TripAdvisor Marketing Report: Strategy, SWOT, and Competitor Analysis

This report provides a comprehensive marketing analysis of TripAdvisor, a leading travel website. It begins with an introduction to TripAdvisor, highlighting its services and target market. The report includes an industry analysis, examining factors such as ease of entry, power of suppliers and buyers, competition, and availability of substitutes. A detailed breakdown of TripAdvisor's marketing mix (product, price, place, promotion) is presented, followed by a SWOT analysis identifying the company's strengths, weaknesses, opportunities, and threats. The report also includes a competitor analysis, comparing TripAdvisor with Air BNB and MakeMyTrip, and identifies problem areas such as customer service issues. The report concludes with objectives, recommendations, and a discussion of the ethical principles that guide TripAdvisor's operations, emphasizing the company's commitment to quality and ethical service.

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NAME: AMIT DABRA
MARKETING ASSIGNMENT 1

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TRIP ADVISOR
Introduction
TripAdvisor is an American portable website firm providing analyses of travel related
content. It also provides collaborative travelling traveling medium, to its customers when in need
to travel different parts of the country. TripAdvisor is the very best of travel chosen by millions
of travellers. TripAdvisor is a public website serving people all over the world. The founder of
this mind-blowing website is Stephen Kaufer. Some of the main objectives provided by
TripAdvisor are Hotel and Flights booking, Vacation Rentals, Restaurant findings, Travel guides
and still a lot more.1
The main tag line for TripAdvisor users is Plan and books your perfect trip from our
community. The target market of TripAdvisor is central to extraordinary income travelers who
desire online mode of business.2 TripAdvisor has been the theme of debate for permitting
unsupported unknown evaluations to be posted about any hotel. Roughly 30 hotels have been
boycotted by TripAdvisor for distrustful appraisals.TripAdvisor tells that it is the world’s chief
travel site, with nearly 280 million exclusive monthly visitors.3
In 2015, TripAdvisor started hiring users not only rate places but label them, saying, for
instance that a place offers feast, is open on Sunday, or offers transport, pre-cooked, etc.
TripAdvisor has expressed that audits are not presented on the site right away, but rather are
liable to a confirmation procedure which considers the IP address and email address of the
creator, and tries to identify any suspicious examples or vulgar or damaging dialect.4
The site additionally enables the group of clients to report suspicious substance, which is then
surveyed by a group of value affirmation masters, and TripAdvisor alarms the proprietor or

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supervisor of a TripAdvisor-recorded foundation at whatever point an audit is posted on their
posting.5
TripAdvisor surrendered that it could be sued in the UK's wards (having beforehand
asserted to be outside the dispatch of the Scottish legitimate framework since it is situated in
Massachusetts). If it is sued the firm will lose its credibility to the consumers and the customers
at large which would in the long run affect the business negatively. In business market, firms are
supposed to avoid court cases at all costs.
Industry analysis
Industry analysis is a tool that facilitates a company’s understanding of its position
relative to other companies that produces similar products or services. It helps the company in
understanding the forces which applies at the work in attaining strategic planning for a company.
Some of the factors to be discussed include
Ease of entry, power to suppliers, power to buyers, competitors and availability of substitutes.
Ease of entry
There is some legal procedure which one must fill with the government before starting
advisory business. This regulates the number of advisors in the country and also prevents
customers to be coned. This makes it hard for new business to enter in the business.
Power of supplier
The number of suppliers in TripAdvisor are limited which means as long as the company
is concerned there is no strong power of suppliers in the long last.
Power of buyers

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In TripAdvisor firm buyers have a lot power over everything the company does. The
power is largely strong because the government controls everything the company does.
Completion
Due to the legal procedures required before an advisory company is started the level of
competition is minimised. In the market TripAdvisor faces minimised competition.
Availability of substitutes
The minimised number of companies makes the company have fewer substitutes. The
field does not have a lot of substitutes thus making the company solely operating in the market.
Elements of Marketing Mix6
Product
The website has travel related products with a wide-reaching treatment and for a
worldwide admission. Its chief merchandises comprise vacation rentals, hotel & flights bookings,
Tours & Travel guides and Eatery answers among others. The location is rich in gratified and
evaluations that will support us to make a well-versed conclusion. In a husk, the website’s crops
are preferably those that allow a possible traveller to get the best possible travel services. The
site is rich in content and reviews that will help you make an informed decision. In a nutshell, the
website’s products are ideally those that enable a potential tourist to get the best possible travel
services.
Price

