Presentation on theme: "+ Prepared by Ekaterina Bachurina I year student of the Master course International business."— Presentation transcript:
+ 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 Companys profile Global marketing strategy in practice Conclusion
+ Introduction The topic of my thesis is: Modern development strategies of hospitality business : example of the hotel operator Accor Group. Plan of my dissertation: 1.Marketing development strategies 2.Functional marketing strategies 3.Management development strategies 4.Development strategies Accor Group resorts to and relevance of international hospitality business expertise for Russia
+ Relevance 2002: Direct contribution to world GDP trillion $ Direct contribution to employment million jobs. Direct, indirect and induced impact : 6.6 trillion $ to world GDP 9% of total economy GDP in 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.
+ Relevance Shift in 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.
+ Research methods and tools Qualitative methods : o Observation methods, o Document review, o Literature search; Quantitative methods : o Talking with people, o Questioning, o surveys and internet surveys.
+ Accor: company profile
+ Accor: Brand Portfolio
+ One of the strategies in practice
+ 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 Groups leadership in Europe and swiftly developing its presence in emerging countries; Demergers Franchising, management and alliances are more preferable
Hotel portfolio by ownership structure
+ Franchising and management Topline and marginal growth Risk diversification Excess to foreign markets
+ 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.
Accor Service Ticket restaurant Other products Hotels Apartments Aparthotels Adagio -The Sebel Complementary activities Training services and consulting Accor Academy Davidso n Trahaire Motivan o UK Surf Gold Restaurants Thalassa sea & spa Casinos Groupe Lucien Barrière SAS. Diversification Asset-management program aimed at reducing its hotel portfolios capital intensity and cash-flow volatility.
+ Integration Integration forward clients – developing Integration backwards supplier – doesnt exist – only sustainable development request and partnerships
+ Globalization and standardization
+ Advertising campaign StandardAdapted Services Standard IbisMercure Adapted SofitelMei Jue (Grand Mercure) Development strategy: Tailoring its brands more closely to local preferences and enhancing their flexibility
+ Pure adaptation MGallery brand
+ 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 Groups 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.