Escolar Documentos
Profissional Documentos
Cultura Documentos
Autores
Ulises Barrera
Leidy Alonso Len
Juan Rodriguez
Presented to:
Stephan Langdon
EICEA
INTERNATIONAL MARKETING
UNIVERSIDAD DE LA SABANA
CHA, CUNDINAMARCA
JUNE 2015
Executive Summary
In the following document it is explained the marketing procedures for the
company AirBnb in its efforts to enter the Colombian Market. This
document will discuss the environmental analysis and strategies as it will
develop the implementation plan and mechanisms of control.
This plan is a series of steps to connect and develop the Colombian market
of accommodation.
SITUATION ANALYSIS:
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Airbnb Company is an American company founded in 2008 in San
Francisco, California. It was established as a platform for developing a
community market in which people can publish, discover and reserve
incredible accommodations with unique properties throughout the world.
Actually, Airbnb has locations over 192 different countries, in more than
34000 cities.
The company business model involves charging a 3% fee to the host and a
fee around 6-12% to the guests. Its core business is lodging but the
company also offers complete solutions with travel and transportation
packages.
AirBnbs growth is outstanding in the industry the number of guests and
profits have been growing exponentially in the last few years, as it can be
seen in the following graphic:
United States
Northern Europe
Western Europe
Northeast Asia
South America
Southern Europe
Eastern Europe
Rest of World
For
2015,
Dane.org
estimates
that
in
Colombia
there
are
Even though this country is quite different from the top destinations
chosen by people, it is a reality that the multiplicity of cultures and
the folklore of all the different ethnics in the country can provide
diversity in terms of locations, unique accommodations and the
opportunity
of
experiencing
very
contrastable
adventures
with
SWOT ANALYSIS:
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External.
greatly.
Nonetheless
according
to
euromonitor
international even if the figures are growing most Colombians are still
using the online platforms as a way to research and obtain
information.
AirBnb most figure out a way around this because Colombians are
still making purchases offline, a great challenge for AirBnbs charge
policies and methods.
Internal Analysis:
Suppliers: For AirBnb the most important supplier are the hosts, the
ones leasing the properties. They provide the final service and
represent the brand. AirBnb must be extremely careful when allowing
people to list in their website.
The company has established a series of filters to make sure that the
host that represent the brand are the absolute best in the industry.
SWOT.
Strengths.
Weaknesses.
speakers.
Inconsistent experience with guest.
Low brand recognition inside Colombia.
Opportunities.
Threats.
Strategic Focus:
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General Objective:
Specific Objectives:
Build brand recognition inside of Colombia.
Increase the offer of accommodation in key cities in the country.
Determine the principal strategies required to enter in the Colombian
market.
Overcome Legal Issues with the Colombian Government.
Increase hospitality standards.
MARKETING STRATEGY
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Primary Target:
The primary target for AirBnb will be known as Sofia XD. This are
the Colombian early adopters in which the brand will trust to start
using the current offering of rooms.
Sofia XD:
Facebook, Vine.
Have income available from their parents.
Live in Colombian main cities.
Product: The main product for this target will be an easy to access
online platform and app that allows her to obtain quick traveling
solutions that adapt to her life style.
Price: The price for this target is set to be the one that fits her need
better. With the possibility of filtering inside the application, she can
choose whatever works better for her.
Website: The website is the main application and the focus of the
company, it fully offers every possibility and service to the customer.
App: Mainly used to do research and consult prices, its also vital to
stay on top of mind of the customer.
Secondary Target:
When entering Colombia AirBnb the second target will be the persons
that post their properties online, this potential host will be further
refered as Don Jorge.
Product: The product for this target will be an access online social
platform where he could get exposure to the properties he owns.
Price: The price for this service will depend on the time he has inside
the platform and will vary between 6-12% of what he charges for the
property.
Place: The distribution channel for this particular target will be the
website, the main application and the focus of the company, it offers
the possibility to upload all the property the customer has.
MARKETING IMPLEMENTATION
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Instagram:
AirBnb sill use this tool to show the potential customer what an
AirBnb experience could be. Through the developing of an tag on this
service (AirBnb Colombia) we will encourage user participation and
content marketing through 2 strategies:
their experiences.
Contacting Instagram influencers to promote the brand and the tag.
Facebook Ads:
Twitter:
The company will take advantage of the benefits of life twitting. This
will be done with the intention of building a strong relationship with
the customers.
YouTube:
Direct Marketing:
To contact directly with the people that have the properties a team
will be assembled and they will have the responsibility to visit daily
the location of our hosts and potential hosts, and offered them
packages and discounts for listing their products in the platform.
MARKETING IMPLEMENTATION
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