Business Case Studies, Growth Strategies Case Study, French Hotel Group Accor's Growth Strategies

print page
Tell A Friend

Case Categories

Growth Strategies Case Study

Case Title:

French Hotel Group Accor's Growth Strategies

Publication Year : 2006

Authors: Jayesh Patel, Joel Sarosh Thadamalla

Industry: Leisure and Tourism


Case Code: GRS0157A

Teaching Note: Available

Structured Assignment: Not Available

Buy This Case Study


This case presents an overview of the Accor Hotel Group, a French multinational, having presence in more than 100 countries with 4,094 hotels (480,036 rooms) involved in two core activities: Hotels and services. It is case is hotels only. Accor Hotels, evolved from single hotel chain- Novotel, adopted many growth strategies to achieve its vision to become market leader in economy and midscale segment and major player in upscale segment. Since its inception, Accor initialized many moves like M&As for growth and faster entry, joint venture, multibrand strategy- segment centric branding, rebranding, identify new innovative concepts in products, product modifications, line extension, diversification, targeting new segments like emerging countries (geographical segmentation) etc.

This case can be used to address two issues. First, what is the core strategy among all strategies adopted by Accor? The second concerns how well this strategy fits into the Ansoff’s product- market expansion grid, which includes market penetration, market development, product development and diversification.

Pedagogical Objectives:

  • To analyse its segmentation strategy, Multi-brand strategy and Re-branding strategy
  • To understand Asset Management Strategy
  • To understand the growth and global expansion of Accor Hotel Group
  • To understand Ansoff’s product- market expansion grid.

Keywords : Accor hotels; hospitality and travel; growth strategy; multi-segment strategy; re-branding; repositioning; Growth Strategies Case Study; changing customer needs; Ansoff product- market expansion grid; merger & acquisitions; strategic alliances; product development; market development; market penetration; asset management strategy; positioning

Contents : 
Merger & Acquisition Strategy – Global Expansion
Multi-Brand Strategy- with Unique Positioning
Accor Group’s positioning
Targeting New Segments –Emerging Markets
Asset Management Strategy – Optimizing Hotel Portfolio
Services revenue by region- Accor
Hospitality & Travel Market
International Visitor Arrivals and Market

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap