According to the strategic review undertaken on October 2011, report discovered the opportunity and Threats for Rezidor as Figure 1 shows, not all the facts on the O/T have been stressed under the current strategic plans of company. Rezidor's vision ‘Yes I can' has clearly set the target for the company and mission has indicated Rezidor is to offer value for money by providing hospitality products. Their vision is defiantly an extra asset for the company and enhanced their opportunities. In order to build a suitable company strategy and maximum the competitive advantage, this report has highlighted their strengths and weakness (Johnson et al, 2008).
In the company internal audit, this report finds the strengths and weaknesses see figure4, Rezidor performance well under current economy environment but should focus on activities to increase their profit margin to enhance their competitive advantage.
Rezidor use the functional leadership structure which all the senior management directly report to the CEO, the CEO – Mr. Ritter has been with company for 25 years and successfully set up the leadership and culture for the organization.
By looking in to the strategic choices and critically evaluate by several tools, this report find ten potential strategic options for Rezidor. This report has then chosen two options and provided the implementation plan.
[...] Table of Contents Executive Summary 1 1. Introduction 5 1.1. Aim 6 1.2. Objectives 6 2. Internal Audit 7 2.1. The Company Portfolio 7 2.2. Competencies, Value and Competitive Advantage 9 2.2.1. Competencies 9 2.2.2. Values 10 2.2.3. Competitive advantage 10 2.3. Company performance 10 2.3.1. Financial Analysis 11 Summary 12 3. Leadership, organizational structure and Culture 14 3.1. Leadership 15 3.2. organizational Structure 15 3.3. organizational Culture 16 Summary 17 4. Strategic Choices 19 4.1. Strategic Decision Making 20 4.2. [...]
[...] Strategic Modeling Each company is distinguishing from others; there is not any universal competitive strategy suit for all companies. In order to create the competitive strategy for an organization, utilize the proper strategic modeling will help managers to choose the right strategy for the company. This discussion paper has chosen three modelling to analysis and chooses Rezidor's potential strategies. 4.2.1. Bowman's Clock Hospitality is a customer orientated industry, in order to be success in the competition, business must be able to provide what customer want better and more effective that their competitors. [...]
[...] Creating Competitive Success 25 4.5.1. Innovative Strategies 26 4.5.2. Measuring success and evaluation 26 Summary 27 5. Strategic Implementation 28 5.1. Implementation Plan 28 5.2. Evaluation Strategy 28 5.3. Nature and Relationships 29 5.3.1. Leadership 29 5.3.2. Managing resistance 30 Summary 30 6. Conclusions 31 6.1. Recommendations 31 6.2. Monitoring and Evaluation 32 Bibliography 33 Appendices 36 Appendix 1 BCG Matrix 36 Appendix 2 Rezidor competencies 37 Appendix 3 Bowman's Clock 38 Appendix 4 Ansoff Matrix 39 Appendix 5 strategy options implementation plan 40 Appendix 6 SMART for strategy options 42 Appendix 7 Evaluation Strategy 44 Figure 1: Opportunities and Threats (SWOT tool) 5 Figure 2: The Boston Consulting Group Matrix of Rezidor 8 Figure 3: Income and balance highlights 2009 vs 2010 (Rezidor, 2011) 11 Figure 4: Strengths and Weaknesses (SWOT tool) 12 Figure 5: organizational Structure of Rezidor 15 Figure 6 Bowman's Clock (mindtools, n.d) 21 Figure 7 Ansoff Matrix (businessimprovementresources, n.d) 22 Figure 8 TOWS (Johnson et al, 2008) 23 Figure 9 SAF 24 1. [...]
[...] (2011) Strategic Management: Competiveness and Globalization; Concepts [Internet], Ohio, South-Western Cengage Learning. Available from: Googlebooks < http: tegic q="comptetitive%20advantage&f=false"> [Accessed 10 December 2011] Johnson, G and others. (2008) Exploring Corporate Strategy. 8th ed. Harlow, Pearson Education Limited. Kuusela, M. (2011) An analysis of the Rezidor hotel group's strategic approaches. 16 (12) 2010. Available from: http://swopdoc.com [Accessed 26 October 2011] Luffman, G and others. (1996) Strategic Management An analytical Introduction. 3rd ed. Oxford, Blackwell Publishers Ltd. Manson, E. (2011) Maximum marketing for minimum budget. [...]
[...] Each senior manager has direct control on the focused area, this could enhance the customer service and operation within the company. Rezidor's another strategy may use their sufficient cash flow to increase their hotel portfolio, this structure could ensure the process under smooth operating and follow the structure from the senior management. Rezidor's leadership remains stable and long services, this is great asset for the companies in respect on experience, built company culture and reputation, however, this may limit the innovation and creative ideas, especially current Rezidor company short of budget hotel brands and has very limit luxury properties but company main focus in on developing mid- class brand. [...]
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