SCHOOL OF HOSPITALITY AND CREATIVE ARTS

STRATEGIC MANAGEMENT FOR SERVICE INDUSTRY

(HMG20403)

SESSION: FEBRUARY 2022

ASSIGNMENT 2
TYPOLOGY OF ALTERNATIVE STRATEGIES: THE CORPORATE AND
BUSINESS-LEVEL STRATEGIES

PREPARED BY:

Name ID Number Course

NARVEEN MANICKAM 012020090644 BHM
MUHAMMAD AIMAN BIN ZULKIFLI 012020022245 BHM
MUHAMMAD ERWAN ESKANDAR BIN 012019072848 BEM
MOHD AZMI
RUBHAN RAJAN 012020092454 BHM

PREPARED FOR: Submission on

MISS NURUL AMIRAH BINTI MOHD RASLI Time:
Submission Date: 11 MAY 2022 YES NO

TABLE OF CONTENT
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TABLE OF CONTENTS

Contents
1.0 INTRODUCTION..........................................................................................................................3
1.1 INTRODUCTION ON STRATEGIC MANAGEMENT.......................................................3
1.2 BACKGROUND ON THE TRAVEL AGENCY INDUSTRY.................................4
1.2.1 HISTORY OF TRAVEL AGENCY.......................................................................................6
2.0 THREE EXTERNAL FACTORS THAT AFFECTING HOLIDAY TOUR &
TRAVELS SERVICE (HTTS)............................................................................................................8
3.0 BACKGROUND OF HOLIDAYS TRAVEL & TOUR SERVICE..................................10
4.0 A (I) CORPORATE-LEVEL STRATEGIES - THE SECONDARY-LEVEL
STRATEGIES:.....................................................................................................................................12
4 B) THE TACTICAL-LEVEL STRATEGIES: CHOOSE 3 STRATEGIES & EXPLAIN
HOW YOUR COMPANY WILL BE USING THE STRATEGIES........................................15
LICENSING..........................................................................................................................................15
5.0 BUSINESS-LEVEL STRATEGIES........................................................................................16
6.0 CONCLUSION.............................................................................................................................18
REPORT RUBRIC..............................................................................................................................20
PRESENTATION RUBRIC..............................................................................................................21

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1.0 INTRODUCTION

1.1 INTRODUCTION ON STRATEGIC MANAGEMENT

Strategic management is the continuous preparation, observing, examination and evaluation

of all necessities an association needs to meet its objectives and targets. Changes in business
conditions will expect associations to evaluate their techniques for progress continually. The
essential administration process assists associations with considering what is going on, chalk
out methodologies, send them and investigate the viability of the carried-out administration
systems. Strategic management procedures comprise of five essential systems and can
contrast in execution relying upon the general climate. Strategic management applies both to on
introduce and portable stages.

Strategic management is by and large remembered to have monetary and nonfinancial

advantages. An essential administration process helps an association and its initiative to ponder
and anticipate its future presence, satisfying a main obligation of a governing body. Key
administration sets a course for the association and its workers. Not at all like once-and-done
smart courses of action, successful vital administration persistently plans, screens and tests an
association's exercises, bringing about more noteworthy functional proficiency, portion of the
overall industry and benefit.

Strategic management is based around an association's unmistakable comprehension of its

central goal; its vision for where it needs to be from now on; and the qualities that will direct its
activities. The interaction requires a guarantee to key preparation, a subset of business the
executives that includes an association's capacity to set both short-and long-haul objectives.
Key arranging likewise incorporates the preparation of vital choices, exercises and asset
designation expected to accomplish those objectives.

Having a characterized interaction for dealing with an establishment's procedures will assist
associations with settling on coherent choices and foster new objectives rapidly to stay up with
developing innovation, market and business conditions. Strategic management can,
consequently, assist an association with acquiring upper hand, further develop piece of the pie
and plan for its future.

