussgang, 126, 2012). Trip Advisor is competing
with all these companies in different segments, however, with this stiff competition from the
big players the company has a market capitalization of $ 4,330 million, Trivago has $1,053
million and Expedia with $16,948 million. The competition in the travel industry is
increasing and the company need to focus on many areas in order to make its all segment
profitable. From the above analysis of the competitive position of the company, it can be said
that the company is doing well at present but can struggle in maintaining all of its segments
as with limited resources and narrow marketing strategies the company is not able to sustain
in the market for the long run.
Present challenges
Trip Advisor is operating in travel, hotel booking, tours, and vacation rentals activities. The
one big challenge that the company is facing includes how to focus effectively in all its
segments simultaneously without some segments getting short shrift. Further, competition
from giant players like Google affecting the hotel booking and travel segment of the
company. Google travel products are not that up to the mark but are giving competition
because of Google's brand image in the market and its huge target audience. Due to Google
travel products companies like trip advisor and Yelp faced a decline in its search results and
pay per click (Tripadvisorinsight,2019).

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Another marketing challenge that the company is facing is related to the promotion strategies
of the company. As Trip Advisor spread awareness without any TV advertising as the
company believes that this is an expensive strategy. The company mainly focuses on
marketing its service by using direct ways such as customer relationship management and
social media sites for promoting the brand. China and other Asian countries are an important
focus of the company and Trip advisor is struggling to establish itself in this market by
identifying the needs and demands of customers. The challenge for Trip Advisor in the tours
and travel segment is to make more products online and to ramp up the real-time availability
(Grotte, 89, 2018). Considering the internal and external environment in the travel industry it
can be said that the company is facing challenges such as stiff competition and lack of
product development.
Task 3 Identifying Growth opportunities
Trip Advisor is struggling and facing challenges such as stiff competition and product
development. In order to cope up with these challenges the company can focus on product
development and with its present product can diversify and position in different markets that
are untapped by the company. In order to understand the growth opportunities available to the
company a tool that is Ansoff Matrix is used.
Ansoff matrix
The Ansoff matrix is used for strategic marketing planning where this model is used to
identify opportunities to grow revenue for an organization. The model is most used because it
gives ideas to businesses showing alternative combinations for increasing sales and market
share of the company. Ansoff matrix provides four strategies for growth that are market
penetration strategy, product development strategy, market development strategy, and
diversification strategy ( Galpin, 52, 2019).
Market Penetration Strategy: In this strategy, the company tries to sell more of the same
thing with different marketing strategies or by trying to reposition in the market. Such things
are done by changing the marketing mix strategy for the company.
Product Development Strategy: This strategy focus on launching new products in the
existing market as per the need and wants of the customers in order to gain a competitive

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advantage. Further, the businesses can extend their product line by producing different
variants and by adding features to the existing products.
Market Development Strategy: In this strategy, the focus is on targeting new markets with
existing products as the business can grow and increase its market share. Market development
strategy is more focused on tapping the untapped market at the local level or at the global
level. In this strategy, the companies can use different market channel such as direct or
indirect to tap the new markets or to target different groups. The marketing mix strategy of
the business is changed according to the market the company is targeting (Gurcaylilar and
Aksoy, 45, 2018).
Diversification Strategy: The diversification strategy is used when the objective of the
company is to expand in the new market by introducing new products. This strategy is
considered risky by most of the businesses as the whole organization processes need to
change in order to compete in a different segment. But the main benefit of diversifying
operations is to earn revenues from different segments even if one segment gets affected.
Source: (Gurcaylilar and Aksoy, 30, 2018)

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Growth strategies
By using the Ansoff matrix it is recommended that to Trip Advisor that the company should
focus on product development strategy. The marketing objectives of trip advisor are to attract
more customers with its new products as this helps the company to compete in the market
with players like Airbnb and Expedia. The product development strategy includes targeting
the existing market with innovative products such as adding features such as using artificial
intelligence for making customer experience on research more delightful. Further, the Trip
advisor can use virtual reality in its website for giving a view of places where people plan to
go. This helps the company to survive in this competitive era and to attract more customer
base with its innovative product offerings. The company can improve its website by giving
customers a “one-stop-shop” mentality for each and every need related to travel (Weill and
Woemer, 124, 2018).
The product development strategy for the Trip advisor is chosen because of the marketing
challenges that the company is facing at present are lack in product innovation and stiff
competition. Both of these issues can be solved if the company opts for product development
strategy as its product can be more innovative as compared to its competitor and this gives
the advantage to the company to earn more revenues and to enjoy a superior position in the
market. On the other side, the customer base of Trip advisor is shifting towards new services
of other brands such as Google reviews, Bookings.com smooth experiences, etc. With
innovative products launch in the existing market, the company can sustain its current market
base and can attract more and more customers to use its products by bringing awareness
about it in the market (Martin et.al,2018).
Task 4 Marketing communication strategy
The important “P” in the marketing mix is promotion as “promotion is defined as
communicating with customers using multiple channels and brings awareness about the brand
in the mind of target customers. “According to Armstrong et.al, communication is a two-way
process that starts with sending a message to receiver and ends when proper feedback is taken
from the receiver”. There are different communication models that can be used by marketers
to promote customer engagement with their products.

