Strategic Planning for Hospitality Industry

This document discusses the impact of various factors on the successful implementation of strategies in the hospitality industry. It analyzes different performance metrics and their effect on the effectiveness of business strategies. It also evaluates key elements and management of strategic change. The document provides insights into leadership, structural design, information and control systems, and human resources. It also discusses critical success factors, key performance indicators, and the balanced scorecard. Finally, it explores the key elements of strategic change and how to manage it.

Strategic Planning for
hospitality industry

Table of Contents
INTRODUCTION...........................................................................................................................3
Analyse various factors which are having impact in successful implementation of strategies on
given business functions:............................................................................................................3
Evaluate and analyse different metrics of performance and its affect on effectiveness of
business strategies.......................................................................................................................4
Evaluation of various key elements and management of strategic change ................................8
CONCLUSION..............................................................................................................................11

INTRODUCTION
Strategic analysis is related with how various strategies are implemented in a organisation
and how they are having relation with various objectives. This is related with how can objectives
be achieved in concern with hospitality industry. Hilton hotel is selected as a base company in
this report which was founded by Conrad Hilton. There are 586 hotels& resorts which are
present across six continents (Bryson, 2018). This report consist of various factors which posses
a impact on strategic implementation of stratifies on various functions of business. Various
performance metrics are discussed and lastly key elements are discussed which help in managing
strategic change and achievement of objectives which are part of a strategic change.
Analyse various factors which are having impact in successful implementation of strategies on
given business functions:
There are many factors which are related with successful implementation of a particular
strategy which is having a impact on four major functions of a organisation. This is related with
how a organisation in hospitality industry are using these so that they are able to implement
strategies on their organisation.
Leadership: Strategy implementation is a more difficult job in comparison with Strategy
formulation this can be understood as there are factors which play a very crucial role while a
strategy in being implemented in concern with leadership in organisation. In context with Hilton
various factors are present motivation level of employees to achieve the objectives laid down in
the overall strategy (Fernande and Rainey, 2017). Apart from that monitoring the performance
of employees is also a role played by leader in organisation is also related with leadership
function of a organisation. In Hilton marketing department will take care that they have to make
strategies so that they can start to promote their brand on different platforms of social media.
Leaders will form teams and then individual objectives will be set up according to a particular
team. It depends on abilities of leaders how will they be leading their teams a and objectives of
whole organisation will be achieved.
Structural design: This is related with the overall structure which is prevailing in the
organisation. There are many different types of structures which are part of every organisation.
Such as functional structure, divisional structure, matrix structure. A particular strategy is related
with what type of structure is present in the organisation. A structure is very helpful in

achievement of various strategies such as in Hilton if there is a systematic structure then it leads
to present of efficiency amongst activities done by employees (Engert, Rauter and Baumgartner,
2016). There will also be laid communication channels and a appropriate hierarchy all this plays
a very important part in laying of reporting channels which can be horizontal or vertical
depending on strategy which is being implemented. In present scenario, the strategy is to use
social media platforms for promotion of offers by Hilton hotel. With this regard functional
division will be used and marketing department will take care of all functions related to this
strategy implementation.
Information & control system: For every strategy information has to be necessarily
collected because based on market research a strategy is developed in any organisation. Market
research is key factor in collection of information as this is most reliable source of collection of
information. Controlling system is referred to as way in which functions have to be monitored in
organisation. In Hilton strategy is related to promotional function which has to be performed
with adequate amount if effectiveness. As there is always a set financial budget and all the
activities shave to be carried on under that provided financial resource only. It is sole
responsibility of
Human resources: This is related with the overall workforce which is actually involved
in performing of functions which are part of strategic implementation in organisation. This is
having a direct connection with employees and is therefore one of very crucial functions which is
performed in every organisation (Alvesson, and Sveningsson, 2015). In Hilton, this factor will
be performed in terms of giving adequate training and organisation of skill development
programmes, so that employees can develop required knowledge of how to perform various
activities which they have to do in the organisation. Apart from this other aspects of this function
is related with are employees have understood basic requirements and necessity of a strategy.
From above discussed points it can be said that every function plays a very crucial part in
organisation in implementation of a strategy. All the functional departments have their specific
role which is helpful in initiation and achievement of results as laid done in a particular strategy
formation.

