2STRATEGIC MANAGEMENT 1. Comparative RBV analysis of Accor Hotels and AirBnB 1.1 Resource and Capabilities Accor Hotels have 91% of their employees who undergo training program every year (Accorhotels.com, 2019). There is collaboration with 18 academics all over the world that help theorganizationinprovidingbestinclasstraininganddevelopmentoftheemployees (Accorhotels.com, 2019). Besides, the organization includes 40 million members in their loyalty programwhoenjoybenefitslikediscountsaswellasotherperksfromthe50partner organizationsof AccorGroup (Goorah andPanchoo2019). Themajorresourcesof the organization that would provide the business group with a competitive advantage include 25 subsidiary flagship brands like Sofitel, Novitel in their upscale range as well as Ibis in the budget range (Accorhotels.com, 2019). In contrast to Accord Group, AirBnB employs an internal training program, where famous hospitality managers competently train the employees. In this context, it can be argued thatsuchtrainingprogramismostsuitedfortheshorttermgoalsoftheorganization. Additionally, it can also be commented that the academic learning program of the Accor Group will be helpful in achievement of the long term goals (Yu 2017). When they set up new business spaces in the future, they will have enough employees with entrepreneurship knowledge. 2. Comparison of the Industry Dynamics 2.1 Porters’ Five Forces analysis 2.1.1 Rivalry among the existing competitors
3STRATEGIC MANAGEMENT The competitiveness among the rivals of Accor Group is quite low because of the fact that the cost of switching to substitutes is quite high and the quality of representative market players in the same price range is of inferior quality. On the contrary, AirBnB have high differentiation in products range and that is why market segmentation does not have a high impact up on the business of the organization. Their Home stay feature and simple pricing feature make it easier for the customers to avail the services of AirBnB, easily.
4STRATEGIC MANAGEMENT Reference List Goorah, V and Panchoo, S. 2019. Business Model Innovations Transforming the Hotel Industry and Its Implications for Small and Medium Hotels in Mauritius. (Academia.edu). Available at: https://www.academia.edu/35573736/Business_Model_Innovations_Transforming_the_Hotel_In dustry_and_Its_Implications_for_Small_and_Medium_Hotels_in_Mauritius[Accessedon9th April 2019] Yu, H. 2017. Marriott And Hilton Stay Ahead Of The Sharing Economy, Proving That Airbnb Is NotTheUberOfHotels.(Forbes.com).Availableat: https://www.forbes.com/sites/howardhyu/2017/02/16/marriott-and-hilton-stay-ahead-of-the- sharing-economy-proving-that-airbnb-is-not-the-uber-of-hotels/#1aae90e876b3[Accessed on: 9th April 2019] Accorhotels.com,2019.DISCOVEROURBRANDS.Availableat: https://www.accorhotels.com/gb/brands/index.shtml[Accessed on: 13thApril 2019]