UCAM/CIQ/204: TripAdvisor Stakeholder Plan Presentation

This presentation analyzes the challenges faced by TripAdvisor, a major travel platform, focusing on declining stock prices, reduced revenue, and weak Google search visibility. The core issue revolves around stakeholder relationships, including managers, shareholders, investors, government, and employees. The proposed solution is a Customer Relationship Management (CRM) software implementation, complemented by product development initiatives to revitalize offerings and social media marketing strategies to enhance customer engagement. The presentation outlines the benefits of this plan, including increased market share, improved customer ratings, and rising stock prices. Continuous monitoring and evaluation are emphasized to ensure successful outcomes and improved stakeholder relationships. The presentation is aimed at restoring stakeholder confidence and improving the overall performance of the organization.

TRIP
ADVISOR
STAKEHOLDER PLANNING

INTRODUCTION
– Stakeholders form an integral part of
the enterprise and in association with
this, it becomes critically important
for the enterprise to ensure that it is
being able to deal with the different
stakeholders in an effective manner.
– The main aim of the assessment is to
outline the issue which is being faced
by the chosen company, Trip Advisor
and will seek to identify the manner
in which the enterprise will be able to
resolve the issues which are being
faced by it (Fool.com 2020).

THE ISSUE
– Although the Trip Advisor operates on one of the
country`s largest travel platforms.
– The stocks of the company have gone down to a
great extent to 44% as a result of declining hotel
bookings
– The revenue of the firm has also declined to a great
extent.
– The company has had weak visibility on Google
search results as well (Freeman 2015).
– This loss of values of the stock has led to the fall in
share prices which has affected the investors and
the shareholders alike (Jones, Wicks and Freeman
2017).
– Hence, the given presentation aims to resolve this
issue and provide a recommended plan which will
improve the particular scenario and restore the
stakeholder relationships in the organization
(Ketokivi and Mahoneym 2016).
(Source: Fool.com 2020)

STAKEHOLDERS
IDENTIFIED
Investors
Shareholders
GovernmentManagement
Employees

Cont..
– Managers: The managers who are holding a senior
position in the enterprise are being affected due to
the reduced sales of the enterprise.
– Shareholders: The shareholders who invest in the
firm and purchase its shares are also the
stakeholders
– Investors: The Investors of the firm can also be
described as the key stakeholders as they invest in
the firm. (Bonnafous-Boucher and Rendtorff 2016)
– Government: The Government is a major
stakeholder because when a company performs
poorly, the economy is affected.
– Employees: The employees are another major
stakeholder group who are affected by the
operations as they are employed in the firm.
(Source: Freeman 2015)

THE IMPLEMENTATION
PLAN
– Synopsis
– The strategy which has been
developed for Trip Advisor can be
mentioned to be a Customer
Relationship management
software (De Gooyert et al 2017).
– The reduction in sales of the firm
has been due to the reduced
customer bookings and related
operational problems.
– Hence, the implementation of
the plan will be discussed in the
following slides.

Plan aspect Contents Person responsible Outcome
Briefing of the employees Here the different
employees will be
briefed about the plan
and they will be given
an idea about how the
situation needs to be
changed accordingly.
Human resource manager
Business development
manager
Team Leads
The employees will be
informed about the
current scenario which
will assist in ensuring
that they are prepared to
implement the change
accordingly.
Installation of the
Customer relationship
Software
The customer
relationship
management software
will be installed for the
purpose of the
enterprise.
The IT team
The tech manager
This shall assist in
collecting appropriate
feedback for the
implementation of the
business strategy and
based on this, the plan
shall be implemented
accordingly.
Training of the
employees
The employees will be
trained accordingly so
as to use the software
(Moutinho and Vargas-
Sanchez 2018).
The employees shall be
provided training about
the Human resource
manager.
The outcome will be that
the various employees
will be able to learn
about the CRM software
to be applied which will
then help them to collect
appropriate customer
feedback.

Plan aspect Contents Person responsible Outcome
Applying the software to
the purpose of the firm In this plan, the software
shall be applied for
understanding the
different changes which
are required to be made
accordingly. In
association with this,
when the customer
information will be
attained then the plan
shall be undertaken
accordingly.
Business development
manager
Marketing manager
Better understanding of
the needs of the
different customers
which shall assist in
understanding what the
customers need.
Implementation of
Business revival strategy
and online marketing
strategy campaign
In this case, the Business
revival strategy and the
online marketing
campaign will be started
whereby, the firm will
aim to revive a strategy
and in accordance with
this, they will launch a
marketing plan with the
help of which he
company will intend to
improve their current
positioning in the
market.
The Marketing manager
The business
development manager
The senior management
It will lead to a revival of
the current positioning
of the enterprise.

Strategies to be adopted
– Product development
As per the market understanding, the
company will undertake initiatives with
the help of which, they will undertake to
revive its products and offering new
tourism aspects which will help the firm
in gaining new customers.
– Social Media Marketing Plan
The firm will also be launching a new
social media strategy with the help of
which they will run a series of contests
whereby it will intend to gain more
customer attention with the help of
which it will
(Source: Cnbc.com 2020)

EVALUATION AND
BENEFITS
– The benefits of the plan will be as
follows:
– The new products and services will
bring about higher market share and
higher sales for the enterprise.
– It will lead to better customer
ratings.
– The stock prices of the firm will
increase
– The plan will be regulated and
monitored on a continuous basis so
as to ensure that, the outcomes of
the plan can be attained successfully.