Accor Hotels Case Study - Case Study Research Writing

Assignment Task:

Case Study – AccorHotels 
 
AccorHotels is a multinational hotel group founded in 1967 and now operates 4,300 hotels under 20 brands in 100 countries. The hotels owned and operated by AccorHotels encompass services ranging from budget and economy lodgings (e.g., ibis, Mercure) to luxury and upscale hotels (e.g., Grand Mercure, Fairmount Hotels & Resorts). The hotel group, particularly its economy brands, recently identifies a major issue that challenges its market share due to the rapid expansion of the new model of hospitality service provided by Airbnb. Airbnb harnesses the advancement in, and prevalence of Internet technology to rapidly expand its accommodation marketplace offers to 191 countries. It provides a wide variety of accommodation choices including but not limited to apartments, villas, castles, three houses, and B&B often at a competitive price.  
 
Faced with this growing challenge from Airbnb, the executive team of AccorHotels decides to conduct research to inform its business decision relating to developing a strategy that taps into the values its guests are looking for that distinguishes AccorHotels from Airbnb and convince them to continue using AccorHotels’ service. In this assignment, you will play an assumed role as a researcher hired by the hotel group to conduct research and collect information needed to assist with this decision-making process. Before the commencement of data collection, you are to develop a research proposal to communicate to the executive team what is to be attained from the research and how.  
 
Required 
 
The research proposal needs to be structured as follows: 
Problem statement/background
(This section should provide a succinct background of the case that places the analysis into context). 

Purpose of the research
(You need to identify the purpose/objective of the research clearly. You may write down the main purpose of the research and that can be segregated into some specific research purposes/objectives).

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