How would you describe the structure of the travel industry?
Hint: Examine the market shares above in the context of the definitions in the ‘INTRO Strategy’ Sheet.
49%37%7%7%201221%17%2%20%15%51%36%6%7%201329%18%9%24%20%52%35%6%8%201424%21%10%32%22%53%38%51%42%7%201616%31%-1%16%
Let us analyze the strategic levers presented in the ‘INTRO Strategy’ Sheet that have strategic implications to this travel industry.
Which company appears to have had the first mover advantage?79808182
A second competitive change occurred when an innovative offering was launched in Europe to market hotel rooms from small mom-and-pop and independent boutique hotels,
Most of these hotels were too small to own and manage their own websites at the time this online travel marketplace launched.
83This fostered a boom in demand for independent (non-chain) small and boutique hotels, a heretofore fragmented and underserved market and Disrupted the online travel agencies a second time.84
Looking at the growth and market share from 2007-2012, which company was the driver of this new competitive change?8586
From 2007 through 2012 what w1Shappening to market share?
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