The Economic Downturn as a Growth Opportunity for Online Business Directories
Arabadzhieva, Ivelina (2009)
Arabadzhieva, Ivelina
Kymenlaakson ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200911165507
https://urn.fi/URN:NBN:fi:amk-200911165507
Tiivistelmä
The economic downturn creates opportunities for businesses because competitors go out of business and consumer habits change. Whilst this has proven to be very negative for print directories in the UK that are losing advertisers, some of their online competitors are managing to take advantage of the situation by attracting their lapsed customers.
The major goal of this study was to assess whether one of the UK’s biggest online business directories has the potential not only to survive but also to grow during the current economic downturn.
SWOT and strategy analysis was implemented in order to determine the company’s current position. Also, an online questionnaire was sent to Company X clients, in order to determine their propensity to renew their contracts upon expiration.
The findings showed that Company X, whilst faced with the recession, is both proactive and innovative, and having developed a very good business acquisition strategy, has got the potential to grow during and beyond the recession. However, the online survey showed that in order to keep this growth sustainable, the strategy needs to focus more on client retention.
The major goal of this study was to assess whether one of the UK’s biggest online business directories has the potential not only to survive but also to grow during the current economic downturn.
SWOT and strategy analysis was implemented in order to determine the company’s current position. Also, an online questionnaire was sent to Company X clients, in order to determine their propensity to renew their contracts upon expiration.
The findings showed that Company X, whilst faced with the recession, is both proactive and innovative, and having developed a very good business acquisition strategy, has got the potential to grow during and beyond the recession. However, the online survey showed that in order to keep this growth sustainable, the strategy needs to focus more on client retention.