Mktg_Audit

Situation Analysis: Amber Inn & Suites Inc. Amber Inn & Suites Inc. Executive Summary This paper will examine the current position of Amber Inn & Suites Inc., along with the proposed strategic outline plan to map out their path to future success. Starting with the situational background, strengths, weaknesses, opportunities, and threats will be identified. Then the problem will be defined, followed by the end state goals. There are also many other companies in the same industry that faces similar dilemmas. Competitive and generic benchmarking are excellent ways to measure a company's position in the marketplace. Overall, businesses today need to implement a strong strategic action plan in relation to being innovative with organizational processes. Benchmarking Issues can be clearly expressed so that another outside of the organization can understand the description of the issue. Some of the company's that were benchmarked for Amber Inn & Suites Inc.. (AIS) were Cendax Corporation, Marriot International, Inc., Hilton Hotels Corp., LaQuinta, and Bestwestern International. In order to be one of the top hotel chains, AIS needs an aggressive transformation of the company's organizational culture, structure, values, and strategic focus. Generic benchmarking can be comparing your competitor with who has the best practice in marketing a similar product. (Generic Benchmarking, UOP _____). Strategic Issues Amenities. Price. Service. Global Expansion. Economic environment. Competition. Synergy would increase the value of the combined companies and reduce competition. This is a tough spot to stay in by today's standards, unless a company is truly striving to be the best. Although, there are different products and services being provided – it depends on the market position of the company. Most companies stay in the game by simply looking at the best practices of other competitive organizations in their line of work or they may consider improving other departments that are not related to their practice "business continues to evolve as markets change." This deems to be an excellent tool for serving the economic and social needs of customers. Regulatory Compliance. Organizational values are principles that guide your behavior in professional situations. They define how you work and how you relate to your co-workers, bosses and clients. People learn very fast whether "respect for the individual," for example, is a guiding principle or if the company allows managers to violate it…the boss does the trick. (Solovy, 2005). Corporate compliance helps businesses increase profits, solve problems, and maximize their organization's protection. The Sarbanes-Oxley Act of 2002 established stricter financial and non-financial disclosures, reporting guidelines as well as guidelines and expectations for executive management. What it failed to do was assign a role for the internal auditor in ensuring independent evaluations of internal controls. (Black, 2000). The industry perspective can be helpful to successfully implement their much needed change. Management should focus on major issues in the interest of pursuing more creative and forward-looking goals. Many organizations have faltered because their planning focused too far down the road and they ended up falling over their feet. Alternative Solutions Amber Inn & Suites Inc.. (WC) has a few alternative solutions that they can pursue to achieve their goals: • Identify how other companies have transformed to a business model. • Implement techniques that will change their organizational structure and values • Create an aggressive strategic plan • Hire an outside consultant or agency “Leaders must win the support of employees, partners, investors, and regulators for many initiatives. Since you are likely to meet resistance from unexpected quarters, building a strong guiding coalition is essential.” (Kotter, 2006). Strategic Goals End-state goals should be SMART – specific, measurable, attainable, realistic and timely. Amber Inn & Suites Inc.. has several strategic goals over the next 5 years: • Improve the quality of their products • Establish more convenient locations • Develop overseas market entry plans • Become largest Hotel industry globally Amber Inn & Suites Inc.. has the opportunity to develop strategic capability by transforming the current leadership and other key employees through changing the organizational culture, that aligns with and support the firm's goals. “Companies should start by understanding their specific needs.” (Idinopulos & Kempler, 2003, p. 60). Furthermore, this poses a major responsibility for the senior management, human resources and the sales department to implement a new strategic action plan that will result in defining problems, creating solutions, and setting short and long-term goals for reducing costs. Implementation Plan A strategic approach means making a long term objective and addressing business problems. Work plans develop objectives and measure results produced while implementing strategies. An action plan is needed to specify the actions for each of the top organizational issues and associated goals such as: who will complete the assigned task and when will it be completed. Overall, there are a few methods for Amber Inn & Suites Inc.. (WC) to use in order to successful implements proven strategies. The are as follows: • Strong marketing position. They should stand out from the crowd by being different than the other fast food restaurants. This is also a good way to implement a public relations campaign. Marketing experts, in particular, have developed a business model that relates customer satisfaction and profitability. WC needs to change their focus on up-to-minute product offerings along with services, i.e., health and nutrition information. Conclusion Further, strategy creates value for customers and stakeholders through discussion, decision and development. Companies are committed to providing solutions without compromising integrity, quality and value. Leaders must win the support employees, partners, investors, and regulators for many initiatives. This company must now address their current issues and implement a solution that will ensure success. References Black, M. (1984). Food in the Social Order. New York: Russell Sage Foundation. Generic benchmarking for solving problems. White Paper. Retrieved _________, from University of Phoenix Online Collection: https://ecampus.phoenix.edu/secure/resource/resource.asp. Idinopulos, M. & Kempler, L. (2003). Do you know who your experts are' McKinsey Quarterly, 4, p. 60. Retrieved August 31, 2006, from Business Source Premier database. Kotter, J.P. (2006). Transformation. Leadership Excellence, 23(1), 14. Retrieved August 31, 2006, from ProQuest database. Kurtus, A. (2003). Increase Revenue. American Journal of Business. Nestle, M. (2002). Food Politics. California Studies in Food and Culture, 3. Roy, R. (2006). Different strategies, same goal-improvement, 10(1), 6-6. Retrieved January 30, 2007, from Business Source Premium database. Solovy, A. (2005). Good Hire, Good Fire. Hospitals & Health Networks, 79(9), 42-42. Retrieved November 17, 2006, from Business Source Premier.