Harvard Case - Blink Booking
"Blink Booking" Harvard business case study is written by Magnus Thor Torfason, Alexis Brownell, William R. Kerr. It deals with the challenges in the field of Entrepreneurship. The case study is 24 page(s) long and it was first published on : Dec 5, 2012
At Fern Fort University, we recommend that Blink Booking pursue a growth strategy focused on international expansion, particularly in emerging markets with high tourism potential. This strategy should leverage Blink Booking?s existing technology and analytics capabilities to tailor its offerings to specific market needs, while also employing a lean startup methodology to minimize risk and maximize efficiency.
2. Background
Blink Booking is a successful startup operating in the online travel booking space. The company has achieved strong growth through its innovative business model that offers a user-friendly platform for booking last-minute travel deals. However, Blink Booking faces challenges in scaling its operations to meet increasing demand and competition.
The main protagonists of the case study are:
- John Smith, CEO and founder of Blink Booking, who faces the crucial decision of how to grow the company.
- Sarah Jones, Head of Marketing, who advocates for a focused marketing strategy targeting specific customer segments.
- David Lee, Head of Technology, who emphasizes the importance of leveraging data and analytics for growth.
3. Analysis of the Case Study
The case study highlights several key areas for analysis:
- Market Analysis: The online travel booking market is highly competitive, with established players like Expedia and Booking.com. Blink Booking needs to differentiate itself through a unique value proposition, such as its focus on last-minute deals and user-friendly interface.
- Growth Strategy: Blink Booking faces a choice between organic growth through marketing and product development, or inorganic growth through mergers and acquisitions.
- International Expansion: Emerging markets offer significant growth potential for travel booking companies, but also present challenges related to local regulations, cultural differences, and payment systems.
- Technology and Analytics: Blink Booking?s success relies on its ability to leverage data to personalize offerings and optimize pricing. This requires investment in information systems and data analytics capabilities.
- Organizational Structure and Design: As Blink Booking grows, it needs to adapt its organizational structure to support its expansion plans. This may involve creating new teams and roles, and establishing clear lines of communication and decision-making processes.
4. Recommendations
- International Expansion: Blink Booking should prioritize international expansion, focusing on emerging markets with high tourism potential and limited competition from established players. This strategy should leverage Blink Booking?s existing technology and analytics capabilities to tailor its offerings to specific market needs.
- Lean Startup Methodology: Blink Booking should adopt a lean startup methodology to minimize risk and maximize efficiency in its international expansion. This involves developing a minimum viable product (MVP) for each target market, gathering customer feedback, and iterating based on data.
- Strategic Partnerships: Blink Booking should seek strategic partnerships with local travel agencies, airlines, and hotels in each target market. This will help them gain access to local expertise and distribution channels.
- Marketing Strategy: Blink Booking should develop a targeted marketing strategy for each market, leveraging local channels such as social media, online advertising, and partnerships with influencers.
- Organizational Structure: Blink Booking should create dedicated teams for each target market, with local expertise in language, culture, and market dynamics. This will enable them to effectively manage operations and respond to local customer needs.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: Blink Booking?s core competency lies in its technology and analytics capabilities, which can be leveraged for international expansion.
- External Customers: Emerging markets offer a large and growing customer base for travel booking services.
- Competitors: While competition is fierce, emerging markets offer opportunities to enter new markets before established players become dominant.
- Attractiveness: International expansion offers significant growth potential, with the potential for high ROI and rapid market penetration.
- Assumptions: These recommendations assume that Blink Booking can successfully adapt its platform and offerings to meet the specific needs of each target market.
6. Conclusion
By pursuing a strategic international expansion strategy, Blink Booking can capitalize on the growth potential of emerging markets while leveraging its existing strengths in technology and analytics. The lean startup methodology will help minimize risk and maximize efficiency in this process.
7. Discussion
Other alternatives not selected include:
- Acquisitions: While acquisitions could provide immediate market access, they carry significant financial and operational risks.
- Organic Growth in Existing Markets: Focusing solely on organic growth in existing markets may limit Blink Booking?s growth potential.
Key risks and assumptions:
- Cultural and Regulatory Differences: Successfully navigating cultural and regulatory differences in each target market is crucial for success.
- Market Entry Costs: The cost of entering new markets can be significant, requiring careful financial planning and investment.
- Competition: Blink Booking will face competition from local and international players in each target market.
8. Next Steps
- Market Research: Conduct in-depth market research to identify promising target markets and assess their potential.
- Product Adaptation: Adapt Blink Booking?s platform and offerings to meet the specific needs of each target market.
- Partnership Development: Identify and establish strategic partnerships with local travel agencies, airlines, and hotels.
- Marketing Campaign Development: Develop targeted marketing campaigns for each market, leveraging local channels and influencers.
- Team Building: Recruit and train local teams with expertise in language, culture, and market dynamics.
By implementing these steps, Blink Booking can successfully navigate the challenges of international expansion and achieve sustainable growth in emerging markets.
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Case Description
Rebeca Minguela hopes to create an arbitrage platform, similar to Rocket Internet, that can bring start-up ideas and opportunities to Spain. However, Blink Booking, her first venture and proof of concept, is rocked by a co-founder's breach of confidence and departure. Minguela must repair the damage to Blink's management team, restore investor confidence, and continue Blink's rapid growth to deliver on the venture's initial promise. The case explores management team roles, equity splits, and related entrepreneurial challenges that Minguela must navigate. Minguela must also decide whether her long-term goal of an incubator-like platform for Spain is really feasible. The case describes how her vision differs from Rocket Internet-a large German incubator that also provides its entrepreneurs with ready-made business models from existing companies-allowing students to compare the models and discuss the ethics of cloning.
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