Application of Strategic Management Process in Hospitality Industry

Strategic
Hospitality
Management

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Application of strategic management process in hospitality industry.....................................................3
Process of implementing a corporate strategy........................................................................................5
Challenges in the implementation of Corporate Strategy.......................................................................6
Effectiveness of implementation of Corporate Strategy in hospitality organizations..............................7
CONCLUSION...............................................................................................................................................8
REFERENCES................................................................................................................................................9

INTRODUCTION
Strategic Hospitality Management refers to the use of a wide range of approaches,
methods and techniques which are quite helpful in ensuring that the attainment of the strategic
goals and objectives can be done in the future in the right manner (Adeyinka-Ojo, 2018).
Therefore, in this way it can be said that the use of these approaches, methods and techniques
can be done so that the overall level of efficiency and effectiveness can be enhanced in a proper
manner. For this report, Marriott Group has been selected. It is an American Multinational
Company which operates its hotels all over the world in different countries. In this assignment,
detailed focus will be made on determination and application of knowledge/understanding of the
concepts and theories, synthesize the application of technology and service delivery processes.
Additionally, specific analysis on contribution and assessment of role of creative and ethically
informed leadership skills will be made as a part of this project.
MAIN BODY
Application of strategic management process in hospitality industry
The application of the strategic management process can be done within the hospitality
organizations by ensuring that the strategic assessment can be carried out (Ahammad, Glaister
and Gomes, 2020). Therefore, this will be quite helpful in ensuring that appropriate actions can
be taken. The strategic management process is as follows-
Environmental scanning- It is the primary step in the strategic management process.
This refers to identification of the wide range of business opportunities which exist in the
Business Environment which can be used by the Business Firms in a proper manner (Alamu and
Dwyer, 2017). Therefore, it can be said that the Marriott Group has to make sure that it identifies
the wide range of opportunities which exist within the dynamic business environment so that the
use of these opportunities can be made by it appropriately for the purpose of ensuring the
attainment of the goals and objectives in the future. The opportunities can be bringing of
innovation in the processes for attaining the goals and objectives, enhancing the quality of
service, use of new technology which is available in the market and identifying the scope for
expansion in the other countries of the world.
The management of the firms needs to make sure that the use of the opportunities which
are available in front of it can be made so that the appropriate decisions can be taken by it in the
right manner. Marriott Group therefore is required to make sure that the environmental scanning
can be done by it properly.
Developing Mission, Vision and Objectives- It is important for the companies that they
are able to develop the Mission, Vision and Objectives which they have to use in order to

formulate the strategy appropriately (Cunill and et.al., 2019). Therefore, in this way it can be said
that the development of Mission, Vision and Objectives can be extremely helpful for the
organizations in ensuring that the formulation of the strategy can be done highly appropriately.
For the managers of Marriott Hotel it is crucial that they develop Mission, Vision and Objectives
in an appropriate manner so that the strategic goals and objectives can be attained.
Debarking to Corporate Analysis- The organizations are required to do a Corporate
Analysis as a part of the Strategic Management Process (D’Annunzio-Green, 2018). This can be
done by ensuring that the overall situation in the market is analyzed and the dynamic changes
which can occur are identified quickly. Therefore, this will be quite helpful in ensuring that the
preparation of the Corporate Strategy to be applied in the future can be done which will be quite
helpful in ensuring that the attainment of the overall goals and objectives in the future can be
done in the right manner. Thus, it is important for the management of Marriott Group that
Corporate Analysis is done so that the preparation of the Corporate Strategy to be applied in the
future can be done a proper manner.
Strategy Formulation- It is quite important for the firms that the Strategy Formulation
can be done so that a proper strategy can be implemented in the right manner (Kale, Aknar and
Başar, 2019). Thus, in this way it can be said that for the management of Marriott Group it is
quite important that the methods can be used for the purpose of preparation of strategy so that the
strategic goals and objectives are attained.
Strategy Implementation- It is crucial for the organizations that the Strategy
Implementation can be done by them in a proper manner so that the attainment of the goals and
objectives can be done effectively and efficiently. For the managers of Marriott Group it is quite
crucial that the implementation of the strategy can be done by them by identifying the scope
where their strategy can be implemented. In this way, they can make sure that they are able to
attain a competitive and strategic edge over the various competitors in the market quite
effectively and efficiently.
Strategy Evaluation and Control- For the organizations, it is quite important that the
Strategy Evaluation and Control can be done by them to find out whether the strategy which they
are using will be successful in the future. This process can be done by making the use of specific
techniques and methods like KPIs, Benchmarking and Balanced Scorecard which will lead
towards ensuring that the problems and issues which are related with the strategies can be
identified and therefore the appropriate measures can be taken for the purpose of solving out
these problems and issues quite effectively and efficiently. Therefore, the management of
Marriott Group has to ensure that through making the use of the appropriate strategic methods
and techniques the conclusions and recommendations can be drawn which can be applied so that
the application of the strategy is done for the attainment of the overall goals and objectives in the
future.