MBA-FP6012_ShanahanKathleen_Assessment1-2.docx - Running...

Running head: COMPANY SELECTION AND PRODUCT ANALYSIS 1
Company Selection and Product Analysis
Kathleen Shanahan
Capella University
MBA-FP6012

Running head: COMPANY SELECTION AND PRODUCT ANALYSIS 2
Abstract
This research explores the marketing strategy for Airbnb, a company that operates an
online marketplace to enable people to rent short-term lodging. This document explains Airbnb’s
business model, documents a SWOT (Strengths, Weaknesses, Opportunites, and Threats)
Analysis, and outlines their marketing strategy as viewed from both an internal and external
perspective. The research concludes that even though Airbnb is doing an excellent job of leading
the industry, the industry has become a very competitive marketplace and Airbnb will need to
continue to differentiate itself to stay on top.

Running head: COMPANY SELECTION AND PRODUCT ANALYSIS 3
Introduction
This document contains the analysis of Airbnb’s business model, SWOT, and marketing
strategy. Airbnb is doing an excellent job of marketing and advertising using content curation on
a global scale. Furthermore, Airbnb is working with its community of hosts and travelers for
continuous improvement. The market has multiple competitors, and Airbnb should continue to
improve and differentiate its brand in the marketplace.
Company Analysis
Airbnb is an online marketplace for the public to list and book accommodations around
the world. Airbnb was founded in 2008 in San Francisco as an alternative to the traditional
hoteling accommodations (Airbnb, n.d.). Airbnb offers a unique experience to visit and tour the
world in more than 65,000 cities and 191 countries (Airbnb, n.d.).
Airbnb’s mission statement is “to make people around the world feel like they could belong
anywhere” (Gallagher, 2017). Airbnb wants to stand for something bigger than travel;
“community and relationships and using technology for the purpose of bringing people together
(Gallagher, 2017). Jonathan Mildenhall, Chief Marketing Officer (CMO) and former Coca-Cola
employee, convinced the founders that the Airbnb’s mission statement should be expanded into
Airbnb’s tagline, “Belong Anywhere” (Gallagher, 2017).
Airbnb does not fall within the hoteling industry, nor is it government regulated by hoteling laws
and regulations. Airbnb is strictly a marketplace to bring hosts and visitors together. Airbnb
does not own a hotel or any living space; it is a website that allows homeowners to provide a
space to potential renters, short-term or long-term. Some of Airbnb competitors are Vacation
Rentals by Owner (VRBO) and Vacation Rentals; both belong to the HomeAway Family, a

Running head: COMPANY SELECTION AND PRODUCT ANALYSIS 4
company that has over 20 websites and boasts “the worlds' largest selection of vacation rentals”
(HomeAway, n.d.).