Strategic Management and SWOT Analysis
Added on 2020-07-23
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STRATEGIC MANAGEMENT
Table of ContentsINTRODUCTION...........................................................................................................................11.Overview of the organisations.............................................................................................12.Accor Hotel mission statement review and organisational culture and corporate socialresponsibility..........................................................................................................................23. Resource, competences and capabilities of the Accor Hotel and its competitive advantages.................................................................................................................................................34. PESTLE analysis of Accor Hotel business environment,..................................................55 SWOT analysis of Accor Hotel on the basis of 3 and 4......................................................66 Business strategy of Accor Hotel and it corporate portfolio and current trends in thehospitality sectors. .................................................................................................................77. Corporate strategy of Accor Hotel and it current trend in the industry..............................88.Company's international strategy........................................................................................9CONCLUSION .............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONStrategic management play the important role in organisations to formulate andimplement of major objectives and decision in the company by top management on behalf ofhigher authority with better analysis of internal and external environment. The Accor Hotel isoperating in many countries it is nan French multinational hotel group who have planning toexpend in their busies with proper strategic management. The organisation have the globalconverge in the many nation which can be the in different distributions of operation ans itsfinancial positions with its annual report. The firm mission statement describe the culture andcorporates social responsibility. The company resource,competencies and capabilities to reviewthe extent of it competitive advantages. The different factors that will be draws for the mediumterms plan of company. The Strength, weakness, threat and opportunity will help to outlook themedium term plan. The different theories of strategic management to frame business strategywith internal analysis of organisations to know the current trend in their sectors. Internationalstrategy of organisational also important to compete with global company. The international andassociate network strategy of the Accor Hotel. The competitive advantages will be gain in thenext five years.1.Overview of the organisationsAccor Hotel in the Paris France which have presence global in the hospitality industrymanage the various function in the different locations. The organisation have the big portfolio ofhotel and related some facility of lodging. It has more than 3700 properties in 4 nations and itsterritories across the world. They have many rooms and in the development pipelines additionalrooms 10000. the global rating of the Accor Hotel have also decent decent rank according to thefortune best organisations Bergh,(2014).Key competitor of the Accor Hotel such as Melia hotels international SA and Hilton hotel.The coverage of the organisation globally depends on their ranking by fortune 100th companythey are able to take portion in the number 33 which can be said higher goodwill of the AccorHotel and the Forbes have also give best 447 ranking out of 2000 list. The global presence of theAccor Hotel is arccos the 122 nations operation their service international which can be thehighest among in comparison of all the key competitor. They had announce their future plan of2020 as growth vision in Frnace post starwood acquisitions. Hotel had expanded their business1
in the Frnace with more addition of 4000 rooms in Frnace with the star-wood acquisitionexclusively. Accor is currently operate the highest and important diverse portfolio of hotel in theluxury and all the services segment in Frnace and also have plan to expand with the opportunityto give accelerate more growth of it premium brands. They have plan to entered into delta hotelby Accor in the territories, it is expected that around 4000 wide or autographed rooms for thebrands in Frnace in the year 2020. from the largest organisation of chain in the hospitalityindustry they have plan to bring the better opportunity for the various stakeholder which areassociated with them for a longer time Bull, (2016).Distribution of its operations is based on the different services from the all brands of hotel at thevarious nation. They have difference service such as classic, Distinctive, luxury, premium. The annual report of the Hotel suggest that their market value and asset around $35million and $24 billion individual. The financial report of the 2016 of the hotel Accor can beeasily seen that a good year for their business globally. The revenue of the organisation withconversation related annul report of 2016 is $1507 million as compare to $1508 in the year 2015December. These can be include the all the revue such as base management fee, franchise fee,cost of reimbursement etc. Operating income of the firm is around $1368 million in the year2016 which is high as compare to the year 2015 Frynas and Mellahi, (2015).. The net income is$160 million in they year 2016 which is low as compare to the year 2014.2.Accor Hotel mission statement review and organisational culture and corporate socialresponsibility.The organisation have its mission statement to bring better opportunity and developmentin the firm for various step and decisions. The culture of the organisation will bring the betterworking environment and the CSR attract more customer with its existence as better organisationin the society.Mission statementAccor Hotel have mission to given the best services with comparison of other competitorand develop the nation economy.2
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