Analyse de cas Airbnb

Résumé du document

Il s'agit d'une étude de cas sur aibnb répondant aux questions suivantes :

- Illustrate and compare the value proposition for Airbnb, large hotels such as Marriot and Hilton and bed & breakfasts
- Compare and contrast the general strengths and weaknesses of large, hotel chains such as Marriot and Hilton, bed & breakfasts, and Airbnb.
- How has the consumer changed and how does Airbnb's customer value-proposition meet this change?
- What key factors may determine the success of Airbnb?
- What recommendations would you make to Airbnb to improve its competitiveness in accommodation market while mitigating any current and future risks?

Extraits

[...] o Make the small the best allies The development of the companies on a new business. In the para/pharma industry, the leaders such as Pierre Fabre or Cosmetic Activ help small structures like pharmacies to develop themselves. They bring their specializations (marketing/retail/product) to teach the pharmacy how to do with those assets. The main goal is to grow revenue and consumers attraction. Airbnb can do the same with small structures or independents. This recommendation could allow Airbnb to develop its revenues, its number of consumers and maybe its first hotel. [...]

[...] But how can Airbnb meet the consumers' needs? o The Experience o The main goal of Airbnb is to allow their customers to spend a good moment and an interesting experience. Thanks to their huge offer accommodations, the companies allows to have as many experiences as there are accommodations. This means a permanent renewal of what the customers live. The consumer experiences a unique experience. This "spirit" has been developed since companies as Uber has developed the "Uberisation" of the society. [...]

[...] Conviviality You share the hosts' house with other people. You met the host. Usually, you stay in a cozy house / room Compare and contrast the general strengths and weaknesses of large, hotel chains such as Marriot and Hilton, bed & breakfasts, and Airbnb. AIRBNB LARGE HOTEL BED & BREAKFAST STRENGTHS oo Innovation in the business model oo Revenue taking into account oo Big community of oo Large communication oo Several additional services oo Reputation of the group oo "luxury" spirit oo Focus on innovation oo Price oo Comfortability oo Authenticity oo Knowledge of the country (hosts advises) WEAKNESS oo Not sure about the place of the rent house/flat oo Advices can be false or directed. [...]

[...] Developing this part allows the company to grow its revenue and also to bring more consumers. Developing this part, also can be a new change for the company which is based on the permanent renewal of the experience. o Keep the technologies as a competitive advantage Airbnb based its business model on the technology's utilization as the smartphone, the app or the best way to book in few clicks. Consequently, the company has to invest in the future technology as the IA to raise its consumer experience. [...]

[...] Independence You do not depend of any services as the availability of the breakfast at a time set. You live like typical citizen of the place. The booking system Airbnb is also based on a very perform booking platform. The "social-network" of the accommodation where you can book an apartment in few clicks, based on the design of it and the hosts' marks. The global offers Airbnb offer several accommodations which can fit with your expectation and you budget. Actually, the Airbnb's accommodations are present in 191 countries with 4 million accommodations all around the world. [...]