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PRICELINE.COM
And the Search for a Business Model
that works
GRACE | NURLEEN | ALIREZA | JUNAIDI |
AGENDA
OVERVIEW
WHAT IS PRICELINE.COM BUSINESS
MODEL
WHY PRICELINE.COM’S GROCERIED
AND GASOLINE VENTURE FAILED?
WILL P...
by JAY WALKER @ 1998
2YEARS LATER…..
Groceries
Gasoline
Used Goods
2 YEARS LATER…..
3YEARS LATER…..
EC BUSINESS
MODEL
COMPONENT
VALUE
PROPOSITION
REVENUE
MODEL
MARKET
OPPORTUNITY
COMPETITIVE
ENVIRONMENT
COMPETITIVE
ADVANTA...
VENDOR CONSUMER
SALES FEE
#2 DO U THINK
PRICELINE WILL
ULTIMATELY
SUCCEED OR
FAIL? WHY?
LOWEST PRICE
FIRST MOVER
ADVANTAGES
RELIABLE
WELL-KNOWN
“NAME YOUR
OWN PRICE”
BRAND
LARGE RANGE OF
SERVICES
PROVIDED
RESPO...
WEAKNESESS
The site is less popular outside US and
Europe
The main advantage of lowest cost is
defenseless
Priceline's tic...
CURRENT: US , EUROPE, ASIA
FUTURE:MIDLLE EAST,SOUTH AFRICA,BRAZIL
U.S TRAVEL SPENDING
2008 -$712 BILLION
2009-$772
2010-$7...
TRAVEL
INDUSTRY
STRONG
COMPETITION BY
MAJOR AIRLINES IN
EACH COUNTRY
E.G. AMERICAN
AIRLINES,
EMIRATES, JAPAN
AIRLINES,
SIN...
SUCCEED OR FAIL?
Forecast
: FAIL
Travelers simply didn't
like the “uncertainty”
“Unbelievable
customer service
problems.“ ...
SUCCEED OR FAIL?
”I always fly on one airline specifically because of their brand.
Anywhere they fly, I choose them. And, ...
SUCCEED OR FAIL?
SOURCE : The 2011 Barcelona European Academic Conference
The Impact of Price Perception on Customer Loyal...
SUCCEED OR FAIL?
SOURCE : African Journal of Business Management Vol.5 (11),
Effects of promotion on relationship quality ...
SUCCEED OR FAIL?
SOURCE : African Journal of Business Management Vol.5 (11),
Effects of promotion on relationship quality ...
SUCCEED OR FAIL?
SOURCE : African Journal of Business Management Vol.5 (11),
Effects of promotion on relationship quality ...
SUCCEED OR FAIL?
SOURCE : African Journal of Business Management Vol.5 (11),
Effects of promotion on relationship quality ...
SUCCEED OR FAIL?
SOURCE : (May 2011) American Express Global Customer
Service barometer
Stat: In a positive economy, 70% o...
#3 WHY PRICELINE’S
GROCERIES AND GASOLINE
VENTURE FAILED?
Use this: http://www.strategy-
business.com/article/23003?gko=1c...
Why Priceline’s Web House Failed?
Major issues:
 Nature of product
 There's an incentive for an airline or hotel to sell...
Why Priceline’s Web House Failed?
Major issues:
 Price flexibility
 filling a seat or a bed uses capacity that is alread...
Why Priceline’s Web House Failed?
Major issues:
 flexibility to charge different
customers different prices
 Airlines ca...
Why Priceline’s Web House Failed?
Major issues:
 difference between commodity
products and branded goods
 Priceline want...
Evaluate Action & Approach
 The Web can't compress physical labor and other fixed costs; all it
can do is make marketing ...
• Expand into new area through acquisition,
good choice would be Airbnb.com, Vayable,
Getaround
• Expand new market – midd...
Airbnb – accommodations
marketplace
Vayable – marketplace for
unique experiences
Getaround – P2P car rental
NOTES AND SOURCES
1. Michael Rappa(2008) Case Study Priceline.com,[Online],
Available:
http://digitalenterprise.org/cases/...
Main issues
4. The Impact of Price Perception on Customer Loyalty in the
Airline Context :
http://conferences.cluteonline....
Priceline business model evaluation
Priceline business model evaluation
Priceline business model evaluation
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Transcript of "Priceline business model evaluation"

  1. 1. PRICELINE.COM And the Search for a Business Model that works GRACE | NURLEEN | ALIREZA | JUNAIDI |
  2. 2. AGENDA OVERVIEW WHAT IS PRICELINE.COM BUSINESS MODEL WHY PRICELINE.COM’S GROCERIED AND GASOLINE VENTURE FAILED? WILL PRICELINE.COM ULTIMATELY SUCCEES OR FAIL? WHY?
