A carregar...
Publicação
IWP Strategy – SME competitiveness
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 512.34 KB | Adobe PDF |
Orientador(es)
Resumo(s)
GuestCentric Systems is a provider of an online marketing and distribution platform for independent hotels, which includes website, booking engine, backend and resource centre integration. The focus of this work project is to improve GuestCentric‟s product positioning and competitiveness by increasing the online visibility of the independent hotels‟ websites. Without visibility, the traffic on their websites, and consequently online bookings, is limited. If the website does not originate the revenues during the free trial to justify the investment, hotels‟ satisfaction with the product and the likelihood of them becoming paying customers is compromised. Hence, addressing the lack of visibility issue is important both to Guestcentric‟s clients and to the company itself, since it influences the success of GuestCentric‟s product on the market.
As the literature establishes, linking popularity is a key factor when it comes to online visibility thus this will be the method proposed to diminish the visibility problem. There are several linking possibilities but not all fit every type of hotel. It will be shown that some links, due to their inexpensiveness, can and should be applied to all lodging units. Others will depend on the hotel profile, for example their positioning advantage or property type. And, finally, some are just out of reach to the hotels GuestCentric is targeting because the price range these lodges are able to charge guests cannot support the cost. By helping the hotels setting a linking strategy compatible with their profile, GuestCentric is able to considerably and affordably improve its free trial participants‟ websites‟ visibility and, consequently, demonstrate that their product is a worthy investment.
Finally, an Implementation proposition for an exchange of links strategy is done as this would be an inexpensive and easy to implement approach if backed up by an “Exchange of links Management program” and customer participation.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa
Palavras-chave
Online visibility Linking strategy Exchange of links