Accor Industry – Implementation, Implementation Actions and Control Mechanisms

Topic

Accor Industry – Implementation, Implementation Actions and Control Mechanisms

Instructions

Critically analyse the case study following the framework introduced in the seminars to identify 1-3 key challenges/problems in the case and to suggest and justify alternative strategies based on the digital marketing principles. All analyses should be based provided facts and information in the case study.

Answer preview

To create a long-term solution, Accor needs to improve their online presence and intensify the access and influence of customers at different digital points of contact. The following implementation steps are recommended.

First, Accor should strengthen the company-owned footprint and boost the mobile application to reach more customers. The case shows that the company acknowledges the impact of the digital revolution which translates to different ways in which customers engage the brand (Hess et al., 2016).

Word count: 587