As customers are often reluctant to eat in hotel restaurants because they assume that they are too expensive, Accor (Sofitel, Novotel, Mercure, Pullman, Ibis, Ibis styles and others) is looking at buying over the Secret Recipe chain (restaurants in Malaysia, Singapore, Indonesia, Thailand, China, Brunei, Cambodia and Myanmar) to place a Secret Recipe in each of its Ibis and Ibis Styles properties (4 in Malaysia, 2 in Singapore, 12 in Thailand and 83 in China) as well as maintain the current restaurants. Accor hotels are typically under management contracts with local owners. 1. Analyse the synergies between the two companies in terms of strategic fit.

As customers are often reluctant to eat in hotel restaurants because they assume that they are too expensive, Accor (Sofitel, Novotel, Mercure, Pullman, Ibis, Ibis styles and others) is looking at buying over the Secret Recipe chain (restaurants in Malaysia, Singapore, Indonesia, Thailand, China, Brunei, Cambodia and Myanmar) to place a Secret Recipe in each of its Ibis and Ibis Styles properties (4 in Malaysia, 2 in Singapore, 12 in Thailand and 83 in China) as well as maintain the current restaurants. Accor hotels are typically under management contracts with local owners. 1. Analyse the synergies between the two companies in terms of strategic fit.

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter12: Developing And Managing Products

Section12.1: Sriracha Heats Up The Hot Sauce Market

Problem 3VC

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