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The company is free to its users with its main source of revenue being from
advertisements where other firms in the market hire the company to do out marketing for their
products. Users will, therefore, provide most of the content. Travel content is a very rich
attraction to most people, especially those in the middle and high income earning categories.
Thus, organizations with items that objective such customer base class lease notice space from
TripAdvisor and this is the place they profit from. Its income in 2015 was $1.492 billion.
Place
The one who is a travel bug or who is addicted to travelling are basically the first target
of TripAdvisor. They have expanded their firm mainly in all compatible devises famously known
as Windows phone, android phone, iOS etc. This company has broadly expanded in the
developing countries like Canada, Spain, Poland, Greece, Indonesia, USA, Netherland, UK etc.
The organization's objective customers are all the travel lovers who utilize any working
framework gadget to look for online help the extent that travel administrations are concerned.
Promotion
The best marketing strategy that TripAdvisor has used is to make it free for users to
contact the site. The business services excellence assurance measures to try and confirm that
only genuine data and reviews are posted on its site. The organization utilizes quality
confirmation measures to attempt and guarantee that lone genuine information and surveys are
posted on its site. The organization doesn't take into consideration programmed survey posting
however rather takes the audits through a progression of verification procedures that incorporate
affirmation of IP addresses and email addresses. Also the company market itself to its customers
through social media such facebook, twitter, youtube and snapchart. The company realises that

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some of its customers are found on those social Medias and using them will reach as many
customers as possible. Furthermore, over the year the company have been using local dailies to
advertise itself. The above modes have made the company more popular over the years.
Swot Analysis 7
Swot analysis also known as the SWOT matrix can be defined as the planning techniques
used by the firm to help it to identify strengths, weakness, opportunities and the threats which are
related to the business competition or project planning. TripAdvisor SWOT analysis are
discussed below
Figure 1: TripAdvisor SWOT analysis
Strength
STRENGTH
1. This firm has more than 300 million unique visitors.
2. On an about 3000 people work in this organization.
3. Solid Worldwide presence in 45 countries like Germany, U.S.A, India,
France etc.
4. Projecting achievements have made it a strong trademark.
5. Existing dissemination and deals systems
6. Talented workforce
7. Money related help gave
WEAKNESS
1. Disagreements concerning the rationality of reviews done about
hotels put a question mark on its fundamental worth intention
2. Hold-up of email addresses from its catalogue crafts an intellect of
uncertainty among its client
3. Future market price
4. Competitive market
OPPORTUNITY
1. Attainment of online travel booking entrances to enlarge its
collection
2. Major guest investigations to have truthful assessments about hotels
3. Growing tourism universally and people reading more reviews can
enhancement the brand
4. Income level is at a constant increase
5. Growing economy
THREATS
1. More travelling companies like make my trip and yatra.com are huge
competitor of this travelling business
2. Growing competition and lower profitability
3. Some offers and combos like hotel and flight are the biggest threat for
this successful company.
4. Increase in labour costs
TripAdvisor SWOT analysis

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 This firm has more than 300 million unique visitors.
 On an about 3000 people work in this organization.
 Solid Worldwide presence in 45 countries like Germany, U.S.A, India, France etc.
 Projecting achievements have made it a strong trademark.
 Existing dissemination and deals systems
 Talented workforce
 Money related help gave
Weakness
 Disagreements concerning the rationality of reviews done about hotels put a question
mark on its fundamental worth intention
 Hold-up of email addresses from its catalogue crafts an intellect of uncertainty among its
client
 Future market price
 Competitive market
Opportunity
 Attainment of online travel booking entrances to enlarge its collection
 Major guest investigations to have truthful assessments about hotels
 Growing tourism universally and people reading more reviews can enhancement the
brand
 Income level is at a constant increase
 Growing economy
Threats

