A Strategic Analysis of an Online Coupon Firm

Date created
2011-04
Authors/Contributors
Abstract
GoodNews Media Inc. (GoodNews) provides an online coupon platform linking consumers and merchants in four local markets in Canada. This platform offers daily deals to consumers of 50 to 90% off a participating merchant’s services so long as a minimum number of them pre-pay for the merchant’s services. The purpose of this strategic analysis is to determine the best way for GoodNews to meet its owner’s profit and non-profit goals given the most likely future of the industry. GoodNews is in a weak position in the industry and this is unlikely to change because the firm has no key success factors, no sources of sustainable competitive advantage, and no clear way to gain either of these. This paper recommends that the best way to meet the owner’s goals is to exit the market by voluntarily bringing the business to an end and seeking a buyer for its key assets.
Document
Description
EMBA Project-Simon Fraser University
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Copyright is held by the author(s).
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You are free to copy, distribute and transmit this work under the following conditions: You must give attribution to the work (but not in any way that suggests that the author endorses you or your use of the work); You may not use this work for commercial purposes.
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Peer reviewed?
No
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EMBA 2011 Noel Pullen.pdf 1.74 MB