CHAHAT KAPOOR z5307269
Marketing Plan for Airbnb
MARK5700 – Elements of Marketing
Case Study Analysis
Marketing Plan for Airbnb
INDEX
1. Executive
... [Show More] Summary 3
2. Introduction 4
3. Current Situation Analysis 5
4. Challenges / Problems faced by Airbnb 8
5. Solutions and Suggestions for Airbnb 9
6. Marketing Budget 12
7. Marketing Plan 13
8. References 14
2
Marketing Plan for Airbnb
Executive Summary
Airbnb currently stands at the 2nd position in the travel and tourism industry
worldwide. Airbnb recently incurred a lot of losses and hence decided to discontinue
is heavy marketing plan which was budgeted to be around $400 million. This
marketing plan includes a brief about the current situation of the company and its
market, problems faced by the company and suggested solutions followed by a
marketing plan with a much lower budget.
Airbnb faces a lot of issues in creating trust between the hosts and the guests. To
solve this issue, this plan suggests the company to switch to customer based organic
content rather than expensive high-quality content which leads to disappointment in
the mind of the customers.
Another issue faced by the company is fraud by the hosts as they happen to
overcharge guests for false reasons. To solve this issue, this plan suggests the
company to authenticate and validate payments before transactions are made.
Safety of the guests is another apprehension among customers, keeping in mind the
increasing rate of criminal activity in the world. This issue has been addressed in this
plan by suggesting regular online video inspections of the properties which will be
effective as well as inexpensive.
Other marketing strategies include influencer marketing to increase customer
interaction and engagement with the brand and to increase the overall brand
awareness in the market.
Loyalty programmes have been suggested to increase the frequency of customer
bookings to increase customer retention and loyalty with the company. [Show Less]