Phase 2 Strategic diagnosis

Presented to the Tutor:

KARLA NATHALIA TRIANA

Submitted by students:
JENNY MARGARITA CHAVES
Code: 52927701
EDWIN LEANDRO DELGADO CARO
Code: 1053335863

Group: 212053_3

UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA - UNAD

ESCUELA DE CIENCIAS BÁSICAS TECNOLOGÍA E INGENIERÍA
JUN 2021
BOGOTA
ACTIVITIES

1
 Introduction

Introducing the Airbnb case study. An innovative business concept that uses savings in
technology and infrastructure to promote a sharing economy and provide customers with new
accommodation and travel experiences.

Some ideas can change our lives. This is the case with Airbnb, which did not exist seven
years ago and is currently one of the most recognized technology companies on the planet.
Airbnb is a living example of how to transform a small idea into a profound change in the
way you enjoy "old" things like tourism.

2
 Objectives

General

Identify through the analysis the different problems that a company is faced with to
make decisions to continue meeting its objectives and it is competitive in the market.

Specifics

Know and apply strategic diagnostic tools in a case study to identify its position and
competitive advantage in the market.

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

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

3
 Table of contents

1. 5
1.1 Concept maps Jenny Margarita Chaves 5
1.2 Concepts maps Edwin Leandro Delgado Caro 5
2. 6
2.1 Link Jenny Margarita Chaves 6
2.2 Link Edwin Leandro Delgado Caro 6
3. 6
3.1 strategic direction 6
3.2 PESTEL 7
4. 10
4.1 strategies direction 9
4.2 PESTEL 10
Conclusions 13
References 14

4
 1. Concept maps activity 2
1.1 Concept maps Jenny Margarita Chaves

1.2 Concepts maps Edwin Leandro Delgado Caro

5
 2. Link video Activity 3
2.1 Link Jenny Margarita Chaves
https://youtu.be/pEcI8ZmmLvE
2.2 Link Edwin Leandro Delgado Caro
https://youtu.be/gbHg19EchoY
3. Strategic Diagnosis activity 6
3.1 strategic direction
Students Name: Jenny Margarita Chaves
Date: June 24, 2021
Concept General Definition of each
concept
The strategy is the bridge between
the policy or the highest goal and
the corresponding one to achieve
the goal, the best decision must be
Strategy made with the most feasible plan,
organization and execution.
Structure of Model This is a permanent oriented to the
of Strategic construction, implementation and
Management monitoring of strategies to ensure
the survival and development of
the company in the long term.
The mission is to clarify the
existence, operation and reasons
Reference (Use APA)
Gabriel Roncancio (2019) Pensemos
– Estrategia ¿Qué es? Y las
Herramientas para Crearla,
Recuperado el día 01 de octubre del
año 2020 de:
https://gestion.pensemos.com/estrat
egia-que-es-y-las-herramientas-para-
crearla
Doctora Renata Marciniak (2013)
¿Que es un Plan Estratégico,
Recuperado el día 01 de octubre del
año 2020 de:
https://renatamarciniak.wordpress.co
m/tag/modelo-de-gestion-
estrategica/#:~:text=El%20modelo
%2C%20o%20mejor
%20dicho,estrategia%3B%20etapa
%20IV%20%E2%80%93%20el
%20control
6
 for the existence of the company. It
also determines its members and
what is their purpose to participate
in the objectives of the company.
Mission
This is the ability to predict the
future of the company. This is a
more comprehensive concept than
is stated in the company's short-
term development direction
statement.
Vision
3.2 PESTEL
Students Name: Edwin Leandro Delgado Caro
Date: June 28, 2021
Concept General Definition of each
concept
PESTEL as an external It is an acronym, it used important
analysis tool strategic management tool to
contextualize an organization or
project within the world around it,
evaluating the macro –
Neetwork (2020) Consejos y
Ejemplos para Elaborarla
Eficientemente, Recuperado el día
01 de octubre del año 2020 de:
https://neetwork.com/mision-
empresarial/
Popular (2017) El Poder de una Visión
Empresarial Constituida, Recuperado
el día 01 de octubre del año 2020:
https://www.impulsapopular.com/ger
e ncia/el-poder-de-una-vision-
empresarial-constituida/#:~:text=La
%20visi%C3%B3n%20empresarial
Reference (Use APA)
Morris, J (s.f.). Strategic Management.
What is Strategic Management?
Retrieved from:
https://open.oregonstate.education/stra
tegicmanagement/chapter/1-what-is-
7
 environmental factors that have an strategic-management/.
impact represented in opportunities
or threats. Triana Ortiz, K. (2018). Strategic
Analysis Tools. Retrieved from:
http://hdl.handle.net/10596/22209.

