Strategic Planning and Performance: A Study on Hilton's Growth

The research aims to assess the significance of strategic planning and performance in enhancing the growth of a company, using Hilton as a case study. The importance of strategic planning and performance is highlighted, along with their link to organizational growth. The research questions focus on understanding the role of strategic planning and performance in achieving business objectives and identifying ways to develop better strategic plans for organizations.

Research Methods
1

TABLE OF CONTENTS
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
Literature Review.............................................................................................................................3
Significance of strategic planning...............................................................................................3
Link between strategic planning and overall growth of organization.........................................3
a. Research topic & research questions.......................................................................................4
b. Research aim and objectives....................................................................................................4
Intended methodology.....................................................................................................................5
a. Research-philosophy................................................................................................................5
b. Data collection method............................................................................................................5
c. Sampling..................................................................................................................................5
d. Data analysis............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
2

INTRODUCTION
The management of every company needs strategic planning for furthering its growth.
For creating any organizational strategies, the company’s management is required to define their
goals and target (Brinckmann, Grichnik and Kapsa, 2010). In the present report the researcher
has discussed the strategic planning process that organization follows to devise the strategic plan
that would result in accomplishing the strategic goals and objectives of the organization and
enhancing their performance. It has been stated that if the organization follows the strategic
planning within the organization to formulate the strategy then it will positively improve the
performance of organization.
LITERATURE REVIEW
Significance of strategic planning
Strategic planning is defined as a significant procedure of an organization as it assists in
providing a path to attain measurable objectives of the enterprise. However, it is also known as
an essential tool for the organization which is useful in making the day-to-day decisions of the
organization. As per the view of Poister (2010) it has been explained that strategic planning is
considered as a systematic process that assist in keeping consistency between different resources
and organizational objectives so that firm can easily succeed in attaining desired goals (Poister,
2010). According to French (2013) the key role of strategic planning is to increase the efficiency
and effectiveness level within the enterprise which in turn cut down the risks and changes that
are existing in the external environment (French, 2013). For instance, with the growing of UK
hospitality industry, different hotels existing in the industry are required to adopt changes as per
the demand of customers. Thus, Hilton manager must focus on the strategic planning process to
successfully implement the strategy.
Link between strategic planning and overall growth of organization
As per the view of Arasa and K'Obonyo (2012) strategic planning mainly consists of
different activities like determining the firm’s mission and vision as well as scanning the
environment that will assist the organization manager in formulating the strategy which would
result in benefiting the organization to enhance their performance and overall growth of the
company (Arasa and K'Obonyo, 2012). For instance, strategic planning process will clearly
3

define the mission as well as objective of the organization that will assist the manager of Hilton
to formulate effective strategy that would enhance the coordination and even control the different
activities of organization which will help in improving the performance. However, Brinckmann,
Grichnik and Kapsa (2010) asserted that with the help of strategic planning manager can easily
define the activities and even set priorities which matches the resources of organization that
ultimately result in enhancing overall growth of the organization (Brinckmann, Grichnik and
Kapsa, 2010). For instance, Hilton hotel manager while focusing on the strategic planning
process will ensure proper scanning of environment which in turn results in gaining adequate
information regarding the competitor’s services and offering to the customers and guests.
a. Research topic & research questions
Topic: Effectiveness of strategic planning & performance in enhancing the growth of the
company- A study on Hilton.
Research questions:
 What is the importance of strategic planning & performance in the present era?
 What is the link between strategic planning & performance on the growth of
organization?
 What are the ways through which organization can develop better strategic plan and
performance for the enterprise?
b. Research aim and objectives
Aim: “To assess the significance of strategic planning & performance in enhancing the growth of
the company- A study on Hilton”
Objective:
 To assess the significance of strategic planning & performance in the modern era.
 To understand the link between strategic planning & performance and organizational
growth.
 To recommend the ways through which organization can develop better strategic plan for
enhancing its performance.
4

INTENDED METHODOLOGY
a. Research-philosophy
There are usually two sort of research philosophy that is in the existence and often used
by the researcher for conducting the research. For instance; interpretivism and positivism
research philosophy (Franklin, 2012). Interpretivism is the form of qualitative research
philosophy that mainly focuses on collecting information and data by considering taking survey
in the form of questionnaire. However, positivism philosophy relies on scientific evidence and
statistical data to reveal the positive facts. For conducting the current research, researcher will
adopt the interpretivism philosophy as it mainly direct towards collecting the qualitative content
with the assistance of taking survey through using questionnaire technique (Quantitative versus
qualitative methods, 2007).
b. Data collection method
In the present research for critical review different sources will be used that is primary
source as well as secondary sources. The data collection method focuses on primary sources with
the help of primary sources like questionnaire, survey, observation etc. for accumulating required
information. However, the collected data through questionnaire will be analysed to find out the
rate of reliability and validity (Bhattacharyya, 2009).
c. Sampling
Sampling is also thought as a necessary portion of the research as sampling is the process
that focuses on choice the small set or unit from the whole universe from whom investigator
would collect the information. For this method of random sampling will be used. Researcher will
frame around 50 questions so that they can ask the questions from the 100 clients. On the basis
of which respondents will be selected for the study (Bruce, 2009).
d. Data analysis
Researcher will adopt qualitative technique that will focus on developing the themes with
different charts and diagram for symbolizing the collected information. However, the
investigator will examine the data and information through using themes.
5

CONCLUSION
From the above report it has been stated that strategic planning is an effective process
that support the management in devising the strategy and then implementing that strategy to
accomplish the stated long term objectives of the organisation. Most of the firms are
concentrating on future planning which is the most useful for increasing their growth rate. The
report has critically analyse the effectiveness of strategic planning to an organization in
enhancing their performance. It has been stated that if the organization follows the strategic
planning within the organization to formulate the strategy then it will positively improve the
performance of organization.
6

REFERENCES
Books & Journals
Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
Brinckmann, J., Grichnik, D. and Kapsa, D., 2010. Should entrepreneurs plan or just storm the
castle? A meta-analysis on contextual factors impacting the business planning–
performance relationship in small firms. Journal of Business Venturing. 25(1). pp. 24-40.
Bruce L., B., 2009. Qualitative Research Methods for the Social Sciences. Seventh Edition.
Boston MA: Pearson Education Inc.
Franklin, M. I., 2012. Understanding Research: Coping with the Quantitative-Qualitative
Divide. London and New York: Routledge.
French, D., 2013. British economic and strategic planning: 1905-1915 (Vol. 59). Routledge.
Poister, T. H., 2010. The future of strategic planning in the public sector: Linking strategic
management and performance. Public Administration Review. 70(1). pp. 246-s254.
Online
Arasa, R. and K'Obonyo, P., 2012. The Relationship between Strategic Planning and Firm
Performance. [Pdf]. Available through:
<http://www.ijhssnet.com/journals/Vol_2_No_22_Special_Issue_November_2012/24.pdf>
. [Accessed on 24th December 2015].
Quantitative versus qualitative methods. 2007. [Online]. Available through: < http://research-
methodology.net/research-philosophy/positivism/>. [Accessed on 24th December 2015].
7