strategy selection and positioning
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Strategy Selection and Positioning. Chapter 3. HMS - Strategic Management Process. Developing business strategies Strategic planning process Strategy levels Formulation, control, and management Business development strategies (techniques). Strategic Management. - PowerPoint PPT PresentationTRANSCRIPT
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
Strategy Selection and
Positioning
Chapter 3
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Strategic Management Process
Developing business strategies Strategic planning process Strategy levels Formulation, control, and
management Business development strategies (techniques)
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
Strategic Management
Pattern of decisions made by management to pursue its mission and objectives.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
Strategic Management
Environmental scanning Strategy formulation Strategy choice Strategy implementation
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Strategy / Service Industry
Intangibility (Hyatt touch, taste, etc.)
Simultaneous production & consumption
Customer part of delivery process Heterogeneous Perishable
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS -Strategy / Service Industry (continued)
Quality control in the hands of the employee
Communication skills paramount
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Service Industry
Capital and labor intensive Fragmented Assets managed by others Real estate intensive
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Service Industry
Innovation - no protection Entrepreneurial Supply / demand Technology
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Hospitality Industry
Positive relationship between performance and the variable of organizational structure and environmental scanning.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Strategic Management Goal
Match resources to threats and opportunities to achieve long-term viability.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Strategy Levels
Corporate Business Functional
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Corporate Strategy
The grand design for managing the entire organization.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Business Level Strategy
Determines the competitive approach for a single product or unit within a multi-product organization.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - SBU
SBU = Strategic Business Unit
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Functional Level
Strategy making within the business unit at the functional level.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Functional Levels
Finance Marketing Human Resources Operations Administrative Technology Research & Development
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMSN - Process Steps
C/E Assessment Mission Objectives Strategy Choices Implementation (action plans) Evaluation
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Strategy Formulation
Process of deciding the basic “mission”… the objectives the company wants to achieve.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Mission
The purpose for which, or reason why, an organization exists - establishes its operating domain.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Objectives
What desired outcome stated with end results over a period of time.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Strategy
(How) outcomes will be achieved.
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Levels of Control
Strategic Management Operational
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Management Tasks Exploiting corporate culture Managing communications
Employees
Owners
Host communities
Investment community
Public Business development process
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Managing (Strategy)
Business Development Process Brands Financial Resources Human Resources Marketing Resources
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
HMS - Current Management Issues
Technology Re-engineering
(organizational) Quality Empowerment Customer driven Security
Response rate(s)
Labor Liability Competition Diversity Governance
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
Positioning Options
Best quality Best
performance Most reliable Most durable Safest Easiest to use
Fastest Best value for
the money Least expensive Most prestigious Best designed or
styled Most convenient
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
Positioning Tactics
More For More More For The Same The Same For Less Less For Much Less More for Less
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
Positioning Techniques
Attribute Positioning User Application Positioning Competitor Positioning Quality Price Positioning
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Hospitality Management Strategies ©2005 Pearson Education, Inc.By R.A. Nykiel Upper Saddle River, N.J. 07458
Positioning Pitfalls
Under Positioning Over Positioning Confused Positioning Irrelevant Positioning Doubtful Positioning