Universidad Nacional Abierta y a Distancia Vicerrectoría Académica y de

Investigación Course: Strategic Management Code: 212053

Activity Guide and Evaluation Rubric – Phase 2 Strategic diagnosis

1. Activity Description

Type of Activity: Collaborative

Evaluation Moment: Intermediate Unit 1
Highest Activity Score: 120 points
The activity starts on: Monday, February The activity ends on: Sunday, March 14,
15, 2021 2021
With this activity, the following learning outcomes are expected:

Apply strategic diagnostic tools in companies to identify their position in the

industry or market.

The activity consists of:

This course is in English and as it is specified in the Rules and conditions for
course development: “The student must develop the proposed activities on
due time, in English. Contributions in different languages won´t be evaluated”.

Individual
The student develops the following activities:

1. Read the following case, attached in the Learning Environment as Annex 2 –

Airbnb Case:

Gallagher, L. (2017). HOW AIRBNB FOUND A MISSION—AND A BRAND. (cover

story). Fortune, 175(1), 56–62.

2. According to the previous reading, your own understanding of the company in

the case and your search on internet:

Hand draw a billboard (Cartelera) using the resources you have (cardstock,
paper, acrylic board) as a visual aid for a presentation of the case including:

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 Student´s name
 Date
 Case name: Airbnb Case
 A synoptic table describing the problem, causes and consequences of the
situation faced by Airbnb in the case.

3. Record and post in YouTube a 2 - 3 minutes video where the student

appears himself with the hand draw billboard presenting in English the problem of the
company in the case, mentioning specifically:
 Student´s name
 Date
 General description of Airbnb
 Problem faced by Airbnb
 Causes of the problem
 Consequences of the problem

Collaborative
The group develops the following activities:

4. Each student reads and reviews the following references for Unit 1 at the
Learning Environment:

 Morris, J (s.f.). Strategic Management. What is Strategic Management? (pp.

6 - 8).
 Andersen, T. J. (2013). Short Introduction to Strategic Management,
(pp.29-63)
 GÜREL, E., & TAT, M. (2017). SWOT Analysis: A Theoretical Review.
 Triana Ortiz, K. (07,11,2018). Virtual Learning Object Strategy Analysis
Tools
 Triana Ortiz, K. (15,08,2017). Porter´s Five forces. [Video].

5. To carry out the strategic diagnosis for the company in the case, each student
of the group chooses one of the following topics:

1. Strategic Direction
2. PESTEL
3. Porter´s five forces
4. Value Chain
5. SWOT

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6. Post the topic selection in the Discussion forum – Unit 1, according to the
following chart, also, identify who will be in charge of delivering the final document
at the Evaluation Environment:

Strategic Diagnosis Activities Assignment and Work

Responsibilities
Group Number:
Case title:
Selected topic Student name Mark with (X) the student
chosen to submit the final
document to the Evaluation
Environment
Strategic Direction Student Name
PESTEL Student Name
Porter´s five forces Student Name
Value Chain Student Name
SWOT Student Name

Each student must respect the other students´ selection, it means for
example, if one student selects SWOT, none of the other four students can
develop the SWOT, they must choose another topic. In case a second student
presents the development related to the SWOT, it won´t be evaluated.

Note: If some of your classmates don't chose some topic because he or she
doesn't participate in the forum, the group can present only the topics
developed for the classmates who have participated in the job. It means for
example if there are only three active students, their document will have only
three topics developed, however, as explained in Activity 4, all students must
read and review all references to have a general understanding of all topics.

7. In the context of the case study, according to the topic chosen previously, the
review of Unit 1 references and his own search on internet, each student solves his
part of the strategic diagnosis following the instructions below and posts its results
in the Discussion forum:

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 Chosen Topic: Strategic Direction

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

Strategic Direction
Student name:
Date:
Concept General definition of Reference (Use APA)
each concept
Strategic Management
Strategy
Mission
Vision
Values

Once there is a clear understanding of each concept, design a creative one-

page infographic defining the strategic direction of Airbnb including:

o Group number o Date

o Case title
o Proposal of the mission of Airbnb
o Proposal of the vision of Airbnb
o Proposal of the values of Airbnb
o One paragraph answering the question: How important is for
Airbnb to define its strategic direction to sort out the problem
identified in the activity 3 of this guide?
o References

