Market Strategy and Planning

Table of Contents

Market strategy and planning-case study of Accor 2

1.0Introduction 2

1.1 objectives 2

1.2 Structure 2

2.0 market strategy 2

2.1 market objective 2

2.2 Market segmentation 4

2.2.1 global trends 4

2.2.2 Understanding customers: segmentation 5

2.3 Targeting a segment: product choices 5

3.0 analysis with competitor 6

3.1 market challenger 6

4.0 Evaluate market strategy 7

5.0 Conclusion 7

Appendix A 9

Appendix B 9

Appendix C 10

AppendixD 10

Reference 11

LIST OF TABLES

Figure 1‑1 Accor mission and vision statement 3

Figure 2‑2 Development pipelines of profiled companies 4

Figure 3-3 Classification of Accor Group Hotels 5

Figure 4-4 Defensive strategies 6

Figure 6-7 Alternative Strategies for Market Leader 7

Market strategy and planning-case study of Accor

1.0Introduction

1.1 objectives

The hospitality industry market is changing all the time because of dramatics shifts in marketing trends. Thus every hotel group need struggle to adjust to the environment changes and make correct and competitive market strategies and planning.

The purpose of this paper aims to critically evaluate the marketing strategy of the AccorHotel Group which being used and analyzing the segmentation, targeting market and its market planning at present. AccorHotels located in 92 countries, with nearly 3,800 addresses and 500,000 rooms, is the only hotel group spanning the full luxury to economy spectrum (Accorhotels group.com 2015). In order to cater for new marketing trends and patterns of customers more effectively, this group strategically splits its brands into 3 segments from luxury/ upscale, mid-scale to economy. Each segment has a clear goal which...