Sie sind auf Seite 1von 9

Ibis strategic analysis and positioning ? 5.1 SWOT analysis.

SWOT analysis is widely used internationally as a strategic choice approach, it is through the assessment of internal strengths and weaknesses and external opportunities and threats to the search business external environment and internal resources, a good match to reach the external opportunities and enterprises edge, and try to avoid the threats and weaknesses of the purpose, to help companies develop or select appropriate strategies to ensure competition to win business in the future. We use the method of SWOT Ibis hotels in China, the development of strategic analysis. 5.1.1 The advantages of Ibis (1) strong brand. Ibis Accor Hotel Group's hotels brands. Accor Group is principally engaged in hotel management, tourism and corporate services business, multinational corporations, is the world's top three hotel management group. [52] Accor has more than 4,000 hotels, ranging from economy to luxury hotels of various grades, 7% of its high-end hotels, mid-range hotels, 35%, 58% of low-grade hotels. In 1974, Accor created Ibis hotel brand, currently has more than 800 Ibis hotels, is the world's largest network of hotels. As the originator of hotels, Ibis hotel after entering China in 2003, has been branded by the Group's network of publicity and promotion. [53] In China, the economic development of hotels in Shanghai and some economically developed regions started, and these regions all over the more foreign-funded enterprises and business people, they have a better understanding of foreign hotels, foreign brands awareness and acceptance are high. The Ibis hotel in China's emergence in the Accor Group to enter the Chinese market a few years after, while the Group's other brands, such as five-star Sofitel Hotel, the four-star Novotel hotel has been known to everyone, On this basis, for the Ibis hotel brand, is easily accepted by many business people. In 2008, Ibis Hotel in the TTG Travel Awards selected the best hotels on the brand, Ibis 2009, also won the "Best Budget Hotel Brand in Greater China" 2009 TTG China "China trip karma ") Travel Awards and" the most popular hotels brand (China) "- 2009" Traveler "Readers Choice Gold List two honors. With the Ibis hotel in China's opening to increase the number of its brands become more and more obvious advantages. (2) Quality Edge. From China out of the first Hotel Ibis Tianjin TEDA began Ibis always uphold the quality of the priority standards, terms of hotel property and equipment facilities for the higher demand. Other domestic brands such as family hotels, Jinjiang, etc., their early stage of development and are based on leasing plant or office building to reform, opening hotels. They are mainly the case under the original property, according to local conditions, for room partition, so the hotel room size and layout will have to be different. Although the hotel has a unified image of the display and decoration style, but the differences between different areas of the hotel will be very obvious. At the same

time, these hotels will be the company-operated stores and franchise stores there is a big difference. Operated stores in the decoration and equipment, some of the better quality, but quality will decline in the quality of stores a lot. The Ibis hotel has consistently maintained that a uniform standard to build hotel, Hotel Ibis core standards include: 1) the uniform size of the room. Ibis hotel room area of 18 square meters, with 3 m X 6 m pattern. 2) The room used arc as a whole bathroom, not only saving space, increased bathing comfort. 3) Hotel with central air conditioning system, to ensure the room warm in winter, cool in summer. 4) a card-style hotel with an elevator, to ensure the hotel's security and privacy. 5) The hotel has bars and small restaurants can give customers 24-hour meal service. In Europe, most of the Ibis hotel is passed the certification ISO9000. In China, on the quality certification work in progress. June 2009, Ibis hotels in China headquarters and three - Hotel Ibis Beijing Sanyuan Bridge, Shanghai Lianyang Ibis Hotel and Hotel Ibis Wuxi New District, after a series of up to six months training and review, obtained ISO9001 international quality certification. This also marks the Ibis hotel in China Quality Certification start. (3) Management obvious advantages. Ibis hotel management in strict accordance with the implementation of European standards. Ibis hotel staff room ratio of 0.2, and if the staff room at home than is 0.30.4, Jinjiang is 0.4-0.5, Ibis hotel has a large human cost control advantages. In order for hotel managers to understand the foreign Ibis hotel management features and advantages of the hotel's general manager of the Group arranged training abroad, and thus the management of Ibis hotels will have a deep understanding. Management trainee for new recruits, will arrange the training to go abroad for the hotel until the end of their training, arranging hotels as the more important positions. In 2008, the world's first 15 Accor Academy settled in Chengdu, China, marking the Group's Regional Training Scheme formally began. In order to improve guest satisfaction, the Ibis in Europe, the implementation of the "15-minute satisfaction guarantee" system into the China hotel. Ibis believes that to achieve this, the key is to deal with the problem of responsibility delegated to the guests come into contact with the first, rather than ask for instructions step by step report. Thus, although the service will be larger the pressure, but greatly improved guest satisfaction. (4) product cost-effective Ibis hotel is very close to the market price, although the hardware facilities of the hotel is much higher than other hotels, but its price is unchanged with the other competitors. China's first Hotel Ibis Tianjin TEDA when the opening price of 158 yuan, while pricing in other cities are basically in less than 200 yuan. Such a low price to attract a large number of business guests, they enjoyed the Ibis hotel's services, most of whom became the hotel's loyal customers. 400 yuan more than the four-star hotel, stay at Ibis Hotel guests can enjoy the comfort of central air conditioning, but also watch CNN, NHK and other foreign satellite TV, lobby bar in the evening free time, rest Chat , less than half the price it offers so many services, this is how they choose the main reason for Ibis.