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 Chosen Topic: PESTEL

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

PESTEL
Student name:
Date:
Concept General Definition of Reference (Use APA)
each concept
PESTEL as an external
analysis tool
P
E
S
T
E
L

Once there is a clear understanding of each concept, design a creative one-

page infographic applying the PESTEL tool to Airbnb including:

o Group number o Date

o Case title
o PESTEL chart applied to Airbnb
o One paragraph answering the question: According to the results of
the PESTEL tool, how is the situation of Airbnb in the problem
identified in the activity 3 of this guide?
o References

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 Chosen Topic: Porter´s five forces

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

Porter´s five forces

Student name:
Date:
Concept General Definition of Reference (Use APA)
each concept
Porter´s five forces as
an external analysis
tool
Market Competitors
force
Supplier Power force
Customer Power force
Threat of New Entrants
force
Threat of Substitutes
force

Once there is a clear understanding of each concept, design a creative one-

page infographic applying the Porter´s Five Forces tool to Airbnb including:

o Group number o Date

o Case title
o Porter´s Five Forces chart applied to the company in the case
o One paragraph answering the question: According to the results of
the Porter´s five forces tool, how is the situation of Airbnb in
the problem identified in the activity 3 of this guide?
o References

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 Chosen Topic: Value Chain

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

Value Chain
Student name:
Date:
Concept General Definition of Reference (Use APA)
each concept
Value Chain as an
internal analysis tool
Basic or Primary
activities in the Value
Chain
Support Functions in
the Value Chain

Once there is a clear understanding of each concept, design a creative one-

page infographic applying the Value Chain analysis to Airbnb including:

o Group number o Date

o Case title
o Value Chain chart applied to Airbnb, evidencing the main findings in
relation to what is happening in its Basic activities and Support
functions.
o One paragraph answering the question: According to the results of
the Value Chain tool, how is the situation of Airbnb in the
problem identified in the activity 3 of this guide?
o References

 Chosen Topic: SWOT

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

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 SWOT
Student name:
Date:
Concept General Definition of Reference (Use APA)
each concept
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

 Once there is a clear understanding of each concept, visit the website:

https://www.swotanalysis.com/ and using this free tool, build a SWOT matrix
evidencing strengths, weaknesses, opportunities and threats according to the
situation that Airbnb faced in the case.

Make sure the title of the SWOT matrix include the Group number and
date

 Finally, according to the information gathered in the SWOT, write One

paragraph answering the question: According to the results of the
SWOT tool, how is the situation of Airbnb in the problem
identified in the activity 3 of this guide?

8. All students in the group read and approve the activities developed by the other
members, consolidate all evidences in a PDF and submit it at the Evaluation
Environment, according to the guidelines given below in section Collaborative Work
Evidences, naming it with the following structure:

Strategic Management_Phase 2_ Group number

9. The student chosen by the group in Activity 6, to submit the requested product,
deliver the final PDF in the Evaluation Environment.

keep in mind for the development of the activity:

In the Initial Information Environment, you must: Review the agenda to identify
the deadline.

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In the Learning Environment, you must: Review the Bibliographic references for
Unit 1 and post the development of the activities in the Discussion forum – Unit 1.

In the Evaluation Environment, you must: Submit the final document as a PDF
with the structured indicated in this guide.

Individual Work Evidences:

The individual evidence to be submitted is:

Each student posts on the Discussion forum – Unit 1 a YouTube link according to
Activity 3, also its part of the strategic diagnosis according to the chosen topic.

Collaborative Evidences:
The collaborative evidence to be submitted is:

Each group submits a PDF document including:

 Cover
 Introduction
 Objectives
 Table of contents
 YouTube link of each student (Activity 3)
 Strategic Diagnosis Activities Assignment and Work Responsibilities Chart
(Activity 6)
 Strategic Diagnosis (Activity 7)
 Conclusions
 References (Use APA guidelines)

From guidelines:
 PDF format
 Page Size: Letter
 Font type: Times New Roman
 Font size: 12
 Line spacing: Double
 Page margins: 2.54 cm
 Paragraph Alignment: Left-aligned

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2. General Guidelines for the Development of Evidences to Submit.

