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B8MN101: This case study is about the launch of Airbnb Luxe, a new platform created by Airbnb in which only luxurious houses are offered: Strategic Marketing Case Study, DBS, Ireland

University Dublin Business School (DBS)
Subject B8MN101: Strategic Marketing

Learning Outcomes:

  • To analyze systematically current marketing case studies for a variety of topics.
  • To develop strategic marketing decisions skills using the “DECIDE” a systematic process.
  • To debate and defend strategic marketing decisions in front of an audience
  • To write a strategic marketing case study as this relates to a real-life case of any organization.

  • To apply marketing concepts and theories previously acquired in the marketing course in order to devise creative and innovative marketing strategies
  • To research and my in-depth information using DBS commercial database for publishing a case study.

Introduction

This case study is about the launch of Airbnb Luxe, a new platform created by Airbnb in which only luxurious houses are offered.

The challenge of this case study is to position the platform in the luxury market as well as the company in the global home rental market.

The two questions that are asked in this case study are if Airbnb would be able to enjoy competitive advantages over its rivals and if Airbnb would become one of the leading players in the global home rental market. We will be able to answer them at the end of the case study analysis.

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