• European leader and third worldwide group, Accor has a unique position with more than 3,700 hotels in 90 countries, from economy to upscale. • Its balanced hotel portfolio isa major asset through growth phases and hard times alike with a range of brands targeting each market segment, international coverage to match worldwide demand, and a preference fordirect management.
Overall strengths and weaknesses
• Strengths : - A global company which is present in 140 different countries - Strong barriers at entry - Younger chief officersOverall strengths and weaknesses
• Weaknesses : - Strong competitors - A bad current context in the hotel trade sector - A lack of commercial identity
Tourism :• 255 billions of employees • 11.5 % of the worldwide GDP Hotel industry : • Concentration : 3 kinds of chains - Budget chains - Voluntary chains - Integrated chains
• Hotel trade : 32,5 % of the global activity • B2B : 34.5 % • Travel agencies : 24 % • Catering : 4 % • Casino : 2 %
Marketing Mix Product : • Hotel trade • B2B • Travel agencies• Catering • Casino Price : Broad range of prices targeting each market in the hotel industry
Marketing Mix Place : • Present in 140 countries • Accor ensures its own distribution •Many agreements in different tourism distribution companies Promotion : Advertising, Websites (with online booking), Partnerships, Ethics (sustainable development), Sponsoring
Brandingand positioning • Strategy based on concentration • Large panel of products to meet different customer’s expectations • Most complete offer in the hotel trade sector • Leader in budgethotels chains
Branding and positioning • International development : developed and developing countries in order to minimize the risks • Leader in Europe in the hotel trade sector
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