PGDDB_DSB_Assignment 11_Surviving Disruption_Vitor...

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Assignment 11 – Surviving Disruption Think about how to analyze and respond to a disruptive challenger if you find yourself facing one. TASK For this module’s assignment, you will be thinking about how to analyze and respond to a disruptive challenger if you find yourself facing one. The industry you will be focusing on is hotels and hospitality. AirBnb is a new disrupter that is challenging the industry. Some established hotel chains in the industry, with links to more information about them, are: 1. Marriot o o 2. InterContinental Hotels Group o o 3. AccorHotels o o These are all brands that are being challenged by a disrupter, AirBnb . o o Here is an interesting article about the impact of AirBnb on the hotel and hospitality industry: Imagine that you are working for a leading company in the hotel and hospitality industry. You do not have to limit yourself to the examples above – you can pick any other established incumbent in the industry. Some other examples are Hyatt or Hilton. Analyze the threat posed by AirBnb to the company that you choose and plan your response using the Disruptive Response Planner . First work through the three variables – customer trajectory, disruptive scope and other incumbents, and then look at the six incumbent responses. Analyze the threat and plan your response by answering the following questions: Postgraduate Diploma in Digital Business Page 1 of 5
1. What is the customer trajectory? Think of the defections and what is likely to happen. Who are you likely to lose first, who might follow next and how might that proceed from your current customers, as the incumbent. 2. What is the likely scope of your customer loss? Look at different use cases, different customer segments, are there network effects or not? Do you think it’s going to be a niche or splitting the market or a total takeover by the disrupter?

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