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Marketing mix: Promotion
The marketing communication strategy includes the use of a different combination of
techniques that are called the communication mix. The communication mix includes
techniques of promotion such as advertising, personal selling, sales promotion, public
relation, direct marketing, and social media marketing (Armstrong et.al, 2018). From the
analysis and findings of the report, it is recommended that Trip Advisor should opt for a
product development strategy that includes the launching of new products and services in the
market to its existing target audience. The current promotion strategy of the company
includes promoting its services in the market by allowing customers to view all reviews and
make plan free of cots due to that the customer base of Trip Advisor is higher as compare to
other players in the market (Lee et.al,2017).
At present, the company uses both online and offline promotion strategies in promoting its
services. Online promotion strategies include updating its website content regularly, sending
emails to its target customers about trips or plans vouchers, and adopting a personal selling
approach by engaging in communication with customers and using digital marketing strategy
mainly search engine optimization and the concept of pay per click. The company uses a
search network with display select for promotion of its brand as this helps to display its
services superior to its competitor. Offline promotion strategy includes the use of flyers and
cards to make the target audience aware of its services, sponsorship events and partnership
with the companies in the same segment. In a nutshell, the company mainly focuses on the
online strategy to promote its services that are using digital marketing strategies, email
marketing, and content marketing (Litvin et.al, 78, 2018).
Offline and online promotion strategies
According to the growth strategy that is recommended to Trip advisor; the company needs to
change its promotion strategy and should focus more on offline advertising. As the
expenditure of Trip advisor on television advertisement is low and the company doesn’t
spend on print media so in order to compete with a brand like Google, Airbnb and
Bookings.com the company need to start giving advertisement on television and should not
rely mainly on digital marketing platform. Further, the awareness about new features and
services such as the use of virtual reality and artificial intelligence for improving customer
experience can be promoted through conducting product launch events and can use publicity

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stunts to attract more customers. There are many promotion strategies that the company can
use with that the strong brand image of Trip advisor can be built and this is icing in the cake.
With strong brand image traffic on the trip advisor website will increases that ultimately
affect the revenue of the company and leads to the popularity and growth of the company
(Chaffey and Smith, 123, 2017).
On the other side, the Trip advisor can use online marketing or digital marketing strategy that
includes using search engine optimization, content marketing, email marketing, social media
marketing and pay per click strategy (Zook and Smith,41, 2016). The main focus of Trip
advisor should be on social media strategy as the company at present in order to promote its
services focus on email marketing and content marketing. The content of the trip advisor
website is strong that makes it easy for customers to understand and search what they are
looking for in a convenient manner. The promotion strategy of Trip Advisor at present
should be changed and its communication mix includes advertising on television, social
media platform, and public relation.
This communication mix helps in targeting the right customer base as the company will
mainly focus on millennials and young travelers who are keen to travel and are frequent users
of the online and offline platform. This mix is suitable because young generations are high
users of mobile networks and social media platform with promoting trip advisor services on
social sites like Twitter, Facebook and Instagram it becomes easy for the company to reach to
the target audience. However, the company also targets adult people for that television and
print advertisement is a good option but the main drawback of this strategy is that it requires
huge expenditure by the company (Kinstler,2018). Hence, in order to grow in the market and
to promote new services in the market Trip advisor need to opt for both offline and online
promotion and in the online promotion email marketing, content marketing, and social media
marketing and offline promotion strategy includes advertisement on television and public
relation.
Task 5 Measurement
The success of trip advisor growth strategy and achievement of marketing objectives that are
stated above can be measured through three performance indicators that are revenue,
customer satisfaction, and traffic on websites of trip advisor.

