Lesson 4.5 -ICT and Case: Airbnb in China
Learning Goals: By the end of this lesson you will be able to
- Understand the ways in which information and communication technology (e.g., as used in e-commerce, e-distribution, data mining) influences global marketing strategies;
- Describe the problems that companies have experienced when exporting goods and services.
- Identify common mistakes made by companies when entering foreign markets.
Independent Work
1.Glossary Quiz2.Case Analysis using the template provided3.Exit Card4.Homework Forum PostDo a case analysis using the template provided.
Prepare a presentation to the co-founders of Airbnb: Joe Gebbia and Brian Chesky.
Answer these questions:
- What do the customers care about most? (e.g., price, quality of experience, safety, customer service, etc.). How is it different from American customers.
- What should AirBnb’s competitive advantage be? (Remember competitive advantage is what makes you different from competitors in a way that the customers care about)
- Which expansion strategy (JV, globalize, or localize) should AirBnB use and why? If local, how can they adapt their offerings?
Bonus question: What should Airbnb’s Chinese name be?
爱彼迎 had problems because it sounds like 愛必應 which is not the image AirBnB wanted.