STRATEGIC PLANNING AND IMPLEMENTATION.

Strategic Planning and Implementation.

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.



Table of contents

Acknowledgement2

Resource implications EcHotel Ltd5

EcHotel Ltd's ethical, cultural, environmental, social and business background against current standpoints10

EcHotel Ltd's strategy for business development13

Set up monitoring and evaluation systems for EcHotel Ltd.20

References22

Strategic Planning and Implementation

EcHotel Ltd face diverse markets and competitive pressures and it are not therefore possible to develop a prescriptive approach to the process. Strategy in EcHotel Ltd will be concerned with two substantial indicators in the economy, the level of business activity and the amount of disposable income for leisure purposes. The larger EcHotel Ltds are concerned with these issues in an international context either as direct traders in overseas markets or as the recipients of tourist expenditure in their own country. Multi unit international EcHotel Ltds are confronted with a more difficult task in the development of an overall long term strategy. Individual units or units in a particular region may have to deal with local issues that impact upon overall company strategy.

For instance an international hotel company wishing to develop the short stay business market as a feature of company policy may be seriously affected by a down turn in business in a region of the world due to political and social instability. If the area is allowed too much autonomy to respond to local conditions the overall image of the company may be adversely affected worldwide. If central control is not relaxed then the units in that area may become financially unsound. The standardisation of service to an agreed level is also a major problem for EcHotel Ltd operators attempting to develop an company marketing strategy. The interaction between customer and staff member is such an important feature of the EcHotel Ltd product that it must be part of the planning process and yet implementing and controlling this important aspect of the business represents one of the greatest challenges to EcHotel managers(Bould, 2002, p88).

Resource implications EcHotel Ltd

Central to the development of marketing strategy is the continuous flow of information from the market place, specialist agencies (for instance advertising agencies), internal administration and management departments. In EcHotel Ltds this would take the form of regular, usually monthly returns from the unit to regional head office where the data is analysed and used in the decision making process. Diagram two describes the components of a marketing information system and the interrelationships between them.

Piercy describes the characteristics of a marketing information system thus:

1 It stores and integrates information on marketing issues from many sources.

2 It provides for the dissemination of such information to users

3 It supports marketing management decision making in both planning and control.

4 It is likely to be computerized(Kale,2007, pp. 80)

5 It is not simply a new name for market research

Accounting system - EcHotel Ltd operations depend almost exclusively upon their accounting department to provide marketing data as a derivative of the ...