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Digital Disruption

Instructions:

1. Choose a case from those available and undertake research to learn more about it.

2. Produce a report that addresses the issues presented in the case in relation to

marketing strategy:

a. Provide a concise overview of the current market situation.

b. Provide a statement of the main ìproblemî with explanation, and offer an

analysis of macro and micro level issues that are relevant.

c. Identify and justify all critical factors, explaining which are most important.

d. Offer a set of recommendations for addressing the problem, giving your rationale

with justification, and considering the critical factors identified. Include a

discussion of possible advantages/disadvantages of your recommended solution.

Ensure your answer coherently addresses the problem and is not just a list of

independent suggestions.

e. You will need to consult the popular and business press in researching your case.

You should also review the academic peer-reviewed literature, particularly when

developing your recommendations, since these should be ìtheory-informedî.

These literatures must be cited in your work and appropriately referenced using

APA referencing.

Topic: Digital Disruption

With growth in digital technologies and online social platforms, many industries have in

recent years faced threats from new market entrants that did not previously exist. Choose one

of the following industries, and select a player within that industry for your assignment (this

can be either a new or established player).

Taxi (and ride-share/car-share)

Within just a few years, mobile device social-applications have given rise to a range of new

entrants within the Taxi Industry. New ride-share and car-share services are just some of the

ways people can now choose to commute short distances (point-to-point transport). This has

had a major impact on traditional taxi businesses which have responded in a variety of ways.

If you choose this industry for your assignment, select one player as your focus (i.e., select

one specific business or social application). If

you choose an established player, you might like

to consider the ìproblemî of how to maintain

market-share. If you choose a new player, you

might like to consider the ìproblemî of how to

grow market-share.

Low-Priced Short-Stay Accommodation

As an alternative to staying in hotels/hostels, many travellers today use online social

platforms to arrange accommodation at a peer-to-peer level. Estimates of the impact of this

new form of accommodation vary, but it is usually assumed that lower-priced hotels/hostels

are impacted most. If you choose this industry for your assignment, select one player as your

focus (i.e., select one specific business or social

platform). If you choose an established player, you

might like to consider the ìproblemî of how to

maintain market-share. If you choose a new player,

you might like to consider the ìproblemî of how to

grow market-share.

Starting point:

Pros and cons can be found for both established players and also new entrants into these

industries, so you should read up on these topics before beginning the assignment. You can

choose a well-known market player or a lesser-known player, however keep in mind that

your recommendations should be new/insightful. Please confirm your choice with the class

tutor prior to beginning the assignment.

As a starting point for thinking about this topic, consider the following story:

https://www.abc.net.au/news/2014-08-05/airbnb-uber-proving-a-hit-as-australia-turns-tosharing-economy/5650484

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