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Cendant Corporation Cendant Corporation Cendant Corporation Cendant Corporation CENDANT CORPORATION CENDANT CORPORATION CENDANT CORPORATION CENDANT CORPORATION - Compañía norteamericana que cotiza en la Bolsa de Nueva York DIVISIÓN DE VIAJES Y ALQUILER DE VEHÍCULOS: - Procede de una gigantesca fusión en octubre de 1997 de CUC Internacional (compañía dedicada al marketing directo a gran escala) y Blackstone Group (concesionaria de franquicias de hostelería: Blackstone administra a 50 sociedades que emplean a 375.000 personas para un volumen de negocios total de 85 mil millones $). - Sus distintas marcas de hoteles, funcionan desde 1925 - Tiene 3 divisiones de negocios: - El negocio de agencias de viajes y hostelería (Travel Services) - El negocio inmobiliario - El negocio de alquiler de vehículos - Sus beneficios DI se sitúan entorno al 27% - Su rentabilidad Activo (ROI=BenefAImp.Int/ActTotal) es del 206% -Oficina central con sede en New Jersey (Estados Unidos) CENDANT CORPORATION CENDANT CORPORATION CENDANT CORPORATION HISTORIA DE LA COMPAÑÍA: DIVISIÓN DE NEGOCIOS INMOBILIARIOS: MARCAS DE LA DIVISIÓN HOTELERA (9 MARCAS): - En 1990 Henry Silverman es seleccionado para encargarse de las Henry Silverman (Presidente - 1) FRANQUICIAS INMOBILIARIAS: Cendant es la franquiciadora - Opera con 9 marcas en dos de los cuatro segmentos del Mdo: inversiones de “buy-outs” de la compañía Blackstone Group, y se le y Director General) inmobiliaria más importante del mundo, con más de 13.000 inmob entre segmento económico y medio del mercado, no teniendo hace cargo de un capital de 850 millones de $ las marcas Century 21 (vende una casa cada minuto), ERA y Codwell También es el fundador y representación en el segmento alto y de gran lujo. (Cendant estima - Henry Silverman lo invierte todo en el sector hotelero y más primer accionista de la - 2) SERVICIOS DE RECOLOCACIÓN: reubica cada año más de 150.000 que más del 75% de la demanda en USA, busca una oferta < 100 $) concretamente en el negocio de las franquicias. El mismo año 1990, compañía empleados de empresas por todo el mundo (vende la casa del - En el segmento económico, opera con las cinco marcas siguientes: compra Ramada y también Howard Jonhson. trabajador y le busca otra en cualquier parte del mundo) Super 8 Motels, Travelodge Hotels, Days Inn, Villagers Lodges y - En 1992 compra Days Inn y Super 8 Motels, y así sucesivamente - 3) SERVICIO DE HIPOTECAS: para adquisición de viviendas, sólo US Knights Inn hasta completar su cartera en 1995 con la compra de Travelodge y de - En el segmento medio de mercado, está posicionada con las AVIS, convirtiendo a Blackstone Group en la primera cadena hotelera - 4) TIMESHARING: primera cadena del mundo en Tiempo Compartido restantes marcas, es decir: Ramada, Franchise Systems, Howard del mundo Paula Drum (Vice-Presidenta con más de 3.500 complejos turísticos de tiempo compartido y Directora de la división Johnson, Amerihost Inn y Wingate Inn - En octubre de 1997 nace Cendant Corporation de la gigantesca hotelera) fusión de CUC Internacional y Blackstone Group - OBJETIVOS ESTRATÉGICOS DE LA COMPAÑÍA: Ampliar el número de franquicias para aumentar la representación internacional de sus marcas hoteleras ya que sólo el 12% se encuentra fuera de USA CENDANT CORPORATION CENDANT CORPORATION CENDANT CORPORATION CENDANT CORPORATION MARCAS DE LA DIVISIÓN HOTELERA: MARCAS DE LA DIVISIÓN HOTELERA: ESTRATEGIAS DE CRECIMIENTO DE LA COMPAÑÍA: - La principal estrategia competitiva seguida por Cendant Corporation es la de ser líder en precios: (compite con precios muy agresivos a fin de conseguir mayor penetración de mercado y ventajas en costes con economías de escala, sinergias con sus otros negocios, y costes operacionales más baratos mediante sus franquicias) - Cendant Corporation es una compañía franquiciadora pura, es decir, el 100% de su cartera son contratos de franquicia - Actualmente posee más de 7.000 hoteles y casi 520.000 habitaciones, lo que convierte a Cendant en la segunda compañía hotelera del mundo después de Intercontinental, teniendo más de 100 millones de clientes - Cendant Corporation crece a un ritmo de 550 hoteles al año - El 75% de la compañía pertenece a tres marcas: Days Inn, Ramada y Super 8 Motels, aunque sus marcas más internacionales son: Travelodge y Howard Jonhson 1 2 CENDANT CORPORATION CENDANT CORPORATION CENDANT CORPORATION CENDANT CORPORATION MARCAS DE LA DIVISIÓN HOTELERA: MARCAS DE LA DIVISIÓN HOTELERA: MARCAS DE LA DIVISIÓN HOTELERA: MARCAS DE LA DIVISIÓN HOTELERA: CENDANT CORPORATION CENDANT CORPORATION CENDANT CORPORATION MARCAS DE LA DIVISIÓN HOTELERA: Cadena hotelera líder en establecimientos funcionales en Reino Unido e Irlanda (media 35€ la noche) Actualmente, Travelodge cuenta con más de 300 establecimientas en el Reino Unido e Irlanda y eligió a España como país para iniciar su proceso de expansión en la Europa Continental. En Junio 2004 abrió el primer hotel ubicado en la Madrileña localidad de Las Rozas, al que le siguió en Enero 2005, el Travelodge en la C/Torrelaguna (Arturo Soria/Madrid). La última incorporación a la cadena, ha sido el Travelodge L´Hospitalet, que abrió sus puertas el pasado mes de Marzo. La cadena planea seguir con su ambicioso plan de expansión en España a corto plazo. CENDANT CORPORATION 3 4.
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