Read the case: Airbnb: What’s Next? Prioritizing opportunities in Southern Europe (ATTACHED) and complete the case analysis.
Discuss the following:
1) briefly summarize the key marketing strategy issues in the case that are still relevant TODAY in addition to contemporary issues you find via research;
2) make thorough recommendations on how the issues should be handled;
3) provide a justification for the recommendations.
The case analysis should be approached as if you are a marketing manager that has been asked to present three long-term strategies to the board of directors of the brand/product in question. Based on your understanding of the case AND external research on the CURRENT situation, what are the three best strategies to revitalize this brand/product to the same target market and/or alternative markets? Please do not limit yourself to the specifics of the case when formulating your strategies. Think ‘BIG PICTURE’ (internal/external factors, complementary products/industries, sustainability, etc.).
Strategic recommendations should be measurable and broad enough to encompass the direction of the brand for at least 5 years. At the same time, the analysis should explain in detail the logic and process behind implementing such initiatives.
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