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Zuji: Finding a Winning Strategy Case Study Analysis & Solution
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Zuji: Finding a Winning Strategy is a Harvard Business (HBR) Case Study on Sales & Marketing , Fern Fort University provides HBR case study assignment help for just $11. Our case solution is based on Case Study Method expertise & our global insights.
Sales & Marketing Case Study | Authors :: Kevin Zhou, Josephine Lau
Case Study Description
It was October 2015, Charlie Wong, CEO of Zuji Hong Kong told the media at the launch of Zuji's new brand campaign "Search, Discover and Share" that he would like to see Zuji "become the Google for travel" in Hong Kong. Indeed, a deemed pioneer and leading online travel agent ("OTA") in Hong Kong, the aspiration did not seem far-fetched. Yet, the ambition was not without challenge. Since Zuji went online in 2002, the brand had been twice sold and its geographic coverage shrunk from six to three markets: Hong Kong, Singapore and Australia. Online travel booking had been slow picking up in Hong Kong. After more than 10 years, online sales remained at under 10% of the total market in Hong Kong, compared to the regional average of 25% in Asia Pacific. As momentum built up, Wong predicted the online travel agent ("OTA") market to quadruple, from 10% in 2014 to 40% in 2016. Meantime, competition from multiple fronts was flooding the market. Global leader Expedia had launched Expedia.com.hk in 2013, and was investing heavily in marketing to capture share. Traditional offline agents were busy expanding their online presence, building a hybrid model as competitive advantage. At the consumer end, mobile phones have become an indispensable travel companion and its implication went beyond the migration from one platform to another. Around the world, the industry was seeing the rise of the millennia travellers with new needs and expectations while on the road, and they were changing the rules of the game. Zuji is facing the biggest opportunity of its time to ride this wave of change and reinforced its market leadership.
[10 Steps] Case Study Analysis & Solution
Step 1 - Reading up Harvard Business Review Fundamentals on the Sales & Marketing
Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Sales & Marketing. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.
Step 2 - Reading the Zuji: Finding a Winning Strategy HBR Case Study
My case study strategy involves -
- Marking out the protagonist and key players in the case study from the very start.
- Drawing a motivation chart of the key players and their priorities from the case study description.
- Evaluate each detail in the case study in light of the HBR case study analysis core ideas.
Step 3 - Zuji: Finding a Winning Strategy Case Study Analysis
Step 4 - SWOT Analysis of Zuji: Finding a Winning Strategy
- Zero down on the central problem and two to five related problems in the case study.
- Do the SWOT analysis of the Zuji: Finding a Winning Strategy . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
- SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the Zuji: Finding a Winning Strategy
- SWOT analysis will also provide a priority list of problem to be solved.
- You can also do a weighted SWOT analysis of Zuji: Finding a Winning Strategy HBR case study.
Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis Zuji: Finding a Winning Strategy
Step 6 - PESTEL, PEST / STEP Analysis of Zuji: Finding a Winning Strategy
Another way of understanding the external environment of the firm in Zuji: Finding a Winning Strategy is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.
Step 7 - Organizing & Prioritizing the Analysis into Zuji: Finding a Winning Strategy Case Study Solution
Step 8 -Implementation Framework
- Detailed understanding of the case,
- Clarity of HBR case study fundamentals,
- Analyzed case details based on those fundamentals and
Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Zuji: Finding a Winning Strategy case study solution.
Step 9 - Take a Break
Step 10 - Critically Examine Zuji: Finding a Winning Strategy case study solution
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