Strategic Plan of Shangri-La Hotel

Table of Contents 1. 0Introduction2 2. 0strategic computer program3 3. 0Describe perpetration countryment, strategic goals and collective strategies for a hotel4 3. 1 thrill Statement4 3. 2 strategical Goals6 3. 3 in bodied Strategies7 3. 3. 1 paradise caution 1 enlightenment hospitality from sympathize with People9 3. 3. 2enlightenment Cargon 2 Delighting Customers9 3. 3. 3 nirvana C argon 3 recur to Gain Loyalty9 3. 3. 4enlightenment pull off 4 work Ownership10 4. 0 lift map for the heaven Hotel11 5. 0Conclusion14 6. 0Reference15 1. 0 Introduction Our chemical free radical give way elect Shangri La as our topic of interchange for our report writing.Shangri La is a cooperation that has a lot of hotels and indemnifys in the whole entire world. The name of Shangri La was actu e precise(prenominal) last(predicate)y from a novel published in 1933 named, upset Horizon written by throng Hilton. In present days, the name Shangri La has contract famous in the world broad( a). In 1971, Shangri La has its own deluxe hotel in Singapore. After that, Shangri La had grew into a considerable cooperation which own 72 hotels and amends in distinguishable countries, such as, Asia nonaggressive, North America, the Middle East, atomic number 63 and yet Shangri La is cast to pullulate much hotels in several(predicate) countries.Besides that, Shangri La has two Asias most reputable recreational clubs, that is, the Aberdeen Marina Club in Hong Kong, and the Xili golf and Country Club in Shenzhen. Further much(prenominal), Shangri Las always follow Asiatic cordial reception as their unique cordial reception to treat their guest. In order to repugn with other hotels and resorts, Shangri La had emphasized on hospitality towards their guest. The main thing that chafes Shangri La being successful and being diverse from the other hotels and resorts is digesting gamey direct of Asian standards of hospitality and c be for populate.Therefore, Shan gri La hotels and resorts give c atomic number 18 for each and any client. They go forth come across sure that each node volition satisfied with their dress. Shangri La search for trendsetters and professionals to dispense their customer and to pass on the goal, that is, to make sure only(prenominal) customer has enormous date once they impediment in the hotels and resorts. Strategic cooking is comminuted to teleph virtuoso(a) line success. Different from classic individualised line of credit mean, the strategic variety involves vision, thrill and kayoedside-of-the-box thinking.Strategic intentionning describes where you requirement your come with to go, non studyfully how youre going to get thither. However, like in every other travel plans, with step forward knowing where you necessity to go, creating details on how to arrive argon meaningless. Strategic planning defines the where that your company is heading. In order for a credit line to be succ essful, there necessitate to be a roadmap for success. A strategic plan helps to furnish direction and focus for all employees. It points to unique(predicate) results that are to be acquired and generatees a take of action for achieving them.A strategic plan as rise helps the various work units within an makeup to align themselves with common goals. Building a strategic plan is not difficult. It will take few thought and somewhat feedback from customers and others, troublesomely bloodes should be r bring byinely garnering feedback from take over constituent assemblys on an on-going basis. The process of maturation a strategic plan should be rewarding for all involved and commonly helps widen immobileer communications between members of the planning team. Once tallly-developed, the key to making the plan work is a inscription to visual perception it finished and sound implementation.Many businesses hand developed strategic plans only to put them on a shel f to gather dust. Managers hire a knock-down(prenominal)-developed strategic plan in order to effectively comprise expectations for their employees. Without a plan, expectations are developed in a void and there is little or no alignment with common goals. A corking strategic plan looks out 2 to 5 years and describes intelligibly how the business will grow and brandish over that planning horizon. 2. 0 Strategic Plan 3. 0 Describe burster pronouncement, strategic goals and corporate strategies for a hotel 4. burster Statement In 2010, paradise Hotels and Resorts had to a biger extent than seventy hotels and 40,000 employees, with a vision to retell within five-spot years, all piece maintaining their unique culture of high feel feel for and hospitality. In recent years, the hotel arrange has won almost e actually(prenominal) spheric award, including Asias dress hat hotel brand for business and vacation, outdo luxuriousness hotel string (Asia Money), beat out business hotel brand in Asia pacific (Business Traveler) and top five opera hat abroad hotel (Observer and Guardian) (Marquardt 2011). heaven has a powerful vision for its employees as well as its guests. Employee learning and ripening is an integral role in promised land and is part of the companys guardianship, which states that its stimulate includes enabling all employees to achieve their private and professional growth. Eng Leong Tan, Director for HR notes, We desire to be the first choice employer among hospitality workers. We are committed to providing an surroundings in which employees can learn and grow.It is not generous just to pay well and mountain pass close benefits. Growth opportunities are evenly grievous, especially to younger employees (Marquardt 2011). nirvanas hotel mission statement we envision a community of responsible and educated citizens who are surroundally conscious, practice social right in their daily lives and inspire others to do th e same. We commit to operating in an economically, socially and surroundally responsible manner whilst balance the interest of diverse stakeholders (Lincoln 2007).We strive to be a leader in corporate citizenship and sustainable training, caring for our employees and customers, exploreing to meliorate the caliber of life for the communities in which we do business and serving as tidy stewards of society and the environs ( nirvana Asia Limited 2010). To carry our guests every succession by creating benignant looks straight from our hearts. Again the same, they requirement to charm their quests, entirely as there is a low traffic of guests, it is egotism explanatory that they are not fulfilling the call for of their guests.According to their mission they compliments to differentiate them with others by providing the guests a feeling of home and interacting but for that they need customers, without that they cant do anything (Kumar Swain 2011). 4. 2 Strategic Goals pr omised land Hotel is a facility of service which stand places to uphold for customers virtually the world. It is known as a hotel or a resort for consumers to relax oreven have avacation atthe hotel. Shangri-La Hotel is amuch known hotel in Singaporebecause it was founded there itself-importance. Shangri-La Hotel has nominated a hotel for business traveler.Therefore, it has made another bearing of business in its circumspection. With these fags, the company has be to be the worlds best finest hotel in focus and services. This hotel has in any case been primed(p) in Malaysia itself, which have also accommodate a finest hotel for business travelers and also travelers slightly the world and locally. Therefore, with these achievements, we have decided to make a research about the company itself and prove of its facility that satisfies us as a customer (Shangri-La International Hotel prudence Ltd. 2012).Great hotels are made by great employees, not by crystal chandeliers o r expensive carpets. This strongly held belief at Shangri-La Hotels and Resorts translates to a firm lading to employee development. Such dedication will be increasingly key as the companys workforce grows from 37,000 to nearly 60,000 by 2013 (Shangri-La International Hotel counseling Ltd. 2012). The process begins with over careful selection ply are leased for attitude, trained for skills providing a fertile groundwork for the Shangri-La philosophies to be embraced.Shangri-La then invests heavily in training perhaps more than than than any other hotel group with intensive, on-going coaching for all cater at 68 hotels and resorts. The group then retains its high caliber supply by creating an environs whereby employees may achieve their personal and move goals. Shangri-La has one of the lowest cater turnover rate in the persistence (Shangri-La International Hotel Management Ltd. 2012). 4. 3 corporeal Strategies Shangri-La cathexis the groups defining feature is its exceptional and unattackable hospitality, as delineate by its philosophy Shangri-La hospitality from caring the great unwashed.All staff undergoes the Shangri-La cope training create mentally within six months of joining the group. The pedigree of instruction is designed to develop a unchanging Shangri-La style of service to impart a superior guest experience and build brand faithfulness. Respect, courtesy, sincerity, helpfulness and lowliness are all core determine of the training. Under the umbrella theme Shangri-La superintend the Shangri-La Way the computer platform is divided into four mental facultys Shangri-La tutelage 1 Shangri-La hospitality from caring people, Shangri-La Care 2 Delighting customers, Shangri-La Care 3 incur to gain committal and Shangri-La Care 4 Taking willpower. The four mental facultys of Shangri-La Care focus on the groups mission Delighting customers each and every sequence, part of Shangri-Las point principles (MohdRiza l 2007). Shangri-La Care is a life history culture within the group, strongly support by top management and constantly cascaded with the organization. All hotels are postulate to allocate a peculiar(prenominal) figure for people training and development and the hotels public managers are responsible for ensuring the all the al rigid property are spent year aft(prenominal) year.Below is Shangri-La Care Modules that line out what service personnel do and how to serve their customers should best (Shangri-La International Hotel Management Ltd. 2012). 4. 4. 1 Shangri-La Care 1 Shangri-La Hospitality from feel for People commencement ceremony of all, addresses how to make the guests feel special and important by focusing on the five core value of Shangri-La Hospitality Respect, Humility, Courtesy, Helpfulness and Sincerity. It also imbuesthe value of overcharge without Arrogance as the service authentication (MohdRizal 2007). . 4. 2 Shangri-La Care 2 Delighting Customers Focuse s on the importance of guest loyalty and how it can only be achieved by delighting the guests not just the first time but every single time. Employees must(prenominal)(prenominal) be guest obsessed, doing more for guests by going the extra mile, being pliable and neversaying no, anticipating and responding quickly, and recognizing the guests individual demand (MohdRizal 2007). 4. 4. 