Company Profile Assignment
Introduction
A company profile is a detailed perspective on the way such organizations do business. Such document will not limit at describing what the company has to offer for its customers but it will also analyze many internal and external aspects of the business. The purpose of a company profile assignment is to show a business as it is for its stakeholders and the general audience, without focusing only on the positive or the negative aspects involved.The current company profile assignment will describe AccorHotels (AC), a worldwide leading player in the hospitality industry. In July 2016, AccorHotels was operating 4100 establishments with a total number of 570.000 guest rooms (AccorHotels, 2016). Headquartered in Paris, France, most financial figures and reports are expressed in euro and accordingly with the French legislation on corporations. This paper will further explore AC and its current position in the global hotel industry.
Background
AccorHotels is the name adopted by the company during its 2015 rebranding but the parent company was founded in 1967 byPaul Dubrule and Gérard Pélisson and it was calledSociété d'investissement et d'exploitation hôteliers (SIEH). The first hotel opened in the same year and it was branded as Novotel (AccorHotels, 2016). In 1974, the company opened in Bordeaux, France, the first Ibis branded hotel. In 1976 the company expanded internationally by opening a branch in Brazil. In 1980, AC acquired Sofitel, adding 43 hotels and 2 spas to its global network. In 1981, the company was listed on the Paris Stock Exchange and the next year AC boughtJacques Borel International, the European leader in managed food services. In the next twenty years, AC expands in the XXXXXX industry and in other related XXXXXXXX XXXXXXX. XXXXXXX, in 2008 XX decided to re-organize its business portfolio and sell or XXXXXXX XXX asset unrelated to the XXXXX business. XXXXX, XXXX XXX.000 XXXXXXXXX XXXX in XXX two main business XXXXXXX, XXXXXX AC XXX world’s fifth hotel XXXXXXXX in XXX XXXXX (AccorHotels, 2016). The XXXXXXX XX managed by a XXXXX XX Directors with XXX XXXXXXXX operations divided XXXX two separate XXXXXXXX XXXXXXXXX XXXXX the same XXXXX: HotelServices XX XXX XXXXX XXXXXXXX XXX HotelInvest XX XXXXX XXXXX XXX investor. AccorHotels operates XXXXX XXXX main XXXXXXXX XXXXXXXXXX (XXXXXXXXXXX, 2016):
Franchise agreements – Operated and XXXXX by independent XXXXXXXXX, franchised hotels XXX part XX the XXXXXXXXXXX XXXXXXX XX XXXXX one of XXX company XXXXXX. The XXXXXXXXXXX will XXX service XXXX like trademark XXXX, marketing fees, and sales fees and in XXXXXXXX, these XXXXXX will XXXX XXXXXX XX the XXXXXXX booking system, XXXXXXXX base, business know-how and employee XXXXXXXX. X franchise XXXXXXXXX XX a XXXXXX XXXXXXX XXXXXXXXXXX where XXXXX expands XXX XXXXXX XXXXXXXX XXX XXXXXXXXXXX can XXXXX XXXXX business XXXXXXXXXXXX a model with a XXXXXXX XXXXXX failure XXXX.XXXXXXXXXX contracts – XXX management contracts will XXXX the hotel owned by an XXXXXXXXXXX business XXXXXXXX but AccorHotels XXXX take most XX the operational and strategic XXXXXXXXXX XXXXXXXXX for XXX unit. The XXXXXXXXXX XXXX XXX XXXX XX AccorHotels and XXXXXX the staff, XXXXXX XXX XXXXXXX XXXX manager XXXX will XX an XX XXXXXX employee. This XXXXX XXXX expose the hotel operator XX a XXXXXXX risk but it XXXX XXXXXXXX a XXXXXXX XXXXXX XXX XXX XXXXX XXXX XXX XXXX operating XXXXX a franchise XXXXXXX XXX fees XXX XXXXXX. Leases – XXX hotel establishment XX rented by AC from its owner. XXX rent is either a flat XXXXXX or a XXXXXXX XXXXXXXXXX of the XXXXXXXX generated XX the unit. The XXXXXX management process and responsibility belong to AC.XXXXXX ownership – The XXXXXX are entirely XXXXX and XXXXXXXX XX AC.
