Strategic Management and SWOT Analysis

The provided assignment covers strategic management and SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis techniques in various contexts. It includes research papers on topics like renewable energy policy review in Eastern Asia, strategic management for travel and tourism, and SWOT analysis of the Last Planner System in China's construction industry. The document also touches upon real options theory in strategic management and provides an overview of strategic management cases involving competitiveness and globalization.

STRATEGIC MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
1.Overview of the organisations.............................................................................................1
2.Accor Hotel mission statement review and organisational culture and corporate social
responsibility..........................................................................................................................2
3. Resource, competences and capabilities of the Accor Hotel and its competitive advantages.
................................................................................................................................................3
4. PESTLE analysis of Accor Hotel business environment,..................................................5
5 SWOT analysis of Accor Hotel on the basis of 3 and 4......................................................6
6 Business strategy of Accor Hotel and it corporate portfolio and current trends in the
hospitality sectors. .................................................................................................................7
7. Corporate strategy of Accor Hotel and it current trend in the industry..............................8
8.Company's international strategy........................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic management play the important role in organisations to formulate and
implement of major objectives and decision in the company by top management on behalf of
higher authority with better analysis of internal and external environment. The Accor Hotel is
operating in many countries it is nan French multinational hotel group who have planning to
expend in their busies with proper strategic management. The organisation have the global
converge in the many nation which can be the in different distributions of operation ans its
financial positions with its annual report. The firm mission statement describe the culture and
corporates social responsibility. The company resource,competencies and capabilities to review
the extent of it competitive advantages. The different factors that will be draws for the medium
terms plan of company. The Strength, weakness, threat and opportunity will help to outlook the
medium term plan. The different theories of strategic management to frame business strategy
with internal analysis of organisations to know the current trend in their sectors. International
strategy of organisational also important to compete with global company. The international and
associate network strategy of the Accor Hotel. The competitive advantages will be gain in the
next five years.
1.Overview of the organisations
Accor Hotel in the Paris France which have presence global in the hospitality industry
manage the various function in the different locations. The organisation have the big portfolio of
hotel and related some facility of lodging. It has more than 3700 properties in 4 nations and its
territories across the world. They have many rooms and in the development pipelines additional
rooms 10000. the global rating of the Accor Hotel have also decent decent rank according to the
fortune 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 company
they are able to take portion in the number 33 which can be said higher goodwill of the Accor
Hotel and the Forbes have also give best 447 ranking out of 2000 list. The global presence of the
Accor Hotel is arccos the 122 nations operation their service international which can be the
highest among in comparison of all the key competitor. They had announce their future plan of
2020 as growth vision in Frnace post starwood acquisitions. Hotel had expanded their business
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in the Frnace with more addition of 4000 rooms in Frnace with the star-wood acquisition
exclusively. Accor is currently operate the highest and important diverse portfolio of hotel in the
luxury and all the services segment in Frnace and also have plan to expand with the opportunity
to give accelerate more growth of it premium brands. They have plan to entered into delta hotel
by Accor in the territories, it is expected that around 4000 wide or autographed rooms for the
brands in Frnace in the year 2020. from the largest organisation of chain in the hospitality
industry they have plan to bring the better opportunity for the various stakeholder which are
associated 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 the
various 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 $35
million and $24 billion individual. The financial report of the 2016 of the hotel Accor can be
easily seen that a good year for their business globally. The revenue of the organisation with
conversation related annul report of 2016 is $1507 million as compare to $1508 in the year 2015
December. 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 year
2016 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 social
responsibility.
The organisation have its mission statement to bring better opportunity and development
in the firm for various step and decisions. The culture of the organisation will bring the better
working environment and the CSR attract more customer with its existence as better organisation
in the society.
Mission statement
Accor Hotel have mission to given the best services with comparison of other competitor
and develop the nation economy.
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Accor Culture
The culture of the Accor Hotel hotel have think that if the organisation will take car of
employee than workforce will take care to the guest.
Diversity culture and inclusive in which guest will be welcome more better manner and valued
and feel comfortable in the organisations. The employee potential will be valued to achieve their
personal and professional objectives Molina-Azorin, (2012). Employee who are involved in the
social service will be awarded by the firm for their contribution to motivate for more better
practice and values of the employee will be stable.
Focus on the green :
Associated with Accor have the difference. The organisation is awarded for the leader in
environmental responsibility's they are work to decrease the impact of their business operation's
on the environment.
Corporate Social Responsibility.