P Political: Triana Ortiz, K. (2018). Strategic

degree of government intervention Analysis Tools. Retrieved from:
in the economy such as govern http://hdl.handle.net/10596/22209.
stability, tax policy, trade control,
competition regulation and
bureaucracy. IMF, Business school. (2021)¿What is
PESTEL Analysis and what is it for?.
Retrieved from: https://blogs.imf-
formacion.com/blog/mba/que-es-
analisis-pestel-para-que-
sirve/#Que_es_el_analisis_Pestel
E Economic Triana Ortiz, K. (2018). Strategic
These macroeconomic magnitudes Analysis Tools. Retrieved from:
inform the financial managers of http://hdl.handle.net/10596/22209.
the companies of the immediate
future and allow them to anticipate IMF, Business school. (2021)¿What is
business decisions of a strategic PESTEL Analysis and what is it for?.
nature using indicators such as Retrieved from: https://blogs.imf-
growth rates, inflation, interest formacion.com/blog/mba/que-es-
rates, exchange rates, labor cost, analisis-pestel-para-que-
and unemployment trends. sirve/#Que_es_el_analisis_Pestel
S Socio-cultural Triana Ortiz, K. (2018). Strategic
Trends in socio-cultural affect a Analysis Tools. Retrieved from:
company's demand for products http://hdl.handle.net/10596/22209.
and how that company operates.
some aspects are educational level, IMF, Business school. (2021)¿What is
attitudes towards work, leisure, PESTEL Analysis and what is it for?.
career, competitiveness, lifestyles, Retrieved from: https://blogs.imf-
and buying habits formacion.com/blog/mba/que-es-

8
 analisis-pestel-para-que-
sirve/#Que_es_el_analisis_Pestel
T Technological Triana Ortiz, K. (2018). Strategic
They can determine the barriers to Analysis Tools. Retrieved from:
entry, the minimum level of http://hdl.handle.net/10596/22209.
efficient production and the
influence of outsourcing decisions.
In addition, technological changes IMF, Business school. (2021)¿What is
can affect costs, quality, and lead PESTEL Analysis and what is it for?.
to innovation. Some aspects are Retrieved from: https://blogs.imf-
rate of technological change, formacion.com/blog/mba/que-es-
infrastructure, and access to newest analisis-pestel-para-que-
technology. sirve/#Que_es_el_analisis_Pestel
E Environmental IMF, Business school. (2021)¿What is
They include ecological and PESTEL Analysis and what is it for?.
environmental care aspects and Retrieved from: https://blogs.imf-
less impact on climate change. formacion.com/blog/mba/que-es-
n the same way, the decrease in the analisis-pestel-para-que-
use of plastic, the recycling habits sirve/#Que_es_el_analisis_Pestel
or the decrease in the consumption
of animal products is a matter of
concern on the part of many
consumers, especially if this has
meant suffering in their slaughter.
L Legal Triana Ortiz, K. (2018). Strategic
They tend to differ from the Analysis Tools. Retrieved from:
politicians seen above and, in this http://hdl.handle.net/10596/22209.
case, new international policies are
usually included, in many cases
promoted by international IMF, Business school. (2021). ¿What
organizations -UN, EU, etc.- and is PESTEL Analysis and what is it
include laws and regulations, for?. Retrieved from:
generals requirements to register de
https://blogs.imf-
company, data protection,
formacion.com/blog/mba/que-es-
intellectual property, employment
analisis-pestel-para-que-
regulations, health and safety law.
sirve/#Que_es_el_analisis_Pestel