(5) Group background, plenty of capital. Accor Asia Pacific, as the development priorities of the Ibis hotel in China in the early stage investment, mainly relying on strong financial support group. Accor Hotels Group and other hotel groups are different in the global expansion adhere to the "heavy assets" model as the main development strategy, investment or rental management approach is Accor to expand the main means, since 2006, Accor has also taken a transfer The principle of non-strategic assets, will focus on core business services and hotels travel on. It also makes Accor hotel brands in the multi-level configuration than the other hotel groups become more balanced. In 2008, hotels and tourism services revenues have accounted for 70% of the Group's overall revenue. In order to develop in China, Ibis, 2003, Accor plans to invest 500 million euros in China to open nearly 100 Ibis hotels, and to the Chinese market as a regional focus on the development of the market.

5.1.2 disadvantage Ibis (1) large investment and long payback period Ibis Hotel building always uniform standard, so the investment cost for each hotel are large. The early entry into China, Ibis hotel is built directly buy land property, so a 200room Ibis hotel investment cost of more than 4,000 yuan, while the Ibis hotel in 160200 of the basic price , the investment payback period of more than 12 years. The domestic economy hotels such as the Star of Jinjiang, and such as home, their investment costs will be thinking the cost of investment is appropriate only 1 / 5, then 3-4 years to recover the investment. Increasing investment, operating results would have a very high demand, if met, once the recession, or competition, then will extend the payback period. The end of 2008 global economic crisis has made the domestic economy hotel operators face greater pressure, with the number of major brand hotel opened increase hotels growing competitive pressure, which has to operate the hotel Ibis performance brought great challenges. (2) the high cost of daily operations Ibis hotels are using central air conditioning system, which is different from the other Ibis hotels in key features, have suitable Ibis hotel brings a large number of loyal customers. The use of the system also increases the cost of daily use. As the domestic economy hotels are using the Wall split air-conditioning, will be used when guests stay, which will be closed when the room vacant, great energy savings. The Ibis hotel use central air-conditioning, even when the room will be vacant when the room temperature, under a set operation to ensure that guests experience while staying at the room temperature uniform, which will increase energy consumption, increased operating costs . Ibis Hotel's hot water system is also different from other economy hotels. Most hotels do not set the domestic boiler, but the procurement of water, directly added to the water tank to provide guests a way to wash with hot water. As the cost of