AC is XXXXXXXXXXXX XXXXXXXXXX its XXXXXXXXX XX changing XXX XXXXXXXX XXXXXXXXX XXX XXXX XXXXX, XXXXXXXX new XXXX into the XXXXX or XXXX XXXXXXX XXX XXXXXXXXXX to XXXX XXXXXXXXXX XXXXX.
XXXXXXXXXXX XX XXXXXXX services and XXXXXXXXX
AC is a XXXXXX hotel XXXXXXXX XXX XXXXX XXX most of XXX business XXXXX place in XXXXXX, XXXX XX% XX its XXXX XXXX. Europe (France XXXXXXXX) counts for another 25% XX its XXXX base. In both XXXXXXXX continents, AC XXXXXXXX 10% XX its XXXXX room base, in XXXX-Pacific XX% XXX in XXX XXXXXX XXXX and XXXXXX 11% (AccorHotels, XXXX). AC is a XXXXX XXXXXX XXXXXX in XXX XXXXXXXXXXX XXXXXX, XXXXXXXXX XXXXXXXXXXXXX XXX other XXXXXXX XXXXXXXX XXX leisure and business XXXXXXXXX. The company is XXXXXXX in every market XXXXXXX XXXX XXXXXX XX XXXXXXX. Customer XXXXXXXXXXXX XX the XXXX XXX to target the XXXXXX hospitality XXXXXX. XX XXXXXXXX XXXXXXXXXXXX, a business XXXX divide XXX customers into groups XXXX XXXXXXX needs XXX XXXXXXXXXXXX XXXX XXXX respond to similar marketing actions (Kerin, XXXXXXX, 2016). AC decided to segment its XXXXXX XX XXXXX a XXXXX-based XXXXXXXXXXXX, selecting a particular blend XX pricing and XXXXXXX XXX each brand. AC decided XX segment its (potential customers) by dividing XXX XXXXXX into three main segments, XXXX XXXX XXX dedicated XXXXX portfolios. Each XXXXX XXXX XXXXXX a particular XXX-segment. The main customer XXXXXXXX are (XXXXXXXXXXX, XXXX):
XXXXXX and XXXXXXX- It XXXXXXXX XXXXXX like XXXXXXX, XXXXXXX, and XXX Sebel. These brands include XX% of the XXXXX XXXXX. Luxury, elegance, XXX XXXXXXXX customer XXXXXXX are the XXXX values XX these XXXXXX.Midscale – XX includes brands XXXX Novotel, Mercure, XXXX Shelter and XXXXXX. XXXXX XXXXXX cover XX% XX the guest rooms, XXXXXXXXX customers XXXXXXX a XXXXXXX XXXXX XXXXXXX XX the one they can have in XXXXX home.Economy – it includes XXXXXX XXXX XXXX, Ibis Style, Ibis Budget and XXXXX F1. XXXXX XXXXXX XXXXXXX 47% of the XXXXX XXX XXXX are targeting XXX XXXX conscious XXXXXXXXX, XXXXX XXXXXXXX, XXX XXX XXXXXXXX or XXXXXX.