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1.2 BACKGROUND ON THE TRAVEL AGENCY INDUSTRY

A travel service is a private retailer or public assistance that gives travel and the travel industry
related administrations to the overall population in the interest of convenience or travel providers
to offer various types of voyaging bundles for every objective. Travel services can give outside
diversion exercises, aircrafts, vehicle rentals, voyage lines, lodgings, railroads, travel protection,
bundle visits, protection, manuals, VIP air terminal parlor access, organizing strategies for gear
and clinical things conveyance for explorers upon demand, public vehicle plans, vehicle rentals,
and agency de change administrations. Travel services can likewise act as broad deals
specialists for aircrafts that don't have workplaces in a particular district. A travel service's
principal work is to go about as a specialist, selling travel items and administrations for the
benefit of a provider. They are additionally called Travel Advisors. They don't keep stock close
by except if they have pre-booked lodgings or lodges on a journey transport for a gathering
travel occasion like a wedding, vacation, or other gathering occasion.

Travel services frequently get commissions and different advantages and motivators from
suppliers or may charge an expense to the end clients. Inn proprietors and visit administrators
regularly pay a higher commission rate to travel services, though aircrafts commonly pay a low
commission. The client is regularly not made mindful of how much the travel planner is acquiring
in commissions and different advantages. A 2016 overview of 1,193 travel planners in the
United States saw that as on normal 78% of their income was from commissions and 22% was
created from charges.

Travel services utilize the administrations of the significant PC reservations frameworks,

otherwise called worldwide dispersion frameworks (GDS), including: Amadeus CRS, Galileo
GDS, Saber, and World span, which is an auxiliary of Travelport, which take into consideration
examination and arranging of lodging and flight rates with different organizations. Appointments
made by means of travel planners, including on the web travel planners, might possibly be
affirmed quickly. In contrast to online travel services, metasearch motors and scrubber locales,
like Skyscanner, Kayak.com, Rome2rio, and TripAdvisor, might possibly have their own booking
motor, and on second thought give results to look through questions and afterward redirect
traffic to specialist co-ops or online travel services for booking. Travel planners may likewise
work with aircraft consolidators.

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Booking Holdings and Expedia Group, both web-based travel services, are the biggest travel
services on the rundown of top acquiring travel organizations. Travel services can be worldwide
organizations, alluded to as "products" in the United Kingdom. They can likewise be medium-
sized associations, alluded to as "miniples" in the United Kingdom, or can be free, little
organizations. They can be organized as a restricted responsibility organization, a sole
ownership, or can be set up as a host, diversifying, or consortium structure, for example, on
account of CWT. A conventional travel planner might work for a travel service or work
independent.

Hello world Travel is an illustration of a diversified travel service, giving specialists admittance
to inside frameworks for item and appointments. While most highlight point travel is presently
reserved on the web, customary specialists work in specialty markets, for example, corporate
travel, extravagance travel, travels, muddled and significant excursions, and specialty trips.
Other specialty markets incorporate voyagers with incapacities, explorers beyond 60 years old,
ladies traveling solo, LGBT the travel industry, the requirements of inhabitants in an upmarket
worker town or suburb, or a specific gathering intrigued by a comparable action, like a game.

Models incorporate Student Universe and STA Travel, which represent considerable authority
in youth travel, or CWT, which takes care of corporate travel. Many utilize remote work to lessen
upward or give attendant services. Specialists can go about as "travel advisors" with broad
information on objective districts and represent considerable authority in themes like nautical the
travel industry or social the travel industry. Numerous customary specialists lean toward the
expression "travel guide" instead of "travel planner" to underline their recommendation, mastery,
and associations that are of extraordinary worth. There are additionally immediate to-nearby
reserving offices that associate clients with movement specialists in the country they intend to
visit rather than their travel planners in their nation of home. Outbound travel services offer
multi-objections; inbound travel services are situated in the objective and convey a mastery on
that area.

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1.2.1 HISTORY OF TRAVEL AGENCY

A travel planner is an individual who has full information on vacationer item - locations,
methods of movement, environment, convenience, and different region of the help area. He
follows up for the sake of item suppliers/standards and consequently gets a commission.
Actually, a travel planner is a proprietor or director of an organization, yet different
representatives are answerable for exhorting vacationers and selling bundles visits/individual
parts of movement items.

A travel planner might be an individual/firm or company which is normally known as a travel

service. An organization implies the workplace of travel planner or association where all
movement labor and products are collected and facilitated for the smooth direct of travel service
business. Travel service is one of the main associations in the travel industry private area which
assumes a critical and pivotal part in the whole course of creating and advancing the travel
industry in the nation or at an objective. It is a travel service which bundles and cycles every one
of the attractions, gets to, conveniences and auxiliary administrations of a nation and present
them to vacationers. That is the reason travel service is known as 'picture developer' of a
country.