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 More travelling companies like make my trip and yatra.com are huge competitor of this
travelling business
 Growing competition and lower profitability
 Some offers and combos like hotel and flight are the biggest threat for this successful
company.
 Increase in labour costs
Competitors Analysis
As every business have their competitors with same skills and better performance. Same way this
travel business also has their competitors they are: 1. Air BNB & 2. Make my trip8
This competitor serves better service in fewer prices than TripAdvisor and so the market value of
TripAdvisor decreases. 9
The man competitor of any Business occurs when a company’s main objective is not clear and
does not serve well to the customers so the clients start finding the substitute product for cheap
price.
Analysis on air BNB and make my trip

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Problem Identification10
 The client benefit issues announced by property supervisors are:
 Incorrect postings and failure to right issues
 Issues with innovation and incorporation with programming suppliers
 Terminated postings and deactivated postings showing up as dynamic
 Postings not being expelled after the TAVR publicizing contract terminates
 Failure to react to surveys
 Failure to stifle surveys on chief claimed sites
 Absence of specialized support
 Poor client account administration and interchanges
Objectives and Recommendation
It Has a multi-unit goal
Full time effort
Builds System to automate
Labours Leverage
Optimizes profit as per hour
Air BNB
Suggests flight tickets for travel, Rail tickets and cab Service, Bus tickets and
hotel booking. In 2012, MakeMyTrip launched travel mobile applications.
The company has been consistently ranked among the Top 10 "Great Places
to Work for in India" by the Great Place to Work .
Make My Trip

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TripAdvisor, Inc possesses and works an arrangement of online travel brands.
TripAdvisor, the Company's image, is a travel site. The Company works through two sections:
Hotel and Non-Hotel. The Company's Hotel fragment incorporates click-based promoting and
exchange; show based and membership based publicizing, and other lodging operations. At last,
Nordea Investment Management AB brought its stake up in offers of TripAdvisor by 3.5% in the
main quarter. Nordea Investment Management AB now possesses 4,597 offers of the travel
organization's stock esteemed at $198,000 in the wake of purchasing an extra 157 offers amid the
last quarter. 86.78% of the stock is at present claimed by institutional financial specialists. The
company's income for the quarter was up 5.7% on a year-over-year premise. By and large, values
investigators anticipate that TripAdvisor will post $1.17 profit per share for the current monetary
year.
Ethics
Ethics is moral principles that govern a person’s behaviour or the conducting of an
activity. Majority of companies are finding it hard to provide the best quality, maintain the ethics
and make profit in the end. This is not the case with the TripAdvisor, Inc. The company have
maintained its ethics over the year where it is providing the best legal and ethical services and
products. This has acted as the company’s competitive advantage in the market as majority of
customers trust the company and remains loyal due to its ethical. The company believes in
providing the best quality services and product to the customers. Simply, the company believes
in ethics.
Marketing Communications

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Coordinated Marketing is a way to deal with making a brought together and consistent
experience for shoppers to associate with the brand/endeavor; it endeavors to merge all parts of
promoting correspondence, for example, publicizing.

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References

1 https://www.tripadvisor.ca/
2 http://www.mbaskool.com/brandguide/it-technology/13497-tripadvisor.html
3 http://www.traveltradejournal.com/newsdetails.php?nid=353
4 https://www.tripadvisor.ca/
5 https://www.tripadvisor.ca/
6 http://www.marketing91.com/marketing-mix-tripadvisor/
7 https://creately.com/diagram/example-v2/iv3kqwly2/Tripadvisor
8 https://www.crunchbase.com/organization/tripadvisor/competitors
9 https://www.crunchbase.com/organization/tripadvisor/competitors
10 https://www.tripadvisor.ca/ShowTopic-g187275-i116-k4333250-Bahn_online_booking_identification_problem-
Germany.html