USF AIRBNB Case Study Presentation


Your final case will be a presentation that is due the following week. You must include the following
information in your notes section of the actual presentation.
The first section should be an overview of the company:

What does the company do?
What product or service does it offer?
Where is it located?
Who are its main competitors?
What is the market structure (e.g. pure competition, monopoly, oligopoly, etc.)?
How is it regulated (FDIC, FCC, IRS, SEC, etc.)
This first section should provide a background or base-line understanding of the company in support of
the rest of the presentation.
For the remaining four sections, should include the following:

A demand analysis illustrating the most applicable terms, concepts, or ideas in Chapter 3 to
include the following – consumer behavior (purchasing power and substitution effect),
targeting, switching cost, positioning, price elasticity of demand (demand determinants),
interpreting income and advertising elasticity.
A pricing analysis illustrating the most applicable terms, concepts, or ideas in Chapter 14 to
include the following – value in use/value-based pricing (product specifications, ease of use,
service frequency, change order responsiveness, loyalty programs, and empathy in order
processing), couponing, bundling, price discrimination, and price skimming versus full-cost
A “What they got wrong” analysis detailing a strategy mistake using the course concepts.
A “What they got right” analysis detailing a strategy win using the course concepts.
If you are having trouble addressing or finding enough information for any of the sections above, you
can augment your analysis by articulating what you think the company should do. For example, if you
can’t find any information on your company’s value based pricing, explain how you would price the
product or service and why. This is Organizational (managerial) Economics; make some decisions on
behalf of your company and support them using concepts and ideas from the course!
The goal of this assignment is to illustrate that you understand the concepts covered in this course and
that you can apply them to a real company.
Remember to document or source borrowed research using the standard APA citation style. Extensive
quoting is not necessary (and not additive to your grade). Reference the source, but, to the extent
possible, explain the concept or strategy in your own words. For example, if you find a great article on
your company’s pricing strategy, explain the article and concepts in your own words and source it. Do
not cut and paste long passages of text.
The presentation should at minimum 12 slides with notes. The final presentation is due on Sunday of
the assigned week.
Final Case Study Notes Page
The notes page should include all your documented research for your selected and approved
final case study company. Below are examples of what should be included on your notes page
and the best way to approach this task. This information will serve a dual purpose: (1) it will
help you write your research notes, and (2) organize your thoughts for the presentation.
Slide #1
Slide 2 – 5
 Cover Slide
*name, course information, semester, and date
 Company Overview
*this group of slides must cover the required topics as mentioned in the
Slide 6 – 8
 Demand Analysis
*this group of slides must cover the required topics as mentioned in the
Slide 9 – 11
 Pricing Analysis
*this group of slides must cover the required topics as mentioned in the
Slide 12
 What they got wrong (mistakes)
Slide 13
 What they got right (wins)
Slide 14
 Reference List
Slide #2 – Company Overview (Founded and Product)
Big Red is flavored soft drink created in 1937 by Grover C. Thomsen and R. H. Roark in Waco,
Texas (Texas, n.d.). The soft drink’s original name was Sun Tang Red Cream Soda because it was
America’s original red cream soda. Its name was finally changed to Big Red in 1969 by Harold
Jansing (Fandom, 2014).
Slide #3 – Company Overview (Main Competitor)
Big Red has no real competitor in my opinion. However, there are several companies that sale a
red flavored Soda. The companies are Cheerwine the wild cherry soda, Zevia strawberry, Fanta
strawberry, and Crush strawberry. While Fanta strawberry is a product of Coca Cola and Crush
strawberry is a product of Keurig Dr. Pepper, neither is a match for the red cream soda.
However, you couldn’t get the North Carolina founded and loved Cheerwine drinking to agree
with my last statement (Filloon, 2017).

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