HOSPITALITY

STRATEGIC
MANAGEMEN
T
American Hotel Academy
2021
Course agenda
1st SESSION: 5st SESSION:
Concepts Competitive environment
Terms & definitions Porter”s forces

2nd SESSION: 6nd SESSION:

Introduction to strategic management Strategies
Vision
Mission 7rd SESSION:
Objectives

8th SESSION:
3rd SESSION:
Recap and examination/project
Internal resources
External environment

4th SESSION:
Mid term recap and examination

2
 VISION
MISSION
OBJECTIVES
 THE STRATEGY
The strategy
-key elements-
The objectives

The terms

The resources
The means of
action
The mission

The competition

4
 THE VISION
▸ A projection of what is intended
▸ The ability of the manager / owner to
foresee, to imagine, to create
▸ The capacity of the manager / owner to
observe the environment
▸ Raise, ruin or transform an
organisation / company

5
Study cases

6
Study cases

7
Organisational vision
– good examples –

8
 Organisational vision
– not so good examples –

9
 THE MISSION
▸ A task to be done
▸ An official written declaration
▸ Identity to the organisation
▸ Within the external environment
with a message
▸ Inside the organisation creating a
bridge with the employees

10
Multiple uses of mission statements

11
 THE MISSION
The mission
-key elements-
The consumers
The market
The product
The technology
The profit
The philosophy
The geography
The self definition
The public immage
The family 12
 Diferent kinds of mission

General
Unclear

Organisation
type, dimension,
management,
experience

Prioritised Specific

13
 THE OBJECTIVES

▸ Guide the action

▸ The steps to be taken
▸ Give coherence and consistency to the
company
▸ Control the activities

14
 OBJECTIVES – the main features

FLEXIBLE MEASURABLE TIME RELATED

MOTIVATING
SPECIFIC

OBJECTIVE
REALISTIC RELEVANT

ACHIEVABLE ACCEPTABLE COMPREHENSIBLE

15
 THE ”SMART” OBJECTIVES

SPECIFIC
MEASURABLE

TIME OBJECTIVE
RELEATED
ACHIEVABLE
REALISTIC

16
 SPECIFIC OBJECTIVES
I
N R
M N L E
A O A S
R V B O
K A O U
E T R R
T I C
O E
N S

M
P A A
R N T
A R
O T
G O
F I
E L
I T
M E
T U
E D
N E
T
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