Airbnb Marketing Management: Demand, Problems and Solutions Analysis

This report provides an overview of Airbnb's marketing strategy, focusing on its demand ecosystem, marketing approaches, and the problems it faces. The report highlights the company's efforts to create global awareness and engagement through various marketing channels, including digital and social media. Key challenges such as ineffective workforce, time management, data management, and audience issues are identified. To address these problems, the report suggests solutions such as hiring skilled personnel, improving time and data management, focusing on customer needs, providing effective training, maintaining open communication, monitoring competitors, building a CRM department, and collecting customer feedback. The report concludes that Airbnb plays a significant role in the competitive market by offering diverse services to travelers and emphasizes the importance of a unique and effective marketing strategy for building a dynamic image in the minds of customers.

Running head: Marketing management
Marketing management

Marketing management
Table of Contents
Introduction.................................................................................................................................................3
Answer 1 Demand ecosystem for Airbnb....................................................................................................3
Answer 2 Airbnb marketing.........................................................................................................................4
Answer3.Problems in marketing strategy....................................................................................................4
Answe 4.Solutions for marketing problems.................................................................................................5
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6
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Introduction
The primary objective of this paper is to outline and explain the marketing strategy of Airbnb
Company. It depicts that how the firm faces ample of marketing issues and how it handle and
overcome on these issues. A demand ecosystem for Airbnb Comppany has been explained in the
task. More detail of the task has been discussed below.
Airbnb is an American corporation which manages and operates an online marketplace and
hospitality service for people to lease or rent short term lodging such as apartments, homestays,
hotel rooms, holiday cottages to provide experience related to tourism. The company was
incorporated in 2008 in California.
Answer 1 Demand ecosystem for Airbnb
(Source: Danneman and Zagorovskaya, 2016)
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This demand ecosystem helps the company to analyze and determine the demand of the
customers in the international market. Thus, Airbnb uses demand ecosystem to predict and
identify the requirements of the customers.
Answer 2 Airbnb marketing
The primary aim of the company was to create a global increase in consideration and awareness
with a single message that would boom with travelers from France to China. The company
focuses on the target marker to attract and retain the maximum number of travelers in the global
market (Airbnb, 2018). There is a unique and effective marketing and communication
department in the organization. The marketing team is responsible for sharing Airbnb love
around the world. The company creates the content that shifts users to laughter and tears. Along
with this, the marketing team works for distribution, partnership and social networks that spread
the good about the company both online as well as offline. In addition, the firm brings the spirit
of joy, authenticity and sharing of goods and services to the users. The company is an effective
and unique who is stuck by creative ideas and opinion in the middle of the night and they cannot
wait to share them (Santos-Vijande, López-Sánchez and Trespalacios, 2012). The marketing
campaigns, seminars and promotions are done by the company to encourage the services in the
international market (Margin, 2017). Aside this, digital market strategy is used by the company
in order to reach and promote maximum number of people across the world to become hosts as
well as travelers. In addition, the organization also adopts clever customer acquisition strategy to
uplift the profitability in the competitive market. Moreover, the firm also uses social media
marketing strategy to overcome the competitors in the marketplace and to encourage the
products and services (Liang, Choi and Joppe, 2018).
Answer3.Problems in marketing strategy
There are ample of issues could affect the success and profitability of the firm adversely. These
issues and challenges also have direct impact on the sustainability of the company. The digital
marketing is an ever changing strategy that helps to stand out against the competitors in the
market. Airbnb is failed to appoint talented and skilled employees for monitoring on the entire
market. Thus, it leads to ample of losses globally. If the company is unable to appoint right and
appropriate candidate to execute the digital market strategy then it can fail to meet the desired
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goals and objectives. For social media marketing, the company will have to create an effective
and unique cross channel there the firm is unable to create an effective and unique cross channel
due to lack of effective workforce. Time management and data are also biggest issues in social
media marketing strategy. Apart from this, Airbnb has to invest a huge amount to execute digital
market strategy hence it has become a significant issues. Audience issues also are faced by the
firm while using marketing strategy (Zervas, Proserpio and Byers, 2017).
Answe 4.Solutions for marketing problems
The company should appoint skilled and capable candidates who have in-depth knowledge and
experience to initiate the marketing strategy effectively and successfully. Effective time
management and data management must be fixed by the firm to overcome on the marketing
issues. Before conducting marketing research, the organization needs to focus on the needs,
demands and requirements of the customers. Effective and unique training should be given to the
marketing executives to use and implement the marketing strategy. Along with this, open and
strong communication must be maintained by the firm to communicate with marketing
executives. It will also help to eliminate and reduce the communication barriers. The marketing
team need to focus on the plans, strategies and policies of the competitors to make marketing
strategies attractive and effective. CRM department shall be built and used by the company to
prevent the marketing strategies and to maintain reciprocal relationship with customers.
Feedback and reviews of the consumer should be collected to improve and reduce the marketing
issues. For effective marketing, Airbnb must focus on the wants and desires of the customers to
make unique and dynamic the marketing strategy. Furthermore, the firm should establish a cross
department workflow to execute the marketing strategy (Guttentag, 2015).
Conclusion
On the above mentioned study it has been concluded that Airbnb plays a significant role in
today’s competitive world because it provides ample of services to travelers. Here is the
discussion about the marketing strategy of Airbnb Company. It has been found from the above
mentioned analysis that the company uses unique and effective marketing strategy to build a
dynamic image in the minds of the customers.
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References
Airbnb.2018. Marketing and communication [Online], Available from
https://www.airbnb.co.in/careers/departments/marketing-communications, [Accessed as on 16th
June 2018].
Danneman.B and Zagorovskaya.T. 2016. Airbnb:Business travel partnership
opportunities[Online], Available from
http://launchingtechnologyventures.blogspot.com/2016/05/airbnb-business-travel-
partnership.html, [Accessed as on 16th June 2018].
Guttentag, D., 2015. Airbnb: disruptive innovation and the rise of an informal tourism
accommodation sector. Current issues in Tourism, 18(12), pp.1192-1217.
Liang, L.J., Choi, H.C. and Joppe, M., 2018. Understanding repurchase intention of Airbnb
consumers: Perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of
Travel & Tourism Marketing, 35(1), pp.73-89.
Margin.M.B.2017. 6 things we can learn from Airbnb’s marketing strategy [Online], Available
from https://www.theceomagazine.com/business/marketing/6-things-can-learn-airbnbs-
marketing-strategy/, [Accessed as on 16th June 2018].
Santos-Vijande, M.L., López-Sánchez, J.Á. and Trespalacios, J.A., 2012. How organizational
learning affects a firm's flexibility, competitive strategy, and performance. Journal of Business
Research, 65(8), pp.1079-1089.
Yannopoulos, P., 2011. Impact of the Internet on marketing strategy formulation. International
Journal of Business and Social Science, 2(18).
Zervas, G., Proserpio, D. and Byers, J.W., 2017. The rise of the sharing economy: Estimating the
impact of Airbnb on the hotel industry. Journal of Marketing Research, 54(5), pp.687-705.
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