Challenges of Airbnb business model: How to realize localization in China?

Challenges of Airbnb business model: How to realize localization in China? Order Description Draft: Challenges of Airbnb business model: How to realize localization in China? Introduction Background The challenge Airbnb is facing: localization crisis especially in China. Main body: Airbnb: a disruptive innovation 1. Literature review about disruptive innovation theory. (please be analytical, not descriptive) ‘disrupters create a market where none existed. Put simply, they find a way to turn non-consumers into consumers.’ (Christensen, Raynor and McDonald, 2015) 2. link this theory/approach with Airbnb (analysis) ?use the disruptive innovation theory to analyze how Airbnb metric arise. 3. However, although Airbnb disrupt the traditional hotel industry and take certain markets shares, the relationship between traditional hotel and Airbnb in China tend to be complementary instead of intense competition. (Compare with traditional hotels, identify how Airbnb successfully develops its innovations by its own strategy adjustment and development) Challenge: localization dilemma in China Analyze the challenge about Airbnb’s localization problem. As a transnational corporate, especially for China and Japan, the realization degree of disruptive innovation is not enough. 1. According to disruptive innovation theory (Christensen, Raynor and McDonald, 2015) firstly, ‘the disrupters create a market where is none existed, disrupters start by appealing to low-end or unserved consumers and then migrate to the mainstream market’. In China market, consumers cannot rely the security and quality for this new accommodation industry. the quality of house recourses cannot be guaranteed is long-term problem in Airbnb. Besides, the Airbnb niche market is active in areas that the traditional hotel is undeveloped instead of the whole market in China. 2. Secondly, ‘disruptive innovations don’t catch on with mainstream customers until quality catches up wo their standards’ (Christensen, Raynor and McDonald, 2015). In fact, this is resulted by the first challenge. 3. Traditional hotels begin innovating… for example, in order to cover wide range customer and fulfill more requirements, Hyatt Hotels begin employing multi-brand strategies, Hyatt centricThe Unbound Collection by Hyatt… 4. Proposed solution: 5. Conclusion Note: 1.there is a sample essay I will upload individually, please do follow that sample essay to write this essay, I mean it not only the structure but also the logic, problem and part content it analyzed. And then use it’s logic to do this essay. 2.Also there is a very very important reference about ‘disruptive Innovation’, please read it first, Please read the assessment criteria 3. please make sure they are academic, and please do put the reference number when you paraphrase or cite it. 4.Please make sure the content you are paraphrasing or citing instead putting a number from a book randomly. 5. could you give me draft? Many thanks. STRATEGIC MANAGEMENT Unit Assessment Summative Assessment The Strategic Management unit is assessed by a written assignment and an examination. Assignment Brief To complete this assignment you must produce a 1500 word research essay analysing an organisation of your choice. The word count excludes the bibliography. This assessment task is a research essay to see how well you can apply the concepts of the unit to a 'real-life' organisation. What you need to do early on is to select an organisation - either domestic or international - for detailed analysis. The organisation may be of any size. It is strongly recommended that you talk to your class tutor about your choice of organisation and importantly the theoretical approach you intend to use to analyse that organisation. We would recommend you use one of the following theoretical approaches: 1. Blue Ocean Strategy 2. Competences and capabilities 3. Generic strategic and stuck-in-the-middle hypothesis 4. Disruptive innovation ?I have chosen this one? Having selected an organisation your task is to identify the key strategic issues facing that organisation as it seeks to generate and sustain competitive advantage. Those issues will be both internal and external and may include issues such as innovation, supply chain management, low-cost production, strategic alliances, the creation and protection of key resources and capabilities, the threat of new entrants and substitutes and so on. We would expect most organisations to have to focus on most than one key strategic issue and these issues are normally linked, for example, the threat of new entrants may be forcing a firm to diversify or to reduce the cost of its operations. The expectation is that the essay is based on secondary research only, information drawn from newspapers, websites and journal articles. Selecting an Organisation Your first task is to select the organisation you will study. You may choose from any sector of the economy and from any country. The only conditions are that it must exist and be currendy trading, it must have enough history for you to be able to analyse its current situation, and you may not choose any of the organisations that are the subject of cases studied in class. Be very wary also of choosing a case you might have studied in another unit, such as marketing, as the focus of your analysis is likely to be based in that subject and not in strategy. It makes sense to choose an organisation that provides enough public information for you to carry' out your analysis, such as annual reports and an informative website. It might also make sense if the organisation is well known enough that stories are published in the business and general press (e.g. The Financial Times, The Economist, or specialist papers like The Third Sector, which reports on charides in the UK), You might want to think beyond the usual suspects of car manufacturers, airlines, phone and computer companies and major retail outlets. In past years, students have investigated a wide range of less obvious organisations including: Bristol Zoo, Litde Chef, Greenpeace, Foxconn, Yeo Valley, and ITV. The most important tiling, however, is to identify an organisation that has a strategic issue it has to deal with - the more clearly identifiable this is, the better. Falling demand or increased competition because of the recession will be something that affects many organisations, but falling demand or increased competition because of, for example, disruptive technologies, pool- management, or a major image problem is more likely to need a specific strategic response and so will help focus your analysis and recommendations. Similarly, an organisation might be in possession of a resource or capability advantage that it could exploit in a new market, but for some reason is not doing so. Be wary of choosing large corporations with many divisions operating in several markets and with several competitive positions; it is difficult to carry out any useful analysis at this level. It may be possible to pick a division of a bigger firm which has had enough published about them but do check this out before committing yourself, and you should know that in past years such choices have typically been less successful. The problem with most corporate groups is that their accounts are consolidated so you would be unable to carry out the all-important resource analysis, and web pages and so on do not provide sufficient divisional information so it is difficult to get market, competitor and competitive advantage data. Assignment Learning Objective To analyse an organisation (selected by yourself) using a range of theoretical frameworks from the module, and to draw conclusions as to how it can be analysed using relevant concepts, frameworks and research from the module. Assignment Output Style Essays are a form of academic writing that require you to follow the general structure of - introduction, body paragraphs and conclusion. An essay is written in whole sentences and paragraphs. If you do not use essay format you will lose marks. Essays do not necessarily need headings, though these are often useful for guiding the reader. Please avoid using appendices - the inclusion of any essential figures and tables in the body of the assignment is preferred and avoid using bullet points. The purpose of an essay as an assignment task is to demonstrate your understanding of the topic and your ability to sustain an extended argument. For a research essay independently investigate the academic literature on the topic and apply your knowledge of this literature to the organisation chosen.