HOS801: Strategic Management Report on Globalisation at Novotel

This report examines the strategic challenges posed by globalisation to Novotel Hotels, a part of the Accor Group. It identifies key issues such as location strategy, economic impacts, and cultural adaptation that Novotel faces in its international operations. The report analyses how globalisation affects Novotel's expansion, market share, and cultural integration in various countries. It concludes with recommendations for Novotel, including adjusting to external environmental factors, standardising operations, and localising services to meet the needs of diverse markets. The analysis uses strategic management frameworks to suggest ways for Novotel to enhance its competitive advantage and ensure sustainable growth in a globalised world.