Risk Management and Strategic Planning Unit 12 Strategy in Action
Reading
Book ChTribe, J, (2010) Strategy for Tourism, Goodfellow Publishers, Oxford.
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Capon, C. (2008) Understanding Strategic Management, Prentice Hall: Hemel Hempstead.
12
Tribe, J. (2005) The Economics of Recreation, Leisure and Tourism, Butterworth Heinemann, Oxford.
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Johnson, G., Scholes, K., and Whittington, R. (2008) Exploring Corporate Strategy, Prentice Hall: Hemel Hempstead.
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Learning Outcomes
After studying this chapter and related materials you should be able to understand:How to prepare a public strategy documentCrisis management strategies
and critically evaluate, explain and apply the above concepts.
Discussion Point
What should a good strategic plan cover?
What kinds of crises affect tourism and what issues of management do they present?
Preparation of a Strategy 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:Title pagePublication details and contents pageIntroduction / endorsementExecutive summaryStrategic analysisMission and objectivesStrategyStrategic implementationAppendices
Strategic AnalysisA typical format will be:
The external environmentThe Political EnvironmentThe Economic EnvironmentThe Socio-cultural EnvironmentThe Technological EnvironmentThe Competitive Environment
Organisational capabilitiesThe resources and core competences of the
organisationThe performance of the organisationAn evaluation of product and services
SWOT analysis
Mission and Objectives
Nature of Businessdefining the business of the organisationidentifying key strategic business units
Missions and Goalsstatement of mission of organisationobjectives set
Strategy
This part of the document is likely to cover issues such asGeneric type of strategy, e.g.
Price basedDifferentiation basedHybrid
DirectionsMethods
Strategic ImplementationThis final part of the strategy document
will address the two key issues of Organising and resourcingMonitoring change
Crisis Management StrategiesCrisis 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. Natural disastersTechnology failuresMalevolence.ConfrontationSkewed management valuesDeception
Crisis Management StrategiesThe six main stages in strategic crisis
management are1. Pre-event stage: Prevention and contingency measures are
put into place.2. Pretrial 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.
Task 4
Task 4: Prepare key tasks for successful implementation of your strategy
Or if video and Wi-Fi working:Kenya's tourism revenues rose 32 percent to 98
billion shillings in 2011 after the country attracted visitors from new markets, but the euro zone crisis is expected to curb growth in 2012. Listen to the interview with Kenyan Tourism minister, Najib Balala and summarise the strategic issues discussed.
http://www.youtube.com/watch?v=YnP1ePefcTU