E/B/165. Case Study. lastminute.com: inspiration and solutions

The paper reports on the performance of lastminute.com presenting their business profile and describing the company’s products, prices, promotion strategies, etc. This paper answers the following questions: Explain how and why lastminute.com’s business orientation has evolved since its launch. Divide lastminute.com’s marketing activities into the 4Ps and explain how they fit together to create a consistent marketing mix. How might the other 3Ps of the services marketing mix fit in? From the supplier’s point of view, what are the advantages and disadvantages of selling travel and leisure services through an internet-based intermediary such as lastminute.com?