purchasing water far below the direct use of the boiler heating means, so a decrease in operating costs. The Ibis hotel to ensure guests water, stick to set up the way boiler heating, although the service can be guaranteed, but the daily use cost is much higher than other hotels. (3) to develop a single approach, a small number of stores. From 2003 to enter the Chinese market since the end of 2008, Ibis has been opened in 25 stores across the country, mainly in Beijing, Tianjin, Shenyang, Qingdao, Wuxi, Shanghai, Chengdu and other areas, and shop more scattered, and Every city has at most two stores, such as Tianjin and Chengdu. The distribution of such stores is difficult to scale, not conducive to the headquarters of the system. The Jinjiang now more than 80 cities in the country, operating 300 hotels under management, while the largest, such as home management of the current nationwide the number of nearly 500 hotels, while plans to open an annual rate of 120 store. Currently, the Ibis out of stores, in addition to a small number of properties to lease the rest were self-built or buy properties to buy land in a way, this way of Direct Investment has been limited the Ibis Hotel in China development. ?Most of the domestic hotel companies joined by way of lease or the scale of the development of hotels, especially in the past two years, opened their new hotel franchise has increased substantially. (4) Hotel Room single, standard ratio between the less. As the economy Ibis hotels, mainly located in the guest accommodation to meet the business requirements of the hotel. Therefore, in the design of the hotel, the main chamber to the main bed room, with appropriate standard room. This chamber in Europe the ratio of general application, but in the country have different requirements. Ibis Hotel double room and standard room in the ratio of 8:2, while the domestic economy hotels such as home and Jinjiang, their ratio is 3:7, this ratio is more in line with domestic economic hotels operating requirements. Europe's cultural heritage is not allowed same-sex living in a room, and the cultural tradition of China is the opposite. Domestic customers are people with a lot of business travel, accommodation if they have certain standards and restrictions, would choose to live in a standard room at the same. If the standard room too few, it is difficult to meet the needs of guests. In addition to the individual Ibis hotel occupancy rate higher than many area stores and other similar occupancy rates, such as hotels and other than stay far below their level.

5.1.3 Ibis Hotel faces the opportunity to


(1) new opportunities for economic development According to statistics, China's domestic tourism has had over the population, such a huge number of tourists, that our country has reached the level of mass tourism. With the emergence of mass tourism is bound to bring about the improvement of tourist facilities and industry restructuring. As of the end of 2007, there were 13,583 home-star hotels, hotels are located as follows:

Table 5-1:2008 statistics of China's all-star Hotels Hotel number (home) number of rooms (10 000) Beds (10,000) Operating income (million) Five Star 36913.7321.47401.07 Four-star 159533.6960.06502.85 Samsung 530764.76124.33519.76 Award 571842.0484.72211.77 1 star 5943.166.3611.59 Source: China Tourism Statistical Bulletin 2008 order The number of Samsung over 7271 hotel has rooms 1,121,800, 2,058,600 beds. According to the Hotels Association statistics show that U.S. hotels are about 60 000, average room occupancy rate of 70%, hotels and luxury star hotels are generally 7 to 3 ratio, economical chain hotel revenue in the United States 64% hotel industry revenue, annual profits are by hundreds of billions of dollars. [54] According to this estimate is based on the Chinese economy hotel market up to 20,000 total capacity of about scale, according to 2008 statistics, China has more than the size of two hotels for the 2517, plus Uehara about some of the past 6000 Award and a star hotel, the whole market and nearly 12,000 hotels in the gap. Therefore, China's market is still huge, and has good development prospects. (2) the increase in travel by people from outside, on the international branded hotels increased demand. In 2008, the year China received a total of 13,003 million tourist arrivals, international tourism income reached 40.8 billion U.S. dollars. As China is the world get to know more and more foreigners choose to China Travel, independent travel for young people which also occupies a significant proportion of their choice of economic model the main hotel as the stay of the Mu Biao. The international brand hotels, the domestic price level is lower than abroad, but their services are the same as with the foreign hotel, which will attract the maximum number of foreign personnel, but also to increase the class brand hotel needs. (3) mergers and acquisitions to expand the scale of With the economic rapid development of hotels, many of the rapidly expanding hotel group in the same time, encountered financial problems and results fall in line. The fund has a strong international hotel groups have the opportunity in the Chinese market by way of mergers and acquisitions to expand the scale of the hotel. Accor Group, through its own investment and development in the Ibis hotel, it is also the domestic hotel groups to find suitable acquisitions. Has extensive experience in mergers and acquisitions Accor, in entering the U.S. market, bought MOTEL6 company directly, and to the brand as its economy hotel brands. For the China market, Accor Group will be expanding the use of this scale means for development.

