Lonely Planet

1
1. The strategy design map is helpful (study notes p5), both to describe current
strategy, and to structure the agenda. Description of current strategy should cover
business scope (a broad range of travel guides and travel aids, covering all regions of
the world, with particular strength in Asia); market scope (English-language markets,
with recent entry into French; other languages covered under licence. LP’s market
segmentation is focused on the ‘independent traveller’); and competitive strategy
(primarily quality reputation, and also marketing brand and retail relations). Vertical
scope is integrated, from writing to wholesale distribution in major markets
(although there is significant use of contract writers, and printing is outsourced).
2. There are important trends in industry competition with the potential to affect LP.
These are well uncovered through a 5-forces analysis. Globally, there are really only
2 rivals in LP’s segment, but these are now moving i...