Analysis of Accor Hotels: Organisation Audit and Strategic Direction

This report presents an organisation audit of Accor Hotels, a multinational hospitality firm. It examines the company's structure, culture, and goals, including strategic, tactical, and operational goals. The report analyzes recent change initiatives, such as the shift to a customer-centric strategy, employee satisfaction programs, and the Planet 21 sustainable development plan, evaluating their impact and management. Furthermore, the report explores Accor's strategic direction, encompassing its mission, vision, and objectives, and assesses its current business performance. The audit concludes by highlighting the importance of organisational audits in assessing performance, managing change, and setting strategic directions for future success within the hospitality industry. The report uses various academic sources to support its findings and recommendations.

Organisations Audit

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Organisation structure, culture and goals:...............................................................................1
2. Recent change initiatives, their impact and how well these were managed:...........................2
3. The organisation’s strategic direction and current business performance:..............................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Organisation audit refers to an activity which is created to assess the performance and
strategies of organisation so that they can improve its operations by audit its activities.
Organisation audit is about assessing the internal performance of the company. It helps an
organisation to accomplish its goals or objectives by using a systematic approach to assess its
risk, control and domination processes (Costa, 2017). Its done by evaluating strengths and
weaknesses of the firm in order to achieve its goals and objectives. The company which is
selected for this report is “Accor”. It is a French multinational hospitality firm that manages its
own hotels, resorts and franchise hotels and tourism properties. It was founded in 1960,
headquarter situated in France. The topics which cover in this report are organisation structure,
culture and goals and recent changes in the firm and their impact on this and managing activities
in reference to change. Apart from this it also cover topic such as Organisations strategic
directions and current business performance (Drljača and Latinović, 2016).
MAIN BODY
1. Organisation structure, culture and goals:
Organisation structure, is a system in which overall activities of the firm directed in
order to achieve the goals of an organisation. In order to Accor, it determines how information
flows from lower authority to higher authorities or levels between the company. This structure
provides firm with a visual representation of how the firm shaped and how it move towards in
order to achieve its goals. According to this firm, organisation structure has various types such as
functional structure, divisional structure and matrix structure. From these firm mostly adopt
divisional structure because firm has large company and many business units. With lines of
businesses, the company structure itself in that manner so that it can operates each unit as its own
and with own president.Its organisational structure will enrich the 400 franchised owners those
operating hotels in the regions (Gamayuni, 2018). For the employees involvement, it offers new
development environment and some brand management programs also be strengthened and train
employees with modernisation.
Organisation culture, It is the set of values, expectations and practices that works towards
to guide the team members in order to completion of task. Organisation culture affects all the
areas of the business from its rules to employee benefits (Harion, 2019). In context to Accor firm
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has good organisation culture that refers alignment, appreciation, trust, performance, teamwork,
integrity , innovation etc. Firm has all these quality that helps its to work towards achieving goal.
This company provides teamwork to its employees so that they can share their ideas and work
together to make performance more effective. In order to innovation firm has latest technology
and resources that influence its employees for creative thinking (Heikkanen, 2019). Trust plays
vital role in organisation, trust between team members or higher authority to its employees rely
to working better performance that creates an friendly environment for employees. According to
firm, it value its talents because talent is the greatest strengths of its hotel group. The concept of
culture is very important when trying to manage organizational changes. Employees come to the
realization that, despite the well-established plans, change in the organization must include not
only changing structures and processes, but also changing corporate culture.
Organisation’s goalare the strategic objectives that refers to expected results and
guidelines for employees for work in effective and efficient manner. In context to Accor, this
firm classified its goals into three parts that are mentioned below:
 Strategic goals: Strategic goals are set by top level management of the firm. Its higher
authorities set some goal for organisation that guide its lower level employees for
working towards these goals. These goals mainly focus on the broad issues and set for
long term issues (Janse van Rensburg and Coetzee, 2016).
 Tactical goals: This refers to middle managers of the firm those focus on actions for
completing expected goals. Steps taken towards set goals by higher authorities in order to
achieve them. Basically, these goals focus on operational activities in order to achieve
strategic goals.
 Operational goals:This types of goals taken by lower level managers to overview of daily
activities or short term issues. In this firm lower level managers tackle its daily activities
or operations related to tactical goals attaining by them.
2. Recent change initiatives, their impact and how well these were managed:
Overview of the firm: Accor is a hospitality industry managing hotels, resorts and
tourism. It isa French multinational company which was founded in 1960, headquarter situated in