5.1.4 Ibis threats


(1) the domestic economy hotels brand of the competition

Currently, Ibis hotels in the country ranking of brands ranked by number of rooms after 5, while the top 5 economy hotel brand has occupied 50% market share, competition, market concentration is very high. Rapid expansion of competitors, making the development of Ibis hotels will face greater competition. (2) foreign hotel management company's economical brand new threat to enter the Chinese market With the foreign hotel management companies in the domestic management of the increasing number of hotel groups are also a number of hotels on the domestic market to attract rapid development, also began to gradually enter the market. For example, the InterContinental Group, Holiday Inn Group to China. At present, the InterContinental in Shanghai, Beijing and other places around managing nearly 10 Holiday Inn, along with nearly 20 or so hotels under construction. U.S. Days Inn hotel is also rapid expansion domestically. The hotel development will impact on Ibis. (3) financial crisis environment, the great strength of high-star hotel discounts With the poor global economic environment, China's economic development has also been a greater impact, with the foreign business travelers to reduce the number of domestic, with many companies to control costs, reduce or decrease the standard and frequency of travel, domestic High-star hotel occupancy rate encountered a great impact. In response to this situation, many high-star hotels launch a more substantial discount special room to scramble for tourists and hotels. The hardware facilities of high-star hotel than the standard Ibis hotel, if the price level close to its advantage is obvious. (4) the threat of more low-end hotel development With the domestic Jinjiang Star Hotel Bristol, the prices of Hanting Inn hotel in the hundred or so introduced, the domestic economy hotel market will be further broken down, there will be more and more areas of the hotel into the 100 yuan price . The Accor Group itself has more low end than the Ibis hotel brands, such as "Formula 1", the group will be according to the Chinese market conditions, timely launch of the brand. The introduction of the brand itself will also impact on Ibis hotel, Ibis Hotel affect performance at home. SWOT analysis in the above basis, we Ibis Hotel strength, weakness, opportunities, threats and summarized for the specific the table below.

Table 5-2: SWOT Analysis of Ibis


S: Advantage ? Strong brand ? Quality Edge ? Management obvious advantages ? Product cost-effective ? Group background, capitalized W: weaknesses ? large investment and long payback period ? high cost of daily operations ? development of single-mode, a small number of stores ? Hotel Room single, standard ratio between the less O: Opportunities ? China's economic development brings new opportunities ? people who travel overseas to increase, based on the international economy hotel brand needs to increase ? mergers and acquisitions, to expand the scale of T: the threat ? domestic economy hotels brand of the competition ? foreign hotel management company's economical brand new threat to enter the Chinese market ? Financial Crisis, the great strength of high-star hotel discounts ? the threat of more low-end hotel development 5.2 The strategic position and action evaluation matrix Strategic Position and Action Evaluation Matrix (Strategic Position and Action uation Matrix, SPACE Matrix for short) is to analyze the external environment, corporate strategy and business combination should be used. [55] SPACE matrix has four quadrants, respectively, to the progressive business, conservative, defensive and competitive mode of the four strategies. The two axis of this matrix represent the company's two internal factors - financial strength (FS) and competitive advantage (CA); two external factors - environmental stability (ES) and industrial advantages (IS). These four factors are the company's overall strategic position is the most important. ? Figure 5-1: Strategic position and action evaluation matrix model We use strategic position and action evaluation matrix analysis, four factors must first select the main variables, and the variable assignment; on the composition of the variables FS and IS given from 1 (worst) to 6 (best) to score values, while the ES and CA constitute the axis of each variable from -1 (best) to -6 (worst) to score values; to the axis of the score values of all variables are added and then divided by the number of axis variables, respectively total to arrive at FS, CA, IS and ES respective average scores; the FS, CA, IS and ES from the average number of points marked on the respective axis, the X-axis of the two scores added together, the results marked X-axis