An imminent travel service is one which makes game plans of movement tickets (air, rail,
street, and ocean); travel archives (visas, visa and different reports expected to travel);
convenience, amusement, and other travel-related administrations from standard providers. It
might likewise get travel protection, unfamiliar money for voyaging individuals. The principal
Travel Agency of the world was laid out by Thomas Cook in 1845 in England. The utilization of
the term travel exchange goes back from the early long periods of the nineteenth 100 years,
however this shouldn't dark the way that what we today portray as movement exchange (travel
service and visit activity business) was occurring a whole lot sooner ever.

Since forever ago, there was travel go between who helped the shippers going for exchange
and other people who went for strict purposes. In 1841 a lucky day comes throughout the entire
existence of movement exchange when Thomas Cook, as secretary of South Midland
Temperance Association, coordinated an outing by a train for 570 individuals for his relationship
to the distance of 22 miles. He purchased rail route tickets in mass to offer them to individuals.

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The investigation was fruitful and everyone was happy. Mr. Cook had taken care of his
business on a no-benefit premise. Be that as it may, it just so happens, it gave him a
groundbreaking thought and transformed it into a visit business. After four years in 1845, he set
up a 'World's First Travel Agency' to put together journeys. Because of this imaginative
methodology, Mr. Thomas Cook is known as the Father of Travel Agency Business. He
facilitated rail route and steamship journeys all through England, Scotland and Europe.
Nonetheless, the rail routes just gave him a 5% commission which was adequately not to meet
his overheads, so he chose to enhance this business into visit activity.

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2.0 THREE EXTERNAL FACTORS THAT AFFECTING HOLIDAY TOUR &

TRAVELS SERVICE (HTTS)

Outside impacts in a roundabout way affect the friendliness and the travel industry
enterprises. It is basic for anybody working in the cordiality area to know about these
components since simply thusly errand can be plan for progress. Since these perspectives are
hard to make due, making important alterations at the earliest opportunity is basic. There are
three factors that emphatically influencing our travel service, which is:

ECONOMIC FACTOR

Influence a travel service whether in a locale or the whole world. For this situation, People
might spend less or more in the friendliness business relying upon the condition of the economy.
Whenever the worldwide economy is in decline, the travel industry and cordiality will endure.
The travel industry impacted by steadily changing economic situations. The Changes in cash
esteem, political occasions, and Malaysia financial prosperity all effect a traveler's choice.
Following the estimations, it was finding that the accompanying monetary components greatest
affect the improvement of country the travel industry, which was government income and
consumptions, wage, unfamiliar ventures, substantial speculations, and GDP per capita.

CULTURAL OR SOCIAL CLASS FACTOR

Various societies pick various objections, occasions, and sorts of the travel industry. Besides,
in the event that loved ones who have recently visited an area share firsthand data, it urges
others to visit too. It likewise made our organization Concern with society's mentalities, social
esteemed and segment changes. With regards to construction and income, the family is
significant. Today, family units with two livelihoods are bound to pick significant distance,
extravagant travel than joint families or families with a solitary acquiring part who decide to visit
nearby areas. Travelers have different inclinations for objections in view of their age. For
instance, vacationers in the age gathering of 5 to 45 years could appreciate visiting location that
have amusement park or open-air diversion place more than relaxation that doesn't include

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unpleasant entertainment more than the senior residents.

TECHNOLOGICAL FACTOR

The presentation of new advancements affects specific cordiality organizations. On the off
chance that associations don't adjust new innovation, contenders will assume control over,
making it harder to remain in business. The reception of programming used to control visit and
inn booking administrations is one of the areas of extending significance in the innovation circle.
Innovative factors incorporate things like Technology move rate. Energy utilization and
expenses, Competitor's new items and administrations, Internet Changes, Technological
headways in cell phones Technological forward leaps can prompt new open doors. It is
additionally making new ventures or items and the assistance could make existing items and
administrations old excess.

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3.0 BACKGROUND OF HOLIDAYS TRAVEL & TOUR SERVICE

HOLIDAY TRAVEL & TOUR SERVICES SDN BHD (HTTS) is a full-administration the travel
industry administration is made by Malaysia's Ministry of Culture, Arts and Tourism. The
organization fills in as a travel planner, a visit administrator for inbound visits, a tagging
organization, a vehicle rental organization and a mentor organization. Since its foundation in
2005, the organization has developed to become one of the main individuals and objective
administration organizations in the Selangor vacationer industry, offering a thorough scope of
related administrations under the "Occasion" brand.

