Analysis Of Accor Hotels : Company Profile

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Accor has extensive brand portfolio where 240,000 hoteliers with same shared passion for welcoming, located in 95 countries, in 4,100 addresses and 570,000 rooms ("Accor Hotels: company profile", 2016). The luxury brands under Accor Hotels are Raffles, Fairmont, Sofitel, Onefinestay, Mgallery, Grand Mercure, The Sebel, Pullman, Swissotel, Novotel, Suite Novotel, Mercure, Mama Shelter, Adagio/ Adagio Access and economy and economy brands are IBIS, IBIS Styles, IBIS Budget, and Hotel F1("Accor", 2016).
2. Analysing the macro- environment of Accor Hotels
Macro environment comprises external forces that organisation cannot directly control, instead organisation need to manage their macro environment in a way that benefits them ("The Macro Environment & Pest Analysis", 2016). The PESTLE analysis is the most widely recognized approach for considering the external business environment (Gupta, 2013). PESTLE analysis stands for Political, Economic, Social, and Technological, Legal and environmental analysis and describe a framework of macro environmental factors utilized as a part of the environmental scanning component of strategic management. Generally, all the PESTLE factors might not important for all types of industry its depends up industry nature or size. This PESTLE analysis is based on Accor Hotels in Australia which is a famous and globally recognise hospitality brand.
I. Economic factors
Economic factors included assessing potential changes to the economy`s inflation
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