PHASE 1 - ANALYZE AND EVALUATE ORGANIZATIONS’ SITUATION AND

POSITION

DAYANIS OÑATE PLATA, C.C. 1122398334

GRUPO: 212053_15
TUTOR: JUAN MIGUEL OLAVE

INGENIERÍA INDUSTRIAL
GERENCIA ESTRATÉGICA
DICIEMBRE 8, 2019
 Introduction

In this report we can find out how the strategic direction of an organization can
identify its opportunities and threats, as well as strengths and weaknesses by
evaluating its internal and external situation through the analysis of the value
chain and the (competitive profile matrix)
 Objectives

General objectives:

• Determine the organization strategic direction and is able to identify opportunities

and threats as well as strengths and weaknesses evaluating its internal and
external situation

Specific objectives:

•  Analyze and evaluate organizations’ situation and position

• Dentify opportunities and threats, as well as strengths and weaknesses

evaluating its internal and external situation

• Determine the strategic direction of the organization

1. Concept map: Airbnb
2. Strategic Direction
3. Value Chain analysis
4. CPM (Competitive Profile Matrix)
Based on the research, I came to the
conclusion that the most important key
success factors are value for money,
location, price, safety, trust, friendliness,
customer service, quality experiences,
interaction with social media, market
share, growth opportunities, portfolio,
unique experiences, complementary
services, customers loyalty, reputation,
laws and regulations, innovation in
services, technologies, and number of
competitors.

Airbnb leads in innovation in services,

technology, interaction with social
media, and provision of unique
experiences. The hoteliers have to work
on improving their use of technology
and interaction with social media in
order to maintain their position in the
lodging market.
5. SWOT matrix
 6. Is it important to develop and internal and external
analysis in order to understand the situation of a company
with the aim of achieving it goals?

It is important to develop an internal and external analysis to understand the

situation of a company with the objective of achieving its objectives because
the internal analysis tries to identify the current strategy and the position of
the company against the competition; where the resources and skills of the
company should be evaluated, with special attention to the detection and
elimination of weak points and strengthening of strong points, as well as the
resilience of the company itself, that is, the strength of the same in case the
strategic formulation fails.

The external analysis involves determining the strategic factors of the

environment, in order to detect possible threats and opportunities for the
company. This will be significant factors of study of current competitors, their
market share, possible future competitors, technological development,
information and communication systems, substitute products, etc.
 BIBLIOGRAPHIC REFERENCE
• Gallagher, L. (2017). HOW AIRBNB FOUND A MISSION—AND A BRAND.
• Murphy, S. P., & Taylor, P. J. (2018). A Board’s Mission, Vision & Values: Trustees need to
define their own obligations and aspirations to build a strong culture. Trustee, 71(3), pp 5-7,
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• GÜREL, E., & TAT, M. (2017). SWOT Analysis: A Theoretical Review. The Journal of
International Social Research, Retrieved from
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• Triana Ortiz, K. (07,11,2018). Virtual Learning Object Strategy Analysis Tools. Retrieved
from: http://hdl.handle.net/10596/22209
• Triana Ortiz, K. (15,08,2017). Porter´s Five forces. [Video]. Retrieved from: http://
hdl.handle.net/10596/12882
• MacLeod, L. (2016). Mission, Vision and Values Statements: The Physician Leader’s Role.
Physician Leadership Journal, 3(5), 18–25. Retrieved from
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• Lewis, A. (Ed.). (2008). Focus on strategic management: Porter´s business strategies in
Japan, 37-44 Retrieved from: https://
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