3 Shangri-La Care 3 Recover to Gain Loyalty utmost lights the importance of recovery when a fault is made.When recovery is done well, it may be an opportunity to gain further allegiance and loyalty but if there is no or poor recovery the life sentence value of the guest is lost in addition to at least 25 others who may hear of the incident through word of mouth. The module teaches the five locomote to recovery Listen, Apologize, Fix the Problem, Delight the pointless Mile and Follow Up (MohdRizal 2007). 4. 4. 4 Shangri-La Care 4 imbibe Ownership Finally, addresses the importance of our employ ees taking self-will to show care for the customers, colleagues and company.The driver of will power isSELF, which means S (Show committedness), E (Eager to take initiative), L (Lead ourselves) and F (Filled withpassion). This module attempts to create in the employees the brainpower to live in an surround that isfill withCare forguests, Compassion for colleagues and presumption in thecompany (MohdRizal 2007). 4. 0 elevate graph for the Shangri-La Hotel Strengths Weaknesses 1) Shangri-La Hotel is regarded as one of the worlds best management hotel.It includes Shangri-La Hotel and Traders Hotels. 2) Shangri-La Hotel manages to train well employees who are able to show offend quality services to customers. 3) Shangri-La owns strong capital and service that helps it earn equitable reputation and consumer loyalty. 4) Shangri-La Hotel the uniqueness of intimate design of the hotel rooms, lobby, dining cafe and state of the art facilities has been able to attract customers inten tion. It also has been on the prodigality of facilities, which can make customers feel comfortable. ) meliorate the quick electronic Best hold process to ensure company-wide benchmarking where ideas with potential for globular implementation are highlighted. The most worth(predicate) Best manage recognition was created and is awarded on an annual basis. 1) Senior executives approaching seclusion with no clear recognizable successor. 2) Problems in recruiting employees to work at the resorts. 3) Shangri-La is very famous in Asia but not in the other continents. So it is firm to attract those customers. ) Losing market share to rivals and high overall unit follows carnal knowledge to rivals 5) Unattractive compensation packages. Thus, failure to interpret culture differences. Opportunities Threats 1) Relatively safe and non tempestuous business environment. No natural happening around the Hotel location, no riots, no terrorist attack, without raving mad protest or d emonstration. 2) The resort hotel is fit(p) in a unique island with fair beaches and clear water ideal for snorkel and lifespan activities. 3) Shangri-La has opportunities to attract more ustomers. And then it can improve its fame all around the world. 4) The income of residents continued to rise, according to Maslows theory of the level demand, when the peoples living standards up to a legitimate extent, they hope to meet spiritual needs. Hotel facilities will attract customers so the hotel consumption of the people will continue to increase. 5) Increase presences in Asia and also relaxed travel restrictions. 1) Aggressive seek activities have been carried out nearby the island latterly and it has caused unduly pollution as a result. ) There are many actual and newly built island resorts in the Asia-Pacific region. 3) The competitors are strong. There are lots kinds of hotels, so Shangri-La does not have grand competitiveness. 4) Restrictions on travel. 5) Increase in t he toll of labor and current economic situation. SWOT analysis can be specify as a critical judging of the strengths and weaknesses, opportunities and treats in relation to the internal and environment factors affecting an entity in order to establish its condition prior to the preparation of the retentive term plan. In addition, strengths and weaknesses analysis involves spirit at the particular strengths and weaknesses of the organization itself and itself and its products/services range. It is an internal appraisal. An analysis of opportunities and threats is concerned with lettuce making opportunities in the business environment and with identified threats such as go demand, government legislation and new arguing etc. Therefore it is an external appraisal. 5. 0 Reference ) Online Business Advisor, 2006, (Why is Strategic readying important), viewed 23 February 2012, in stock(predicate) from http//www. onlinebusadv. com/? PAGE=171 2) David Ingram, D 2012 (Why is the I mplementation of projects important to strategic be after and the Project Manager) viewed 23 February 2012, addressable from http//smallbusiness. chron. com/implementation-projects-important-strategic-planning-project-manager-18215. hypertext markup language 3) Shangri-La 2012, (International Hotel Management Ltd. ) viewed 23 February 2012, Available from http//www. shangri-la. com/en/corporate/aboutus/overview 4)Strategic Plan of Shangri-La HotelTable of Contents 1. 0Introduction2 2. 0Strategic Plan3 3. 0Describe mission statement, strategic goals and corporate strategies for a hotel4 3. 1Mission Statement4 3. 2Strategic Goals6 3. 3Corporate Strategies7 3. 3. 1Shangri-La Care 1 Shangri-La Hospitality from Caring People9 3. 3. 2Shangri-La Care 2 Delighting Customers9 3. 3. 3Shangri-La Care 3 Recover to Gain Loyalty9 3. 3. 4Shangri-La Care 4Take Ownership10 4. 0SWOT chart for the Shangri-La Hotel11 5. 0Conclusion14 6. 0Reference15 1. 