is; the Y axis of the two scores added together, the results marked in the Y axis; marked X, Y axis intersection; from the matrix origin to the X, Y values of the cross-dotted a vector, a vector on this that companies can adopt the strategy types. ? ? ? ? ? Table 5-3: Ibis the scores of internal and external strategy External strategy for dealing with the internal strategy for dealing with Financial strength (FS) environmental stability (ES) Investment income 3 inflation -3 Changes in demand for financing capacity of -2 6 Solvency of the price range of competitive products 5 -2 Liquidity in the market entry barriers -6 4 The convenience of withdrawing from the market competitive pressure -1 2 Business risk a price elasticity of demand -3 Competitive advantage (CA) industry advantage (IS) Market share growth potential of 6 -4 Profitability hardware -1 4 Technical expertise to price advantage -1 5 Resource use customer loyalty -3 3 Capital-intensive management -2 5 Brand awareness -1 5 convenience market Productivity and capacity utilization 4 Based on the above factors variable scores, we can conclude that FS's average 3.5, ES The average -2.83, CA average value of -2, IS the average of 4.57. We will be CA + IS =- 2 +4.57 = 2.57, find the X-axis value; FS + ES = 3.5 +2.83 = 0.67, Y-axis values obtained. Identified in the chart are: ? Figure 5-2: Ibis distributed SPACE Matrix According to the analysis we can see the Ibis Hotel in the aggressive quadrant, you can use their own internal strengths and external opportunities to develop appropriate strategies can be used horizontal integration strategies, to expand the scope for greater market share. 5.3 Ibis and comprehensive analysis of strategic positioning Cheap hotel in front of the domestic market trends and Ibis hotels in China in the region should the external environment and Zishenziyuan Dengjinhangliao analysis can foresee the domestic economy hotels market prospects for Juda's then it would bring Ibis Best hotel for more development opportunities. Mature foreign markets from both hotels dominant mode of view, our hotels will still face greater opportunities for development. This stage, the domestic economy hotels in an increasingly competitive, well-known hotels group to take this opportunity to expand

the market size, market facing new integration opportunities. The Ibis hotel can also take this opportunity to expand the scale and consolidate the competitive position of the market. ?According to China's economy hotel market characteristics and Ibis hotel operator status, on the Ibis hotel in China's development of strategic positioning as follows: (1) consolidate and strengthen the Ibis hotel's competitive position. 1) Ibis should adhere to self-employed basis, opening up franchising and management contracts. Franchise by mature way to quickly realize the Ibis Hotel in the domestic market scale. 2) low-cost expansion strategy. On the one hand reduce the hotel proper construction standards, the business focus on the regional or urban centers, to change the central air conditioning for the split air conditioning, lower investment costs; by strengthening the management and staff of the localization strategy to achieve to reduce manpower and operating costs. 3) adjust the Ibis Regional Development Strategy, priority in the first and second shop in economically developed areas, the economically underdeveloped regions can be considered selective to shop. In the Ibis hotel has the city should focus on developing and expanding the city's market share. (2) The horizontal integration strategies to achieve the Ibis hotel in scale. 1) to expand through acquisition and merger of the Ibis hotel in the country scale. Accor to rely on the background and financial strength, you can choose a certain size in the domestic economy hotel companies in mergers and acquisitions, expanding the scale of China's hotel zone. 2) strategic alliance and cooperation. Select Hotels in economically developed regions, by way of cooperation or strategic alliance, with the group's local resources development in the region Ibis hotel, the formation of regional markets to expand market share. . (3) expand the Ibis hotel sales channels, the implementation of Ibis customer loyalty program. 1) to increase Ibis 800 free calls promotion to increase the efficient use of telephone booking and frequency. 2) the establishment of Ibis China's membership card system, the implementation of the Ibis customer loyalty program. 3) establish cooperation with other booking sites, the increase in multi-channel customer base.