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es to Latin America - 34 -
3.4 Threats - 34 -
3.4.1 Foreign currency fluctuations - 34 -
3.4.2 Downturn in the tourism and travel industry - 34 -
3.4.3 Intense competition in the hospitality industry - 35 -
4. Key Business Strategies - 36 -
4.1 Marketing Strategy - 36 -
4.1.1 A Property Divestment Strategy - 36 -
4.1.2 Multi-Brand Strategy - 37 -
4.2 Target Market - 37 -
4.3 Business-Level Strategy - 38 -
4.3.1 Differentiation Strategy - 38 -
4.3.2 Major Risks of Differentiation Strategy - 39 -
4.4 Corporate-Level Strategy - 40 -
4.4.1 Corporate Strategies - Scale - 40 -
4.4.2 Corporate Strategies - Scope - 41 -
4.4.3 Corporate Strategies - International - 43 -
Dorint AG - 43 -
4.5 Sustainable Strategy - 45 -
4.5.1 ECO-Designed Rooms - 45 -
4.5.2 Plant for the Planet - 45 -
4.5.3 Water – and its conservation - 45 -
5. Financial Performance - 46 -
5.1 Financial Highlight - 46 -
5.2 Five-Year Financial Summary - 47 -
5.2.1 Summary Statement of Income - 47 -
5.2.2 Summary Consolidated Balance Sheet - 48 -
5.2.3 Cash Flows - 49 -
5.3 Ratio Analysis - 50 -
5.3.1 Accor Group ROA - 50 -
5.3.2 Accor Group ROE - 50 -
5.3.3 Accor Group Debt to Equity - 50 -
5.5 Stock Chart - 51 -
5.6 Earnings Estimates - 52 -
6. Competitive Landscape - 54 -
6.1 Industry Overview - 54 -
6.1.1 Industry Definition and Segmentation - 54 -
6.1.2 Key Drivers - 54 -
6.1.3 Major Trends - 55 -
6.1.4 Outlook - 57 -
6.2 Competition - 59 -
6.2.1 Competitive Positioning - 59 -
6.2.2 Geographical Coverage - 59 -
6.2.3 Client Base - 63 -
6.2.4 Financial Assessment - 63 -
6.2.5 Stock Market Performance - 64 -
7.1 Summary of Problems - 65 -
7.2 Explanation of methodology used for collecting and discovering problems. - 65 -
7.2.1 Exploratory Research - 65 -
7.2.2 Descriptive Research - 65 -
8. Appendix - 66 -
8.1 Reference List - 66 -
8.2 Glossary - 68 -
8.3 Exploratory Research - 69 -
8.3.1 Introduce the Company - 69 -
8.3.2 Design of exploratory research - 69 -
Participators - 70 -
8.3.4 Implementation of exploratory research - 70 -
Focus Group - 70 -
8.3 Transcript of Interview - 72 -
8.4 Descriptive Research Proposal - 73 -
8.4.1 Introduce to the Company - 73 -
8.4.2 Topic Introduce - 73 -
8.4.3 Problems - 73 -
8.4.4 Objectives - 73 -
8.4.5 Methodology - 74 -
8.4.6 Identification of target population - 74 -
8.4.7 Sampling design - 74 -
8.4.8 Choice of Data Collection Methods - 75 -
8.4.9 Theoretical Framework - 76 -
8.5 PowerPoint - 77 -

List of Tables

List of Figures
Figure 1: Accor Worldwide Hotel Network - 15 -
Table 1: Advantageplus transportation methods - 20 -
Figure 2: Chunshenjiang Mansion - 20 -
Figure 3: 2009 Percentage of Accor Promotion - 21 -
Table 2: Price Level Compare Matrix - 24 -
Figure 4: Accor Shanghai’s Office Organization Structure - 24 -
Figure 5: Employees by Region, at December 31, 2009 total: 150,000. - 25 -
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