Marketing Plan for Accor: Launching a New Customise Service

This presentation discusses the marketing plan of Accor, a French multinational hospitality company, for launching a new customise service. It covers the overview of the company, mission, objectives, SWOT analysis, PEST analysis, marketing mix, STP strategies, marketing budget, and conclusion.

Hospitality
Marketing
Essentials

Table of Content
 Introduction
 Marketing plan
 Marketing mix
 Marketing budget
 Conclusion
 References

INTRODUCTION
Marketing refers to that processes and procedures
which is adopted by a business organisation
to carry out its activities in an effective
manner. It includes various functions like
advertising, selling, promoting and delivering
the products to the customers. In this PPT the
taken organisation is Accor which is a French
multinational hospitality company that owns
and franchises various hotel and resorts. This
PPT also on marketing plan of Accor which
will helps them to execute their business
strategies or plan in a significant way.

Marketing plan
Marketing plan is a very necessary document for the business as it will help them to reach
their target audience and boost their customer base by deciding their future plans in an
effective manner. This will help the Accor in launching a new customise service in the
marketplace. Marketing plan of Accor is given below:
Overview of the company: Accor is one of the famous hospitality company in the world
which manages, own and franchises a range of hotels and resorts. This is the sixth
largest hospitality industry worldwide. The headquarters of this company is situated in
France, Sequana tower and Issy-les-Moulineaux. The company is going to introduce
new customise service in the market which provide great flexibility to the customers in
their booking as they can change their bookings according to their needs.

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Mission: Company willing to capture a big market share by introducing a new service in
the marketplace.
Vision: Business aims to attain huge customer base and gain competitive advantage so
that the company will be able to earn higher profit and brand value.
Objectives: For accomplishing business goals and targets company has decided SMART
objectives:

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Specific: By implementing effective plans or strategies company wants to beat their
competitors.
Measurable: Company is seeking to cover a big area of market from 50% to 70%.
Achievable: The business of Accor wants to achieve the higher level of growth by
launching a new service within the duration of 4 months.
Relevancy: The manager of Accor seek to gain higher position in the marketplace as
compare to other competitors.
Time bound : Accor wants to achieve its desired outcome within the period of 5
months.

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SWOT analysis and PEST analysis of the association :
Strength Weakness
The major strength of Accor is they have
created a strong brand folio which helps
them to expand their business by introducing
a new service in the marketplace.
As they are operating their business at
global level due to which they have to face
the social and cultural issues of other
countries.
Opportunity Threat
As in the today's digitalised world many
people are aware about the technology and
want every service online so it is great
opportunity for Accor to develop new
mobile apps for online reservations and
booking holiday which results profitability
and brand value.
They have to face the tough competition in
the marketplace due to which they have to
do struggle for achieving the higher success
and growth in the business.

Situational Analysis
PEST analysis of Accor:
Political factor : The business of the Accor can earn higher profitability and stability
by introducing a new service in the UK economy as the policies and rules over the
UK remain moderate for a long time which provide the great sustainability and
profitability to the business of Accor.
Economic Factor: As in the UK growth rate is very high which provide success and
growth opportunities to the Accor for increasing the customers base towards their
new service.

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Social factor : In the UK economy people have become more price sensitive and seeks
to take advantage of new services so it will provide great benefit to the company as
they can cover huge market share by offering their high quality services at
affordable prices.
Technological factor : By using the latest technology in their services they can boost
their travel experience of their customers so that they will be able to cover a big
market place.

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Marketing Mix Of the Accor:
Product- The business of Accor is launching a new customise service for attracting
various customers towards their company.
Price- The company will adopt the economy pricing strategy at the initial level to attain
higher customer base.
Place- This service will be provide at various online websites and their own apps so that
the consumers can easily book their services and take advantage of it.
Promotion- For attaining attention an interest of various customers company will adopt
the aggressive promotional channels like social media, emails, online websites and
others.

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STP Strategies :
Segmentation: This element helps the business to find out the specific needs of the
customers and market situations which enables them to operate their business
activities accordingly.
Targeting: In this step the company will determine their target markets and customers
by using the different media channels and different languages so that they will be
able to attain their desired outcome within a short span of time.
Positioning: This stage refers to the efforts of the company for attaining a higher
position in the marketplace.

Marketing Budget
Marketing budget for Beauty Giants:
There is represent about the rough idea of cost of the new customise service which might be
incurred in the future.
Budget:
Particular Amount
Initial money investment £ 45,000
Promotional activities £ 10,000
Marketing outlet £ 3,000
Total £ 58,000

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Monitoring and controlling:
It is essential for the manager of Accor to ascertain the estimated figures of their cost so that
they can operate their activities accordingly and can reduce the unnecessary cost from their
operations. For this, they should establish proper control and monitor on the organisational
activities so that all the operations can be perform in an effective manner. As Accor is
going to launch a new service so it is necessary for them to keep their eyes on the
operations of the employees that they are operating their activities in a significant manner
or not.

CONCLUSION.
From the above PPT, it can be concluded that marketing is an essential part of any
organisation as it helps them to advertise its products and services in the marketplace
which result higher productivity and profitability. In this PPT, the concept of
marketing plan has been covered which is very useful in launching a new product.

REFERENCES
Brooker, E. and et. al., 2012. Innovation within the Australian outdoor hospitality
parks industry. International Journal of Contemporary Hospitality Management.
24(5). pp.682-700.
Guillet, B. D. and et. al., 2019. Is there such thing as feminine leadership? Being a
leader and not a man in the hospitality industry. International Journal of
Contemporary Hospitality Management.
J. Montana, P., Petit, F. and M. McKenna, T., 2014. Marketing executive development
in a changing world: the needed executive skills. Journal of Management
Development. 33(1). pp.48-56.

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