HTTS has had the option to build its buying power and acquire cutthroat rates with every one
of Selangor's providers on account of it settle in Shah Alam, the state capital. With a profoundly
prepared labor force of 15 staff and aptitude in the travel industry acquired throughout the long
term, HTTS goal and objectives can expand its buying power and get serious rates with
Selangor's providers as a whole. The organization presently has an ongoing number of vehicles,
going from vehicles to customary vehicles to visit transports, permitting it to give excellent
outings at sensible costs. To enhance the visit bundles, the organization likewise works its own
boats and boat port offices to improve the administrations gave and keep up with the elevated
expectation of value administrations.

Also, our organization target clients are couples and people, enterprises, urban gatherings and
charitable associations, inspired by motivators, withdraws, field excursions and asset raisers,
web clients looking for locales connected with extravagance travel. These individuals are keen
on experience, history, gastronomy, travel culture and one-of-a-kind travel encounters. Our
travel service with the profoundly prepared and propelled in house local area experts, the
organization ascends among others in the travel industry. These combined with our complete
responsibility towards offering customized types of assistance had additionally supported our
great history on the lookout. In May 2019, HTTS was named as the "Best Tour Operator" in
Selangor by Malaysia Tourism Promotion Board and the Selangor Tourism Promotion Board.

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Finally, our company has great record for our impressive skill in the treatment of individual and
gathering ventures. This large number of developed through our cordial group of experienced
and devoted staff where quality administrations are ensured. Our adaptability empowers us to fit
made visits to in like manner suit all necessities and prerequisites. We are notable for dealing
with mass the travel industry from Taiwan, Korea, Hong Kong, and China. Our visit bundles
have extended to incorporate Sarawak and Brunei Darussalam, notwithstanding Selangor. The
organization is currently additional arranged to deal with vacationers from one side of the planet
to the other.

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4.0 A (I) CORPORATE-LEVEL STRATEGIES - THE SECONDARY-LEVEL

STRATEGIES:

Our travel service chose to pick forward integration strategy, the explanation we pick the
forward mix methodology on the grounds that Forward Strategy empowers organizations to
keep up with benefits while limiting benefit misfortunes to specialists. For our travel service
forward, incorporation will be the best procedure to use, as our organization draws nearer to
controlling the conveyance of its items or administrations.

Basically, our organization seeks after forward joining by procuring or converging with business
substances that were already its clients, while as yet keeping up with command over its
essential business. For instance, to maintain our business effectively we ought to have some
data how to login into carriers to book tickets for our clients so the consolidation administrations
required in us. As a travel service, we might have the option to build our piece of the pie by
executing a forward combination technique. As a rule, the system decreases different exchange
and transportation costs, bringing about a lower last cost for the organization's item. Thus, by
bringing down item costs, an organization can acquire a bigger portion of the overall industry

Hence, as a travel service organization we in all actuality do enjoy the benefit of utilizing the
system if it has any desire to oversee appropriation diverts in its industry, which is control basic
for organizations that work in businesses with a shortage of qualified wholesalers or in
circumstances where merchants charge exorbitant expenses. Moreover, command over
dispersion channels guarantees an organization's essential autonomy from outsiders.

Other than that, If the procedure is effectively executed, our travel service might acquire an
upper hand over our rivals. Bringing down costs and dealing with industry circulation channels
can assist our travel service with acquiring an upper hand. The upward mix of substances that
advance our organization's improvement reinforces its situation in the business and make
deterrents for expected contenders. For instance, assuming that our travel service organization
converges with an enormous industry retailer, potential contenders might end up with restricted
admittance to conveyance channels.

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(II) THE DIVERSIFICATION STRATEGY

We will pick diversification strategy for our travel service organization in light of the fact that,
the combination expansion methodology is adding assortments in an alternate or irrelevant
area. As a travel service organization, we have blended in with different organizations, for
example, transportation, food and drink, convenience and other the travel industry related
areas. For a model as a travel service organization, we can assist them with booking just
carriers’ tickets as they need yet assuming they maintain that we should book them an inn at the
country they are venturing out to, we as a travel service can book lodging for them so there will
be numerous help we will give to them which come in various assortments of administration we
are accommodating them.

