Postgraduate diploma in digital business page 2 of 4

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Marriott, the chain of hotels, is my incumbent. Customer Trajectory is Inside Out and Outside In Both. Outside In – As it provided a platform for homeowners/property owners to rent out their properties and created a new customer segment Inside Out - AirBnB initially targeted travellers who were looking for a spacious and comfortable place to stay that is also affordable and functional. Gradually AirBnB moved into luxury stays and prime properties and targeted wealthy people who prefer luxury hotels. Now AirBnB is renowned name in the hospitality industry. Thus, they started with travelers looking out for affordable places and now are available in every segment and class. Gradually AirBnB will make a dent in Business Accommodation as well which is a major customer segment for Marriott. Thus they have taken a fair share of Marriott customers who prefer Marriott chain of hotels for exclusive bonvoy experience.
Postgraduate Diploma in Digital Business Page 2 of 4
Localisation: by adding an increasing amount of information/recommendations on the location and adding events provided by event hosts. AirBnB splitted the hospitality industry and took over a considerable market share by creating entirely new customer segments and creating value for them. Many hotel chains are working towards creating a platform based home-share business now. 3. Are there any other incumbent industries who you think might be affected by this same disrupter? To think about this, you can use some of the tools you have seen in earlier weeks such as total value train. 4. Now look at those responses. Of the six responses that you’ve seen, which ones do you think are available to you as this industry or incumbent. Provide a detailed explanation for each recommendation. a. Build your own disrupter b. Buy the disrupter c. Split the disrupter with another incumbent who is also challenged d. Refocus on your remaining customers e. Diversify your business while you can f. Make a fast exit

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