Every year Accor Hotel is spending 1% of its average profits on the CSR. Involvement of
the various Corporates responsibility service project and take initiative globally. The
organisation focus on the five global social problems such as, poverty alleviations, environment,
community work force development, well-being of children and global diversity and inclusions
Swayne, Duncan and Ginter, (2012). The various activity have initiative by the organisation for
sustainable development is included in their objectives of year 2025 with UN.
3. Resource, competences and capabilities of the Accor Hotel and its competitive advantages.
The presence of the Accor Hotel have global and the resource of the organisation have
the most important aspect in which 3700 properties and have total 240000 manpower across all
the locations.
Resource based theory of strategic management
These theory will help to manage the better resource and capability . The resource and
capabilities included various factors such as physical, financial, human and intangible asset
Rahm and Riha, (2012). The theory suggest that resource are limited ad it is important for the
firm to use in better manner. All these resource will be help to get competitive advantages of the
Accor Hotel.
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The resource dependency theory of strategic management can suggest that no organisations can
save resource and capabilities need to live without interacting with company and employees
across the circle. Organisation will easily look for control from the internally as well externally
of all the resources for utilisation inn better manner with include of environment factors with
higher risk and improve the confusion through adjustment of the environment. These theory will
suggest that organisation will be mug up in to cooperate and competitive for better outcomes.
Accor Hotel have various core competencies including leadership, managing execution,
building, relationship, Generating Talent and organisation capacity, learning and applying
personal, expertise and business functional result. For every organisation core competence will
be part in the achieving the objectives. From the generating the talent in the firm it is
responsibility of human resource management in which various process of hiring have been
implemented on the basis of processes of organisations for effective services and achieve the
firm objective with better operation. The another core competences of the organisations capacity
to which can be infrastructure and other properties of the firm will included in the organisations
preservative for various operations in the different nations. In the United kingdom Accor Hotel
have been able meet the various goals which are important for the firm to make the business into
high growth and development Trigeorgis and Reuer, (2017). If the employees will use the better
learning practices on their work will help to get the better outcomes. The personal learning can
be apply on the professional to improve the productivity. The way the organisation need to
applied that various strategic to bring the firm objectives which are important to take key
decisions. The various functions of the Accor are important to give better services in the
organisation. The top management always take the important decision on the basis of resource
and capability with consideration of it core competences . As the organisation will take the
competitive advantage by applying the necessary resource and capabilities with core competitive
of the Accor internation to achieve the firm objectives.
Capabilities of the Accor Hotel is higher and it will be help to achieve the vision and mission of
organisations. But it is not important to bring all resource and capabilities for the successful
business functions.
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4. PESTLE analysis of Accor Hotel business environment,
The better the business environment it can be easily identified external situation of the
business with analysis of various factor that will affect the organisation functions. The following
factor that include in the PESTLE such as:
Political factors: for the every business organisation these can be the major factors hat will
affect the business growth and development in which the intervention from the government with
implementation of various policy. The Accor hotel can be fear of terrorism. Out of boundaries
relations and the environmental condition of politics. These can be their of the attract on the
nation will be cause to the organisation business in which travel and tourism sector will be affect
in the nation. These will be help to bring the better security facility in the firm to keep safety of
all the guest of organisations.
Economic factors: These can be the major important factor that will affect the overall business
growth and development due to the weakening of economy of united kingdom will be burden on
the firm performance which will be affected. If the taxation rate is high in the nation than firm
earn will be impact to earn ore profits and heavy taxation will cause. The buying capacity of the
customer in the united kingdom will be reduce due to high inflations in the nation and all the
prices of goods and service have been increased Skjølsvik, Pemer and Løwendahl, (2017). It is
important for Accor Hotel to keep the better strategic decision to improve the services in the
organisation to attract more customer even the economy of the nation is not supporting business.
another problems of the organisation is the high exchange rate of currency overseas increase the
pounds rate is also major downfall for the hotel.
Social factors: These can be the benefited for the organisation as the more customer are
attracting towards the Accor Hotel. More than 13% international tourist choose the Accor for
the stewing to keep thy journey more comfortable. The customer habit of spendings is also
increase due to changed on the lifestyle . The more money will be spending from the youth on
travelling will be high opportunity from the Marigot to take strategics decision according to the
social factors.