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1. Revenues: At last, every organization's main objective is profit maximization. The
success of growth strategies and promotion strategies that are formulated for Trip
advisor can be measure through higher revenues if changes in these strategies
positively hit profits and revenues of Trip advisor it is considered as successful.
Increasing revenues of the company and increasing the customer base are the key
indicator that the company is growing and able to compete in the market (Bini
et.al,2018).
2. Customer satisfaction: The main aspect of the travel industry is the satisfaction of
customers if they are not satisfied with this impact on the whole organization's image
and the bottom line. Trip advisor customer satisfaction level as high as the company
already provides free access to its customers to all its websites across the world and it
is easy to use the website. Introduction of new features also impact the experience of
customer hence it is an important indicator to monitor in order to know whether new
features and services give a better experience to target customer or not. Hence,
measuring the satisfaction of customers after introducing new services is necessary
and considered as one of the most important key indicators (Bini et.al,2018).
3. Traffic on websites: Trip Advisor is a leading online travel company that offers
travel and hotel related services to its target customers. The company has
approximately 65,000 websites across the world and most of the revenue of the
company comes from pay per click and display advertisement. Increasing traffic on
sites of Trip advisor indicates that most of the customers are using the site. This
indicates the success of promotion strategies and indicates increasing awareness of the
brand in the market and in the mind of people (Kinstler,2018).
These three key performance indicators are chosen to keep in mind the outcome that is
expected while developing growth strategies and promotion strategies. The motive of these
strategies is that trip advisor market share can be increased, the value proposition of the brand
is maintained and offering of innovative services and features helps the company to survive
in the market in this stiff competitive scenario as the main competition of Trip advisor is from
Airbnb, Google, and Bookings, com. The measurement of these objectives can be done using
these indicators as revenue is the area in every organization that shows the performance of
the company, customer satisfaction helps in knowing whether customers are getting positive
experiences from new services or features and at last traffic on websites of Trip advisor as
this is the important indicators at the time of digital era (Bini et.al, 13, 2018). Hence, for

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measuring the performance or outcome of the formulated strategies their key indicators are
suitable and can be used .
Task 6 Product life cycle
The product life cycle states the market position of the product or service in the present
scenario. There are five stages in which a product or service lies. The five stages are
development stage, introduction stage, growth stage, maturity stage and decline stage. The
marketing strategies used by the companies in each stage are different. For instance, when
any product is in the growth stage the company invests a huge amount on the advertisement
and promoting its product when the product is in introduction stage companies keep the high
of innovative products and then reduce its prices at the maturity stage (Arnett et.al,12, 2018).
Trip advisor services such as the introduction of virtual reality and artificial intelligence to
improve its websites. These services firstly enter into the development stage where setting
and technology updation in all trip advisor sites is done. The introduction stage is when the
new services are launched in the market that is the new technology for the target customers.
At this stage, there are users who are early adopters and accept the new features and get
maximum benefits from it. At this stage, the marketing strategy of Trip advisor focuses on
increasing awareness in the market about its new services and technology advancement
through better promotion strategies and place strategies. When the services come at the
growth stage, the company enjoy competitive advantaged and get greater benefits. At the
maturity stage, all the other competitors imitate the technology and this leads to the stiff
competition that is the stage where saturation point becomes and the new services become
obsolete and new technology appears this leads to decline in the demand for services and
resultant to decline stage of services in the life cycle (Kreutzer,23, 2019). Hence, at the
different stages, the marketing strategies used by Trip advisor will be different and in
accordance with the situation of services and demand of services in the market.

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Conclusion
Trip advisor is a leading online travel company that targets millennials and younger people
and offers services related to the hotel and travel industry. It is concluded from the analysis of
the company’s situation by using different tools such as SWOT analysis and competitive
analysis that the company is doing well in all its segments but facing some challenges that are
stiff competition and lack of product development in order to compete with new and big
players in the market that are Airbnb, Bookings.com, Expedia and Google reviews. It is
recommended that the company can cope up with these challenges by opting for product
development strategy as with that strategy both the challenges can be solved. Trip advisor can
introduce virtual reality services on its website as this product development strategy helps to
gain the existing market with the introduction of new products. Further, it is suggested that
the company should change its promotion strategy and focus more on offline channels in
order to compete with these big brands by increasing their brand awareness in the market.
The marketing communication mix for Trip advisor includes advertisements on television,
email marketing, social media marketing, and public relation. At last, key indicators that can
be used to measure the performance of the company after the change in its growth strategy
and promotion strategy are revenue, customer satisfaction, and traffic on trip advisor
websites. Further, in order to reach the conclusion, all the marketing concepts are applied and
it is concluded that the marketing mix of the company changes with the life cycle of services
or products. Hence, by using the following strategies and strategic plans Trip advisor can
improve its position and performance in the market.

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Marketing in Business
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