Discussion 3
Imagine that you are a strategic management analyst and prepare a report for the CEO.
(50 points): Chapter 3 (pages100-102) covers the choices firms make in entering new markets. Reflect on Chapter Case 3 (pages73-74 & 86) and discuss how Airbnb might have answered the questions in Exhibit 3.6.
See also the following websites:
www.youtube.com/watch?v=axqh6SJ0O0c
www.youtube.com/watch?v=M6GBqqk2mY4
Who are the players? (Identifying the competition, as well as, the external and internal stakeholders needed to make this work)
When to enter? (Relates to time of entry: Is the market already established?)
How to enter? (Leveraging existing assets, reconfigure value chains, or establish a niche)
What type of entry? (In terms of product market (e.g., smartphones), value chain activity (e.g. R&D for smartphone development), geography, and type of business model such as subsidizing smartphones when providing services)
Where to enter? (This is the more fine tuned approach such as product positioning (high end versus low end), pricing strategy, potential partners, etc.)