Technological Factors: these can make the high impact on the Accor Hotel which can bring the
business more advance. The firm had introduce the rental service of with tie up of Viva
technology which is the lets private single rent rooms or home directly travellers in the year
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2013 more more than 1250 guest have chosen the Viva technology to stay. The major advantage
of these technology which can save the time and cost of Accor Hotel
Environment factors: these can be also on of the major factor that can impact on the business
of Accor internal in which fuel price increase due to high consumption which can also increase
thee price of various transportation and travelling services. The electricity cause the cost of
various green house effect due to organisation functions. Due to the any epidemic arise in the
nation will be affect the Accor business such as flood and earthquake.
Legal factors: The major factor that will be included various laws of nation will affect business
performance. For the Accor major problems cause from the Viva technology technology used
by the organisation which have break the laws of health and safety and hotel regulations.
5 SWOT analysis of Accor Hotel on the basis of 3 and 4.
From the PESTLE and resource, competence and capability of the Accor Hotel SWOT
can be identified such as:
Strength:Accor Hotel hotel have following strengthen:
 The organisation have the strong goodwill in the market and positions which can attract
more customer overseas around 9%.
 They have around 3700 properties and high resource bring the various operation in the
organisations.
 Technological factors in which the Viva Technology will be the most important in the
business operation and save the time and cost of the organisations Li, (2016).
 The core competences of the organisation is also major strength for the Accor Hotel to
bring key decision of firms.
Weakness: Accor have the fallowing weakness which can cause the low performance:
 Economic factor is the most serious weakness for the Accor because due the
globalisation French economic also affected and their business environment are not able
to perform according to strategic decision have been implements.
 Financial condition of the organisation are also decreasing due to low profits in then lase
yea which haven been cause on the firm operation of these year.
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 The firm done have the better relationship with stakeholder and due to that cost of
various service are high in which the organisation is not able to give better services to the
guest.
Opportunity:
 From the corr competence organisation have opportunity to take the high competitive
advantage by applying the organisation capacity into the firm different services.
 To overcome with their weakness will be a high opportunity for them to enhance firm
performance in the market.
Threat :
 Legislation have to considerer for various key decision but their major there are from the
legislation because of the breakdown law of hotel regulation and health and safety.
6 Business strategy of Accor Hotel and it corporate portfolio and current trends in the hospitality
sectors.
From the internals and external analysis of Accor Hotel which benefited non the business
strategy to fulfil requirement of customer on the basis of strategic management.
Accor have the better business strategy in which the industrial organisations approach to make
better effective economic decisions theory to deal with strong competitive advantages, resource
allocation. In which have better organisations strategic decision can be included in the strategy
business Islam and Mamun, (2017). Economy of the nation is not in the control of the
organisation which brings the effective consideration for the formulation of business strategy.
Due to the globalisation economy of the UK is not able to give injection to the business of the
nation. The loss of different organisation ism also impacted on the Accor performance. Rise in
the price of the various goods and service have to take consideration in the business strategy
which can play the important role to maintain the relationship with stakeholder. The economic
scale of of the nation is directly impact on the performance. The better the business strategy and
potential of the organisation will be implement if all the opportunity will be carried as strength
from the firm.
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Another way of formulating the business strategy which can be bring to get there success from
the organisation level in which the various key step will be taking consideration of organisation
to bring the effective decision on the basis of growth and development of previous year and
current year. If the Accor Hotel will make all resource planning in a better manner for higher
profits. It is also seen that organisation is not able to market the huge profits in the last year. If
the Accor implement the financial model to analysis the factor of economic and other impact
which can be direct affected on the business performance. The way organisation need the
effective solution form the high resource and capabilities can be work will be more advancement
in terms of business strategy the way organisation have to find the better planning to bring adopt
the best possible result to improve the business environment.
The Accor Hotel haver the 30 brands in their portfolio which can be the highs brands ever for
any hotel in globally. The various lodging of the organisations and properties are remarkable to
make the best possible decisions. All the brads are based on the firms structured to compete each
and every hotel and organisation to bring the effective business strategy of the organisational.
The most important factor is the key strategic management have to successful implementation to
get high growth in the business Kosolapov and Kotov, (2015).. The way organisation deal with it
customer in all the 4 brands is also different from their competitor. Due to the largest corporate
portfolio of the Accor Hotel and easily available the franchise for business operation have
impact on the firm productivity and revue will be continuousness generating form these all fees
collection by them. The portfolio of the organisation is also increase due to same CSR activity
in all the chain hotel are same but place will be different. The way they need to bring the more
changes from the government support to implement the security of their guest in the hotel due to
various threat.
