Strategic Planning and Risk Assessment for Holiday Inn

INTRODUCTION
Holiday Inn first chain of hotel was founded in 1952. Changing
business conditions and demographics have resulted in lose of
market dominance by Holiday Inn. In order to be successfully
established this report has been conducted. This report has
identified the Objectives, Mission and Vision of the company.
It has identified the difference lying between business and
corporate strategy in context to the company. Furthermore, the
strategic decisions making process and factors affecting such
decisions are briefly outlined. Lastly the report has signified
the analysis of risk assessment and recommendations that shall
draw future strategies is depicted in the below report.

OVERVIEW OF HOLIDAY INN
Holiday Inn is a franchise of Intercontinental Hotel Group (IHG). IHG is
among the world's largest global hotel company and having the largest
room occupancy. It has begun its operation in Lahore in 1996. It is
among the only international brand working in Lahore.
Holiday Inn was originally a US motel chain and today is one of the
World's largest hotel chains with approx. 435,299 bedrooms in 3,463
hotels globally encountering over 100 million guest every night. It is a
multinational company having its base situated in 3 cities London, Rio
de Janeiro and Atlanta.

VISION AND MISSION
Holiday Inn Vision
“Aspires to become the primary source of hospitality in the communities
it seeks to serve by providing their customers with the best possible
experience they can gain and by becoming good neighbors.
Holiday Inn Mission statement
To bring a difference in lives of individual they encounter by working in
tune with them for delivering commitment, personalized and superior
hospitality services withholding a strong moral system and active
participation in community.

Strategic Planning Process
1. Mission and Objectives- Mission statements depicts company's business vision, including the
identifying the unchanged values and purposes to guide the pursuit of future opportunities.
2. Environment Scanning- this in particular indicate Holiday Inn to scan internal analysis and
external analysis. For internal analysis company can adopt the SWOT analysis and for the
external analysis company can adopt PEST analysis which will help in drawing industrial
analysis.
3. Strategy formulation- provided the information from environmental scanning both internally and
externally, business now needs to meet superior profitability by developing competitive
advantage over its competitor. This can be gained by formulating strategies. For this Holiday Inn
can consider Michael Porter Generic strategy from which firm can choose.
4. Strategy Implementation- the strategy so formulated above is implemented by means of programs,
procedures and budgets. The manner in which strategies are implemented have a due impact on
the organization. The implementation may not lead to success if strategy is misinterpreted or in
cases where lower level managers show resistance towards its implementation.
5. Evaluation and Control- the implementation of strategy is required to be monitored and adequate
adjustments are required to be made for keeping it updated and sustaining the competitive edge of
the company.