Table of Contents. Accor S.A. Page Nos. Chapter. About the Authors. xii. Acknowledgements. Executive Summary 1

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Griffin Smith
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1 Table of Contents Chapter About the Authors Acknowledgements Page Nos. x xii Executive Summary 1 Accor S.A. Company and Profile Founders With clear Vision Performance Growth Reduced Direct Investment Excellent Segmentation Strategy Economy Hotels Portfolio with Luxury Brand Geographic Segmentation A Leader Throughout Europe Great Expectations for Accor North America Human Resource Management Building Success through Strategic Partnerships Marketing Strategy Customer Retention Cultural Diversity (Think Global, Act Local) Branding Sofitel Accor s Premium Brand Sustainable Development Technology Adoption S.W.O.T. Analysis Weaknesses iii

2 Future prospects Amanresorts Aman s Formula for Success Providing services to up-scale/high-end guests S.W.O.T. Analysis Banyan Tree Resort and Spa Company A Vision Of The Ultimate Resort Experience Banyan Tree s New Villa Concept - A Paradise For Two The Tropical Spa Concept: A Sanctuary For The Senses Banyan Tree Spa Academy Green Vision Marketing Targeting Up-Market Clients The Internet Brand-Building A Strategic Imperative Core Values Inherent In The Brand Committed To Staff Growth Angsana Resort & Spa Colours Of Angsana Financial Performance S.W.O.T. Analysis Weaknesses iv

3 Lessons Challenge Carnival Corporation Profile Decentralised Strategy Marketing Strategy The Fun-Ship Formula of Success Catering to the needs of Fun-Seekers Leaders in Innovation More Homeport Deployment Commitment to Travel Agents Carnival s marketing relationship with Travel Agents Future outlook for the Travel Agents Market-Based Pricing Advertising and Promotion E-commerce Strategy Generating Success by Providing Superior Quality and Wider Choices Repeat Customer Practices Putting People First Environmental Responsibility Expansion Strategy Global Diversification Strategy Why Diversification? Performance Weaknesses v

4 How has Carnival been able to out-compete rivals? Challenges Club Méditerranée Navigating the Waters Ahead Club Med or Club Dread? An Attempt to turn apparent Failure into Success Upgrading an Obsolete Brand Re-inventing the All-inclusive Concept Refocusing Marketing Efforts New Pricing Strategy Advertising in line with refocused strategy Wooing Travel Agents Keep Customers coming back for more Extending the Brand Arrival of Accor as a shareholder in Club Méditerranée Performance Factors that caused Club Med to get into problems Outlook for All-inclusive Market Four Seasons Hotels and Resorts Company Company Portfolio Expansion Strategy vi

5 Financial and Operating Performance Mind, Body and Soul A spa for all seasons Human Resources Innovator par excellence Core Competency Management of medium-sized luxury lodging facilities Marketing Building a successful brand Major Competitors S.W.OT. Analysis Marriott International, Inc. Marriott International Profile New services Keeping in tune with customers needs The Marriott Way The Spirit to Serve The Spirit to Serve Associates The Spirit to Serve Customers The Spirit to Serve The Community Focusing on Core Competency Hotel Management Company Portfolio Diversification Strategy Full Service Lodging Select-Service Lodging Extended-Stay Lodging Timeshare Growth A Vision to be the World s Leading Provider of Hospitality Services Performance Indicators of Success Financial Strategy Signalling Success Marketing Strategy Effective Sales & Distribution Channels vii

6 E-Commerce Strategy Value Pricing Strategy Strong and Differentiated Positioning Strategy Promotion Cultural Sensitivity in Marriott s Promotional Strategy Technological Innovativeness Competitive Edge Marriott s Competitors Sandals Resorts International of Sandals Resorts International Sandals Ultra All-Inclusive Offer Setting the Industry Standard High Quality Affordable Prices From an Innovative Follower to World Leader Market Segmentation Successful Relationships with Travel Agents Raising the All-Inclusive Bar even further The Beaches Brand Internal Marketing Social and environmental responsibility viii

7 Walt Disney Company Organizational Structure of the Company Financial Performance Expansion Strategy Global Expansion Human Resource Management Imagineering Success Enhancing the guest experience Diversification with resorts Why Resorts? The Euro Disney Story Disneyland Hong Kong Dubailand Major Competitors Lessons To Be Learnt Future Outlook ix

Company and Marketing Strategy

i t s good and good for you Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships 2-1 Company and Marketing Strategy Topic Outline : Defining Marketing s Role Designing