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Strategy Selection and Positioning

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.

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Strategy Selection and Positioning

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  1. Strategy Selection andPositioning Chapter 3

  2. HMS - Strategic Management Process  Developing business strategies  Strategic planning process  Strategy levels  Formulation, control, and management  Business development strategies (techniques)

  3. Strategic Management • Pattern of decisions made by management to pursue its mission and objectives.

  4. Strategic Management • Environmental scanning • Strategy formulation • Strategy choice • Strategy implementation

  5. HMS - Strategy / Service Industry • Intangibility (Hyatt touch, taste, etc.) • Simultaneous production & consumption • Customer part of delivery process • Heterogeneous • Perishable

  6. HMS -Strategy / Service Industry (continued) • Quality control in the hands of the employee • Communication skills paramount

  7. HMS - Service Industry • Capital and labor intensive • Fragmented • Assets managed by others • Real estate intensive

  8. HMS - Service Industry • Innovation - no protection • Entrepreneurial • Supply / demand • Technology

  9. HMS - Hospitality Industry • Positive relationship between performance and the variable of organizational structure and environmental scanning.

  10. HMS - Strategic Management Goal • Match resources to threats and opportunities to achieve long-term viability.

  11. HMS - Strategy Levels • Corporate • Business • Functional

  12. HMS - Corporate Strategy • The grand design for managing the entire organization.

  13. HMS - Business Level Strategy • Determines the competitive approach for a single product or unit within a multi-product organization.

  14. HMS - SBU SBU = Strategic Business Unit

  15. HMS - Functional Level • Strategy making within the business unit at the functional level.

  16. HMS - Functional Levels • Finance • Marketing • Human Resources • Operations • Administrative • Technology • Research & Development

  17. HMSN - Process Steps • C/E Assessment • Mission • Objectives • Strategy Choices • Implementation (action plans) • Evaluation

  18. HMS - Strategy Formulation • Process of deciding the basic “mission”… the objectives the company wants to achieve.

  19. HMS - Mission • The purpose for which, or reason why, an organization exists - establishes its operating domain.

  20. HMS - Objectives • What desired outcome stated with end results over a period of time.

  21. HMS - Strategy • (How) outcomes will be achieved.

  22. HMS - Levels of Control • Strategic • Management • Operational

  23. HMS - Management Tasks • Exploiting corporate culture • Managing communications Employees Owners Host communities Investment community Public • Business development process

  24. HMS - Managing (Strategy) • Business Development Process • Brands • Financial Resources • Human Resources • Marketing Resources

  25. Technology Re-engineering (organizational) Quality Empowerment Customer driven Security Response rate(s) Labor Liability Competition Diversity Governance HMS - Current Management Issues

  26. 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 Positioning Options

  27. Positioning Tactics • More For More • More For The Same • The Same For Less • Less For Much Less • More for Less

  28. Positioning Techniques • Attribute Positioning • User Application Positioning • Competitor Positioning • Quality Price Positioning

  29. Positioning Pitfalls • Under Positioning • Over Positioning • Confused Positioning • Irrelevant Positioning • Doubtful Positioning

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