Strategic Management for the International Hospitality Industry

Running Head: STRATEGIC MANAGEMENT 0
Strategic management for the International Hospitality industry
Student name
MARCH 8, 2019

STRATEGIC MANAGEMENT 1
Contents
Introduction......................................................................................................................................2
Vision, Mission, and Culture of the organization............................................................................3
Vision and mission of Banyan tree..............................................................................................3
Organizational culture.................................................................................................................3
Strategy identification and discussion.............................................................................................3
Corporate level strategies............................................................................................................4
Generic business level strategy....................................................................................................5
There are three major strategies in this aspect, that is.................................................................5
Industry Analysis.............................................................................................................................7
Porter’s five force model.............................................................................................................7
Competitive analysis................................................................................................................8
Strategic group map.....................................................................................................................9
Analysis of organizational competencies......................................................................................10
Core competencies of Banyan Tree hotels................................................................................10
Value creation into product and services...................................................................................11
Recommendations..........................................................................................................................11
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

STRATEGIC MANAGEMENT 2
Introduction
Strategic management of the company includes planning continuously, monitor the plan,
analyzing and assessing the activities and operations, which are required by the organization to
achieve its goals and objectives. The company success or failure in the market, largely depends
on the strategy that the top level manager makes for the company, towards which the company is
directed and would be liable to work. For creating and assessing the strategy of the company, it
is essential to analyze the internal and external environment of the company. Moreover, it is
important to analyze the current positioning of the company while understanding the industry, in
which the company has to exist and sustain (Feng & Chari, 2018). The report will include
strategic analysis through an organizational case for better understanding. Banyan tree hotel
group will be considered for this discussion in detail in the report further.

STRATEGIC MANAGEMENT 3
Vision, Mission, and Culture of the organization
Banyan tree is one of the popular hotel group based in Singapore, which has the unique selling
proposition as a luxury spa and resorts in the Asian Market. The group was founded and initiated
in 1994, by Mr. Ho Kwon Ping. The company consists of 60 Spas, 41 hotels and resorts, 2 golf
courses, and 72 gallery outlets expanded over to 24 nations yet. The company was part of the
initial hotels to offer the customer with private villas along with Jacuzzi, private pool and spa
treatments to enhance the exclusivity and increase the privacy for their customers
(investor.banyantree, 2019). Initially, the two major issue that the company faced were
inadequate infrastructure and labour for the company, due to which expanding business in
various locations was a problem. Second major issue was risk of brand dilution due to expansion
of business, as it may result into loose of culture and banyan tree ethos (Cathy, 2009)
Vision and mission of Banyan tree
The company’s mission is willing to create the brand as globally recognized brand, which will
include most inspiring experiences for the customers, integrity in the associated brands, instilling
pride, and enhance both human and physical environment, where the company operates and also
working towards the attractive returns to the shareholders. Moreover, the company is willing to
the transformative journey for the achievement of optimum potential (investor.banyantree,
2019).
Organizational culture
Since the company is willing to introduce the customer offering through promoting innovation,
the company adopt the open culture, where every individual has their certain rights, and free to
communicate their ideas, though and open to sharing those with superiors. Moreover, the culture
includes the values that the company shares, which include sustainability, environmental
responsibility, and consider its corporate social responsibility to be integrated into the company’s
culture. Moreover, the company’s culture is aligned with good governance, which includes
ethical compliance, responsible strategic partnership, and cyber security to enhance the privacy
of stakeholders (banyantreeglobalfoundation, 2019).