Airbnb

Airbnb, Inc.

Marketing Plan

Table of Contents

Executive Summary 3

Situational Analysis 3

Company Analysis 3

Company and Marketing Objectives 4

Screening Criteria 5

Company Resources 5

Present Marketing Strategy 6

Marketing Collaborators - Current & Potential 7

Political and Legal 7

Competitive Analysis 9

Customer Analysis 11

Demographic Data 12

Market Analysis 12

Who is the target market? 12

Problem and Opportunity Summary 13

S.W.O.T and Key Factors from Situational Analysis 14

Strengths of Airbnb 14

Weaknesses of Airbnb 14

Opportunities of Airbnb 15

Threats of Airbnb 15

Target Market 15

Positioning Strategy 20

Other Core Strategies 22

Product 23

Product Life Cycle 27

Channels 27

Sales building blocks – techniques 28

Price 29

Promotion 33

Hospitality Forecast and Airbnb future 36

Conclusions: 37

Bibliography 38

Executive Summary

Airbnb, Inc was built because of a risky idea and the company has continued to take risks as they have grown since 2008. That tendency of taking a risk has grown the company from eating dry cereal to survive, to being worth around $10 billion. Airbnb will continue to take that risk and succeed with their outlook toward customer service and providing the “sharing community” that Brian Chesky, Joe Gebbia, and Nathan Blecharczyk dreamed up. Opportunities for expanding brand awareness are what the company will focus on now with more advertising by mainstream media and word of mouth. As more users descend on the Airbnb website, the amount of cities and countries will grow so that even if rates are not raised, the sheer quantity of rentals will allow Airbnb to make a profit. Because Airbnb does not determine the cost of the rental for each host, there is a wide variety of products available along each step of the price spectrum which is Airbnb’s greatest strength. That strength will be used to put more capital into expanding brand awareness.

Situational Analysis

To...