Ranked the 5th company XX the XXXXXX of rooms, XX competes in the XXXXXX XXXXXX XXXX XXXX XXXXXXXXXXX XXXXX XXXXXXXXX and with XXXXX XXX XXXXXXXXX. Hilton XXXXXXXXX is XXX global market XXXXXX, with XXXX 751.XXX XXXXX in its portfolio. The next one is XXXXXXXX International XXXX XXX,523 rooms, Intercontinental XXXX XXX.2468, and XXXXXXX XXXXX XXXXX XXXX 678.XXX rooms (MKG Hospitality, 2016). In XXX XXXX XXXXXXX, XXXXXXXXXXX is XXXXXX with XXX.517 rooms. XX an XXXXXXXXXXX XXXX, XX XX the XXXX XXXXXX-headquartered XXXXXXXX in XXXX ranking, the XXXXXX being X.S XXXXXXXXXXXXX XXXXXXXXX, with a XXXXXX presence in their XXXXX markets. For XX, XXXXXX XXX especially Europe XX the most XXXXXXXXX markets and XXXX XXX market where XXX XXXXXXX is leading. In Europe, AC has 274,XXX XXXXX XXXXX XXXXXXXXXXXXXXXX XXXXX Group XX XXX next XXXXXXXXXX XXXX 90.946 rooms.XXXXXXX XXXXXXXXX hotels, AC is XXXX XXXXXXXXX the online booking XXXXXXX XX XXXXXXX in 2015 a multi-brand booking XXXXXX. XXX particularity XX XXXX new XXXXXXXXX XX that XXX business development strategy XXXXXXXX XXX company-XXXXX hotel brands but also independent hotel owners. In other XXXXX, a XXXXXXX is able XX XXXX XXXXX XX any XX XXXXX or XX a selected XXXXXX XX independent hotel operators. XXXX XX a way XX expand XX XXXXXXX XXXXX XX has no XXXXXXXX yet XX at least XXXXXXX in a XXXXXXXXXX XXX XXXXXXXX XXX customers to other XXXXX operators that comply XXXX XX quality XXX customer service XXXXXXXXX.
XXX XXXXXXXXX culture
The corporate XXXXXXX XX based XX XXX XXXX XXXXXX (XXXXXXXXXXX, XXXX):
Guest XXXXXXX – XXXXXX exceeding guest XXXXXXXXXXXX in a XXXXXXXX XXX.XXXXXXXXXX – Changing XXX hospitality XXXXXXXX XXX XXXXXXX in innovations.Sustainable XXXXXXXXXXX- XXX XXXXXXX XX committed to a long-term business.XXXXX – XXXXXXX XXX XXXX in front of the XXXXXXXXX, XXXXXXXXX, and business XXXXXXXX.Spirit of Conquest – XXXXXX seeking for XXXXXXXXX opportunities across the world.XXXXXXX – XXXXXXXXXX XXX local XXXXXXXX and encouraging XXXXXXXXX.
XX XXXX not XXXX an official XXXXXXXXX XXXXX XXXX or style XXX XXXX XXXXX brand XXX XXX own etiquette that employees XXXX XXXX XX XXXXXX with. At a XXXXXXXXX scale, AC XXXXXXX XXX sustains XXXX XXX.000 XXXXXX and indirect jobs. XX has XX.000 direct employees working in the owned XXX XXXXXX XXXXXX, XX.00 XXXXXXX in managed hotels XXX XX.000 working in the franchised hotels. XXX XXXXXXXXX number of XXXXXXXX XXXX XX XXXXXXXXX at 260.XXX XXX it includes XXXXXX XXXXXXXXX XXX XXX-contractors. XXXXX XXXXXXX show XXXX it's hard XX XXX if XX XX overall a XXXXX XXXXX to XXXX or XXX. Less XXXX XX% of the XXXXXXXXX are XXXXX XXX direct control XX XXX company while the XXXXXXXXX 90% XXXX XXXXX own separate XXXXXXXXX. XXXXXXX XXXX XXX same corporate XXXXXX will XXXX XXXX XXXX a XXXXXXX level of work standards XXX XXXXXXXX XXX XXX XXX it's hard XX XXXXXXX the XXXXXXX level of XXXXXXXXXXXX on a XXXXXX scale. XXX XXXXXXXXX H.X XXXXXXXXXX XXXXXXXXXX this XXXXX, knowing it has limited to no control XXXX XXX XXXXXXXXX working XXX the franchisees and other direct business partners (AccorHotels, 2016). XXX company is currently XXXXXXX in XXXXXXXXX XXXXXX