France. The firm operates across 100 countries with more than 4800 hotels and 2,80,000
employees across the world.The firm takes initiatives towards change and management team of
the firm working for it in order to give instructions to its staff members (Karamavrova and
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Lebedynets, 2017). Firm has been takessome initiatives towards change such as change in
strategy from product to customer centric, employees satisfaction and planet 21.
Strategy for client-centric: The way Accor hotel work over the years has shifted from
“product centric” to “client-centric”, which means focusing more on customer service to all their
different persons and changing needs (Munis, 2020). firms portfolio of 38 hotel products has a
variety of features to offer. The traveller can look at different types for different purposes: a
family sign with children, a Banyan Tree sign and a business sign with a focus on meetings. This
strategy makes firm more profitable and create large customer base. The firm’s management
team working towards this strategy by assessing customer’s needs and train their employees in
order to fulfil customers needs.
Employees satisfaction: Accor is committed to Aon globally for general employees to
participate in the Employee Opinion Surveys with 64 statements on 16 parameters such as
inclusion, growth and development of people, open communication, enhancement of
performance, enhancing inter-party collaboration, promoting individual programs, ensuring good
working life (Murray, 2020).
. Apart from this, it includes providing purpose and direction, improving organizational
performance, improving corporate vision, recognizing individual and team contribution,
strengthening staff support, successfully riding new partners, supporting digital transformation,
and tracking queries. Firms managers working towards their employees that helps firm for higher
productivity and generating more profits. Firms managers manages those all activities by
contributing towards employees performance and motivate or encourage them towards
organisation’s goal so they can adopt it by full of efficiency.
Planet 21: It is Accor's sustainable development plan with a vision to drive change
towards the betterment of visitors. A total commitments has been identified and organized under
six pillars:
• Involve its guests in a stable atmosphere.
• Collaborate with its partners to open new horizons.
It is Working with local communities to make a positive impact.
• The firm go towards carbon neutral buildings (Nguema, 2018).
.
•Firm Strive towardsto avoid zero foods and healthy sustainable foods.
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Firm’s management team working towards this plan for providing better qualities to its visitors
by train its employees and assess organisations activities in regular way.
3. The organisation’s strategic direction and current business performance:
Strategic directionshas major part of any organisation, these may be refers to manage new
resources, organising its employees and reallocating its resources. In context to Accors, the firm
makes its decisions for its operational activities, managing staff, managing finance and
production activities in order to achieving specified goal.
Strategic direction includes strategies and actions that need to be put in place to work for
this vision for the future of the organization. In context to Accors (Camilleri, 2018), When firm
is defining a strategic direction it incorporates a 360 ° unity vision, the entire area of the
organization should be analyzed, all processes to determine the maximum value. This is done in
this way because once the business objectives are clear, firm can enter the entire area of the
organization freely and peacefully and offer a very large value. Best results will be obtained if
the broader business objectives are defined first and then applied locally.In this firm has three
types of strategic directions that are mentioned below:
Mission:it is a fundamental unique aim or purpose for an organisation existence that sets short
term goal for it. It shows the firm existence why the business is, in other words nature of
business that it is pursuing. In context to hotel Accor, firm sets its mission for short term period
that it wants to fulfil customers needs and gain more profitability. It helps firm to consistently
guide in relation to present and future markets, customers and competitiveness
(RACHMAWATI, 2018).
.
Vision: Strategic vision is the long term business course for guiding firm’s dreams of
what the organisations try to do and wants to become in long term period. In context to Accor,
firm’s management team sets its vision with this direction that it wants to become industry leader
across the world. It helps firm to motivated its employees efforts towards a common desired and
leading place in the firm’s competitive environment. It makes firm dream more, creative and
innovative more to achieve the desired needs.
Objectives: Objectives are refers to expected end results that the firm is aiming to
achieve through its existence and includes with organizing, coordinating, leading and controlling
business activities (Xia, 2018). In context to Accor, firm has specific aim that it has decided to
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achieve. This gives direction to employees for working or operating its activities will full
effectiveness and efficiency in order to achieve desired goal.
CONCLUSION
From the above report it has been concluded that organisation’s audit refers to assessing
its culture, employees performance and activities in order to achieve its objectives. It helps an
organisation to accomplish its goals or objectives by using a systematic approach to assess its
risk, control and domination processes. Firm must take initiatives towards change because
change leads towards better productivity and increase in profitability by managing its staff and
encouraged them think towards creative ideas. Every firm has strategic directions, it includes
strategies and actions that need to be put in place to work for this vision for the future of the
organization. Strategic direction has various parts such as mission, vision and objectives.
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REFERENCES
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