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Strategic Management

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Strategic Management Assignment, Hospitality Industry

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Table of Contents

Executive Summary ................................................................................................................................. 3

Section 1 – Introduction.......................................................................................................................... 4

Section 2 – Analysis of Internal Environment ......................................................................................... 5

Organization ........................................................................................................................................ 5

Introduction .................................................................................................................................... 5

History ............................................................................................................................................. 5

Famous Hotels of Accor .................................................................................................................. 5

Financial Position ............................................................................................................................ 6

Marketing ............................................................................................................................................ 6

Accor in Asia Pacific ............................................................................................................................ 7

Environmental Sustainability initiatives .............................................................................................. 7

Distinctive Competencies of Accor ..................................................................................................... 8

Nurturing Competency ................................................................................................................... 8

Empowerment Competency ........................................................................................................... 8

Data Management Competency ..................................................................................................... 8

New Service Development Competency ........................................................................................ 9

Building Blocks of Competitive Advantage ......................................................................................... 9

Efficiency ......................................................................................................................................... 9

Service Quality ................................................................................................................................ 9

Service Innovation........................................................................................................................... 9

Customer Responsiveness .............................................................................................................. 9

Section 3 – Analysis of External Environment ...................................................................................... 10

a) PESTEL Analysis of Macro environment ........................................................................................ 10

Societal Trends .............................................................................................................................. 10

Economic Trends ........................................................................................................................... 10

Technological Trends .................................................................................................................... 11

Political & Legal Trends ................................................................................................................. 11

Major Innovations in other industries .......................................................................................... 11

b) Porter’s Five forces Model for Industry Analysis .......................................................................... 11

Bargaining Power of Suppliers .......................................................................................................... 12

Bargaining Power of Customers........................................................................................................ 12

Threat of New Entrants ..................................................................................................................... 12

Threat of Substitutes......................................................................................................................... 13

Rivalry among existing players .......................................................................................................... 13

Section 4 – Recommended strategic direction ..................................................................................... 15

Section 5 – Conclusion .......................................................................................................................... 16

Strategic Management Assignment, Hospitality Industry

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References ................................................................................................ Error! Bookmark not defined.

Appendix .................................................................................................. Error! Bookmark not defined.

Executive Summary

Strategic management of any organization requires understanding of its internal as well as external

environment. The strategic manager also has to track the future macro environmental trends in

order to make workable strategy of future.

The purpose of this report was to analyse deeply the organization named Accor and bring out the

various internal and external environmental factors which can affect the organization’s management

to take strategic decisions for the future prosperity of the organization.

For this report, the organization in focus is Accor. The brief preview of the organization is mentioned

in order to understand the history and operations of Accor worldwide. The various brands and

locations of Accor’s operations show the scale and focus of the organization in hospitality industry.

The report brings out various internal environmental parameters of Accor. The distinctive

competencies of Accor such as nurturing, empowerment, data management and new service

development competencies show the internal environment of the organization. The report also

discusses the building blocks of the organisation’s competitiveness.

The external environment is analysed with two heads namely overall macro environment and the

industry environment. The macro environment is studied through the PESTEL Analysis of hospitality

Industry. Porter’s five forces model explains the various barriers and threats in the hospitality

industry by various stakeholders.

Based on the detailed analysis, the strategy recommended for Accor is “Focus Strategy”. The various

pros and cons of this strategy as explained in the recommendations make the strategic manager take

informed decision regarding the strategy.

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