Assignment #1: Managing a Business Strategically (Individual)
Introduction and Purpose
The purpose of this individual assignment is to gain a realistic perspective of the roles and responsibilities of a business leader as they address the challenges faced by the business.
Utilizing the Airbnb Inc case study; consider that you are a new member of Airbnb’s management team as you address the following questions/points about the case.
1. How would you illustrate and compare the business models for Airbnb, large hotel chains such as Marriott and Hilton and bed & breakfast operators? Use the example in the text book for business models as a guide (Concepts and Connections 1.1).
2. In what ways has the lodging consumer changed, and how does Airbnb’s customer value proposition meet this change?
3. What key factors may determine the success or failure of Airbnb?
4. Prepare the components of a strategic plan to grow Airbnb’s business.
The completed assignment should be 6 to 8 pages, double spaced.
Utilize the grading rubric as a checklist for the assignment to ensure you have included all the necessary components.
This is a business document. Proper English must be used and the document must be visually attractive and easy to read. Follow the guidelines outlined within the “Academic Writing Standards” document attached to this course.
Grading Rubric
Assignment will be marked based on the following criteria:
Section Description Marks
Comparison of
Business Models • Customer value proposition
• Profit formula
• Profit margin 30 Marks
Changing
Demand of Airbnb’s customers • Demand for experiences
• Immediacy of experiences
• Role technology plays in value proposition 12 Marks
Key
Success
Factors • What are the key success factors
• How have the key success factors evolved
• Who to engage in the planning process
• Timelines for the development process 12 Marks
Content of
Strategic Plan • Key components of a strategic plan and a summary of the content of each strategic plan component 30 Marks
Ethics • Define how the topic of business ethics will be incorporated into the strategic planning process, including:
• Company ethics
• Management ethics
• Communication of ethics 10 Marks
Academic Writing
Standards Assignment aligns with the academic writing standards and APA formatting 6 Marks
Total 100 Marks
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