AIRBNB CASE

Please, please, please use Appendix 1 in the course outline to format and structure your analysis. I have also included some questions below to guide you as you read the case and prepare your analysis.
Guiding questions for Airbnb case
1. Using the example chart in the textbook for business models, illustrate and compare the value proposition for Airbnb, large hotels such as Marriot and Hilton and bed & breakfasts.
2. Compare and contrast the general strengths and weaknesses of large, hotel chains such as Marriot and Hilton, bed & breakfasts, and Airbnb.
3. How has the consumer changed and how does Airbnbs customer value-proposition meet this change?
4. What key factors may determine the success of Airbnb?
5. What recommendations would you make to Airbnb to improve its competitiveness in accommodation market while mitigating any current and future risks?
APPENDIX 1
Case Study Reports Format
The format for all case study reports is detailed below. In the elaboration of each of these sections, the student should include concepts from the chapter covered in the course.
Introduction
Brief history of the company
Information about the industry – including Five Forces, PESTEL, Benchmarking, Strategic Group Map, driving forces of industry change, etc.
Company mission (stated or implied)
Company objectives and goals (stated and implied)
Company strategies [should link to company objectives or goals]
Complete SWOT analysis (include support)
Analysis of financial data for two to three years (Include analysis of the income statement, balance sheet using appropriate financial ratios. Financials for some companies can be found in the companys annual reports or from sources like Yahoo Finance, etc. )
Main Body of the Paper
Statement of Problems and Purpose of analysis (Specify the salient problem, and explain why selected.)
Identification of strategic alternatives available (a minimum of three mutually exclusive alternatives: explain logic and feasibility, and give advantages and disadvantages at the corporate and SBU level).
Recommended strategic alternative
Implementation plan (activity plan) recommended for the company (including challenges and issues).
Evaluation and control plan [optional]
Conclusion
Short Summary
Reference section
Support materials for the Company.


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