Imagine that you are a strategic management analyst and prepare a report for the CEO.
(50 points): Chapter 3 (pages100-102) covers the choices firms make in entering new markets. Reflect on Chapter Case 3 (pages73-74 & 86) and discuss how Airbnb might have answered the questions in Exhibit 3.6. See also the following websites:
www.youtube.com/watch?v=axqh6SJ0O0c
www.youtube.com/watch?v=M6GBqqk2mY4
– Who are the players? (Identifying the competition, as well as, the external and internal stakeholders needed to make this work)
– When to enter? (Relates to time of entry: Is the market already established?)
– How to enter? (Leveraging existing assets, reconfigure value chains, or establish a niche)
– What type of entry? (In terms of product market (e.g., smartphones), value chain activity (e.g. R&D for smartphone development), geography, and type of business model such as subsidizing smartphones when providing services)
– Where to enter? (This is the more fine tuned approach such as product positioning (high end versus low end), pricing strategy, potential partners, etc.)
