Accor Case Study

Good Essays
The Group Accor has set itself the mission of optimizing the experience of its still more demanding and better informed customers while taking care of the environment with the aim of becoming/remaining the major player globally.

Accor aims to become the «the world’s most highly valued, best performing hotel group». The vision of the Group is to make of Accor a still more assertive and worldwide-recognized hotel group by constantly renewing and imporving the brands of the Accor’s portfolio, a important factor of differenciation from competition for the group.

Their strategy of Accor is based upon a set of 5 core values. These are innovation, spirit of conquest, performance, trust and respect. (http://www.accor.com/en/group/accor-company-profile/values.html)
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The spirit of conquest of the Group can easily be seen in Accor’s strategy. Not only wants the group to consolidate its leader postion in Europe but it also targets a step-by-step increasing presence in the emerging countries like China and Brasil.
Furthermore, as said earlier in this report, Accor wants to attract all types of customers. Therefore, the Group’s strategy was to developped a brand portfolio that would enable it to target each category of guests, from the upscale ones to the economy ones, through the midscales ones.

Innovation is also driving Accor’s strategy in many aspects. The Group is clearly willing to be at the cutting edge in many apsects. One of its goals is to constantly provide richer and more innovative online content and services. In order to do so, they developped attractive brand webistes, created an application for mobile phones, developped strong partnerships with travel agencies and increased their presence on social medias.
Furthermore, innovation now rimes with sustainable
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Respect for the nature and the local communities is another key priority and explains why the programme PLANET 21 has been implemented.
Finally, it is no coincidence that two of Accor’s main objectives are to offer its customers the best possible experience because respect for the customers is key as they, as a whole, decide whether the business will be succesful or not.

As far as trust is concerned this value relates to employees in Accor’s strategy.
Indeed, Accor would not invest so much time and many resources in their empolyees’ development if the company did not have full trust and believe in them.

All of the above arguments tend to prove that Accor’s strategy is a service-oriented stratey, which focusses on the welbeing on the people whether they are employees or guests. Accor is indeed constantly trying to improve the quality of its offers and of its services.

Is there a gap between the company vision, the strategy formulation and the results of your own

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