PHASE 2 ESTRATEGIC DIAGNOSTIC

PRESENTED BY:
FLADIMIR ZORANY ZARATE
CODE: 52787822
YURY SOBEIDA PARDO
CODE: 24587586
FREDDY ALEXANDER GUAVITA
RICHARD DAVID PINEDA
CODE: 1.118.560.126

PRESENTED TO:
KARLA NATALIA TRIANA
GROUP 212053_4

STRATEGIC MANAGEMENT

NATIONAL UNIVERSITY OPEN AND DISTANCE UNAD

BOGOTA JUNE 30, 2020

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Introduction

Strategic management is of vital importance to companies, regardless of size, In order to carry

out a good strategic management, it is essential to know the different strategic diagnostic tools

since they will help to identify the position in the market and before the companies of direct

competition, which will lead to creating a planning or market strategy with which the proposed

short and medium term objectives are achieved.

Carrying out this work will allow us to identify the different strategic diagnostic tools that need

to be known in order to identify the position of a company.

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Objectives

Generl Objective

Recognize the different diagnostic tools that can be used to understand the position that a

company has in the face of competition and the market.

Specific objectives

 Carry out the different activities proposed in the guide

 Identify the different diagnostic tools.

 Carry out the diagnosis of the assigned company

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 TABLE OF CONTENTS

Contenido
Contenido.........................................................................................................................................4
YOUTUBE LINK OF EACH STUDENT (ACTIVITY 3)..........................................................5
STRATEGIC DIAGNOSIS ACTIVITIES ASSIGNMENT AND WORK
RESPONSIBILITIES CHART (ACTIVITY 6)...........................................................................7
STRATEGIC DIAGNOSIS (ACTIVITY 7).................................................................................8
CONCLUSIONS...........................................................................................................................12
REFERENCES.............................................................................................................................13

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 YOUTUBE LINK OF EACH STUDENT (ACTIVITY 3)

 FREDDY ALEXANDER GUAVITA 

https://www.youtube.com/watch?v=TN5YhjCl8RY

 YURY SOBEIDA PARDO

https://www.youtube.com/watch?v=wM0CF2YYmtU&feature=youtu.be

5
 FLADIMIR ZORANY ZARATE
https://www.youtube.com/channel/UC2mgm9hlrgAvpkTB3FFZL4g

6
 RICHARD DAVID PINEDA

https://www.youtube.com/watch?v=7JxI9KYmSWU

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 STRATEGIC DIAGNOSIS ACTIVITIES ASSIGNMENT AND WORK
RESPONSIBILITIES CHART (ACTIVITY 6)

Strategic diagnosis Activities Assignment and job responsibilities

Group number: 212053-4

Case title: How Airbnb Found a Mission—And a Brand
Student name Selected theme Mark with (X) the student chosen
to present the final document to
the Assessment
Ambient
Fredy Guavita External analysis (PESTEL)
Yury Pardo Análisis interno (FODA)
Zorany Zarate Internal analysis (key findings
of the value chain)
Richard Pineda External Analysis (Porter’s X
five forces)
Estudiante 5. Nombre

STRATEGIC DIAGNOSIS (ACTIVITY 7)

Chosen topic: Internal analysis (key findings of the value chain) - (ZORANY ZARATE)

CONCEPT GENERAL DEFINITION REFERENCES (USE APA)

value chains an Jeyarathmm, M. Gestión

internal analysis Identificar las fortalezas y debilidades estratégica, (págs. 4-11)

tool de la organización implica la Global Media, 2007.

identificación de la cantidad y calidad ProQuest Ebook

de los recursos y las competencias Central. Recuperado

distintivas que ayudan a construir una de:  https://ebookcentral-

ventaja competitiva para lograr una proquest-

eficiencia, calidad, innovación y lealtad com.bibliotecavirtual.unad.ed

8
 del cliente superiores. u.co/lib/unad-

ebooks/reader.action?

docID=3011305&ppg=4
Basic or primary Primary activities are all those that Maria Alcaraz, L. A. (10 de

have a direct link to the manufacturing, 09 de 2018). Billage blog.

distribution, sale or after-sales service Obtenido de

of the product. https://www.getbillage.com/es

/blog/actividades-cadena-
Basic: are tasks or areas such as human
valor
development and research and

development.
activities in the  Internal logistics Maria Alcaraz, L. A. (10 de

value chain 09 de 2018). Billage blog.

 Production
Obtenido de
 External logistics
https://www.getbillage.com/es

 Marketing /blog/actividades-cadena-

 After-sales service valor

Subject chosen External analysis (PESTEL) - (FREDY GUAVITA)

9
Subject chosen Internal Analysis (SWOT) - (YURY PARDO)
Concept General Definition Reference (Use APA)
SWOT SWOT Analysis is a process that involves four GÜREL, E., & TAT, M.

10
 areas into two dimensions. It has four components:

‘Strengths’, ‘weaknesses’, ‘opportunities’, ‘threats.

