Notesale: Turn your study into money

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SWOT Analysis
Strengths:​ The concept of Onefinestay’s ‘unhotel’ accommodation service is
relatively new and ​differentiate​ itself from other players in the hospitality industry
...
Customers
enjoyed their travel staying at a place feel like home and living like a local, whereas
the homeowners think it's convenient to rent out their home with the company
...
The ​beds​ they have now exceeded
a few hotels all put together
...

The lack of some ​facilities​ such as on-site gym and business centre also stop a
number of business travellers stop renting a private home
...

*branding - unsure about which approach to take to meet different market needs
*uncertainty about (direct) competitors
*appeal to the market through emotional benefits (Page 8)
Opportunities:​ Based on those difficulties to start up a business like this and the
problems that the company had already gone through and still facing, it's hard for
other competitors to copy the business model and get this far to compete with
Onefinestay
...

*growing market
Threats:
Niche marketNot enough demand
Lots of emerging competitors, companies
Legal regulations in some countries
Housing bubbles

PEST
Politics​:
Difference in legal and regulatory issues of housing in many countries
Tax - varying in different states and countries
Some countries were developing regulations to support the sharing economy but
some haven’t(p3)
Economics​:
As global economic conditions has improved since 2014, tourism is projected to
increase
...

Two aspects
-a source of to come for homeowners
-a competitor to the hotel industry and Airbnb
Demand for hotel rooms was outweighing supply since recovering from the
economic recession-included decline in the late 2000s
...
The vast majority of Onefinestay guests booked their stays
online
...

(P6)
An apple phone with internet data, local maps and restaurant recommendations are
provided to the customers once they check in
An built-in app on the phone will give guests instructions about the facilities, artworks
and so on in the house
There’s also a contact service line in the app in case customers need help for any
problems during their stay(p6)

PORTERS 5 Forces
a)Threat of New Errant
The threat of new entries into the market for Onefinestay is ​low​
...
For those companies who try to compete with Onefinestay will have to
search for the homeowners and homes from scratch which will take years to get to what
Onefinestay had achieved today
...
When Onefinestay is expanding to more
cities, those competitors who offer the same concept had already had a lot of choices that
are well-developed and has customer reviews accessible online at the same location for
everyone to choose from
...
Compare to those options like Airbnb or hotels, Onefinesaty is a
relatively pricey option for most of the travellers
...

d)Power of the Suppliers
High​ as hosts are the main suppliers, providing their properties and they were
exclusively chosen through a long process where stuff were discussed about what to
change/give access to the guests
...

e)Industry Rivalry
No direct competition but there are alternatives to choose from such as Airbnb and
High end hotels
...
With its business in the industry
for more than ten years and a strong base of users and homeowners worldwide, Airbnb is
only going to be growing further
...

*strategies to personalise services - 1FS is providing personalised services but so
are other companies such as hotels, etc so it is not as unique and raises

competition
...

*resources - 1FS is a manufacturing company that offers services whilst other
competition may have a broader range of resources and may own their property
such as hotels which 1FS does not so their properties may be seasonal
...
They want to
expand by revolutionising the Accommodation industry with the new idea of an “unhotel”
which has not been established yet but is a growing industry opening a new segment for
travellers of all sorts
...

There would be “cross over customers” from using hotels and Airbnb for a more premium
personalised stay
...

*1FS has a good customer orientation for both the hosts and guests
...
The hosts know what
they are getting themselves and many are referred by word of mouth showing
...
Other similar
companies are still growing and entering the industry but hotels are one of the competitors
for now but are a low risk
...

*Inter-functional coordination - the employees have increased over time with the size of the
company but it seem flat as there are two main teams - commercial and operational
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The firm’s resource base (e
...
, technical skills, quality management process) helps it to
exploit technological advances (it is at the forefront of technological innovations) and the
resource base (e
...
, brand management, customer adaptation) helps with demographic
changes (the emerging case of lone travellers)
...
They (e
...
,
security of supply, customer relationships, innovation process) do mitigate the threat of
rivalry
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*FOR INIMITABILITY​ — This firm is in good shape since its resource base includes
intangible assets (e
...
, the brand) and processes; the R&D, and since the firm is
self-sufficient using the own employees to carry out different roles and working with network
agents to promote the properties
...
g
...
Many companies are trying to move into the services industry but
1FS has established itself already so it will be hard and properties that are listed have gone
through a thorough process and can only sign with one company so 1FS has their properties
on lock
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ORGANISATIONAL RESOURCES / CAPABILITIES:
List of resources and capabilities:
• Locality - local expertise
• Employees - 3 different groups
• Loyal customers - hosts and guests
*process of picking buildings capabilities?
• Partnership-building capabilities with hosts
• Global choice of Accommodation
• 1FS brand name(s)
• Quality of service and buildings provided
• organisational culture - WHAT TYPE?
• Quality in customer support
• Easy and fast customer service
*experienced senior management
*high quality employees
*reputation
*brand
*innovation process (includes marketing, r&d research and development, manufacturing all
together)
*quality management process
*branding process - brand onion

STRATEGIC FIT OR MISFIT:
1FS was able to anticipate a potential gap in the marketplace for vacation properties
whereas competitors such as hotels were offering a cold unhomely setting for guests in
tourist destinations that wanted more of a local experience in a more comforting and
welcoming place suited to their differing needs

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