Company: Accor Hotel UK Analysis of the firm in detail Use an appropriate technique to evaluate the firm’s key capabilities and competitive resourcesidentify any resources or capabilities which might be the basis of competitive advantagelist-making and assertions are not appropriate; this section should show an ability to apply a suitable technique of analysisRecent firm performance should cover the past four to five yearsfinancial performance could include profitability, productivity or efficiency ratios (as appropriate for your firm)identify trends and explain anomalies (can you link them to other sections of the report?)contextualise firm financial performance (compare to industry average or key competitors)marketing performance could include an evaluation of the brand(s) and other marketing metrics available, such as customer loyalty/customer churn rate, return on advertising spend, customer acquisition costs, average lifetime value of customer, amongst othersbase marketing and financial analysis on publicly available information (it is understood that you might not have the information to calculate/analyse all marketing and financial metrics).

Accor Hotel UK operates within the hospitality industry, encompassing hotels, restaurants, pubs,…

Answered: Company: Accor Hotel UK Analysis of…

12th Edition

ISBN:9781259929434

Author:William Nickels

Publisher:William Nickels

Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment

Section: Chapter Questions

Problem 1CE

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Question

Company: Accor Hotel UK

Analysis of the firm in detail

Use an appropriate technique to evaluate the firm’s key capabilities and competitive resources
- identify any resources or capabilities which might be the basis of competitive advantage
- list-making and assertions are not appropriate; this section should show an ability to apply a suitable technique of analysis
Recent firm performance should cover the past four to five years
- financial performance could include profitability, productivity or efficiency ratios (as appropriate for your firm)
- identify trends and explain anomalies (can you link them to other sections of the report?)
- contextualise firm financial performance (compare to industry average or key competitors)
- marketing performance could include an evaluation of the brand(s) and other marketing metrics available, such as customer loyalty/customer churn rate, return on advertising spend, customer acquisition costs, average lifetime value of customer, amongst others
- base marketing and financial analysis on publicly available information (it is understood that you might not have the information to calculate/analyse all marketing and financial metrics).