(2017). SWOT Analysis:
Strengths and weaknesses are internal factors and
A Theoretical Review.
attributes of the organization, opportunities and
The Journal of
Analysis threats are external factors and attributes of the
International Social
environment. SWOT Analysis is typically drawn
Research. Retrieved from
out in a four-quadrant box that allows for a
http://bibliotecavirtual.un
summary that is organized according to the four
ad.edu.co/login?
section titles.
Characteristics that give advantage over others in url=http://search.ebscohos
Strengths
the industry. t.com/login.aspx?
Characteristics that place at a disadvantage relative
Weaknesses direct=true&db=hus&AN
to others.
External elements in the environment that give =125204592&lang=es&si
Opportunities
benefits for the organizations. te=eds-live
External elements in the environment that could
Threats
cause trouble for the organizations.

11
Zorany Zarate

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 EXTERNAL ANALYSIS (PORTER´S FIVE FORCES) (RICHARD PINEDA)

CONCEPT GENERAL DEFINITION REFERENCE (USE APA)

Porter´s five It is an analysis methodology to investigate about Peiro alfonso (s.f). 5 Forces
forces as an opportunities and threats in a given industry that can of Porter. Economipedia.
external maximize resources and outperform competition, as Recovered from
analysis tool Porter specifies that if you do not have a perfectly crafted https://economipedia.com/d
plan you cannot survive in the business world in any way. efiniciones/las-5-fuerzas-de-
porter.html

Riquelme Leiva, Matias

(2015, June). The 5 Forces
of Porter – Key to the
Success of the Company.
Santiago, Chile. Retrieved
from
https://www.5fuerzasdeport
er.com/

Market It's the result of the other four forces. Depending on the 5 porter forces. (9
Competitors rivalry between the competition, the profitability obtained November 2016).
force in the sector will be higher or lower. Dircomfidencial.com.
Recovered from
The rivalry is characterized by the competitors being https://dircomfidencial.com/
confronted and that both use great business strategies. In diccionario/5-fuerzas-
addition, because of the intensity of the company to carry porter-20161109-1320/
out its projects and the way in which it uses its
imagination to be able to overcome what other companies Riquelme Leiva, Matias
around them do, standing out with their products above (2015, June). The 5 Forces
the others. of Porter – Key to the
Success of the Company.
Santiago, Chile. Retrieved
from
https://www.5fuerzasdeport
er.com/

Supplier It provides the company's suppliers with the tools they 5 porter forces. (9
Power force need to achieve a goal. November 2016).
Dircomfidencial.com.
Recovered from
https://dircomfidencial.com/
diccionario/5-fuerzas-

13
 porter-20161109-1320/
Customer At this point you have problems when customers have a Riquelme Leiva, Matias
Power force product that has multiple substitutes on the market or that (2015, June). The 5 Forces
can cost higher than other products if your product comes of Porter – Key to the
at a higher cost than similar ones on the market. If buyers Success of the Company.
are well organized, this makes their demands ever higher Santiago, Chile. Retrieved
and demands even require a noticeable price reduction. from
https://www.5fuerzasdeport
er.com/

Threat of New At this point, a company begins to have serious problems Riquelme Leiva, Matias
Entrants force when product substitutes become real, effective, and (2015, June). The 5 Forces
cheaper than the one sold by the initial company. This of Porter – Key to the
causes that company to lower its price, leading to a Success of the Company.
reduction in revenue in the company. Santiago, Chile. Retrieved
from
Economy of scales: High volumes in companies allow https://www.5fuerzasdeport
costs to be reduced, offering the possibility of being er.com/
competitive in the market again.
Product differentiation: If you are able to position the
product clearly in the market offering something different
you can revaluate it in the eyes of the buyers, looking for
your produce
to see better quality and look for better quality in their
products.
Capital investments: In case of problems, the company
can improve its position with a capital injection in its
products which can make it survive before smaller
simulated companies.
Cost disadvantage: This barrier plays in our favor when
other companies cannot emulate the price of our products
because they have higher costs.
Access to Distribution Channels: When a company has
multiple distribution channels, it is difficult for
competitors to appear and, above all, for suppliers to
accept the product. This would involve companies
having to share distribution promotion and price
reduction costs in general.
Government Policy: This point can play your
government policies are in many respects that prevent
new competitors from coming in every way. This is
regulated by very strict laws. At this point, a company
begins to have serious problems when product substitutes
become real, effective, and cheaper than the one sold by
the initial company. This causes that company to lower
its price, leading to a reduction in revenue in the

14
 company.

Economy of scales: High volumes in companies allow

costs to be reduced, offering the possibility of being
competitive in the market again.
Product differentiation: If you are able to position the
product clearly in the market by offering something
different you can revalue in the eyes of buyers, looking
for your product to the best quality and look for a better
quality in their products.
Capital investments: In case of problems, the company
can improve its position with a capital injection in its
products which can make it survive before smaller
simulated companies.
Cost disadvantage: This barrier plays in our favor when
other companies cannot emulate the price of our products
because they have higher costs.
Access to Distribution Channels: When a company has
multiple distribution channels, it is difficult for
competitors to appear and, above all, for suppliers to
accept the product. This would involve companies
having to share distribution promotion and price
reduction costs in general.
Government policy: This point can play in your favor, as
in many respects, government policies are the ones that
prevent the arrival of new competitors in every way. This
is regulated by very strict laws.
Threat of They are defined as those goods or services that meet the Peiro alfonso (s.f). 5 Forces
Substitutes same needs. As more substitute products appear, the of Porter. Economipedia.
force degree of industry appeal begins to decline. Recovered from
https://economipedia.com/d
The threat of the appearance of these substitute goods efiniciones/las-5-fuerzas-de-
depends on the extent to which they meet the needs of porter.html
consumers. In addition, it influences the price and costs of
changing one good for another.

15
 Porter´s five forces Airbnb

Threat of new entrants forcé

The threat of this happening is medium since the service depends on the hosts, which
are not so easy to convince them to provide the service, because security, trust is not
found or is not easily given, being such a unique service, which is not allowed in
some countries and which does not have extensive experience in service, thus does
not give a chance for new companies to enter the market.

Supplier power forcé

Given this, there is no absolute Market competitors forcé
control of the service since the hosts Customer power forcé
The largest entities that offer this service are Marriott
depend significantly on their
and Hilton, varying in their prices and quality of In this case, this power is high since the
suppliers, in this case the hosts, the
service, but their costs are a little small, without the company's objective is that customers
fewer the hosts the prices will easily
possibility of obtaining some services, due to the are as satisfied as possible, making it
increase and although they also
quantity and quality that they are struggling in the easy for them to have the power to
depend on the quality and
market. it is not so strong there is no greater rivalry. negotiate and obtain what they want.
importance of what they offer, in
this case they have a high
possibility of negotiation thanks to
the fact that the services are not
easily replaced.

Threat of substitutes forcé

Over the years the threat has been increasing, until today Home Away is one of
the brands that has come closest to offering the products that the analyzed
company offers, since by varying prices and quality of service it has successfully 16
entered the market.
 CONCLUSIONS

 The strategic direction of Airbnb is necessary to continue focusing on the current market,

as economic growth, technological progress, social integration and environmental impact

will continue to be the key points to remain leaders in the tourism market, however,

Airbnb should focus on the improvement of being a "legal" market for greater guarantees

to those who use it, in this way it could be extended worldwide. (Freddy Guavita)

 Airbnb is an organization with a growing and innovative business idea that encourages

tourism in a different way since it allows to generate income for anyone who is willing to

share their home with one or more travelers for long and short stays. Although it presents

several important threats and weaknesses in SWOT, it also has several strengths and

opportunities that really show that it is a business with great advantages in terms of

hotels, who are in the front line of competition, likewise, making some adjustments to

threat issues, it could keep the business going for a long time. (Yury Pardo)

 AIRBNB is a company that offers a different and totally innovative service that, despite

the great competition in the market, has applied market strategies that have led to a fairly

high percentage growth. (Zorany zarate)

 The analysis of rivalry, threat of competitors, power of customers power of suppliers

known as Forces of Porter's allows to understand how many more companies are in the

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market and what level of satisfaction they offer, to allow to make improvements in the

company analyzed that allow to survive, grow and expand in the future is just as Airbnb

today is one of the platforms that major offers a different hosting service allowing its use

and enjoyment large number of people around the world. (Richard Pineda).

Good afternoon, classmates and tutor.

I enclose final work with the contributions made so far, please if someone is going to add
something or make any correction that is on this document, as I have applied to upload
the document, I will wait until 8 at night and upload the document with contributions
made up to that time.

Stay pending review

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 REFERENCES

Jeyarathmm, M. Strategic Management, (pp. 4-11) Global Media, 2007. ProQuest Ebook

Central. Retrieved

from: https://ebookcentral-proquest-com.bibliotecavirtual.unad.edu.co/lib/unad-

ebooks/reader.action?docID=3011305&ppg=4

Andersen, T. J. (2013). Short Introduction to Strategic Management, (pp.29-63) Cambridge

University Press. Retrieved from:https://bibliotecavirtual.unad.edu.co/login?

url=http://search.ebscohost.com/login.aspx?

direct=true&db=nlebk&AN=545665&lang=es&site=eds-

live&scope=site&ebv=EB&ppid=pp_29 

GÜREL, E., & TAT, M. (2017). SWOT Analysis: A Theoretical Review.  The Journal of

International Social Research. Retrieved from:

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http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.aspx?

direct=true&db=hus&AN=125204592&lang=es&site=eds-live

Triana Ortiz, K. (15,08,2017). Porter´s Five forces. [Video]. Retrieved

from: http://hdl.handle.net/10596/12882

Triana Ortiz, K. (07,11,2018).  Strategic Analysis Tools. Retrieved

from: http://hdl.handle.net/10596/22209

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