INTRODUCTION TO

STRATEGY
This will provide an introduction to the subject and introduces a
framework for examining the whole strategy process based around four
key component parts of the strategic process: strategic purpose strategic
analysis strategic choice strategic implementation

The planning of a desirable future and the design of a suitable

programme for achieving it.

◊ Strategic purpose What the organisation is

◊ Strategic analysis trying to achieve what its
◊ Strategic choice purpose or aim is where it
◊ Strategic is trying to head for in the
medium to long term
implementation

This is concerned with it is concerned with analyzing

the strengths and weaknesses
generation of strategic
of an organisation’s internal
options evaluation of resources and the
strategic options, and, opportunities and threats
selection of strategy posed by its external operating
environment.
CHARACTERISTICS OF
STRATEGIC DECISION
they are:
This is concerned with: complex long term
resource planning integrated proactive
organisational structure have an impact on the whole
logistics and implementation involve major change
timetable timetable for involve grand design
implementation monitoring made by those in positions of

and review power in the organisation

SOME DEFINITION OF STRATEGY

"Strategy is the direction and scope of an organisation over the long term:
ideally, which matches its resources to its changing environment, and in
particular its markets, customers or clients so as to meet stakeholder
expectations." (Johnson and Scholes, 2008)
" A strategy is the pattern or plan that integrates an organisation's major goals,
policies and action sequences into a cohesive whole." (Quinn, 1998) 
"Five definitions of strategy are presented... - as plan, ploy, pattern, position and
perspective." (Mintzberg, 1998)
 INTRODUCTION TO
STRATEGY

Tourism Profit- Destinations

making Master Plans
organisations Specific goals – e.g.
NGOs
climate change
Government
Mega projects and
Organisations
Events
NTOs

Avoid strategic Drift

Dynamic
Survive Turbulent Diverse
Environments
Avoid organizational Difficult
Fragment Dangerous
Provide Co-ordination

A national, regional or local tourism strategy often works to co-

ordinate al the disparate players in the tourism economy

Strategy as prescription vs the contested nature of strategies.

Approaches underline the messiness

This grouping of approaches
of the world that entities operate in,
including the classical approach
the difficulties of obtaining correct
believes that a strategy can be
knowledge, the sometimes
formulated using knowledge about
overwhelming power of the external
an entity’s situation and that the
environment on entities and the
strategy can be effectively put into
effects of humans on the whole
action.
process.