Strategy Planning
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Strategy Planning
Strategic planning is known as environmental scanning. It can tell the company how to go from where they are now to where they want to be. Nowadays, many international hotels are competing the global market by searching the most suitable global strategy for achieving the purposed market segment and meeting with the expectation of initial investment. There are four types of global strategies; they are International, Multidomestic, Global and Transnational Strategy.
From the selected case, we can see that the Best Western International is using the Multidomestic Strategy. Because Best Western Chinese Hotels adjust the bedding amenities in order to response the local needs and requirement rather than keep certain way with the global standard. The accommodation product features are tailored to the local domestic market to create the unique characteristics that define the locality.
Moreover,
Although Multidomestic Strategy can help Best Western International to gain better responsiveness in China market, it is not favor for the group to reach the global standard. Because the company enjoys the decentralization of decision making, they are authorized to make the functional decision and no need to ask for permission from the US head quarter. Therefore, it will be lower the level of mutual communication linkage between the Best Western Chinese Hotels and Best Western U.S head quarter, thus increase the difficulties to achieve the global standard.
(and will focus on allocate the resources such as human resources, marketing approach, financial budget, technology system and catering product or service to satisfy the locals market by matching with their life style, traditions and cultural differences. As the same time, the)