As a travel service organization, we won't just book convenience for them or just transportation
for their excursion there will be various areas will consolidate and at times there will be just we
book interpretation for them. We need to expand the deals and benefits of our organization
while keeping up with current showcasing exercises and including different administrations, for
example, convenience, transportation, bundle visits, voyaging protection and more
administrations which include in travel service organization.

Our arrangement to pick diversification strategy is likewise since, supposing that one business
area is declining, the other business or administration we are giving from our travel service can
has the valuable chance to beat what was happening by performing great in different areas. For
a model assuming our travel service got inconvenience in booking carriers in light of the fact
that the shut of aircrafts because of the COVID-19 pandemic so we can in any case show our
business to assist our clients with booking inns in our nation and a few different administrations
we may as yet figure out how to do.

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Our organization can strategically pitch its items to the next organization's clients. This adds to
a bigger client base. This, thus, assists with expanding our travel service's deals and benefits.
How this work is we can have a superior comprehension with different areas. Our travel service
can fabricate a decent connection with travel service from one more nation by trade
administrations for a model travel service x needs to ask our recommendation which spots are
ideal to visit in Malaysia and consequently of our assistance next time travel organization x will
help our travel service. By utilizing aggregate enhancement methodology when an organization
has overabundance cash however needs more chances to extend in its area, the organization
puts the abundance cash in one more organization in an alternate area to utilize the inactive
assets.

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4 B) THE TACTICAL-LEVEL STRATEGIES: CHOOSE 3 STRATEGIES & EXPLAIN

HOW YOUR COMPANY WILL BE USING THE STRATEGIES

LICENSING

Licensing is a course of action where an organization (travel service) who is licensor offers the
privileges to utilize protected innovation or produce an organization's item to the licensee for
eminence. As Holidays tour & travel service (HTTS) travel service we utilized these
methodologies when we booked a flight utilizing carriers like Air Asia, Malindo aircrafts, etc,
when we have the authorized privileges, as a movement industry we get a limits charge for the
carriers which benefits for our travel service and people groups choose to book the carriers
passage in our office.

FRANCHISING

Franchising is a plan where the franchisor licenses franchisee to utilize the plan of action or
brand name of charge, to direct business as an autonomous part of the parent organization
(franchisor). Holiday tour & travel service (HTTS) will give the grants to involve our image name
to lead the business in other state or country, for what reason do we so on the grounds that by
doing this we can advance our travel service rapidly. As a business person we have some dread
as some organization will beat us with their market and their own idea. It will require attempts to
open a performance travel service, we need to look for the suitable sides, arrange leases, sort
out proper area, have some familiarity with the neighborhood market, etc. Along these lines, by
involving this essential it can assist with getting initiative on the lookout.

JOINT VENTURE

At the point when two organizations put assets into making a third, together possessed an
organization, that new auxiliary called as a joint venture. Holiday tour & travel service (HTTS)
pick this as one of the keys in light of the fact that by utilizing this essential we will get an open
door to acquire new limit and skill. It likewise makes our organization to be familiar with the new
business sectors and get sufficiently close to current innovation and furthermore having a
decent asset like staffs, innovation, etc.

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5.0 BUSINESS-LEVEL STRATEGIES

Plan the Business Level Strategies

A business-level strategy is a creative approach for a firm to highlight its distinct
advantages, gain a competitive advantage, and assist its many components work
together as a whole. This strategy focuses on improving the way departments
communicate with one another and see their roles within the organization while also
establishing standards to reach a larger purpose.
There are three types of business-level strategies: -

1. Corporate level strategy.

This plan is applied at the company's top levels. Executives examine strategies to
develop and extend the business. They may discover new markets into which they may
expand.

2. Business-level strategy.
This strategy focuses on how corporate goals will be executed in specific business
contexts.

3. Functional level strategy.

This approach focuses on the specific activities that departments and personnel must do
in order to achieve business objectives.

Each aspect of our business must be recognized and carried out in order to execute a
good business-level plan that will help our business goals. You'll need a thorough
strategy in place to do this. Before you can execute firm improvements, you must first
determine the target market and ideal clients for your business. You may start
investigating your client base's demands once you've determined your target market,
rival price, and ideal customer base for that market. Now that you know which materials
are in great demand among your target clients, work with other corporate leaders to
discover vendors, negotiate delivery alternatives, and determine a pricing point for your
things that will set you apart from the competition. Examine how your rivals manage
expenses while still making a profit and keeping consumer loyalty. Based on your
comparisons, see where you can improve.

