Accor SWOT & PESTLE Analysis
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Added on 2021-06-10
Accor SWOT & PESTLE Analysis
Added on 2021-06-10
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Table of ContentsINTRODUCTION.....................................................................................................................................2RESEARCH FINDINGS..........................................................................................................................2BACKGROUND....................................................................................................................................2PESTLE ANALYSIS.................................................................................................................................4POLITICAL...........................................................................................................................................4ECONOMIC..........................................................................................................................................5SOCIAL..................................................................................................................................................6TECHNOLOGICAL.............................................................................................................................6LEGAL...................................................................................................................................................7ENVIRONMENTAL.............................................................................................................................8SWOT ANALYSIS....................................................................................................................................9STRENGTHS AND WEAKNESSES.................................................................................................10OPPORTUNITIES AND THREATS.................................................................................................11HOW THEY RELATE......................................................................................................................13KEY FINDINGS FROM PESTLE AND SWOT ANALYSIS..........................................................13HOW THEY INFLUENCE DECISION-MAKING PROCESS........................................................14CONCLUSION........................................................................................................................................14REFERENCES........................................................................................................................................151
INTRODUCTIONDa Nang is a famous tourist city in the middle of Vietnam and in recent years the tourismindustry is on the rise. It is possible to see the number of hotels with different standards beingbuilt every year from 3 stars to 5 stars. This report is for Accor Hotels and its purpose is toanalyze the internal and external factors that may affect the opening of a Novotel Da Nang Hotel. More specifically, it shows the positive and negative effects of the macro environment. ThePESPLE analysis will show the positive and negative factors that affect the business. In addition,the SWOT analysis will show strengths and weaknesses, as well as how they affect the decision-making process.RESEARCH FINDINGSBACKGROUND Accor Hotels comprises complementary brands that are recognized and appreciated around theworld for their quality of service: Raffles, Fairmont, Banyan Tree, Sofitel Legend, Rixos, SoSofitel, Sofitel, Onefinestay, MGallery, Dhawa, Cassia, Pullman, Swissôtel, Angsana, 25hours,Grand Mercure, The Sebel, Novotel, Mercure, Mama Shelter, Adagio, ibis, ibis Styles, ibisbudget, JO&JOE, hotelF1, Thalassa sea & spa. [ CITATION Acc181 \l 1033 ]. Besides, The AccorGroup is the European leader and a global operator in its two core businesses, Hotels andServices. It also operates in travel agencies, casinos, restaurants, and onboard train services.[CITATION Acc18 \l 1033 ]Novotel Da Nang was establishes on April 30 2013. [ CITATION The13 \l 1033 ] This is the first 5-star hotel of international standards of Da Nang, belonging to Sun Group and under themanagement of Accor Hotels Group. Novotel Da Nang is located at 36 Bach Dang Street, HaiChau District, Da Nang City, Viet Nam. It is Da Nang’s first upscale internationally-managedhotel with serviced-apartments, with the highest and hippest panoramic bar in the city alongsideworld-class facilities and restaurants. [ CITATION Nov18 \l 1033 ]2
It has 323 rooms, 37 floors, 3 luxury floors. There are 9 types of rooms: superior, deluxe,executive, suite, studio apartment, one bedroom apartment, two bedroom apartment, threebedroom apartment, and presidential suite. [ CITATION Nov18 \l 1033 ]Novotel Da Nang Premier Han River features a spa, gym and restaurant and the bar withswimming pool in individually and extensively decorated. Novotel also offers conference andmeeting rooms, wedding hall, ball rooms and outside catering. [ CITATION Nov18 \l 1033 ]3
PESTLE ANALYSISPESTLE Analysisis an analytical tool for strategic business planning, marketing planning,organizational change, business and product development and research reports. PESTLE is astrategic framework for understanding external influences on a business. [ CITATION Pro18 \l1033 ]. PESTLE Analysis is used to examine the current and future state of the industry anorganization belongs to. This helps in the strategic planning and gaining the competitive edgeover the other firms in that industry. [ CITATION Abh11 \l 1033 ]. PESTLE is an acronym stand for Political, Economic, Social-cultural, Technological, Legal andEnvironmental. POLITICAL PositiveNegativeVietnam is considered a country with high politicalstability, very important for economicdevelopment.The level of safety and friendliness in Da Nang is adecisive factor in the number of tourists. Da Nang also has policies and support for domesticand foreign businesses, especially in the hotelindustry.The lack of transparency in politics will affectstate-owned enterprisesViet Nam is considered as a high political-stable country, ranked 30/153 countries in terms ofpolitical stability in 2011 according to IEP. Political stability greatly influences the investmentdecisions of CEOs and also affects the amount of tourists. No one wants to visit an unstablecountry. Viet Nam government is always trying to provide supportive policies and creating an4
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