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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.Postgraduate Diploma in Digital Business Page 1of 3
Analyze the threat and plan your response by answering the following questions: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? 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.Postgraduate Diploma in Digital Business Page 2of 3For the analysis I will pick a Marriott hotel chain (SPG), as I’m an elite member of the chain, and the customer insights collected from my own experience and my friends will help with the analysis.Marriott generally plays in higher pricing segment, focusing on middle and elder age customers, business travelers (conferences). Marriott I believe hasn’t been focusing on younger generation or