University of Twente Student Theses


A strategy to become successful for Daytors - Drive South Africa

Harremeijer, Annemiek (2009) A strategy to become successful for Daytors - Drive South Africa.

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Abstract:Drive South Africa is a South Africa tourist intermediary starting to extend their services. After five successful years in the car rental industry, the company decided to start complementary services; their first project is a website for day tours, followed by an accommodation, and safari website. Because the company has no suitable strategy yet, this research’s purpose is to investigate what strategy Drive South Africa should choose in order to become profitable. Not only for the next few years, but also in order to create a foundation on which they can build. As Drive South Africa is an online organization, the 4P model is not suitable for the company to use as a framework to base this research on. The Web Marketing Mix Model of Constantinides therefore structures this research by the components scope, site, synergy and system. Each element contributes to the complete investigation, where the scope contains the bigger part; strategy, marketing strategy, internal analysis and market analysis are included. The element site is about the customer’s experience, the physical presentation of the website and the ease to make use of. Synergy includes the integration of the front and back office, as well as with third parties. The final element of the model is about the system behind the online presence; the web server, maintenance, security, backup, etc.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (56834)
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