Contents
Introduction 2- Environmental Evaluation of Accor Hotels 2
- PESTLE Analysis 2
- Porter’s Five Forces 4
- Stakeholder Analysis and Mapping 5
- Challenges for Accor Hotels within its internal dynamics 7
- Change Managment 9
- Comparison of Strategic Thoughts against theoretical concepts 11
- Conclusion 12
- References 14
Description
Environmental scanning is essential for organizations to achieve sustained growth as it enables the organization to identify the changing market trends and its impact on the various aspects of its business (Berry, 2015). External environment of the organization influences the internal operations to a great extent as some of the external forces are uncontrollable and organizations require to bring changes to its strategies and approaches to continue with their operations (Alderfer, 2010). The external environmental conditions influence internal changes in the organization and require organizations to implement strategies, which provides it a competitive edge and enables it to utilize its resources effectively. This report analysis the external environment of Accor Hotel, Malaysia and suggest changes in the organizational strategies. Accor Hotels is the most reputed hotel operators worldwide and has gained increased recognition in the hotel industry based on the expertise and support of major group (Accor Hotels, 2016). The hotel offers five star, three to four star and budget hotel accommodations to the different customer segments (Accor Hotels, 2016). The report then critically analyses the challenges organization might face in bringing the changes and whether the suggested strategies can provide the hotel a competitive edge over others in the industry.
