The global hotel and accommodation services sector has evolved to include non-traditional providers such as Airbnb and Booking.com. This has created

Overview

The global hotel and accommodation services sector has evolved to include non-traditional providers such as Airbnb and Booking.com. This has created a new competition for traditional service providers such as hotels. New opportunities have also emerged for creative start-ups that can further develop alternative products with unique value propositions. Design thinkers recognise the critical role of a unique, appealing value proposition as a mechanism for establishing successful start-ups or increasing existing market share.

Task

Assume you are the owner of a new start-up entering into this sector and need to develop a competing product.

Questions

1. Develop a value proposition map for your product-service and identify the customer profile and value proposition components (see week 4 and 5 tutorial and reading materials)

2. Using your understanding of creating new market spaces covered in Kim & Mauborgnes article, outline and critically justify three (3) strategies your start-up can use to create new market spaces. (The article is available as a reading on vUWS in Module 7)

3. What macro-environmental forces could influence your start-ups corporate social responsibility strategy selection?

4. Outline a recommended corporate social responsibility strategy to improve your start-ups responsibility to society and the environment.

Importance notice: The report must be a word document which is structured around the questions with sub- headings for each question. The report should not exceed 2,000 words(+ or - 10%, using size 12 point font with 1.5 line spacing format and must be fully and accurately referenced or they will not be graded. Students should aim for a 10 per cent to 15 per cent Turnitin score.

Information to help you do the assessment is below