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After performing the essential research to join a new market, you can start setting
company-wide goals to maximize your market potential. Setting separate department
goals aids in the division of tasks that might contribute to the overall success of your
firm. To translate their specialized department duties, this phase involves strong
communication between the corporate level and personnel. Once each department has
been given specific tasks, you should do regular reviews to ensure that progress is
being achieved and that your initial message is not being forgotten

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6.0 CONCLUSION

Finally, strategic management is the ongoing planning, monitoring, analysis, and assessment
of all requirements that a company must meet in order to attain its goals and objectives. The
strategic management process aids firms in analyzing their existing situation, making strategies,
putting them into action, and evaluating the efficacy of their management practices.

HTTS has been able to increase its purchasing power and get competitive prices by working
with all of Selangor's suppliers. The corporation now has a variety of vehicles, ranging from
automobiles to regular cars to tour buses. To strengthen the trip packages, the firm also has its
own boats and boat port facilities. The Malaysia Tourism Promotion Board selected HTTS
Selangor's "Best Tour Operator." Our trip packages now cover Sarawak and Brunei Darussalam.
The firm is now better prepared to handle tourists from all around the world.

Furthermore, a travel agency is one of the most essential organizations in the tourism private
sector, playing a vital and critical part in the entire process of creating and marketing tourism in
a country or at a location. A travel agent is someone who is knowledgeable in tourist items such
locations, means of transportation, weather, hotels, and other facets of the service sector. A
prospective travel agency is one that provides travel ticket bookings for modes of transportation
such as air, train, road, and sea.

External influences have an indirect impact on the hospitality and tourism businesses.
Everyone in the hospitality sector must be aware of these characteristics. Market circumstances
are always changing, which has an effect on tourism. Currency changes, political events, and
economic conditions all have an impact on a tourist's decision. The advent of new technology
has an impact on some hospitality industry. Joint families or families with a single earning
member are more likely to prefer long-distance, costly travel than nuclear families with two
incomes. Tourists have varying location preferences based on their age.

Furthermore, we may be able to increase our market share as a travel agency by

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implementing a forward integration strategy. Forward integration comprises buying or merging
with company businesses that were formerly its clients while maintaining control over its
principal business. The strategy, in general, lowers the final price of the company's goods by
lowering transaction and transportation costs. Strategic alliances of organizations that assist our
firm in growing enhances its position in the industry and creates hurdles for future rivals.
Potential competitors may find themselves with restricted access to distribution channels if our
travel agency firm joins forces with a major industry store, for example, we can get a competitive
edge by cutting expenditures and gaining greater influence over industry distribution channels.

We learned from this project that strategic management gives overall direction by formulating
plans and policies designed to attain objectives and then allocating resources to put the plans
into action. Finally, strategic management is used to help firms achieve a competitive advantage
over their competitors. Strategic management studies give tools for efficiently managing
businesses, but it also entails the art of recognizing when and how to employ creative thinking.
We had received understanding of both the art and science of strategic management, which is
required to assist firms steer their strategies as they originate and evolve through time.

Holiday tour and travel service (HTTS) has decided on three key marketing initiatives.
Franchisees might utilize the fee's business model or brand name to operate as a separate
branch of the parent company. Furthermore, our organization chose Join Venture as one of the
strategies because it allows us to learn about new industries and receive access to latest
technologies while also having a strong resource such as employees, technology, and so on.
Finally, we select Licensing, such as licensing to buy plane tickets with AirAsia. This is a
summary of our task, and we gained knowledge by completing it

Refences

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Yehia, Y. (2019, March 26). The Importance of Tourism on Economies and Businesses.

globalEDGE.https://www.google.com/amp/s/globaledge.msu.edu/blog/postamp/55748/

the-importance-of-tourism-on-economies-a

A brief history of the travel agent. (2021, February 16). In example.com.

https://www.ctheworld.co.uk/blog/a-brief-history-of-the-travel-agent#:%7E:text=In

%201841%2C%20Thomas%20Cook%20received,establishing%20the%20package

%20tour%20holiday

How Strategic Management Works. (2022, January 30). Investopedia.

