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Expedia - marketing
International Executive Master of Business Administration
Marketing
MKT 600
Lecturer
Ms. Ewan Lee

Group members
Rose Diana Baharudin
MAL 14029
Sashitharan V.A.Velayuthan
MAL 14030
Ngu Pei Pei
MAL 14041

Assignment
Asia Pacific branding for online hotel reservations Expedia Incorporated

Word Count
6822

Date
09 June 2014

Question 1
Expedia being the largest online travel e-commerce operator in world have their sites on Asia Pacific expansion and their vertical integration with Hotel.com and e-Long.com establishes the ambitions in the Asia Pacific region. Expedia foray in Asia Pacific will and have to depend on a proper PESTEL Analysis of Asia Pacific’s Online Tourism opportunities and attractiveness. Utilising our PESTEL Analysis in Exhibit 1, the following deductions can be made of the Asia pacific online tourism market environment.
PESTEL ANALYSIS
EXPEDIA INCORPORATED
Exhibit 1
POLITICS

ECONOMICS

SOCIAL

TECHNOLOGY

LEGAL

ENVIRONMENT

Political Expedience affecting Expedia’s Asia pacific Expansion
I. Political Stability
Stability relates to the chances of drastic changes in government and policies occurring as well as the possibility of violence and terrorism. For an example the civil war in Sri Lanka had a big impact on tourism. Expedia would not be able to list inventories from these areas.

II. Rule of Law

Exhibit 2 Rule of Law in Asia Pacific
(Justice, 2013)
Rule of Law for international business is based upon measures of judicial independence from public and private influence. The protection of property rights, the effectiveness of contract enforcement, and the capacity of the legal system to settle business disputes. Investments in China has to be of great concern to Expedia as the external influences on the judiciary by The Communist Party, Local Government and People Congress has punitive repercussions on international business relations. As we can see from exhibit 2, China


References: Amadeus Asia Pacific. (2013). Amadeus Report. Frost & Sullivan. Boris Podobnik, J. S. (2007). Influence of corruption on economic growth rate and foreign investments. Expedia. (1996). Best Price Guarantee. Retrieved May 26, 2014, from http://www.expedia.com/p/info-other/guarantees.htm#1 ITU Jonsson, K. (2008). Globalization and Its Counter-forced in Southeat Asia. Singapore: Institude of South East Asia Study . Justice. (2013). The World Justice page. Retrieved from Index Data Spotlight: Rule of Law in East Asia & the Pacific: http://worldjusticeproject.org/blog/index-data-spotlight-rule-law-east-asia-pacific Miller, M Transparency. (2014). Corruption Perception Index. Retrieved from Transparency International: http://www.transparency.org/research/cpi/overview Vriens Wiki. (2012). World Tourism. Retrieved from http://en.wikipedia.org/wiki/World_Tourism_rankings World
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