Competitive Advantage in Hospitality and Fast Food Industry

This presentation discusses the competitive advantage of Marriott and Accor Group of Hotels in the hospitality industry and McDonalds and Five Guys Burgers in the fast food industry. It covers their target customers and modes of entry into international markets.

Competitive
Advantage
Hospitality industry and Fast food industry

Introduction
 Every time a brand is renowned across the globe in different parts of
the world, the brand becomes a global brand.
 The group of people whose needs the company wishes to fulfill is the
target market of the particular company.
 Every time a brand wishes to enter international borders, there are
various ways through which they cater to international customers.

Marriott group of hotels
 Global brand with worldwide presence
 Leading name in the hospitality industry
 Operates with 30 brand names under the Marriott umbrella
 Over 6000 properties in 110 countries

Accor Group of Hotels
Global Brand
Region Number of Hotels Number of Rooms Number of countries
South America 287 45490 9
Europe 2853 321268 31
Middle East 104 31660 12
Africa 95 14034 17
Asia Pacific 778 157184 21

McDonalds
 Target Customers – Office goers, families, school and college
students.
 Children targeted through happy meals and gaming zones in some
outlets
 Modes of entry – Franchises and wholly owned stores.

Five Guys Burgers
 Target Customers – Mostly Youth (25-40 year olds). Colleagues and
client meetings can be conducted.
 Families with children are targeted. Considered to be a casual hang
out place for youth.
 Modes of entry – Franchises and wholly owned stores.

Conclusion
 Two industries covered – Hospitality and fast food
 Four Brands – Marriott and Accor Group of hotels, McDonalds and Five
Guys Burgers
 World wide presence of Marriot and Accor group of hotels
 Target customers of McDonalds and Five Guys Burgers.
 International entry modes of McDonalds and Five Guys Burgers –
Franchises and wholly owned subsidies

Thank You