Running head: INTELLIGENT LEISURE SOLUTIONS

Case Study: Intelligent Leisure Solutions

Case Study: Intelligent Leisure Solutions

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11 Jun. 15
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Introduction and background

In this case, the company under consideration is Intelligent Leisure Solutions (ILS) which

consists of five companies. The company is located in Brazil on the Atlantic coast. Brazil is the

country with an area almost equal to US, and it has the fifth largest population where more than

200 million people live. Brazil is the largest of all South American countries, and it has been one

of the five most emerging countries. The foreign direct investment in Brazil is increasing, and

this has been appreciated by the political leadership as well; the trade barriers are expected to be

lowered, however, the overall tax burden will be high.

From the demographic point of view, the population category of people in thirties is increasing at

the rate of 15.9 whereas the category of people below thirty has the negative growth rates. The

middle-aged population is more rapidly increasing whereas the older population growth is to be

highest by 2020. From the income classes point of view, the middle class will be expanding in

brazil which will bring prosperity in the country. The people who earn more than $45,000 and

more than $75,000 per annum will be doubled by 2020 whereas the people who earn above

$150,000 will increase by three-fourth.

The tourism industry in brazil is also growing and in the past, this grew by 22% from 2003 to

2007 and it comprised 3% of the Brazilian economy. The leisure activities are also expected to

grow by 65% by 2020. The consumer expenditure on the package holidays is also increasing at

the rate of 27.5%, and this grew from 3976 million of reals in 2005 to $5071 million reals in

2009. Robert Philip, who is the present CEO of the intelligent solution, pioneered the vision of

promoting tourism in Brazil through the web-based company, and he focused completely on

internment marking and the innovative marketing strategies. The name of the website is

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discoverbrazil.com, and it has monthly sales of US$300,000 whereas this company is ranked

highest in the search engines in its category.

The company operates with different partners and outsourcers. The company identifies the

demand and converts it into an opportunity. The company has been grown from two employees

to 26 employees. Following are the main suggestions for the five group of companies:

 Intelligent leisure solutions consulting (ILSC)

 Intelligent real estate solutions (IRES)

 Intelligent web solutions (IWS)

 Intelligent content solutions (ICS)

 Intelligent travel solutions (ITS)

Critical Analysis

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The company faced various obstacle i.e. 2008 economic crisis and human resource crisis, lack of

understanding of the need for the products and project management standards.

The company grew rapidly from 2005 to 2007, however, suffered from underperformance in

2008, but it is worth noting that the company bounced back in 2009 and compensated its sharp

growth rate.

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From this graph, it can be seen that the value of the search engine marketing industry has been

increasing from 2004-2010, and it increased from $4.1 billion in 2004 to $16.6 billion in 2010. It

is also worth noting that out of the four media forms i.e. the internet, newspaper, magazine and

TV, only percentage of time spent using internet/media is on the rise whereas the percentage of

time spent on others is decreasing.

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It can be seen that the most significant category is the companies that spend from $1-$25,000,

whereas the second highest category is the companies that spend zero. The third highest are those

who spend from $25,000-$75,000 whereas 7% those who spend $75,000-$150,000 whereas the

companies above these amounts are no more than 2% and the companies who spend more than

$3 million are 0%.

Following are the social media sites used to promote brand/company

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Facebook is the most prevailed media hosting the advertisements and holds 74% weightage.

Twitter is competing to Facebook, and it holds 73% weightage. The YouTube and LinkedIn have

53% and 49% weightage respectively.

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The growth in the real estate management is stagnant but it is forecasted to increase by $511

billion in 2014 and CAGR of 2.1 will be maintained. The residential sector is the most important

sector, and it accounts for 56.7% whereas nonresidential sector is 43.3%.

The IT consulting industry was of the size of $498.2 billion in 2009 with CAGR of 5.1% from

2005 to 2009. However, this is expected to increase in upcoming years.

Recommendation and conclusion

The income levels of the people are expected to grow whereas the leisure, and recreational

industry is also expected to grow. Therefore, there is a vast potential available for the Intelligent

solutions to grow. The company needs to adopt more innovative solutions in terms of the website

solutions, whereas it needs to consider the external macroeconomic, social, technological and

other factors as well to be in a better strategic position. The search engine marketing is a

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favorable option for business, and this trend is increasing whereas the social media advertising is

also on the rise. The company needs to categorize itself according to exhibit 15 for the ‘company

social media marketing budgets’ and the company would fall in the $-$25,000 category based on

the income of the company. The Facebook and search engine optimizations are the most

emerging trends whereas the most popular advertising on the internet is Google AdWord and

Google AdSense.

Following are the solutions for the five business units:

Intelligent leisure solutions consulting (ILSC)

Capitalization of the opportunities presented by the world cup 2014 and upcoming summer

Olympics of 2016 is necessary and this will require more close cooperation with the other

international companies such as Advanced Leisure Services of Spain, Target Euro of Italy and

Gehry technology of United States. Further, the company should create a new website as well.

Intelligent real estate solutions (IRES)

Appropriate leadership should be identified in this business unit for the growth to be assigned to

the leadership. The IRES website should be developed to begin to offer high-end Brazilian

properties online.

Intelligent web solutions (IWS)

This business unit will require more portfolio of success stories and a strategy to achieve

international recognition should be initiated. Further, there is a need to bring new changes such

as seeking recognition, awards, and updating of the website into different languages to reach

different people, partners and value added providers.

Intelligent content solutions (ICS)

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In this business unit, there is a need to develop the skills, expertise, and portfolio in the film,

documentary, training, video dubbing and subtitling.

Intelligent travel solutions (ITS)

In this business unit, a complete revision of the ITS website needs to be done as well as the

creation of new website utilizing new trends and technologies allowing expansion for the new

destinations and markets. Further, the opportunities resulting from 2014 world cup and 2016

summer Olympics should be capitalized.

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