The organization in focus for this assignment is “Trivago”, a leading company in the online accommodation (hotel booking) industry. Feel free to collect information from annual reports, press releases and the Internet to support your analysis.Your report must not exceed 2,750 words excluding the Executive Summary (where you sum up your results for the whole report: the maximum length of the executive summary is 200 words), the
Appendix, and references. You should clearly indicate the number of words of your work (main text, excluding the Executive Summary, Appendix, and references) in the front page.
For each question, carefully select the theoretical concepts and tools you consider to be more appropriate for answering that question. You should address all of these 4 questions:
1.Define Trivago’s core business and its business model
2.Identify, within its industry, the specific strategic group of Trivago. Critically assess the business micro environment of Trivago, in relation to its specific strategic group: use the Porter’s Five Forces Framework to analyze the main industry players. Evaluate the strength of each Force.
3.What is the competitive advantage of Trivago? Explain how the company creates value to its customers and identify the main sources of its competitive advantage.
4.What are the main changes/trends in the business (micro and macro) environment that might affect the competitive advantage of Trivago in the next 5 years? Describe these changes and explain how Trivago should cope with these changes.
Marking Criteria For International Business Strategy with Simulation
The assignment will be assessed using the general postgraduate grade criteria outlined below. Study them to ensure you appreciate the requirements to achieve each grade.
Essentially, what we look for in your final document:
- Theoretical understanding: has the candidate shown a good breadth of understanding and referenced a range of literature?
- Use of examples to support points made: where appropriate, have the arguments been supported by examples drawn from business practice or the case study?
- Structure of the answer: has the answer been structured using paragraphs that are linked and build to form a coherent answer to the question (or to achieve coherence across questions)? Some candidates find this difficult. Consult BLASC or academic advisors on topic sentences and paragraph construction before you submit.
- Clarity of expression and analytical ability: is the language used clear & easy to follow and does it contain evidence of critical reflection?
- Conclusion – Have the key points been drawn out of the discussion to ensure that the reader is clear what the answer to the question being tackled is?
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