Adrenatrip : Development strategy and e-business. Laurence BUNDY. Sylvie ROUILLON. Yvon SCHOLLAERT. Paris : CCMP, 2011.
The Adrenatip company is specialised in designing and selling thrilling theme trips. It mostly organises trips and events all over the world. The company thus has two SBUs : a traveling agency and an events agency. 2010 is the year when the touristic market opens to actors beyond travel agencies. Web 2.0 dominates the market and online trip sales reach an all time high.However, the events sector is experiencing some difficulties. The case comes with 8 appendices which provide additional details about the touristic market in 2009. It allows an in-depth diagnosis. Questions concerning development choices have been selected based on that specific business, mostly using tools developed with a real middle sized company, specialized in the touristic sector.
This case should test the students abilities to :
- Run an analysis/ diagnosis on an evolving market;
- Build a double SWOT diagnosis for a company acting on 2 distinct markets (travel and events SBUs) ;
- Identify key success factors, define strategic marketing objectives, devise a marketing plan;
- Develop a grounded recommendation for evolving sales activities ;
- Understand how a small-sized company is managed : have the students work on a comprehensive case requiring from them that they use all the topics they have been esposed to during their studies.
This case is author-created. However, the authors have written it so that it is very close to reality. Their work is based on precise market intelligence with the help of a company specialized in tourism, and the courtesy of the group's CEO. This case has been written as the subject of a final exam at Toulouse Business School. It can be used as an episodic case to illustrate different stages of a diagnosis or a mix plan.
French version also available : G1702
Temps d'utilisation : plus de 3 heures