Evaluate and analyse different metrics of performance and its affect on effectiveness of business
strategies
Critical success Factors: This is related with various element which are necessary fir
achievement of mission (Bradley, 2016). For achievement of goals which are laid in a particular
strategy. In Hilton these factors can be identified with help of following steps:
 Establishment of overall mission of the organisation
 Identify Critical success factors of employees in the organisation which are important for
achievement of organisational objectives.
 Evaluation of all the employees.
 Assessment of progress of all the critical factors.
 Communication of critical factors to all the responsible workforce in the organisation
 Monitoring and controlling of all activities taking place in organisation.
Above discussed is the process which is related with various critical factors which are
having relation with achievement of various goals. In Hilton the new strategy if using social
media as a promotional tool can be achieved successfully if there will be implementation of all
such factors which are very critical in achievement of targets set by the marketing department of
organisation.
Key performance Indicators: KPI is a term which is associated with Key performance
indicators. This is related with how a organisation is adopting various measures which are related
with how business objectives have to be achieved. This is related with how a strategy can KPI be
formulated so that how can a particular strategy be implemented and adopted by organisation to
achieve its objectives (Ginter, Duncan and Swayne, 2018). Some of key performance indicator
are described below:
Inputs: This is related to attributes of resources which are consumed to produce outputs
in the organisation. In this strategy the resources which will be required by the organisation is
firstly there is a need of market research so that information is extracted and based on that
information is used to make various strategies which can help in producing results.
Process: This is a activity which is having a focus on how quality, efficiency and
consistency can be adopted in specific process so that adequate outcomes can be produced in the
organisation. This is used for measurement of control on various process so that outputs can be
produced in a organisation. In Hilton, this is a performance indicator which is related with how

they will be adopting various activities based on steps to be followed. This will help in
enhancement of process of strategic implementation.
Outputs: This is related with accomplishment of various objectives which is related to
how objectives are achieved in the organisation. In the present scenario of Hilton, it is said that
objectives of the new strategy have to be accomplished based on goals which are laid down by
the marketing department (Wol and Floyd, 2017). If new customers are getting attracted towards
Hilton and this is helping them in increasing their overall sales then it can be said that this brand
has been able to successfully achieve objectives of organisation.
Outcomes: This is concerned with accomplishment of outcomes which are laid down at
time while the strategy is being formulated. This is having relation with awareness of the brand ,
marketing communication and other related objectives are being fulfilled or not in the specified
time period. In Hilton, the new strategy which is being formulated by the hotel is related to
achievement of more sales in the coming time period this will be achieved with the help of effort
being made by different functional department. Outcomes will be in terms of increase in sales
graph, this is a key performance indicator which is helping in accomplishment of objectives in
the new strategy of organisation.
Project: This is also a key performance indicator which answers several questions such
as status of delivery, progress towards goals all such help in achievement of various objectives
which are part of process of overall Strategy implementation in the organisation (Lange, Rossand
Vannicelli, 2016). In Hilton, this is related with progress made in between of the process in
which employees are working towards achievement of strategy of organisation.
Above mentioned are some of key performance indicator which is helping Hilton in
understanding their level of performance with respect to the strategy which they are planning to
implement.

The balance scorecard:
Balance scorecard is a system of management which is related with how a organisation is
focussing on strategic goals. This is related with choosing of right objectives so that overall laid
goals can be achieved. There are four major aspects which are part of this scorecard. These are
explained below:
Learning & Growth: This is a perspective which is related with culture. Technology is a
major factors which is a part of this aspect of balance scorecard (Jenkins and Williamson, 2015)
. In this factor it is made sure that employees are aware and posses knowledge so that they can
work towards achievement of results laid by in a particular strategy in organisation. In present
Strategic implementation the human resource department will ensure that the overall staff posses
competence which can help them in working towards their strategy. Such as they must posses
knowledge related with how to promote their brand on such platforms so that more customers
can be attracted towards this hotel.
Internal business Process: There are various business process which is related with how
Smooth various business functions are running in a organisation. This is all about usage of
resources in a more optimum manner. There are many barriers which arise in course of a
Illustration 1: Balance score card

particular strategy formulation and further implementation. This perspective is very important in
developing a understanding of various requirement of customers. In Hilton, this aspect is having
a relation with various process which are present while the new strategy is adopted by staff of
this organisation. This function completely is related with how employees will be adopting to a
this strategy of usage of social media as a new way of brand promotion.
Customer: This is a perspective which is having a complete focus on the customers who
are actually availing or willing to purchase services offered by a organisation. Customer
satisfaction is a key which is a indicator of how success is being achieved in the organisation,
thus is a forward looking indicator of how successful a particular organisation. This is related
with all the customers who are directly impacting the way organisation will be is able to increase
their profitability (Hornstein, 2015). In Hilton, the new strategy which is related with how can
promotion be increased by addition of several new mediums it can be said that it is responsibility
of the department that they have to understand their target segment of customers and based on
their requirements strategies have to be formed & further implemented.
Financial: This aspect is related with how organisation is willing to use their financial
resource so that maximum benefits can be obtained from a budget. With relation to Hilton this
factor is related with how Hilton will be deploying their financial resources so that objective scan
be achieved with available budget (Cunningham, 2017). This leads to establishment of
effectiveness in overall functions of organisation.
Above mentioned are four aspects which are part of Balance score card which helps in
implementation of a strategic change in every organisation.
Evaluation of various key elements and management of strategic change
Key elements are there which are related with implementation of change in the
organisation there are certain elements which are discussed below and have a relation with
management of strategic change in the organisation:
Evolution: This is related with how an transformational change be implemented in a
organisation with the help of activities which are interrelated to each other. This is a stage in
context with Hilton in which there is a requirement of cultural change in the organisation. Some
of factors which are related with Evolution are discussed below:

Diagnosis: In this function, organisation will try to figure out by making a complete
understanding of the current situation so that change can be implemented successfully. Hilton
will be using this by developing an understanding of present scenario so that new strategic
change can be successfully adopted.
Change agents: They have a very important role in overall evolution of change as they are
responsible for successful implementation of new strategy. In Hilton, change agents will be
basically leaders who will be guiding employees so that they are able to work towards new
promotional strategy.
Managing change programmes: This is most crucial aspect of as in the evolution stage various
change programmes is needed (Covin and Slevin, 2017). This is related with how change will
be managed without any barriers. In Hilton change programmes will be initiated so that changes
can be implemented smoothly.
Levers change: This is related with how change is being evolute in the organisation. This helps
in using exposure so that change can be implemented in Hilton. In this requisite are identified
which are necessary for implementation of change. Which help in achievement of all laid
strategic objectives.
Adaption : This is related with how organisation are able to make their employees adapt
to various changes which are taking place in a organisation in terms of implementation of new
strategy. With regards to Hilton following are key elements which are part of adaption of change
in the hotel.
Diagnosis: Organisational Diagnosis is related with determining various gap which are present
between the present performance level and desired stage of performance. This is helpful in
understanding the organisational development process. In Hilton this will help in understanding
the present status of marketing techniques this will help in successful implementation of new
strategy.

Change agents: These are the agents who are working towards implementation of change in the
organisations. This is a factor which is concerned with how to reduce resistance of employees in
Hilton this is related with how hotel is working towards achievement of outcomes of the new
marketing strategy (Helfat and Martin, 2015).
Managing change programmes: There are many change programmes which have to be
implemented in the organisation. In concern with adaption, such programmes play a very
effective role as they help employees in learning how to work while they are implementing the
new strategy in organisation.
Levers change: This is a factors which is related with using exposure so that employees can be
adapted easily for implementation of a new strategy in the organisation. This is very important as
employees may not be aware of how social media can be used as a tool of promotion. Hiring of
experts, shifting of resistance to such activities are related.
Revolution: This step is related with various initiatives. Which is connected with
fundamental changes which are taking place in culture and strategy (Lewis,2019). In Hilton
changes has to be brought in the whole culture of the organisation.
Diagnosis: In this appropriate analysis of the internal environment of organisation has to be done
so that change can be implemented in a better and effective manner. This is having relation with
how can cultural change be implemented in the organisation.
Change agents: These are the agents who are responsible for bringing that cultural requirement
so that this can help in making employees reducing their resistance and can adapt themselves
with culture in a more effective way.
Managing change programmes: This is related with management of various programmes which
are necessary for effectively adoption of change in overall organisation.

Levers change: In this needed infrastructure is provide to employees and people who are
involved in the strategic implementation. This helps in adopting to change which is taking place
in Hotel.
Reconstruction: This is related with change which is undertaken in the organisation so
that various initiatives can be implemented simultaneously in the organisation.
Diagnosis: In this appropriate analysis will be done in organisation and based on that analysis it
is observed whether change is being successfully implemented or not. In Hilton if change has to
be implemented then it has to be according to the way as it was planned by concerned
authorities in the organisation (Rothaermel,, 2017).
Change agents: Change agents play a very crucial part in this stage as if there has been any
mistake which has happened or objectives have not been achieved then these agents are held
responsible for implementation of such changes in the organisation.
Managing change programmes: In the reconstruction stage if there has been any activity which is
not desired then change agents will help in implementation of such programmes in a more
effective manner.
Levers change: This is related with mass exposure of organisation as a whole so that
organisation can be adapted with the needed change.
Above discussed are all the element which are some of key factors and help in successful
implementation of strategic change in organisation.

CONCLUSION
Strategy planning is a function in which but strategy implementation is a difficult task as
there are lot of planning which has to be done in this process of implementation of change in
organisation. This is related with how organisation are implementing various strategies which are
very important for achievement of their laid objectives. Strategic change is affected by various
factors which are based on several business functions, various performance metrics also play a
very crucial role in achievement of objectives of a particular strategy.

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