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Tourism Strategy Unit 12 Strategy in Action Professor John Tribe
© John Tribe
Learning Outcomes © John Tribe ¡ After studying this chapter and related materials you should be able to understand: l l l l How to prepare a public strategy document Strategists Gender and strategy Backstage considerations for strategy Review of strategy Turnaround strategies Crisis management strategies ¡ and critically evaluate, explain and apply the above concepts.
© John Tribe Case Study 12: QATAR NATIONAL TOURISM SECTOR STRATEGY 2030
QATAR TOURISM STRATEGY ¡Title page ¡Foreword ¡Publication details ¡Contents page ¡Introduction/endorsement ¡Executive summary ¡Strategic analysis ¡Mission ¡Strategy ¡Objectives ¡Strategic implementation © John Tribe
Preparation of a Strategy © John Tribe ¡ A a strategy is a master document which encompasses the main headings of this book and a typical strategy will have the following key parts: l l l l l Title page Publication details and contents page Introduction / endorsement Executive summary Strategic analysis Mission and objectives Strategy Strategic implementation Appendices
Strategic Analysis ¡A typical format will be: l The external environment ¡The Political Environment ¡The Economic Environment ¡The Socio-cultural Environment ¡The Technological Environment ¡The Competitive Environment l Organisational capabilities ¡The resources and core competences of the organisation ¡The performance of the organisation ¡An evaluation of product and services l SWOT analysis © John Tribe
Mission and Objectives ¡Nature of Business l defining the business of the organisation l identifying key strategic business units ¡Missions and Goals l statement of mission of organisation l objectives set © John Tribe
Strategy © John Tribe ¡This part of the document is likely to cover issues such as l Generic type of strategy, e. g. ¡Price based ¡Differentiation based ¡Hybrid l Directions l Methods
Strategic Implementation © John Tribe This final part of the strategy document will address the two key issues of l Organising and resourcing l Monitoring change
Backstage Issues © John Tribe ¡ Some aspects of strategic thinking will not be available in the public domain. ¡ First this may be to restrict access to information that would be advantageous to competitors e. g. l l l Specific targets for take overs. Sales targets. Pricing data. Specific details of product development. Specific details of plans for market penetration ¡ Second some of the issues may be too sensitive to be made publically available, e. g. l Force field analysis. l Job losses l Plans for achieving compliance (especially tactics for negotiating with Trade Unions).
Strategists © John Tribe ¡There are three main groupings of strategists. These are: l Chief executives l Strategic planners l External consultants.
Gender and strategy © John Tribe ¡ Two key issues arise relating to gender and strategy. l The first concerns the representation of women at strategic levels of management l The second relates to any differences in strategic philosophies between the sexes
Turnaround Strategies © John Tribe ¡ Turnaround is defined as the action taken to prevent the occurrence of financial disaster. ¡ Key features of successful turnaround strategies include: l Act with speed and precision l Clear focus on the cause of the predicament l Communication of the critical nature of problem to key stakeholders l Ensure financial solvency l Replacement of CEO l Stabilisation of problem l Re-engineer
Crisis Management Strategies © John Tribe ¡ Crisis management is the process by which an organisation deals with major, extraordinary, sudden and unforeseen events that can pose a grave threat to their existence. E. g. l Natural disasters l Technology failures l Malevolence. l Confrontation l Skewed management values l Deception
Crisis Management Strategies © John Tribe ¡ The six main stages in strategic crisis management are 1. Pre-event stage: Prevention and contingency measures are put into place. 2. Prodromal stage: At this stage the impending crisis is inevitable. 3. Emergency stage: The crisis has arrived and main objective is damage limitation, immediate rescue and clear communications. 4. Short term stage: Restoration of basic functions, utilities and essential services to return to normality. 5. Long term (recovery) stage: Continuation of restoration with attention to non-priority actions. Lessons learned incorporated into revised prevention and contingency strategies. 6. Resolution Stage: Routine strategic management replaces crisis management.
Review of Key Terms © John Tribe ¡ Executive summary: A précis of the main features of a strategy. ¡ Backstage issues: Aspects of strategy that are not be available in the public domain. ¡ Strategists: These include chief executives, strategic planners and external consultants. ¡ Gender issues in strategy: These include the representation of women at strategic levels of management and gender differences in strategic philosophies. ¡ Strategy review: Assessment of the success of the new strategy. ¡ Turnaround Strategy: The action taken to prevent the occurrence of financial disaster. ¡ Crisis Management Strategy: Strategy to deal with major, extraordinary, sudden and unforeseen events.
Discussion Questions © John Tribe 1. Discuss which information would be appropriate and which would be inappropriate to include in a strategy document. 2. Distinguish between a turnaround strategy and a crisis management strategy using tourism examples. 3. Discuss the relative merits of using the CEO, a strategy planning department or external consultants as strategists for a tourism organisation. 4. Identify three major recent crises that have affected tourism destinations and discuss common elements for effective crisis management. 5. How does strategy review differ from performance management?
Tourism Strategy Unit 12 Strategy in Action The End