7. Corporate strategy of Accor Hotel and it current trend in the industry.
For every organisation their corporate strategy will affect the business opportunity and
impact the high image in the industry. Accor Hotel is adoption the strategy to give values in their
services to customer and enhance the growth in the business with all the possible resource utilise
by them in the organisation Hill, Jones and Schilling, (2014). It can be also include the
competitive advantages with the various social responsibility activity in the globally. The way
the organisation top management is taking decision on the basis of corporate strategy. Also the
organisation will increase their capitalises and resource to set the strong brands in the nation. It is
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important for them to take necessary step with the analysis of internal factor to be considers.
From the innovation of different services will be more helpful for the firm. The way need to
implement all the model of strategic management on the basis of strength and weakness of the
organisation and firm need to make its opportunity with their weakness Gao and Low, (2014).
The current trend in the hospitality sector in which the catering to millennials is the top trends in
the in the industry in which then the people from 18-34 age will be more travelling in the
global. It is important for the organisation to implement the corporate strategy. Another trend in
the sector is the influx of international visitor in which the various oversees traveller have been
increase arccos the world. It is important for the organisation to provider the different service in
demographic.
8.Company's international strategy
International strategy plays very significant role in the organisation, when they are
dealing in the more than 2 countries. There are several operations and activities that need to be
conducted by the international organisation such asAccor Hotel. Other than that there are several
competitive firms in the market place so the venture need to select and implement the different
strategies in order to gin competitive advantage. Accor Hotel have implemented different
strategies to sustain in the international competitive market, the strategies are as follows:
Marketing mix strategies for international market: There are four components that are
included in the marketing mix of the Accor Hotel in order to sustain in the international market,
that components are as follows:
Product: The organisation is service based so they serve three different type of services that are
core, actual and augmented. From these three services, most of the revenue have been generated
from the core services Eden and Ackermann, (2013). Among the hotel as a product it is further
sub categorized into different brands such The Ritz-Carlton, St. Regis, JW Accor , BULGARI,
Le MERIDIEN, Westin, Renaissance hotels, Gaylord hotels, Courtyard hotels, Fourpoints,
Spring hill suites etc. Each brand is unique in its own style and theme which makes it
recognizable in comparison to other.
Price: When it comes to international pricing strategy of the organisation, then their prices varies
with the different customers, hotels and location. The firm follows the competitive pricing
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strategy so that they can able to beat and sustain with the international competitors like Hilton
hotel.
Place: As the organisation is an international firm which is now dealing in more than 120
countries. The design their hotel near the near airport, main road, near central market etc. thus, it
can be said that firm open their hotel where customers can easily reach. This helps them to beat
with the different international competitors.
Promotion: It is very important aspect for the international strategies where organisation need to
generate awareness about their brand. Being an international brand they has created a website
which clearly showcase all of their products in a very good detailed manner and also allows
users to pre-book the rooms in hotels with easy procedure. There are several strategies that are
used by them in order to promote their brand that are advertising, sales promotion. Marketing
campaigns etc.
Network strategy
It is the process by which organisation analyse their current strategies then create a plan
related to the new strategy, implement new strategies and then evaluate them to make the
relevant change to create the strategy as an ideal Godoy and Naidich (2012). The venture have
analysed their different international strategies in order to use their resources in effective and
efficient manner. As the organisation is dealing in the different countries, every branch need to
connect with each other. When it comes to the connectivity, firm need to build stronger
connections with the help of trust, share effective knowledge, create new knowledge, system,
resources and channel together in order to develop an effective understanding of the new system.
Other than that when it comes to the alignment then the different branch of the organisation then
they need to align with the different context such as reality, goals, aim, objectives of the new
system in order to achieve the conceptual and shared term to create and promote the collective
vision of the new system. At the en where action is very much important, at that time
organisation need to implement the different strategies made by the management. It can be said
that network strategy helps the Accor to implement new strategies in the organisation in timely
basis so that they can able to sustain in the international market Chen, Kim and Yamaguchi,
(2014). So it is the major cause from these trends will not be considered for the corporate
strategy will be impacted on the firms revenue.
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CONCLUSION
As per the above report strategic management play the important role in organisations to
formulate and implement of major objectives and decision in the company by top management
on behalf of higher authority with better analysis of internal and external environment. In this
report focus on the mission statement review and corporate social responsibility in organisation.
It is help to increase performance in the organisation. As per the above report The Accor Hotel is
operating in many countries it is nan French multinational hotel group who have planning to
expend in their engaged with proper strategic management. In this report resources is most
important part in organisation. It is help to focus on growth and development in organisation. As
per the above report The better the business environment it can be easily identified external
situation of the business with analysis of various factor that will affect the organisation
functions.
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