Strategic Management

What is strategic management?

Strategic Management can be defined as:

“The art and science of formulating, implementing and evaluating cross-functional decisions that enable an organization to achieve its objective”

How the strategic management work?
On-going process:

Strategic management is a on-going process which is in existence through out the life of organization.

Shaping broad plans:

An on-going process in which broad plans are firstly formulated then implemented and finally controlled.

Strategic goals:

Strategic goals are those which are set by top management. The broad plans are made in achieving the goals.

Internal and external environment:

Internal and external environment generally set the goals.

Stages of Strategic management:

The strategic management process consists of three stages:

· Strategy Formulation (strategy planning)

· Strategy Implementations

· Strategy Evaluation

Strategic Formulation:

Strategic formulation means a strategy formulate to execute the business activities. Strategy formulation includes developing:-

· Vision and Mission (The target of the business)

· Strength and weakness (Strong points of business and also weaknesses)

· Opportunities and threats (These are related with external environment for the business)

Key Terms in Strategic Management

· Strategists

· Mission statements

· Internal strengths and weaknesses

· External opportunities and threats

· Long-term objectives

· Annual objectives, and policies

Vision Statements

Many organizations today develop a "vision statement" which answers the question, what do we want to become?

Developing a vision statement is often considered the first step in strategic planning, preceding even development of a mission statement.

Mission Statements

Mission statements are enduring statements of purpose that distinguish one business from other similar firms.

A mission statement identifies the scope of a firm's operations in product and market terms.

A clear mission statement describes the values and priorities of an organization and also a path to achieve organizational objective.

SWOT Analysis

SWOT analysis is a technique for identifying your Strengths and Weaknesses

Study any Opportunities and Threats you face

It is also a powerful strategic planning tool used to evaluate a project or in a business venture or in any other situation of an organization or individual requiring a decision in pursuit of an objective.

It involves monitoring the marketing environment internal and external to the organization or individual.

SWOT Analysis – Internal and External Factors

The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. SWOT analysis groups key pieces of information into two main categories:

SWOT Analysis – Errors to Be Avoided

Conducting a SWOT analysis before defining and agreeing upon an objective (a desired end state) SWOTs should not exist in the abstract. They can exist only with reference to an objective.

Opportunities external to the company are often confused with strengths internal to the company. They should be kept separate.

SWOTs are sometimes confused with possible strategies. SWOTs are descriptions of conditions, while possible strategies define actions.

Diversification

A business strategy designed to reduce exposure to risk by combining a variety of investments, such as stocks, bonds, and real estate, which are unlikely to all move in the same direction.

Diversification is the process of spreading the total investment money available across different asset classes, countries, industries, and individual companies.

The goal of diversification is to reduce the risk in a business. Diversification can only reduce unsystematic risk.

Types of Takeovers

Takeover

The transfer of control from one ownership group to another

Acquisition

The purchase of one firm by another

Merger

· The combination of two firms into a new legal entity

· A new company is created

· Both sets of shareholders have to approve the transaction.

Amalgamation

A genuine merger in which both sets of shareholders must approve the transaction

Requires a fairness opinion by an independent expert on the true value of the firm’s shares when a public minority exists

Strategic alliances
Meaning cooperative agreements between two or more organizations

A means to enhance strategic resources:

Self-sufficiency is becoming increasingly difficult in a complex, uncertain, and discontinuous external environment.

Strategic alliances that bring organizations together promise unique opportunities for partners.

Turnaround strategy
There are three stages of a turnaround strategy:

I – Pre-turnaround

II – Period of Crisis

III – Period of Recovery

Steps in turnaround strategy

Changing the leadership

· Redefining strategic focus

· Selling or divesting unnecessary assets

· Improving Profitability

· Making careful acquisitions

Divest Strategy

· Plan whereby a product line (or a product division of a business) is liquidated or sold so as to limit either real or anticipated losses

· To redirect the resources behind that product line or division to other company products or divisions.

What Is a Critical Success Factor?

· A key area where satisfactory performance is required for the organization to achieve its goals

· A means of identifying the tasks and requirements needed for success

· At the lowest level, CSFs become concrete requirements

· A means to prioritize requirements

The CSF Method

· Start with a vision: mission statement

· Develop 5-6 high level goals

· Develop hierarchy of goals and their success factors

· Leads to concrete requirements at the lowest level (a single, implementable idea)

· Along the way, identify the problems being solved and the assumptions being made

· Cross-reference usage scenarios and problems with requirements

Computer in Mangement

Role of Computer in Management

Management is a profession work for high skills of various kinds like problem solving skills, accuracy, statistical analysis, etc.
Computers are used at various places such as offices, retail shops, hotels, hospitals etc. It helps to simplify complex tasks as it has a range of tools and techniques for managers to make things easier. Organizations have grown in complexity to levels at which high accuracy is required. This development in the organization environment changed the whole scenario of today’s management. In this new setup, even a minor mistake could create lot of problems. Thus, the need for a system which was less error prone and provided high speed and accuracy was felt.

