Analyzing Internal and External Environmental Analysis of Accor Hotels

Running head: MARKETING MANAGEMENT
Marketing Management
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MARKETING MANAGEMENT
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Executive Summary
The report has thrown light on analysing the different kinds of internal and external
environmental analysis of Accor Hotels. With the help of the SWOT and PESTEL analysis,
the different kinds of internal strengths, opportunities along with external threats and
weaknesses have been analyzed. With the help of marketing mix, the different kinds of
offerings of the company have been identified which played a major role in the organizational
activities. Lastly, the recommendations have been provided for the next five years which will
be beneficial for the overall success of the organization.

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Table of Contents
Introduction................................................................................................................................3
Overview of Accor Hotel.......................................................................................................3
Internal Analysis........................................................................................................................4
SWOT Analysis.....................................................................................................................4
External Analysis.......................................................................................................................6
PESTEL Analysis...................................................................................................................6
Supply Chain Management of Accor Hotels.............................................................................8
Marketing Mix of Accor Hotels...............................................................................................10
Recommendations....................................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

MARKETING MANAGEMENT
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Introduction
The report throws light on analyzing the different external and internal environmental
analysis of the Accor Hotels. As commented by (), strategic management is the continuous
planning, monitoring, analysis along with assessment of the different factors which is
necessary for the organization to meet the different goals and objectives in an appropriate
manner. It is one of the most essential factors as it allows the different companies to analyze
their current capabilities and the operating environment in which they are operating their
business along with identification of the long-term opportunities and threats that can be
helpful for them in improving the business operations and marshal the resources of the
company to address them. The main aim and purpose of the report is to analyze the different
internal and external threats and opportunities of Accor Hotel to improve their business
operations.
Overview of Accor Hotel
Accor Hotel is one of the French multinational hospitality organizations which owns,
manages along with franchises the different hotels, resorts along with vacation related
properties. The hotel was founded in August 1967 and it is headquartered in Paris, France. In
addition, the respective hotel operates in more than hundred countries wherein there are more
than 4200 hotels along with 250000 employees who are working in the entire worldwide. The
total capacity of the respective hotel is approximately 570000 rooms wherein more than 25%
is present in France (AccorHotels.Group 2019). In addition, Accor Hotels has wide portfolio
of 26 marques which is helpful in covering the different 26 trademarks in the different
segments in the hotel market as well. The operating income along with net income of the
company has crossed €550 million along with €481 million till the year 2018. Lastly, more