1. Unit 12 Strategy in Action Professor John Tribe
Tourism Strategy
Unit 12
Strategy in Action
Professor John Tribe

3. Learning Outcomes
After studying this chapter and related materials you should be able to understand:
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.

4. Case Study 12: QATAR NATIONAL TOURISM SECTOR STRATEGY 2030

5. QATAR TOURISM STRATEGY
Title page
Foreword
Publication details
Contents page
Introduction/endorsement
Executive summary
Strategic analysis
Mission
Strategy
Objectives
Strategic implementation

6. 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 page
Publication details and contents page
Introduction / endorsement
Executive summary
Strategic analysis
Mission and objectives
Strategy
Strategic implementation
Appendices

7. Strategic Analysis A typical format will be: The external environment
The Political Environment
The Economic Environment
The Socio-cultural Environment
The Technological Environment
The Competitive Environment
Organisational capabilities
The resources and core competences of the organisation
The performance of the organisation
An evaluation of product and services
SWOT analysis

8. Mission and Objectives
Nature of Business
defining the business of the organisation
identifying key strategic business units
Missions and Goals
statement of mission of organisation
objectives set

9. Strategy This part of the document is likely to cover issues such as
Generic type of strategy, e.g.
Price based
Differentiation based
Hybrid
Directions
Methods

10. Strategic Implementation
This final part of the strategy document will address the two key issues of
Organising and resourcing
Monitoring change

11. Backstage Issues
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.
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.
Force field analysis.
Job losses
Plans for achieving compliance (especially tactics for negotiating with Trade Unions).

12. Strategists There are three main groupings of strategists. These are:
Chief executives
Strategic planners
External consultants.

13. Gender and strategy
Two key issues arise relating to gender and strategy.
The first concerns the representation of women at strategic levels of management
The second relates to any differences in strategic philosophies between the sexes

14. Turnaround Strategies
Turnaround is defined as the action taken to prevent the occurrence of financial disaster.
Key features of successful turnaround strategies include:
Act with speed and precision
Clear focus on the cause of the predicament
Communication of the critical nature of problem to key stakeholders
Ensure financial solvency
Replacement of CEO
Stabilisation of problem
Re-engineer

15. Crisis Management Strategies
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.
Natural disasters
Technology failures
Malevolence.
Confrontation
Skewed management values
Deception

16. Crisis Management Strategies
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.

17. Review of Key Terms
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.

18. Discussion Questions
Discuss which information would be appropriate and which would be inappropriate to include in a strategy document.
Distinguish between a turnaround strategy and a crisis management strategy using tourism examples.
Discuss the relative merits of using the CEO, a strategy planning department or external consultants as strategists for a tourism organisation.
Identify three major recent crises that have affected tourism destinations and discuss common elements for effective crisis management.
How does strategy review differ from performance management?

19. Unit 12 Strategy in Action The End
Tourism Strategy
Unit 12
Strategy in Action
The End