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Airbnb
Presented by
Andrea Johanna Llerena Diaz (123888)
Asli Guner Savranoglu (126319)
Erik Pichler (125743)
Sheila Kimico Suyama (126043)
INTRODUCTION
191+ Countries
65.000 Cities
SWOT Analysis
SWOT Analysis
Business Challanges
Internal Issues
Absence of standardised regulation on hosts
Quality and Safety issues on premises
Lack of professional service
External Issues
Hostels' competitiveness in price
Conventional hotel chains entering the sharing economy
BUSINESS CHALLANGES
Internal
Internal Factors
- Quality Issues
+ Regulation for standard requirements
+ Similar services as Hotels
- Safety Issues
+ Improvement of Hostel approval
+ Elaborate Strategic Safety Measures
- Lack of Professional Service
+ Customer Service
+ Range of Services
= Future of Airbnb?
External
Main external issues related to competitors. Airbnb is present in three different markets:
Shared rooms: main competitors are hostels and backpackers
External
Private rooms: main competitors are house accommodation and budget hotels
Entire homes: resorts and short-term accommodation properties
Competitors
Competitors
...meanwhile at Mantra Tullamarine ...
Porter's Five Forces
Porter's Five Forces
Issues and Course of Actions
Issues and Course of Actions
ISSUE 1 - Price:
1. Reduction of commission charged to guests
2. Apply management accounting techniques to reduce costs:
- TQM - Total Quality Management
- BPR - Business Process Reengineering
3. Implementing Costing System
Issues and Course of Actions
Issues and Course of Actions
ISSUE 2 - Conventional hotel chains entering the sharing economy market:
1. Breakfree is not competitive in price – no action required
2. Opportunity to lure landlords to swap site management for a reduced service fee.
Solutions and Recommendations
Solutions and Recommendations
Airbnb
Airbnb
Conclusion
Conclusion
The primary focus should be concentrated in the improvement of business processes which can be acquired by applying management accounting techniques such as:
TQM (Total Quality Management)
BPR (Business Process Reengineering)
Implementation of costing systems.
Conclusion
- Through this research analysis some issues were raised due to the poor knowledge in the application of the SPMS (Strategic Performance Measurement Systems)
- Well use of BSC (Balanced Scorecard)
Reference list
Reference list
Airbnb Inc. 2017, ‘Updated Terms of Service’, viewed 26 August 2017. <https://www.airbnb.com.au/terms?source=community_commitment#sec9>
Airbnb Inc. 2017, ‘What are Airbnb Service Fees?’, viewed 26 August 2017. <https://www.airbnb.com.au/help/article/1857/what-are-airbnb-service-fees >
Blair, E 2017, ‘Strategic Safety Measures: Seven Key Benefits’, Professional Safety, vol. 62, Issue 2, pp. 32-39, viewed 06 September 2017, ProQuest Business Collection Database.
Freed J 2015, ‘Stayz still growing despite competition against Airbnb’, The Sydney Morning Herald, 09 November, viewed 01 September 2017. <http://www.smh.com.au/business/stayz-still-growing-despite-competition-against-airbnb-20151107-gkthjz.html>
Fréry, F, Lecocq, X & Warnier, V 2015, ‘Competing With Ordinary Resources’, MIT Sloan Management Review, vol. 56, issue 3, pp. 69-77, viewed 08 September 2017, ProQuest Business Collection Database.
Han M 2016, ‘'Airbnb landlords' take rental properties off Sydney market’, Australian Financial Review (AFR), 27 November, viewed 06 September 2017. <http://www.afr.com/real-estate/commercial/hotels-and-leisure/mantra-group-can-rise-above-airbnb-threat-20160714-gq5oza >
Helms, M M & Nixon, J 2010, ‘Exploring SWOT analysis - where are we now?’, Journal of Strategy and Management, vol. 3, issue 3, pp. 215-251, viewed 27 August 2017, Emerald Insight Database.
Langfield-Smith, K, Thorne, H, Smith, D A & Hilton, R W 2015, Management Accounting : Information for Managing and Creating Value, 7th edn, pp. 620-629, viewed 08 September 2017, Vital Source Bookshelf
Mantra Group 2017, ‘BreakFree. Give me a break.’, viewed 25 August 2017. <http://www.mantragroup.com.au/Brands/Breakfree.aspx >
Mantra Group 2017, ‘Investor Information’, viewed 08 September 2017. <http://www.mantragroup.com.au/Partner-With-Us/Apartment-Owner-Services/Investor-Information.aspx>