For Collaborative evidence, consider the following:

 All members of the group must participate with their contributions in the
development of the activity.

 All contents included in the work or forum must be in English.

 In each group a single member will be chosen to submit the requested product in
the environment indicated by the teacher.

 Before submitting the requested product, students should check that it meets all
the requirements mentioned in this activity guide.

 Only the members of the group that participated with contributions during the
time assigned for the activity should be included as authors of the submitted product.

Please keep in mind that all individual or collaborative written products must
comply with the spelling rules and presentation conditions defined in this activity
guide. Regarding the use of references, consider that the product of this activity
must comply with APA Format.
In any case, make sure you comply with the rules and avoid academic plagiarism.
You can review your written products using the Turnitin tool found on the virtual
campus.

Under the Academic Code of Conduct, the actions that infringe the academic order,
among others, are the following: paragraph e) "Plagiarism is to present as your own
work all or part of a written report, task or document of invention carried out by
another person. It also implies the use of citations or lack of references, or it
includes citations where there is no match between these and the reference" and
paragraph f) "To reproduce, or copy for profit, educational resources or results of
research products, which have rights reserved for the University ". (Acuerdo 029 -
13 de diciembre de 2013, Artículo 99)

The academic penalties students will face are:

a) In case of academic fraud demonstrated in the academic work or evaluation, the
score obtained will be zero (0.0) without any disciplinary measures being derived.

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b) In case of proven plagiarism in academic work of any nature, the score obtained
will be zero (0.0), without any disciplinary measures being derived.

3. Evaluation Rubric

Type of Activity: Collaborative

Evaluation Moment: Intermediate Unit 1
Highest Activity Score: 120 points
First Evaluation High Level: The student defines a problem in an organizational
Criterion: context, recording a video presenting himself the company in
the case, also a hand drawn synoptic table, establishing clearly
Process criterion its causes and consequences.
Define the problem
based on the If your work is at this level, you can get between 41 points
studied contents and 45 points

Average Level: The student defines a problem in an

This criterion
organizational context, recording a video presenting himself the
represents 45
company in the case, also a hand drawn problem tree,
points of the total
establishing its causes and consequences, but it is missing some
of 120 points of
guidelines or it includes some mistaken information that
the activity.
evidences no clear understanding of the contents studied.

If your work is at this level, you can get between 2 points

and 40 points

Low level: The student does not record a video evidencing the
problem faced by the company in the case.

If your work is at this level, you can get between 0

points and 1 points

Second Evaluation High Level: The student presents a proper evaluation of the
Criterion: company's position of the case study in the market or industry,
based on the strategic diagnosis findings, through a definitions
Content criterion chart and an infographic, appropriating the theoretical
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Apply strategic foundations and applying the tools, according to the selection of
diagnostic tools in topics established in the assignment of responsibilities for the
companies to development of the activity.
identify their
If your work is at this level, you can get between 41 points
position in the
and 45 points
industry or market.
Average Level: The student presents the definitions chart and
infographic evidencing his findings regarding the position of the
This criterion company in the case study, applying the analysis tools, in
represents 45 accordance with the selection of topics established in the
points of the total assignment of responsibilities for the development of the
of 120 points of activity, but does not evidence a correct appropriation of the
the activity. theoretical fundamentals nor a pertinent evaluation for the
situation raised in the case study

If your work is at this level, you can get between 2 points

and 40 points

Low level: The student doesn´t present the strategic diagnosis

according to his selection or it is not related to the case study.

If your work is at this level, you can get between 0

points and 1 points

Third Evaluation High Level: The student submits a PDF document, at the
Criterion: Evaluation Environment, according to the given guidelines,
evidencing proper grammar and spelling, presenting the
Form criterion development of the strategic diagnosis, using the proposed
Present the formats and references in APA format.
document according
to the format and If your work is at this level, you can get between 26 points
guidelines specified and 30 points

This criterion Average Level: The student submits a document, developing

represents 30 the proposed activities, evidencing some spelling and grammar
points of the total mistakes or missing some items or guidelines
of 120 points of
the activity. If your work is at this level, you can get between 2 points
and 25 points

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Low level: The student doesn´t submit the document
evidencing his own development of the proposed activities.

If your work is at this level, you can get between

0 points and 1 points

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