Professional Documents
Culture Documents
VIETNAMESE
EMBEDDEDNESS
QUESTION 1
Created in 1967 under the name Novotel - SIEH by Paul Dubrule and Gérard Pélisson in France
Present in 92 countries
● ● ● ● ● ● ● ● ● ● ●
In Asia
In Vietnam
21 hotel (Sep, 2015) located in the main cities and major tourism areas
OLIVIER
Sustainable tourism is a long-standing concern, since 1992 at the Rio Conference.
Major values and corporate culture of Accor...
Ensure that the future CSR challenges will be embraced by hotels’ managers through the
management contracts.
Increase customer loyalty in a country where customers often come only once in their lives.
QUESTION 3
Maxime
The major pressures that may influence the
present and future evolution of the hotel
industry in vietnam:
- Not a business
destination (Lack of
- The hosting funds to promote it
regulation (Visas)
- Lack of tourism in
- The non regulation somes zone
of hotel’s - Internet
alternatives - Lack of
infrastructure in
- The corruption and somes zone
political influence
- Lack of qualified
human resources
The consecutive challenges all actors
operating in Vietnam would have to face
- The developing
- Develop a new market brings a lot
format with a large of competitors
range of quality
- Should re-deploy to
- Deal with the Airbnb
the internet sales
- Develop the competition
communication to
- Deploy only in
be seen online - Price war
touristics areas
- Develop partnership - Size of the hotel
with providers (Go (Big Resort vs Small
local) hotels)
The key competitors and group of competitors
operating in Vietnam
HELOISE
Following which incentives (using OLI grid) Accor has been developing its presence in Vietnam as in some other countries
of the area?
INTERNATIONALISATION
OWNERSHIP ADVANTAGES LOCATION ADVANTAGES
ADVANTAGES
● Technical know-how: trained
● Customers’ internationalization: in ● Widened vision of demand:
managers with high standards
business as well as in leisure growth is driven by asian
countries
● Price competitiveness: a large
● Emergence of new customers
scale of prices
categories:growing of Vietnamese ● Ability to coordinate support
middle class, growth of tourism functions
● Local and international good
image
● Access to low cost workforce ● Ability to limit country-risk
exposure
● Expertise to go fast on a market:
● Low cost country, work force and
standards but flexible
suppliers ● Ability to follow their customers:
large panel of cities, the
● Long international experience : 45
● Lowering of institutional entry customers will find Accor in all big
years, manager equipped for it,
barriers cities in Vietnam and Asia
flexibility
● A country with tradition of ● Aware of new opportunities
● Implementing with management
hospitality but underequipped
contracts
● ● ● ● ● ● ● ● ● ● ●
STRENGTHS WEAKNESSES
● Volume strategy
● Diversification
● Ownership
strategy
● Portefolio effect: risk
● Foreign currency
balanced
fluctuations
● Digitalisation KSF
● Good international
● Strong competition
and local image
● Continuous
● Difficulty to see all
improvement
AccorHotel product
● Good network of
as one brand
suppliers
● Excellent Human
Resources policy
QUESTION 5
What are Accor’s major internationalization strategy features, especially in
countries like Vietnam?
“The issue of the structure is that technically, they have decision-making power. But
in practice, they can prevent you from implement your decisions because they
control the purse string”
Accor started its social and EGO: local development; child Accor’s new sustainable
environment commitment protection; fight against development program
process epidemics; balanced food
ECO: energy; water; waste;
biodiversity
How does Accor demonstrate its commitment to sustainable development ?
Sustainable initiatives:
Healthy and
Plant for the Fighting child
Eco design sustainable
Planet exploitation
food
- Social and economic benefits from such initiatives allow acceptance and integration
- Launch partnerships with local in order to include them and to be sure to match their needs: purchasing,
services
- Create hotel and concept belonging to vietnamese environment and respect it: ecotourism, “green hotel”
inside the nature