  3. 3. by JAY WALKER @ 1998
  4. 4. 2YEARS LATER….. Groceries Gasoline Used Goods
  5. 5. 2 YEARS LATER…..
  6. 6. 3YEARS LATER…..
  7. 7. EC BUSINESS MODEL COMPONENT VALUE PROPOSITION REVENUE MODEL MARKET OPPORTUNITY COMPETITIVE ENVIRONMENT COMPETITIVE ADVANTAGE STRATEGIES #1 WHAT IS PRICELINE.COM BUSINESS MODEL?
  8. 8. VENDOR CONSUMER
  9. 9. SALES FEE
  10. 10. #2 DO U THINK PRICELINE WILL ULTIMATELY SUCCEED OR FAIL? WHY?
  11. 11. LOWEST PRICE FIRST MOVER ADVANTAGES RELIABLE WELL-KNOWN “NAME YOUR OWN PRICE” BRAND LARGE RANGE OF SERVICES PROVIDED RESPONSIVE TO CHANGES
  12. 12. WEAKNESESS The site is less popular outside US and Europe The main advantage of lowest cost is defenseless Priceline's tickets are nonrefundable
  13. 13. CURRENT: US , EUROPE, ASIA FUTURE:MIDLLE EAST,SOUTH AFRICA,BRAZIL U.S TRAVEL SPENDING 2008 -$712 BILLION 2009-$772 2010-$754 2012-$866.5 SOURCE : TRAVEL INDUSTRY ASSOCIATION WORK-LIFE BALANCE, FAMILY MINDED SOCIETY BUDGET TRAVELER VS VENDOR WHO WANT TO GET RID EXCESS/AGING INVENTORY INCREASE IN BOTH YOUTH AND SENIOR CITIZEN TRAVELER INTERNET TRAVEL TREND
  14. 14. TRAVEL INDUSTRY STRONG COMPETITION BY MAJOR AIRLINES IN EACH COUNTRY E.G. AMERICAN AIRLINES, EMIRATES, JAPAN AIRLINES, SINGAPORE AIRLINES INFO WAR E.G. ATTRACTIVE PACKAGE, VALUE TO THE MONEY DIRECT COMPETITOR TRAVEL AGENCY E.G. EXPEDIA, ORBITZ VENDOR ITSELF! E.G. ALL-IN AIRLINES WEBSITES INDIRECT COMPETITOR ONLINE MARKET MAKER E-BAY, AMAZON OTHERS GLOBAL ECONOMY CONDITION INFECTED DESEASE E.G. H1N1 RISE IN MINIMUM WAGE THREATS CUSTOMER BRAND LOYALTY
  15. 15. SUCCEED OR FAIL? Forecast : FAIL Travelers simply didn't like the “uncertainty” “Unbelievable customer service problems.“ 300 complaints - The Connecticut Better Business Bureau (BBB) WORST: PriceBreakers--special incentives for some travel deals--are unimpressive Trend : Customer LOYALTY , TRUST and repeat purchase Relevancy : Direct competition from Airlines websites and package
  16. 16. SUCCEED OR FAIL? ”I always fly on one airline specifically because of their brand. Anywhere they fly, I choose them. And, I wish they flew to all of my destinations -- I trust them and feel safe and to me that's more important than price and times”. Nicole Andre, Teacher “I develop brand loyalty [to an airline] because they have satisfied me. The question does not arise whether they get me to my destination on time. If I do not have brand loyalty then naturally I am price conscious person”. Gopinath, Proprietor, Geaar Electrics “As a brand professional, I may be biased. But I've been flying on Singapore Airlines for the past 8 years. The only time I don't is when I do not have a choice”. Jui Hong Teoh, Brand Director, Phische/Company, Kuala Lumpur, Malaysia
  17. 17. SUCCEED OR FAIL? SOURCE : The 2011 Barcelona European Academic Conference The Impact of Price Perception on Customer Loyalty in the Airline Context
  18. 18. SUCCEED OR FAIL? SOURCE : African Journal of Business Management Vol.5 (11), Effects of promotion on relationship quality and customer loyalty in the airline industry
  19. 19. SUCCEED OR FAIL? SOURCE : African Journal of Business Management Vol.5 (11), Effects of promotion on relationship quality and customer loyalty in the airline industry
  20. 20. SUCCEED OR FAIL? SOURCE : African Journal of Business Management Vol.5 (11), Effects of promotion on relationship quality and customer loyalty in the airline industry Respondents’ perceptions
  21. 21. SUCCEED OR FAIL? SOURCE : African Journal of Business Management Vol.5 (11), Effects of promotion on relationship quality and customer loyalty in the airline industry Transaction-orientated vs. Relationship-orientated
  22. 22. SUCCEED OR FAIL? SOURCE : (May 2011) American Express Global Customer Service barometer Stat: In a positive economy, 70% of Americans are willing to spend an average of 13% more with companies they believe provide excellent customer service – up from 9% last year Stat: 60% believe businesses have not increased their focus on providing good customer service. That number is up from 55% last year. Among this group 26% actually think companies are paying less attention to service. Stat: 78% of consumers have bailed on a transaction or not made an intended purchase because of poor customer service. Stat: 78% of consumers have bailed on a transaction or not made an intended purchase because of poor customer service.
