Case study of portaldetuciudad.com
- Introduction
- Identification and analysis of issues
- Identification of key problems
- Identification of key opportunities
- Recommendations
- Short term and mid-term strategy
- Mid-term and long strategy
- Implementation
- Short term and mid-term strategy
- Mid-term and long strategy
- Appendices
- SWOT analysis
- Porter's five forces
- PEST analysis of France
- Conclusion
This report discusses ITEC’s strategy about ‘portaldetuciudad.com’. We will analyze the company’s actual situation, its key problems with the web design of its portals that needs to be changed, the lack of available languages and finally the business model of the company that is not safe for its incomes. We will also analyze the company’s key opportunities with its huge expansion perspectives and the fact that it is a strong brand in Spain.
Then, we will make recommendation and implementations for the company’s strategy, in a first time ITEC will have to strengthen its position in the Spanish market before entering the French market in 2016. The author has used SWOT, Porter’s five forces and a PEST analysis to support its analysis.
The research demonstrates that there is a big problem with the portals design (see in appendix 6.1 SWOT). Indeed, even if the portals are very interesting with a lot of information about the cities, this is presented in a total disorder with a lot of text and small sections.
According to Shelly, Napier and Rivers, the most important aspect for a website is visual, indeed, even if there are a lot of good information, it has to be presented in a clear, logical and easy way. According to Porter’s diamond, if ITEC wants to be more competitive, the company will have to think about it.
[...] for a website is visual, indeed, even if there are a lot of good information, it has to be presented in a clear, logical and easy way. According to Porter’s diamond, if ITEC wants to be more competitive, the company will have to think about it The language problem According to the SWOT analysis (appendix 6.1 ITEC has to extend the number of languages available. ‘Portaldetuciudad.com’ is intended inter alia to a touristic audience so they cannot just have their websites only in Spanish, Spanish dialects and English. [...]
[...] Firstly, ITEC can adopt the differentiation strategy, according to the SWOT analysis and the first part of this report, we have seen that the website’s design and the translation are a problem. Indeed, the portals are available only in few languages and their design is very bad. To differentiate from the competitors, ITEC will have to find news features for its portals, the author recommends also thinking about a new design for the portals. In the way of differentiation, it will be important that the company increases the languages available for its portals, thus more people will be able to use these websites and be known internationally. [...]
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