Marketing for Competitiveness of Organization

Marketing for Competitiveness of Organization

In today's cut throat environment of competition, marketing strategies are considered to be an important tool for the organizations to remain competitive in the industry. It is mainly dependent on the marketing strategies of the organizations that make companies to focus on factors that affect their organizational operations. These mainly include the political, economical, social, technological, legal and environmental factors along with the factors representing the current target market and marketing mix of the organization. These factors greatly affects the operations in long and short run and thereby increase or decrease the profits of the company. The company that has been selected for analyzing the importance of the current target market, and effect of PESTLE and marketing mix, is Accor. Accor is a European company offering the services of the hotel management while possessing leading position in the world of corporate services. The company holds large number of hotels, restaurants, car rental companies, travel agencies, and firms with the restaurant voucher. The company was founded in the year 1967 after it made significant development in the hotel management industry. The company has annual growth of twenty percent growing with its operations all over the world.

Current Target Market

In order to review the current target market of the Accor, it is important to consider the demographic, behavioral, geographic and psychographic variables so that vast knowledge about the operational strategy of the company could be obtained. Firstly, the review of the geographic segmentation is important in order to consider the division of the company's operation. The business operation of the Accor has been divided on the range of various services that it offers to its customers of various regions. The Accor is considered to be the hospitality group leading important position in the world of hotels and tourism industry. The Accor group of companies has owned around 90 resorts and more than 4,000 hotels around the globe maintain outstanding position in the hospitality and service industry. The Accor hospitality group has owned large number of brands in hotels that includes Sofitel, Pullman, Novotel, Mercure and Grand Mercure etc. As the Accor hospitality group possesses large number of hotels that is around 40 in number, all the hotels of Accor offers manageable accommodation and hygienic conditions to its customers providing primary services for up scaling the prominent hotels aimed at ensuring the stay of luxury for its customers (Cathy, 2000).

The current target market of the Accor hospitality group is that of the working class individuals. These individuals are able to have certain services only that are in their range. There are certain services that have been introduced by the Accor hospitality group for the upper working class as well. These services are costly enough that only upper class can afford them. However these services have been provided for the medium working class as well (Charles, 2003, 214).

The demographic segmentation refers to the classification of the consumers according to their age, gender, education, occupation, religion, ...