  23. 23. #3 WHY PRICELINE’S GROCERIES AND GASOLINE VENTURE FAILED? Use this: http://www.strategy- business.com/article/23003?gko=1ccc3
  24. 24. Why Priceline’s Web House Failed? Major issues:  Nature of product  There's an incentive for an airline or hotel to sell off unfilled seats or rooms at the last minute, because they're "perishable."  if a seat on a particular flight isn't filled, or a hotel room on a particular night isn't used, the opportunity to sell them at any price is lost forever.  You can't put them in inventory until you find a customer
  25. 25. Why Priceline’s Web House Failed? Major issues:  Price flexibility  filling a seat or a bed uses capacity that is already paid for. Therefore, the cost of adding a customer is negligible.  In contrast, with groceries, there are costs for each unit related to manufacturing, processing, shipping, and maintaining inventory that must be covered.
  26. 26. Why Priceline’s Web House Failed? Major issues:  flexibility to charge different customers different prices  Airlines can offer a lower fare to one customer who is willing to make last-minute travel plans, without cutting prices to others  But There is little flexibility manufactured items (You can sell day-old bread at a discount, but there's no such thing as day-old gasoline or week-old laundry detergent)
  27. 27. Why Priceline’s Web House Failed? Major issues:  difference between commodity products and branded goods  Priceline wants customers whose primary concern is price. For them the product is a commodity  But WebHouse depended on the participation of brand-name packaged-goods manufacturers, which viewed this sort of permanent discounting as a dangerous liability for their brands  So the target packaged-goods marketers for WebHouse weren't as flexible on pricing as Priceline's suppliers
  28. 28. Evaluate Action & Approach  The Web can't compress physical labor and other fixed costs; all it can do is make marketing and other information-intensive processes more efficient..  There must be benefits for both buyers and sellers to change the way they do business. Self-interest has to be part of the system  Middlemen will stay in business as long as they can provide benefits to both sides. At a minimum they must match the right buyer with the right seller (like eBay Inc.)
  29. 29. • Expand into new area through acquisition, good choice would be Airbnb.com, Vayable, Getaround • Expand new market – middle east, china, india, latin america – through partnership by Maintain mix strategy – normal & reverse
  30. 30. Airbnb – accommodations marketplace
  31. 31. Vayable – marketplace for unique experiences
  32. 32. Getaround – P2P car rental
  33. 33. NOTES AND SOURCES 1. Michael Rappa(2008) Case Study Priceline.com,[Online], Available: http://digitalenterprise.org/cases/priceline.html [11 [11 March 2012] 2. Seeking Alpha (2011) Priceline Investment Review, [Online], Available: http://seekingalpha.com/article/265840-priceline- investment-review [11 March 2012] 3. Raman Muralidharan ,Rhonda Germany (2000) WebHouse Rocked: Why Priceline's Groceries and Gasoline Venture Failed [Online], Available: http://www.strategy- business.com/article/23003?gko=1ccc3 [11 March 2012]
  34. 34. Main issues 4. The Impact of Price Perception on Customer Loyalty in the Airline Context : http://conferences.cluteonline.com/index.php/IAC/2011SP /paper/viewFile/585/592 [22 March 2012] 5. Customer Service Stats Prove Why Everyone Must Deliver Excellent Customer Service : http://www.hyken.com/customer-service-3/customer- service-stats-prove-why-everyone-must-deliver-excellent- customer-service/ [22 March 2012] 6. Austin Carr (2012), For Turning Spare Rooms into the world hottest hotel chain : http://www.fastcompany.com/most- innovative-companies/2012/airbnb [21 March 2012]
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