9
 4. Strategics diagnosis activity 7
4.1 strategies direction
Group number
Date
Student Name
Case title
Proposal of the mission of Airbnb
Proposal of the vision of Airbnb
Proposal of the values of Airbnb
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?
References
212053_3
June 24, 2021
Jenny Margarita Chaves
Airbnb Case
Create unique expectations for each host and
traveler, and make them feel comfortable
during the trip.
Save irrelevant details for long-form ads.
Otherwise, focus only on the most important
aspects of the product.
Sense of belonging, motivation, technology
and loyalty to the community and the
company.
Evaluate the exits and entrances of different
destinations.
Transparency, illusion and responsibility.
Promote the cooperative economy.
In developing the host and visit strategy, the
host's hospitality and the traveler experience
are the elements that make the essence of
Airbnb possible: belonging anywhere. It is
very important to have a clear vision,
mission and values.
Raffino, M. E. (23 de Septiembre de 2020).
Misión y Visión de una Empresa - Qué son,
diferencias y ejemplos. Obtenido de
Concepto.de: https://concepto.de/mision-y-
vision/
Raffino, M. E. (16 de Junio de 2020).
Valores de una Empresa - Concepto,
importancia y ejemplos. Obtenido de
Concepto.de: https://concepto.de/valores-
10
 de-una-empresa/

4.2 PESTEL

Group number 212053_3

Date June 24, 2021

Student Name Edwin Leandro Delgado Caro

Case title Airbnb Case

PESTEL CHART APPLIED TO AIRBNB

P Political:
Airbnb is a company that offers services
worldwide, which changes in government
affect it directly because with a simple
regulation that is presented in the host
country, you must comply with these new
laws and let's not forget that in most of the
countries, the protection laws for
consumers and employees have been
toughened and by not complying they
would have to stop operating, representing
significant economic losses.

E Economic
The economy has changed in the world,
and it has been affected by different factors
which leads to a slowdown, so that
customers do not have the same purchasing
power, which leads to losing money due to
lack of customers, both guests and guests
are affected. employees, who does not
allow the company to adequately produce.

11
S Socio-cultural
The general change is being marked in the
world where millennials are beginning to
see the world in a different way, they seek
that a travel experience is not a simple
tourism, but a way to get involved with a
different society, surrounding themselves. ,
their customs, and above all their lifestyle
when interacting with other people directly

T Technological
Stay at the forefront of technology and give
both the host and the employee from the
beginning an experience of belonging when
visiting your website.

E Environmental
The guests begin to look for destinations
and lodgings that are more friendly to the
environment, to have an experience of
belonging.

L Legal
The different inconveniences that they have
had to regulate their company, since in
different countries the laws are different,
and they do not allow platforms of this type
to operate illegally

¿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?

12
Airbnb needs to reorganize and that is what its CEO and the team are looking for, to
solve the different aspects that we can evidence with the PESTEL tool, where they seek
new strategies to reach their guests, and improve the experience and interaction with
employees, focusing on in what the client really thinks and wants, due to the different
changes that are seen in a fast-paced world that always seeks to innovate and be friendly
with the environment.

Conclusions

13
 Airbnb's situation in the market is positive. Although you have the problem of mistrusting
customers, it should be noted that this is not 100% mistrust. Many people trust, support and
promote the services provided by the platform. However, this type of collaborative economy
must have greater planning and strategic management to face the political and legal
challenges that may arise in various countries to protect the hotel industry in the future.

To identify a problem within a company it is important to know the internal and external
causes, to seek future solutions to the problem.

There are different strategies to identify different factors which are creating a problem
within a company.

References

14
IMF, Business school. (2021). ¿What is PESTEL Analysis and what is it for?. Retrieved from:
https://blogs.imf-formacion.com/blog/mba/que-es-analisis-pestel-para-que-
sirve/#Que_es_el_analisis_Pestel

Raffino, M. E. (23 de Septiembre de 2020). Misión y Visión de una Empresa - Qué son,
diferencias y ejemplos. Obtenido de Concepto.de: https://concepto.de/mision-y-
vision/

Raffino, M. E. (16 de Junio de 2020). Valores de una Empresa - Concepto, importancia y

ejemplos. Obtenido de Concepto.de: https://concepto.de/valores-de-una-empresa/

Triana Ortiz, K. (2018). Strategic Analysis Tools. Retrieved from:

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

15