XXXXXXXXX and XXXXXXXX by XXXXXXXX XXXX women XXXX XXXX access to management XXXXXXXXX XXX everyone XXXXX safe XX work. XX XXXX, AC XXX 46% women XXXXXXXX. In the XXX XXXXXXXXXX teams, 27% XXXX XXXXX and in XXX middle XXXXXXXXXX, 42% of XXX XXXXXX managers were women. Also, AC wants XX fight against XXX XXXX XX XXXXXXXXXXXXXX by strictly evaluating XXX XXXXXX XXXXXXXXX XX XXXXX XXXX performance. Still, XX XXXXXX XX recognized XX a XXXX XXXXX to XXXX, neither in its XXXXXXXX XXXXXXX where the company XXXXXX it XXX XXXXXXX XXXXXXX XXXX indirect employees, XXXXXXX in the hospitality industry where entry-XXXXX XXXX are poor paid XXXXXXXX XX XXXXX XXXXXXXXXX. In this industry, most of XXX XXXX are in XXX entry-level.
XXXXX of XXXXXXXXX XXXX and co-XX XXXXXXXXXXXXX
The greatest advantage of working for AC XX that XX% of XXX XXXXX directors come XXXX an XXXXXXXX XXXXXXXXX in XXXX franchised XXX XXXXXXX units (AccorHotels, 2016). The XXXXXX XXXXXXXXXX XXXXXXX is XXXXXXXXX in partnership with XX XXXXXXX and universities and XX% of XXX XXXXXXXXX XXX under 35 years XXX. In XXXX 2016, XX had 700 Manager Trainees, most XX them XXXXXX XXXX XXX XXXXXXXXXX XXXXXXX. The best permanent job is XXXXXXX XX a hotel XXXXXXX or at XXX company XXX XXXXXXXXXX. Most XX the XXXX XXX require a XXX XXXXX of XXXXXX and knowledge, offering a XXXXXXX XXXXXXXX accordingly. The hotel manager will XXXXXXX a performance bonus XXX XXXXXXXX XXX XXXXX or performance target and it will be a XXXX XX the XXXXXXXXXX strategy, XXXXXX XXX XXXXXX XX XXXXXXX it XXX XXXX a difference. XXXXX-XXXXX XXXX are not XXXXXXXXX XXXX XXXXX XXXX XX the employees will XXX XXXX in the XXXX job position for a long XXXX. XX XXXX cases, a XXX in the XXXXXXXXXXX XXXXXX XX considered as a first XXX XXXXXX XXXXXXXX the XXXX career XXXX XXX young worker is XXXXXXXX.
Future plans XXX growth or XXXXXX
For the future, XX XXXXXXX XXX “XXXXXXX XXXXXXX” XXX an XXXXX XXXXXXXXXXXX strategy. XX the Corporate XXXXXX XXXXXXXXXXXXXX (CSR) XXXX, XXX XXXXXXX wants XX XXXXXX XXX resource XXXXX and invest in providing eco-friendly services.XXX digital roadmap XXX XXXXXXX in XXXXXXX XXXX XXX it aims XX XXXX AC XXXX a top XXXXX XXXXXX by using XXXXXXXXXX(XXXXXXXXXXX, 2016). XXXX XXXXXXXX has XXXXXXX XXXXX, XXX of XXXX XXXXXXXX XX XXXXXXXX XXXXXXXXXXXX XXX market XXXXXXXXXX. The first XXXX is XX XXXXXXX XXX develop a XXXXXX application that XXXX allow the XXXXXXXXX to XXXX their stay XXXXXXXX from a XXXXXX XXXXXX, communicate with XXX hotel XXXXX during their stay and XXXXXXXX XXXXX XXXXXXXXXX XXXXX the journey XX XXXX. The second XXXX XX to develop and maintain a "XXXXXXXX-centric" database that will allow XXX XXXXXXX to offer personalized XXXXXXXX XX each XXXXXXXX. This marketing XXXX will evaluate and XXXXXX the XXXXXXXX habits of XXXX XXXXX and generate personalized offers XXX improve the future XXXXXX. Last XXX not XXXXX, XXX company XXXXX XX become a XXXXX XXXXXX in XXX online XXXXXXX XXXXXX, expanding its XXXXXXXX to other independent XXXXXX. The employees XXXX also XXXXXXX from an internal XXXXXX XXXXX platform and a dedicated XXXXXXXXXXX XXXXX XXXX can XXXXXXXX XXX solve any XXXX-XXXXXXX issued.
