AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey Description
The case focuses on AccorHotels' ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations. Responding to a powerful wave of digital disruptions in the hospitality ecosystem, from the emergence of review websites, online travel agents and active forums to the rise of new competitors such as Airbnb, the transformation entailed: (1) designing and implementing an innovative content marketing strategy (including online content creation or co-creation, curation and dissemination) (2) incorporating e-reputation as a core business objective, and (3) creating and/or adapting organizational structures - from management to operations - to support this new dynamic and maximize value creation. The case starts in Fall 2015, when Olivier Arnoux, SVP Customer Satisfaction at AccorHotels, and his team, are asked to devise an ambitious plan to address the new challenges facing major players in the hotel industry brought about by digital disruptions. It follows the decision-making process step by step, from (1) understanding the nature and impact of online content in the customer journey, to (2) building a strategic plan to integrate online insights into AccorHotels' core business objectives (in particular the importance of e-reputation), (3) redefining where and how value is created, and creating incentive structures aligned with the new objectives. Participants have multiple opportunities to put themselves in the shoes of the protagonists so as to understand the logic behind the decisions taken. What is novel is the systematic articulation of how digital and social media impact the customer journey, as well as the integration of online content into marketing strategy (i.e., content marketing) and organizational design (i.e., team structure, incentive system), underlining how embracing the digital revolution entails breaking traditional silos between functions such as marketing, strategy, finance and human resources.
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Case Analysis of AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey is a Harvard Business (HBR) Case Study on Sales & Marketing , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.
Case Study Solutions Background Work
AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
case study solution
is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Sales & Marketing, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey, is to not only build a competitive position of the organization but also to sustain it over a period of time.
Strategic Management Tools Used in Case Study Solution
The AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.
Texas Business School Approach to Sales & Marketing Solutions
In the Texas Business School, AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.
We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Step 1 – Problem Identification of AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey - Harvard Business School Case Study
The first step to solve HBR AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Accorhotels Content is facing right now. Even though the problem statement is essentially – “Sales & Marketing” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Accorhotels Content, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.
Step 2 – External Environment Analysis
Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey.
The external environment analysis of AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.
What is PESTEL Analysis? Briefly Explained
PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey case study. PESTEL analysis of " AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.
How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?
As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey macro-environment and how it impacts the businesses of the firm.
How to do PESTEL Analysis for AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
To do comprehensive PESTEL analysis of case study – AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey , we have researched numerous components under the six factors of PESTEL analysis.
Political Factors that Impact AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.
Policy Making Impact on AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Government policies have significant impact on the business environment of any country. The firm in “ AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.
Data safety laws – The countries in which Accorhotels Content is operating, firms are required to store customer data within the premises of the country. Accorhotels Content needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.
Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey has numerous instances where the competition regulations aspects can be scrutinized.
Import restrictions on products – Before entering the new market, Accorhotels Content in case study AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey" should look into the import restrictions that may be present in the prospective market.
Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Accorhotels Content in case study “ AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey ” should look into these export restrictions policies.
Foreign Direct Investment Policies – Government policies favors local companies over international policies, Accorhotels Content in case study “ AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.
Taxation & Regulation Impact on AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.
Tariffs – Chekout how much tariffs the firm needs to pay in the “ AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Accorhotels Content can compete against other competitors.
Government Scheme & Subsidies Impact on AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey case study have to assess whether their business can benefit from such government assistance and subsidies.
Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.
Political System & Stability, and its Impact on AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.
Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.
Corruption level – Accorhotels Content needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.
Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.
Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.
Economic Factors that Impact AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Social Factors that Impact AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Technological Factors that Impact AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Environmental Factors that Impact AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Legal Factors that Impact AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Step 3 – Industry Specific Analysis
What is Porter Five Forces Analysis
PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey case study. PESTEL analysis of " AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.
References :: AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey case study solution
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