B&B Strategic Analysis

Introduction

In order to put into practice lessons we had with the module of Strategic analysis, We had to manage a hotel in a domestic market and in an international market. Our mission was to choose the best strategy and implement it with all the variables available in the software in order to compete the best in our universe.

As we didn’t know this software before and we didn’t choose our team, we already had some difficulties from the start. Our objectives were to understand as fast as we can this software in order to be efficient from the beginning. A practice round was available for us in way of being at ease with all the variables. Our next step was the choice of our strategy. As we didn’t choose our team members, we could have different way of thinking in order to compete the best in the market. Finally, we had 5 other teams competing in our universe so we had to adapt our strategy compare to the other one. We will discuss in the following parts how we deal with all these constraints.

We will explain in the following report first which strategy we chose and why. We will after assess our performance and understand what was our success and our performance. And finally we will try to plan the next step for our company and forecast our results.

Presentation of Vision and Strategy

At the B&B Hotel, we first decided to go for a low-cost hotel strategy. This was our idea from the beginning and we directly decided to implement it on a domestic level. On the contrary we wanted to offer a high quality Inn on the international part. This strong barrier between our national and international branch was due to our perception of the real world hotels such as Formule 1, B&B Hôtels, and Ibis that are mostly present on a national level. These domestic-based hotels are mostly run country by country or throughout a region (e.g. Western Europe) but not on a global scale. In contrast, we thought of Sofitel, Hilton or Le Méridien as international...