The chosen company for evaluation is Mantra. Mantra is currently the largest resort operator and marketer in Australia. Each company has corporate strategy that helps them to achieve their vision and Mission (Mantra Group, 2018). Corporate strategy is defined as highest level of setting goals and objectives of the company as a corporate within its strategic management criteria. The company vision is to be the favourite among consumers and business partners by knowing exactly what can impact these two parties. Unlike other hoteliers, they have uniquely blended different customer’s needs, demands and desires into three brands known as Break Free, Mantra, and Peppers. Currently, within this three premium brands they offer 21,000 rooms each night in Australia, New Zealand, Indonesia and Hawaii. Mantra mainly focus on leisure oriented services, however their strategies in recent years have become aggressive. Recently, they have focussed on expansion strategy. The expansion strategy has helped them in increasing their revenue by 13.6% in the financial year 2017. The total asset for the financial year stands at $ 806.3 million and $37.2 million cash flow (MantraGroup, 2018). Apart from expansion to know what matter most, they have securely proceeded to acquisition strategy. They have acquired Art Series Hotel Group in late 2017. With their unique acquisition at cultural hubs they have maintained their uniqueness in services and offerings. Currently, the corporate strategy involves aggressive expansion and acquisition in Australia and New Zealand. Currently, they have 18 projects to be acquired in pipeline. The strategy is mostly focussed towards development of teams so that they can pursue new opportunities in places where the business has slowed down such as Perth, Brisbane and Darwin. The other pipeline strategy includes future funding into different assets for future growths. One of the corporate strategy that has not been explored fully is aggressive growth strategy for International expansion. Although, they have markets in Indonesia and Hawaii yet the focus and the future strategy is more targeted towards Australian bases (Roll, 2015). No such acquisitions or funding was discussed in their annual reports regarding overseas or South-Asian countries. Secondly, Accor hotel in May 2018, acquired Mantra group in $1.2 billion. While Mantra was luxury and Leisure focused Accor is corporate focussed hotel group (Accor Hotels, 2018). Therefore, the corporate strategy might need to visit their vision and mission and target towards a combinatorial approach. Such a strategy will help them in targeting other International markets.
Accor Hotels. (2018). Accor Hotels Completes Acquisition of Mantra Group. Retrieved from https://press.accorhotels.group/asia-and-pacific/accorhotels-completes-acquisition-of-mantra-group/
Accessed on 01.02.2019
Mantra Group. (2018). Retrieved from https://www.mantragroup.com.au/NewsMedia/News/TabId/730/Category/MantraGroup/Default.aspx
Accessed on 01.02.2019
Roll, M. (2015). Asian brand strategy. In Asian Brand Strategy (Revised and Updated) (pp. 107-140). Palgrave Macmillan, London.
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