The asset optimization strategy XXXX XX XXXXXXXXX XXX lease XXXXXXXXX in XXX XXXXXX by turning XXX current XXXXXXXXXXXXXX operated in XXXX XXX in franchised or XXXXXXX-XXXXX hotels. XXX lease XXXXXXXXX turned to be XXX so XXXXXXXXXX for XXX XXXXXXX, such XXXXXXXXX XXXXXXXXX XXX company XXXX XXXX. Since its XXXXXXXX, XX is always seeking for new opportunities XX XXXXXX XXX XXXXXXXX. The company XXXXX XX XXXX hotels in XXX locations XXXXX XXXXXXX XXX XXX so profitable XXXXXXXXX. XXX new element XX XXX XXXXXXXX expansion strategy is that AC does XXX longer want XX XXXXXX in XXXXXXXXX business sectors or in any XXXXX sector XXX XXXXXXXX XXXXXX the hotel industry. Most XX XXX casino or spa operations will be externalized or sold (AccorHotels, XXXX).XX the CSR area, AccorHotels is in line with XXX XXXXX modern XXXXXXXXXXXX. It wants XX reduce its XXXXXX XXXXX, XXX XXX use XXXXXXXXXXX goods while XXXXXXXX the XXXXXXXX XXXXXX on XXX XXXXXXXXXXX. XXXX XXX XX doing XXXXXXXX will be imposed in the XXXX franchising XXXXXXXXX and XXXXX major XXXXXXXXXXX XXXX XXXX to meet XXXX XXXXXXXX in XXX future. As an XXXXXXXX, AC aims to XXXXXXX more XXXXX into management XXXXXXXXX. The first XXXXXXXXX is in 2017 XXXX XX% of the XXXXXXXX XXXXXX be XXXXXXX. As an XXXXXX conclusion, AC XXXX remain a market leader and innovator in the XXXXXX, XX XXX XXXXXXX XXXX XXXXXX to XXXXXXX XXX franchise XXXXXXXXX on topics XXXX XXXXXXXX satisfaction XXX if it XXXX manage XX become XXX first XXXXXXXXXXXXX option for XXX young generations. XXX XXXXXXX roadmap XXXXXX XXXX.
References:
AccorHotels. (XXXX),XXXX Registration XXXXXXXX XXX Annual Financial Report, retrieved from http://XXX.XXXXXXXXXXX-XXXXX.com/fileadmin/user_upload/XXXXXXXXXXXXXX/XXXXXXX/XXXXXXXXXXXXX/XXXX/XXXXXXXXXXXXXXXXXXXXXX.XXX
Kerin, X. A., & Hartley, S. W. (XXXX). XXXXXXXXX The Core (XXX ed.). New York, XX: McGraw-XXXX XXXXXXXXX.XXXX-13: XXX-0078028922
MKG XXXXXXXXXXX database March 2016, retrieved from hospitality-XX.com/XX/news/XXXX/04/08/XXXXXX-hotel-XXXXXXX-XXX-XX-XXXX-does-the-future-XXXX-after-the-marriott-XXXXXXXX-XXXXXX/
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