Phase 1

Analyze and evaluate organizations’ situation and position

Presented by:
Emilse Velandia Mora

Presented to:
Juan Miguel Olave
Tutor

Workgroup: 212053A _614

Universidad Nacional Abierta y a Distancia – UNAD

STRATEGIC MANAGEMENT
2019
 Table of Contents
Introduction …………………. Pagina 3

Objectives …………………. Pagina 4

Concept map of each student …………………. Pagina 5

Strategic internal and external analysis development ………………… Pagina 8

• Strategic Director ………………… Pagina 8

• Value Chain Analysis ………………… Pagina 9

 CPM (Competitive Profile Matrix) ………………… Pagina 10

• SWOT, using the Spain’s government tool ………………… Pagina 11

Conclusions ………………… Pagina 12

References ………………… Pagina 13

 INTRODUCCION
At present, companies are practically obliged to make a constant generation of new ideas and strategies to be in the
global market, to have a positioning in the market environment, and in this way these companies obtain advantages in
the field of competitiveness; Therefore, companies focus all their interest and effort in the management of strategic
management, this has arisen from the combination of the best commercial practices in the world and technology.
Companies that have focused on improving strategic management, their processes and internal activities can see the
results of these changes reflected in the value of the company, the customer and the satisfaction of customer
expectations.

In this case we will take into account the strategic management of a company with a very interesting business model
such as Airbnb. Airbnb is a business model that has been defined as an online market due to the success in the
development of the platform and the exchange of economies. Since its creation the online business has grown with an
obvious success that is found almost everywhere, This success is due to a combination of the network and the shared
economy.
 OBJETIVES

General objective
 Provide an innovative, efficient and reliable service, with easy and fast
accessibility for all with the best quality.
Specific objectives
 Achieve in 5 years to be the company with more expansion worldwide and
growth in the market of service provision
 Increase investment and profitability resources, maintain continuous process
improvement as a philosophy of the company in general.
 Generate well-being, security and confidence in the human capital of Uber
and its customers.
MAP CONCEPT
 Strategic internal and external analysis development
STRATEGIC DIRECTIONAL
Statement Definition
Mission "Create a world in which we can all feel at home anywhere, traveling in a healthy, local, authentic, diverse, inclusive and
sustainable way. Airbnb uses technology in a unique way to promote the economic growth of millions of people Around the world,
they can monetize their spaces, to become hospitality entrepreneurs.

Vision Possess as the most used and largest hosting platform in the world, offering all kinds of services with a variety of prices to meet the
needs according to the client. Be a reference and continue generating new and different experiences.

Values The opportunity to show some humanity or

receive some expression of humanity from others
It has become weird in our disconnected world.
"Airbnb is humanity."
Maintain a trained and updated work team in accordance with ICT and Customer Service
Promotion of the collaborative economy. socialization and sense of belonging to the community. Variety and authenticity of
accommodation and destinations. connectivity, technology and recommendation
Objetives The main objective is to create an inclusive platform open to all types of guests and hosts, and we do
not stop working to achieve it.
Reach 1,000 million travelers in 2028.
Offer a variety of accommodations that meet the needs and expectations of the client.
To applicate sharing economy.
 Strategic internal and external analysis development
VALUE CHAIN ANALYSIS
MARKETING AND SALES OPERATIONS
Innovation, positioning and brand influence INTERNAL LOGISTICS assification of places that are part of
AFTER SALES SERVICE Strengthening customer service. the platform.
High quality product delivery Communication system between areas of

Line Activities
Marketing strategies digitaLmarketing, 1)Work hand in hand with the hosts to
Reasonable price AIRBNB.
Advertising. create new guest experiences.
AIRBNB and bread supply chain
Customer service Fair prices and low-cost business model. function of interacting and meeting the needs 2)Particular characteristics of the place.
Feedback Experiences of customers. 3)Programming of queries in the
PQR mailbox Website strengthened, light application Analysis of competitors strategies, prices and databases.
accessible.
MARGI

percentages. 4)Online
Cheaper tan
Supply purchasing process, production
and freezing process
N

and delivered to customers fresh and of

Company infrastructure excellent quality.
Cost control, production planning, accounting, advice to customers, definition of quality standards, activities related to foreign trade.
Headquarters facilities and own resources.
Investment, associations, administration.  

COMPANY INFRASTRUCTURE ITechnological development

Cost control, production planning,
accounting, advice to customers,
definition of quality standards, activities
related to foreign trade.
Headquarters facilities and own
resources.
Investment, associations, administration.
Supply and purchases
Purchases of all supplies, tools,
equipment and services used before,
during and after the process.
Administration of said expenses.
Backup, Process structure.
nformation systems and technological HUMAN RESOURCE
optimization of processes. Licensed MANAGEMENTre
Software Hardware used for platform
quirements to enter the company.
maintenance activities.
Creation of the app and website. Staff training. Work development.
Strengthening of the app with positive Motivation strategies
comments about the experiences of
tourist.

Support Activities
 Development of internal and external strategic analysis
MATRIX OF COMPETITIVE PROFILE

WEAKNESSES
STRENGTHS New competitor strategies
The company can not handle the Price of lodging since
The communication is made through telefone or web. the owner is the person in charge
Offer suplied or published by air according what is offered Owners can leave guests whitout lodging
to the customer.
Poor user attention
AIRBNB offers insure to customers to make changes or
defects left by previous guests.

AIRBNB

THREATS
Offers servces of houses, romos and everything is meeded to host OPPORTUNITIES
and achib¿ve growth in the tourism mark
Legislation that regulates lodging
Competition of conpanies with the same low cost buciness model
Lack implementing strategic plans and continuos improvement of tehe Tax contribution according to the income obtained.
business model Access problems, transfers, transport and public.
Dmolish customer service
Not asume a strategic management of the business model
 CONCLUSIONS

 Airbnb has exceeded expectations as a company, it breaks borders by being a platform

where people can join for mutual benefit by sharing their rooms, houses and apartments
anywhere in the world.

 Over time, Airbnb will need to allow users to generate revenue through the exchange.

 Airbnb is an example of a business that has prospered thanks to the revolutionary changes
produced by the technology management strategy supported.
 REFERENCES
Tirana Ortiz, k. (07,11,2018). virtual learning object strategy analysis tools. retrieved from: http://hdl.handle.net/10596/22209

Degeratu, A. M., Rangaswamy, A., & Wu, J. (2001). Consumer Choice Behavior in Online and Traditional Supermarkets.
International Journal of Research, 17, 55-78. Dinero. (2016). El modelo "sin estratos" de la cadena Tostao' Café y Pan. Revista
Diner Degeratu, A. M., Rangaswamy, A., & Wu, J. (2001). Consumer Choice Behavior in Online and Traditional Supermarkets.
International Journal of Research,17, 55-78. Dinero. (2016). El modelo "sin estratos" de la cadena Tostao' Café y Pan. Revista
Diner
BBI Colombia S.A.S.(1-13, Rep.). (2018). Emis Business Report.
El Tiempo. (2016). Lo que facturan Tostao, Pan Pa' Ya!, Juan Valdéz, Starbucks y Oma. Obtenido de:
http://www.eltiempo.com/economia/empresas/ventas-de-oma-pan-pa-ya-yjuan-valdez-98846 El Tiempo. (Marzo 25 de 2018).
Números que evidencian la guerra que desató Tostao en cadenas de café. Obtenido de:
http://www.eltiempo.com/economia/empresas/cifras-deventas-empleados-y-locales-de-cadenas-de-cafe-en-colombia-197732