BS7114 International Business Strategy with Simulation

Individual Assignment –April 2018

— 3 pages —

Released: 13th April @ 4pm on Canvas

Return: 24th April 2018, 4pm via Canvas/Turnitin

The organization in focus for this assignment is “Airbnb”, the rising leader in the hospitality industry.
Feel free to collect information from annual reports, press releases and the Internet to support your
analysis.
Your report must not exceed 2,500 words excluding the Executive Summary (where you sum up your
results for the whole report: the maximum length of the executive summary is 200 words), the
Appendix, and references. You should clearly indicate the number of words of your work (main text,
excluding the Executive Summary, Appendix, and references) in the front page.

For each question, carefully select the theoretical concepts and tools you consider to be more
appropriate for answering that question. You should address all of these 5 questions:

1. a) Identify the main customer groups/market segments in the hospitality industry (up to three
market segments); b) Define Airbnb business model and identify the main market segment(s)
addressed by this company

[10 marks]

2. Identify, within the hospitality industry, the specific strategic group of Airbnb. Critically
assess the business microenvironment of Airbnb, in relation to its specific strategic group: use
the Porter’s Five Forces Framework to analyze the main industry players. Evaluate the
strength of each Force.
[25 marks]

3. What is the competitive advantage of Airbnb? Explain how Airbnb creates value and what are
the main sources of its competitive advantage.
[20 marks]

4. What are the main changes/trends in the business (micro and macro) environment that might
affect the competitive advantage of Airbnb in the next 10 years? Describe these changes and
their likely impact on Airbnb.
[30 marks]

5. Let’s assume that you are the manager (CEO) of a 3 star hotel chain in the EU: what should
you do in order to respond to Airbnb (and thus to sustain your revenues and profits in the face
of this rising company)?
[15 marks]
1
MARKING CRITERIA

The assignment will be assessed using the general postgraduate grade criteria outlined below. Study
them to ensure you appreciate the requirements to achieve each grade.

Essentially, what we look for in your final document is:

1. Theoretical understanding: has the candidate shown a good breadth of understanding and
referenced a range of literature?

2. Use of examples to support points made: where appropriate, have the arguments been supported
by examples drawn from business practice or the case study?

3. Structure of the answer: has the answer been structured using paragraphs that are linked and
build to form a coherent answer to the question (or to achieve coherence across questions)? Some
candidates find this difficult. Consult BLASC or academic advisors on topic sentences and
paragraph construction before you submit.

4. Clarity of expression and analytical ability: is the language used clear & easy to follow and does
it contain evidence of critical reflection?

5. Conclusion - Have the key points been drawn out of the discussion to ensure that the reader is
clear what the answer to the question being tackled is?

*** PLAGIARISM IS A SERIOUS OFFENCE! AVOID IT AT ALL COSTS!***

2
LETTER /MARK POSTGRADUATE GRADE CRITERIA
GRADE BAND

A+, A and A- Distinction Outstanding appreciation and critical review of full range of concepts/literature and issues.

>70% Fluent presentation of relevant information and issues, engaging with current debates at a high level.

Reflection and evaluation in the text/presentation expressed with a skill and discrimination that enriches and extends the area under
study, showing some evidence of originality.

B+, B and B- Commendation Strong grasp of material under consideration with critical appreciation of the range of complexities involved.

60% - 69% Effective organisation of relevant information/literature and issues with a considered balance between the two.

Reflection and evaluation integrated into the text/presentation with confidence and clarity.

C+, C and C- Pass Competent identification of key concepts/literature and issues, including recognition of contradictions and lacunae.

50% - 59% Clear presentation of relevant information and issues.

Evidence of reflection on material/evaluation of practice in the text/presentation leading to sound and supported conclusions.

MF Marginal Failure Some knowledge of relevant concepts/literature and issues but with gaps in understanding and/or knowledge.

45% - 49% Little attempt at evaluation, conclusions vague, ambiguous and not based in researched material.

Deficits in one of more of the following: length, structure, presentation, prose.

F Failure Limited knowledge of concepts/literature and issues, demonstrating little understanding.

1% - 44% Inadequate in all or most of the following - evaluation, structure of argument, research and presentation.

Work is substantially incomplete and deficient.

F0 Non-submission or non- Non-submission or non-attendance

attendance
0%