Module Title: Strategic Business Impact / Module Code: 302TH

Module Title: Strategic Business Impact / Module Code: 302TH
Assessment Type:
Coursework
Assessment Number:
1
Study Mode:
Full-time
Weighting:
35%
Submission Date:
25/01/2021
Submission Time:
18:00
2500 + / – 10%
Introduction:
According to Accor: The Art of hospitality know no bounds – It extends beyond walls, to spark inspired experiences everywhere. We are shaping a future where hospitality unlocks a life lived limitless.
Where powerful brands deliver exceptional experiences and value, and talent and passion deliver a welcoming human touch. Where innovation constantly expands boundaries, and a commitment to sustainability gives back to one planet, many communities. The future belongs to those who design it, and we’re here to bring you there – first.
https://group.accor.com/en/group/who-we-are/accor-in-brief
They are a global leader employing over 300,000 hospitality experts who place people at the heart of what they do, and nurturing real passion for service and achievement beyond limits. They take care of millions of guests at over 5,000 addresses.
With an international portfolio they are always looking for investment opportunities. They contain a diverse range of lifestyle branded products that differentiates between very varied customer bases.
As in many hospitality organisations they have a young international staff who are keen to explore new challenges. The company is looking to position themselves as a leading hospitality provider that meets the expectations of travellers attracted by atypical brands with strong personalities. They have a mission to make restaurants and bars the heart and soul of their hotels with restauranteurs, delivering food and drink experiences that are excellent, relevant and authentic.
They reward loyal guests and hope to expand this even further to build an even more profitable relationships between their hotels and guests.
You are asked to clearly outline the main facets of Accor’s strategy and show clear understanding of the various influencing factors, globally. You will need to:
• Identify the various business and products offered
• Critically examine their importance and power by using appropriate theories, and state how they may influence the executive decision-making process.
• Critique the external forces that make the organisation adopt their specific strategic focus in order to stand out from the competition.
• Demonstrate your understanding of the impact of globalisation on the strategic decisions of Accor. How has globalisation helped the brand expand?
Completion of this assignment will address the following learning outcomes:
1 Critically examine stakeholder models of management and governance
2 Apply methods for analysing the external business environment
4 Evaluate the impact that globalisation may have on contemporary business practice and performance.
Task:
You are required to write a report where the word Count will be 2500 + / – 10%
You are asked to clearly outline the main facets of Accor’s strategy and show clear understanding of the various influencing factors, globally. You will need to:
• Identify the various business and products offered
• Critically examine the stakeholders, their importance and power by using appropriate theories, and state how they may influence the decisions of the executive. (LO1)
• Critique the external forces that make the organisation adopt their specific strategic focus in order to stand out from the competition (LO2)
• Demonstrate your understanding of the impact of globalisation on the strategic decisions of Accor. How has globalisation helped the brand expand? (LO4)
Use Below guideline
Cover Page: Name, student number, module name / title, title of assignment (A Report investigating…. Words
Abstract:
Overview / summary of the report – This report will identify Accor Hotels and the products offered by the business. It will then critically examine…(use the above information in the assignment task)
1.0 Introduction Background / introduction to significance of hospitality industry / Accor Hotels…(how many hotels, number of employees, number of countries operates in…) 100 – 200
2.0 Accor Brands & Products Provide information about the Accor’s brands, products offered – explain how these are for different market segments… 300 – 500
3.0 LO1:
Stakeholders & Executive decision-making:
– Identify and explain who the stakeholders are: internal: employees, customers + external: suppliers, investors…
– Examine how the following models (internal/micro environment) are used when the company – executives / directors / bosses are making decisions.
Models to use: Porter’s 5 Forces / Competitive Analysis (perceptual mapping / Porter’s Diamond / GE McKinsey Matrix / SCP Model Decision Making / Decision application / Gap Analysis
400 – 600
4.0 LO2:
External forces / PESTEL Factors impacting on Accor Hotels
– Identify and analyse the PESTEL factors that impact on Accor Hotels
Political, Economic, Socio-Cultural, Technological, Environmental, Legal
– Identify strategies the company should use to make it stand out / differentiate it from competitors – e.g. what does the company do that is different from other hotel chains / companies (e.g. Hilton…)
e.g. product differentiation: locations, unique services…
800 – 1000
5.0 LO4:
Globalisation and Accor
– Define globalisation: according to XXX (year) globalisation is…
– How has globalisation helped Accor hotels grow: think – licences, access to countries e.g. China, growing markets e.g. BRIC countries: Brazil, Russia, India, China… – more people travelling, visas…
– Use Models: Generic Strategies / Resource-based approaches: identify how Accor has been successful due to Globalisation
– Apply Porter’s Generic strategies to Accor: what strategies does Accor use for its brands…: Cost Leadership / Differentiation, Focused…
– Link how external factors influence internal decisions (Resource-based Strategies / Approaches): Explain how PESTEL factors influence internal decisions…
400 – 600
6.0 Conclusion / recommendations – Summarise the report
– Recommendations – what should the company continue doing / do in the future… 200 – 400
References: List of books / articles / websites… used – alphabetical order – A-Z
Appendices: Any tables / charts…additional information used to support answers and referred to in the text e.g. (See Appendix 1…)

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