Marketing strategy of a company using shared economy business model. The case of “Airbnb”

Abstract

The main aim of the diploma paper is to provide recommendations for the marketing strategy of "Airbnb" using shared economy business model based on the theoretical analysis and research results. The work consists of three main parts- the theoretical, the analytical and practical. The first part of this work overviews theoretical aspects of the marketing strategy of a company using shared economy business model. In this part, marketing strategy and its elements are the main tools for a company’s growth and how the marketing of the shared economy business is done is analyzed. The second part is devoted to conduct empirical research on "Airbnb" marketing strategy and to analyze research data. The marketing strategy of "Airbnb" was chosen because it is totally a new concept in the market and booming in the world of sharing economy business. The third part of the research work shows recommendations towards the creation of marketing strategy for "Airbnb" so that it will become a successful shared economy business.