Submitted by: Submitted by tagjt4tlc
Views: 10
Words: 8892
Pages: 36
Category: Business and Industry
Date Submitted: 07/06/2015 10:08 AM
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...