https://www.investopedia.com/terms/s/strategic-management.asp

Corporate Finance Institute. (2020, June 30). Forward Integration. Retrieved July 4, 2020, from

https://corporatefinanceinstitute.com/resources/knowledge/strategy/forward-integration/

What Is Diversification Strategy? (plus Examples) | Fundsquire. (2020, April 20). In Fundsquire

Australia. https://fundsquire.com.au/diversification-strategy-examples/#:

%7E:text=Diversification%20strategy%20is%20applied%20when,known%20as

%20business%2Dlevel%20diversification

REPORT RUBRIC

GROUP NAME : ______________________________

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Advanced Proficient Basic Below Basic SCORE

(20) (15) (10) (5)
Response to Addresses the topic Addresses the topic, Distorts or neglects Indicates confusion
the prompt clearly and but may but may aspects of the task. about the topic or
responds effectively respond to some neglects important
to all aspects of the aspects of the task aspects of the task.
task. more effectively than
others.

Understanding Demonstrates a Demonstrates an Demonstrates some Demonstrates very

and use of the thorough critical accurate understanding of the poor understanding
assigned understanding of understanding of the assigned reading, of the main points
materials the assigned assigned reading, activities and/or covered in class
reading, activities activities and/or discussions, but may reading, activities
and/or discussions discussions in misconstrue parts of and/or discussions,
in developing an developing a it or make limited use does not use any
insightful response. sensible response. of it in developing a appropriately in
weak response. developing a
response, or may not
use any at all.
Format: Is coherently Is adequately Is poorly organized Has very weak
Organization, organized and organized and and developed, organization and
development, developed, with developed with clear presenting development,
and support thoughtful reasons reasons and generalizations providing simplistic
and well-chosen examples. without adequate generalizations
examples. support, or details without support.
without
generalizations.

Group Group shows a There is an evidence Group has limited Group shows lack of
Contribution/ clear evidence of of good group group contribution & group contribution &
Teamwork effective group contribution & teamwork. A bit loss teamwork. Loss of
contribution & teamwork shown of ideas & ideas; group
teamwork through through report and communication members appear not
report and presentation. during presentation. to have
presentation. communication
among members.
GRAND TOTAL /80

PRESENTATION RUBRIC
4 3 2 1 SCORE

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 HMG20403-
STRATEGIC MANAGEMENT FOR SERVICE INDUSTRY
Comprehension Extensive knowledge Most showed a good Few members showed Presenters don’t
of topic. Members understanding of topic. good understanding of understand topic.
showed complete All members able to some parts of topic. Majority of questions
understanding of answer most of Only some members answered by only one
assignment. audience questions accurately answered member or majority of
Accurately answer all questions information incorrect
questions posed

Presentation Skills Regular/ constant eye Most members spoke Members focused on Minimal eye contact by
contact. The audience to majority of audience, only part of audience. more than one member
was engaged and steady eye contact. The Sporadic eye contact focusing on small part
presenters held the audience was engaged by more than one audience. The audience
audience’s attention. by the presentation. presenter. The audience was not engaged.
Appropriate speaking Majority of presenters was distracted. Majority of presenters
volume and body spoke at a suitable Speakers could be spoke too quickly or
language volume. Some heard by only half of quietly make it difficult
fidgeting by members the audience. Body to understand.
language was Inappropriate body
distracting language
Content The presentation was The presentation was a The presentation was The presentation was a
a concise summary of good summary of topic. informative but several brief look at the topic
the topic with all Most important elements went but many questions
questions answered. information covered, unanswered. Much of were left unanswered.
Comprehensive and little irrelevant info the information Majority of
complete coverage of irrelevant, coverage of information irrelevant
information some of major points. and significant points
left out
Participation / All presenters knew Sight domination of Significant controlling Unbalanced
Group Dynamics the information, one presenter. by some members with presentation or tension
participated equally Members help each one minimally resulting from over
and help each other other. Very well contributing. Primary helping. Multiple group
needed. Extremely prepared prepared but with some members not
prepared and dependence on just participating. Evident
rehearsed reading of slides lack of preparation or
rehearsal. Depend on
slides
Presentation All members were Some members were Majority of the All of the members
Punctuality punctual for the punctual for the members were not were absent on the
presentation presentation punctual presentation assigned
date or all members
were late-comers
GRAND TOTAL /20

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