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Modern development strategies of hospitality business : example of the hotel operator Accor Group.”

Modern development strategies of hospitality business : example of the hotel operator Accor Group.”. Prepared by Ekaterina Bachurina I year student of the Master course International business. Plan of the presentation . Introduction Relevance of the topic Research methods and tools

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Modern development strategies of hospitality business : example of the hotel operator Accor Group.”

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  1. Modern development strategies of hospitality business : example of the hotel operator Accor Group.” Prepared by Ekaterina Bachurina I year student of the Master course International business

  2. Plan of the presentation • Introduction • Relevance of the topic • Research methods and tools • Company’s profile • Global marketing strategy in practice • Conclusion

  3. Introduction Thetopicofmythesisis: “Modern development strategies of hospitality business : example of the hotel operator Accor Group.” Plan of my dissertation: • Marketing development strategies • Functional marketing strategies • Management development strategies • Development strategies Accor Group resorts to and relevance of international hospitality business expertise for Russia

  4. Relevance 2002: Direct contribution to world GDP - 2.1 trillion $ Direct contribution to employment - 101 million jobs. Direct, indirect and induced impact : 6.6 trillion $ to world GDP 9% of total economy GDP in 2012 260 million in jobs1 in 11 jobs 760 billion $ in investment 5% of total economy investment 1.2 trillion$ in exports5% of world exports.

  5. Relevance • Shiftin the ‘world order’ of Travel& Tourism as Asia, Latin America and Sub-Saharan Africa has been among the fastest growing markets; • Meeting demand of savvy clients; • Russia has become a member of WTO and formed the Custom Union with Belorussia an Kazakhstan.

  6. Research methods and tools • Qualitative methods : • Observation methods, • Document review, • Literature search; • Quantitative methods : • Talking with people, • Questioning, • Email surveys and internet surveys.

  7. Accor: company profile Accor is the world's leading hotel operator and market leader in Europe.

  8. Accor: Brand Portfolio

  9. One of the strategies in practice Globalization marketing strategy. This strategy mainly contains of the following components: • Consolidation of capitals through M&A • Franchising, management and alliances • Diversification and integration • Global, multination strategy and partial adaptation strategy

  10. Consolidation of capitals through M&A • 2012: the Group added 266 hotels (38,085 rooms) to its portfolio through acquisitions and organic growth. • Cementing the Group’s leadership in Europe and swiftly developing its presence in emerging countries; • Demergers • Franchising, management and alliances are more preferable

  11. Hotel portfolio by ownership structure

  12. Franchising and management Topline and marginal growth Risk diversification Excess to foreign markets

  13. Alliances and partnerships • This type of cooperation is concerned with business segments that offer a potential for synergies or that target the same customer base known for its mobility: transport, leisure activities, information and travel-related services. • Cost cutting; • Increase of visibility and recognition of their brands; • Creating value for customers.

  14. Diversification Asset-management program aimed at reducing its hotel portfolio’s capital intensity and cash-flow volatility.

  15. Integration Customers Integration forward  clients – developing Integration backwards supplier – doesn’t exist – only sustainable development request and partnerships

  16. Globalization and standardization Closer to customers Superior services Global brand quality

  17. Globalization and standardization Development strategy: Tailoring its brands more closely to local preferences and enhancing their flexibility

  18. Pure adaptation MGallery brand ”Signature” ”Retreat” ”Heritage”

  19. Conclusion • Global strategy is vitally important for Accor group • M&A:-relevant for emerging markets • Harnessing external growth opportunities, i.e. partnerships or acquisitions, to consolidate the Group’s leadership in the most attractive markets with asset-light operations.   Prevailing importance of operating by franchise agreements; • Ramping up franchise development in the midscale and economy segments • Investing selectively in high-margin projects in prime locations, especially in the economy segment in Europe, • Partnerships- as the key component of sustainable growth; • Tailoring its brands more closely to local preferences and enhancing their flexibility.

  20. Thank you for your attention! If you have any questions please feel free to ask!

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