Mémoire

257 mots 2 pages
The group
• 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 is a 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 for direct management.

Overall strengths and weaknesses

• Strengths : - A global company which is present in 140 different countries - Strong barriers at entry - Younger chief officers

Overall strengths and weaknesses

• Weaknesses : - Strong competitors - A bad current context in the hotel trade sector - A lack of commercial identity

Market segmentation
Tourism : • 255 billions of employees • 11.5 % of the worldwide GDP Hotel industry : • Concentration : 3 kinds of chains - Budget chains - Voluntary chains - Integrated chains

Product differenciation
• 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

Branding and 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 budget hotels chains

Branding and positioning • International development : developed and developing countries in order to minimize the risks • Leader in Europe in the hotel trade sector

en relation

  • Mémoire et mémoires
    4680 mots | 19 pages
  • Mémoire et mémoires
    1121 mots | 5 pages
  • Les mémoires
    7391 mots | 30 pages
  • la memoire
    4921 mots | 20 pages
  • Les mémoires
    360 mots | 2 pages
  • Memoire
    5820 mots | 24 pages
  • La mémoire
    2986 mots | 12 pages
  • Memoire
    3790 mots | 16 pages
  • Memoire
    1662 mots | 7 pages
  • Mémoire
    476 mots | 2 pages