Information is a critical resource in the operation and management of organizations. Timely availability of relevant information is vital for effective performance of managerial functions such as planning, organizing, leading, and control. An information system in an organization is like the nervous system in the human body: it is the link that connects all the organization's components together and provides for better operation and survival in a competitive environment. Indeed, today's organizations run on information.

The term information system usually refers to a computer-based system, one that is designed to support the operations, management, and decision functions of an organization. Information systems in organizations thus provide information support for decision makers. Information systems encompass transaction processing systems, management information systems, decision support systems, and strategic information systems.

Information consists of data that have been processed and are meaningful to a user. A system is a set of components that operate together to achieve a common purpose. Thus a management information system collects, transmits, processes, and stores data on an organization's resources, programmes, and accomplishments. The system makes possible the conversion of these data into information for use by decision makers within the organization. A management information system, therefore, produces information that supports the management functions of an organization (Davis & Olson, 1985; Lucas, 1990; McLeod, 1995).

Computers have deep important impact on different kinds of organizations. For small scale and for large scale hotel organizations they offer their services with relevant software. They help up in keeping up record of sales in small scale hotel organization and helps in avoiding costly audits which cannot be afforded by small scale organization. For Large scale, they help in keeping up updated records, communicating over long distance and centralization of hotel.

Role of Computer in Management of Hotel Operations

In modern age, computer has an important place in hotel industry. Electronic technology is fast and speed and is important in hotels in responding to a potential guest, travel agent or tour operator enquiring about room availability and in effecting a reservation, in linking the reservation with the registration of guests on arrival, their charges during the stay and the settlement of their accounts. In view of these needs, computer proves as a boon for hotel industry.

A computer system is made up of hardware, the physical equipment and software, the programmes to run the computer for particular applications. The size of the computer itself is determined according to the size of the operation it is to serve, the number of application for which it is to be used and the rate and frequency of transaction. The software are developed for computer uses for particular applications such as advance reservations or guest accounting. These are standard packages that may be used for a particular purpose without any modification or sometimes adapted to the user’s particular requirements. Registration details, guest’s record and guest’s accounts are all kept in a computer and when one is altered for any reason, all other related records in the computer are at the same time are updated. Information is fed into the computer by means of a keyboard.

On arrival of the guest, the receptionist by using the required code can recall on the Visual Display Unit (VDU) the details of the guest and the booking. Any additional information obtained from the guest on registration is recorded in the computer. The Front office cashier using the code can post all charges to the guest’s bill that are automatically updated. At a selected time in the evening the cashier again by selecting the appropriate code can have the computer charge, the appropriate room and other pre-determined rates to all accounts. This is called ‘Terming’. When a guest asks for bill, the cashier codes the computer and the required bill comes out as a print out which can then be passed to the guest for the final payment. At any time a copy of the bill can be seen on the VDU, should for some reason or other the cashier or management wish to scrutinize it.

Importance of Computer in Hotel Operations

· Helps in smooth functioning of departments of the hotel

· Hotel’s goodwill can be improved

· Communication gaps between the departments can be eliminated

· Less of paper work saves time and money

Features

Room reservations, price groups

· Individual customer and group reservations (individuals, companies, travel agencies, etc.)

· Reservation updates as required

· Waiting list reservations

· Copying of reservations

· Different methods to find reservations (first name, arrival time, etc.)

· Information can be found by room type and price group

· Automatic bills

· Simultaneous monitoring of different bills of the same customer

· Different price groups, including for groups

· Linking of price groups to different currencies

· Linking of price groups to customer profiles

· Entry of remarks concerning the displayed customer

· Housekeeping, i.e. guestroom status control

· Notices and instructions for employees

· Statistics across individual customers and groups

Customer bills

· Different methods of payment (credit card, cash, foreign currency, etc.)

· Bills in different languages

· Updating of bills

· When interfaced with branch exchange, Pay TV, Minibar, Micros cash register system or other systems, these services can be added to the customer bill

- Currency exchange

Wide-based customer base

· Designation of customer groups (individuals, companies, travel agencies, etc.)

· Black list of customers whose bills are overdue

· Maintenance of information about customers’ credit cards

· Customer ratings

· Statistics on visits and sums paid for services, maintenance of data for 3 years

· Statistics cover arrivals, visiting times, non-appearances, etc.

Statistics and reporting

· The system contains Statistics and reporting options.

· Reports are available on customers, reservations, housekeeping, payments and bills overdue, hotel fulfillment, financial operations etc.

· Data entered in the system is systemized at night.

· It’s the so-called "system night work ". In the morning of each working day the system gives you the data you need for your daily operations.

Interfaces

PMS is fully integrated with Micros products. Micros products include: Sales & Catering, Food & Beverage, Micros 3700 and Micros 8700.

Interfaces have been developed for branch exchange, Pay-TV, lock, safe, Minibar and other systems.

Advantages

· User friendly

· Flexibility

· Better storage

· Graphical plans

Disadvantages

· Expensive-both purchase and maintenance

· During night auditing, for hours as the terminals are shut down, check-ins and check outs during the period can’t be taken through the computer