final report of the same class, strategic management. i guess i really like my teacher Tony, that's why i paid 10 hours to do the ppt. haha. Mr. Tony like it a lot, but some of the students told me they are scared by some of the ladys. by the way, strongly recommand: http://www.loriearley.com/

1. Strategic Management Ibis

2. Content Part 1 General Information of Ibis Huamark Hotel Background – Accor Group Location Major Product and Service Part 2 Ibis Huamark Hotel Business Description Vision & Mission Market Segmentation Marketing mix Part 3 Analysis OT/SW Analysis Five Forces Analysis 3 Generic Strategies Matrix Analysis Firm’s Capabilities Part 4 Recommendation Part 5 Conclusion

3. Part 1 General Information of Ibis Huamark Bangkok Hotel

4. Background – Accor Group 2347 hotels 1186 hotels 169 hotels 160 hotels 153 hotels 135 hotels 21 hotels

5. Hotel Brands – Accor Group Etap ibis All seasons Suitehotel Mercure Novotel Sofitel

6. Location 30 min Concept Comfortable, reliable and affordable! Simple Ibis, think Ibis!

7. iCafe Meeting Room Swimming Pool Bar Major Product and Service Standard Room Superior Room

8. Part 2 Ibis Huamark Hotel Business Description

9. Business planning Vision Mission Core competency value of money cleanness of rooms Competitive Advantage strong distribution channels & brand value

12. Part 3 Analysis

16. 3 Generic Strategies

18. FIT Rate market share(%focus on leisure FIT) Price is important for FIT or not FIT didn’t care about little difference of price much Novotel Dynasty Royal Pacific Ibis Alexander Maxx

19. Service Quality market share(%focus on leisure FIT) Service Quality is important for FIT or not Service quality is important for FIT guest. Novotel Dynasty Royal Pacific Ibis Alexander Maxx

20. Service Quality FIT Rate Value of FIT guest Ibis has much better Value compare to other competitors. Novotel Royal Pacific Ibis Alexander Maxx Dynasty

21. Group (same size) rate market share (%focus on leisure group) Price is important for group or not Price is a very sensitive factor of travel agent Novotel Royal Pacific Ibis Maxx Dynasty Alexander

22. Service quality market share (%focus on leisure group) Service Quality is important for group or not Service quality is not a big issue of Leisure group market. Novotel Royal Pacific Ibis Maxx Dynasty Alexander

23. Service Quality Leisure Group Rate Value of leisure group guest Ibis has much better Value compare to other competitors, which seems like not necessary for this market. Novotel Royal Pacific Ibis Alexander Maxx Dynasty

24. Chinese market Ownership/management independent Who will prefer Chinese more Ibis is not really suitable in this particular market Novotel Royal Pacific Ibis Maxx Dynasty Alexander

25. Brand Value market share (%focus on leisure group) Strong brand should focus more on group sales or not The brand value does not have big influence of travel agents, which is strength of Ibis. However, as we know, more than 60% of their business is Leisure Group. Novotel Royal Pacific Maxx Dynasty Alexander Ibis

26. Thai people rate - foreign rate market segment(%focus on corporate group) How profitable of Thai guests Ibis set a big gap between Thai guest rate and foreign guest rate. Government officer Slow down cash flow Novotel Royal Pacific Maxx Dynasty Alexander Ibis

27. International awareness market share (%focus on leisure FIT) How the international awareness help the leisure individual market Ibis has a definitely higher International awareness than other hotels. They have big potentials to develop Leisure individual market. Novotel Royal Pacific Dynasty Alexander Ibis Maxx

28. Ibis hotel relies too much on Chinese tour groups to occupy their occupation Ibis hotel has higher service quality, guest satisfaction and strong brand value compare to other hotels. Ibis needs put more tactics to focus on FIT leisure travelers. Matrix Conclusion

29. Analyzing the Firm’s Capabilities Functional Areas Value chain Benchmarking

30. Ibis out sources food & beverage as well as laundry as a result major part of the supply chain is cut down. Hence the supply chain of Ibis is very small. Ibis revenue is around 5 to 7 million per month. There are no cash flow problems faced by Ibis unlike certain other hotels of the same standard. They may take less risk to develop the government officer market which may slow down the cash flow. W ord of mouth M aintain a personal relationship with the customers M aintain good relationship with the agents. Strong Brand Value People and companies are able to book their reservations via the internet. The employees are trained well hence the error is less than 1%. T he best value for money as well as for its cleanliness. S ervice guarantee 15 minutes On Thursdays it is set aside to handle the major complaints. Ibis keeps in contact with the guests in order to retain their customers. Value Chain Finance SCM Marketing & Sales Operations CRM & Services Value chain

31. Functional Areas Functional Areas Promotion Sales and Distribution Information Management Corporate Management

32. Benchmarking Need improvement SCM – They can make standard process Lobby – Extend space, Ibis may use indoor car parking areas to enlarge its lobby space F irms that are known to be at the leading edge of these functions Royal City Hotel, Royal River Hotel Benchmarking

33. Part 4 Recommendation

35. Part 5 Conclusion

36. Thanks for your attention Q & A