Matakuliah
Tahun
: V0222 - Penjualan dan Pemasaran Hotel
: 2009 - 2010
The Role of Marketing in Strategic Planning
Pertemuan 2
“Would you tell me, please, which way
I ought to go from here?”
-Alice(from Lewis Carroll’s Alice in Wonderland)
Market-Oriented Strategic Planning
Market-oriented strategic planning is the
managerial process of developing and
maintaining a feasible fit between the
organization’s objectives, skills and resources
and its changing market opportunities
Key Ideas Defining Strategic Planning
1. Manage companies businesses as an
investment portfolio
2. Assess future profit potential
3. Develop the strategy itself
Nature of High-Performance Business
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Stakeholders
Processes
Resources
Organization
The Relationship Between Analysis, Planning,
Implementation, and Control
The High Performance Business
(Excerpted from the first quarter 1992 issue of Prism, the quarterly journal for senior managers,
published by Arthur D. Little, Inc.)
Dynamic Relationships Among Stakeholder Groups in High
Performance Businesses
(Excerpted from the fourth quarter 1992 issue of Prism, the quarterly journal for senior managers,
published by Arthur D. Little, Inc.)
Corporate Strategic Planning
• Corporate headquarters sets planning process into motion
• Greater need for empowerment of employees
• Hospitality and tourism industries are international and multicultural
Defining the Corporate Mission
• Mission is shaped by History
• Resources determine possibilities
• Mission should be based on distinctive competencies
Competitive Scopes
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Industry scope – range of industries that the company will consider
Products and applications scope – rang of products and applications
in which the company will participate
Competencies scope – range of technological and other core
competencies the company will master and leverage
Market-segment scope – the type of market or customers the company
will serve
Vertical scope – the number of channel levels from raw materials to
final product and distribution in which the company will engage
Geographic scope – the range of regions, countries or country groups
where the corporation will operate
Establishing Strategic Business Units
• A single business or a collection of related businesses that can be
planned for separately from the rest of the company
• It has its own set of competencies
• It has a manager who is responsible for strategic planning and profit
performance
Assigning Resources to Each SBU
Analytical tools, such as the Boston Consulting Group (BCG)
model, are used to classify businesses by profit potential
BCG Growth-Share Matrix
Question mark
Cash cow
Dog
Low
Market growth rate
High
Star
High
Relative market share
Low
Developing Growth Strategies
Diversification Growth
• Concentric diversification strategy
• Horizontal diversification strategy
• Conglomerate diversification strategy
Integrative Growth
• Backward integration (acquiring a supplier)
• Forward integration (acquiring distributor of your
product)
• Horizontal integration (acquiring a competitor)
Business Strategy Planning
• Business Mission
• SWOT Analysis
- Strengths, Weaknesses, Opportunities, Threats
• Internal Environment Analysis
– (Strengths and Weaknesses Analysis)
• External Environmental Analysis
– (Opportunities and Threats Analysis)
• Goal Formulation
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Arrange from most to least important
State quantitatively
Measurable and realistic
Consistent
Business Strategy Planning
• Strategy Formulation
• Strategies are the paths to goals
• 3 generic types
• Overall cost leadership
• Differentiation
• Focus
• Strategic Alliances – cooperative agreements between
organizations that allow them to benefit from each other’s
strengths
• What are some strategic alliances in the hospitality and
tourism industry?
Business Strategy Planning
• Program formulation
– Formulate programs that support the strategy
• Implementation
– To implement strategy, required resources and employee buy-in are
necessary
• Feedback and Control
– Track results and monitor new developments
• Unique Challenges of the hotel industry complicate the process of
strategic planning
– Major chains commonly do not own all properties that they manage
– Owners of hotel-resorts often show little interest or knowledge of their
property (ego-capital concept)
– Professional managers often are not trained in strategic planning
– Global strategic alliances may further complicate the planning process
Best Practices in Strategic Planning
• Howard Schultz brings the European coffee experience to
America via Starbucks
• Focus on growth, new products, new retail channels to stave off
competition
• What did they do?
– The Inn on Biltmore Estates
– Tricon Global Restaurants (Yum Brands)
– Jack in the Box
– The Las Vegas Hilton
– Hyatt Hotels
– Boston Greater Convention and Visitors Bureau
Key Terms
• Anshoff product–market
expansion grid
• Backward integration
• Competencies scope
• Concentric diversification
strategy
• Conglomerate diversification
strategy
• Corporate mission statement
• Forward integration
• Geographic scope
• Growth–share matrix
• Horizontal diversification
strategy
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Horizontal integration
Industry scope
Macroenvironmental forces
Microenvironmental forces
Marketing opportunity
Market-oriented strategic
planning
Market-segment scope
Products and applications
Strategic alliances
Strategic business units
(SBUs)
Vertical scope