Growth Strategies Case Study

French Hotel Group Accor's Growth Strategies

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Abstract:

This case presents an overview of the Accor Hotel Group, a French multinational, having presence in more than 100 countries with 4,094 hotels (480,036 rooms) involved in two core activities: Hotels and services. It is case is hotels only. Accor Hotels, evolved from single hotel chain- Novotel, adopted many growth strategies to achieve its vision to become market leader in economy and midscale segment and major player in upscale segment. Since its inception, Accor initialized many moves like M&As for growth and faster entry, joint venture, multibrand strategy- segment centric branding, rebranding, identify new innovative concepts in products, product modifications, line extension, diversification, targeting new segments like emerging countries (geographical segmentation) etc.

This case can be used to address two issues. First, what is the core strategy among all strategies adopted by Accor? The second concerns how well this strategy fits into the Ansoff’s product- market expansion grid, which includes market penetration, market development, product development and diversification.

Pedagogical Objectives:

• To analyse its segmentation strategy, Multi-brand strategy and Re-branding strategy
• To understand Asset Management Strategy
• To understand the growth and global expansion of Accor Hotel Group
• To understand Ansoff’s product- market expansion grid.

Keywords : Accor hotels; hospitality and travel; growth strategy; multi-segment strategy; re-branding; repositioning; Growth Strategies Case Study; changing customer needs; Ansoff product- market expansion grid; merger & acquisitions; strategic alliances; product development; market development; market penetration; asset management strategy; positioning

Contents : 
Merger & Acquisition Strategy – Global Expansion
Multi-Brand Strategy- with Unique Positioning
Accor Group’s positioning
Targeting New Segments –Emerging Markets
Asset Management Strategy – Optimizing Hotel Portfolio
Services revenue by region- Accor
Hospitality & Travel Market
International Visitor Arrivals and Market