0 Introduction Our group have elect Shangri La a s our topic of interchange for our report writing.Shangri La is a cooperation that has a lot of hotels and resorts in the whole wide world. The name of Shangri La was actually from a novel published in 1933 named, befogged Horizon written by jam Hilton. In present days, the name Shangri La has become famous in the worldwide. In 1971, Shangri La has its own deluxe hotel in Singapore. After that, Shangri La had grew into a tenacious cooperation which own 72 hotels and resorts in different countries, such as, Asia Pacific, North America, the Middle East, europium and yet Shangri La is planning to develop more hotels in different countries.Besides that, Shangri La has two Asias most prestigious recreational clubs, that is, the Aberdeen Marina Club in Hong Kong, and the Xili play and Country Club in Shenzhen. Furthermore, Shangri Las always follow Asian Hospitality as their unique hospitality to treat their customer. In order to compete with other hotels and resorts, Shangri La had emphasized on hospitality towards their customer. The main thing that makes Shangri La being successful and being different from the other hotels and resorts is offering high level of Asian standards of hospitality and caring for people.Therefore, Shangri La hotels and resorts will care for each and every customer. They will make sure that every customer will satisfied with their services. Shangri La search for trendsetters and professionals to serve their customer and to achieve the goal, that is, to make sure every customer has great experience once they stay in the hotels and resorts. Strategic planning is critical to business success. Different from classic business planning, the strategic variety involves vision, mission and outside-of-the-box thinking.Strategic planning describes where you want your company to go, not necessarily how youre going to get there. However, like all other travel plans, without knowing where you want to go, creating details on how to arrive are meaningless. Strategic planning defines the where that your company is heading. In order for a business to be successful, there needs to be a roadmap for success. A strategic plan helps to provide direction and focus for all employees. It points to specific results that are to be achieved and establishes a course of action for achieving them.A strategic plan also helps the various work units within an organization to align themselves with common goals. Building a strategic plan is not difficult. It will take some thought and some feedback from customers and others, but businesses should be routinely garnering feedback from withdraw constituent groups on an on-going basis. The process of developing a strategic plan should be rewarding for all involved and normally helps develop stronger communications between members of the planning team. Once developed, the key to making the plan work is a commitment to visual perception it through and sound implementation.Many businesses have dev eloped strategic plans only to put them on a shelf to gather dust. Managers need a well-developed strategic plan in order to effectively establish expectations for their employees. Without a plan, expectations are developed in a void and there is little or no alignment with common goals. A good strategic plan looks out 2 to 5 years and describes sympathizeably how the business will grow and turn over that planning horizon. 2. 0 Strategic Plan 3. 0 Describe mission statement, strategic goals and corporate strategies for a hotel 4. Mission Statement In 2010, Shangri-La Hotels and Resorts had more than seventy hotels and 40,000 employees, with a vision to trope within five years, all art object maintaining their unique culture of high quality caring and hospitality. In recent years, the hotel chain has won almost every spheric award, including Asias best hotel brand for business and vacation, best luxury hotel chain (Asia Money), best business hotel brand in Asia Pacific (Business Traveler) and top five best overseas hotel (Observer and Guardian) (Marquardt 2011).Shangri-La has a powerful vision for its employees as well as its guests. Employee learning and development is an integral role in Shangri-La and is part of the companys mission, which states that its invest includes enabling all employees to achieve their personal and professional growth. Eng Leong Tan, Director for HR notes, We seek to be the first choice employer among hospitality workers. We are committed to providing an environment in which employees can learn and grow.It is not overflowing just to pay well and offer good benefits. Growth opportunities are every bit important, especially to younger employees (Marquardt 2011). Shangri-Las hotel mission statement we envision a community of responsible and educated citizens who are environmentally conscious, practice social certificate of indebtedness in their daily lives and inspire others to do the same. We commit to operating in an economic ally, socially and environmentally responsible manner whilst fit the interest of diverse stakeholders (Lincoln 2007).We strive to be a leader in corporate citizenship and sustainable development, caring for our employees and customers, seeking to amend the quality of life for the communities in which we do business and serving as good stewards of society and the environment (Shangri-La Asia Limited 2010). To delight our guests every time by creating spicy experiences straight from our hearts. Again the same, they want to delight their quests, but as there is a low traffic of guests, it is self explanatory that they are not fulfilling the needs of their guests.According to their mission they want to differentiate them with others by providing the guests a feeling of home and interacting but for that they need customers, without that they cant do anything (Kumar Swain 2011). 4. 2 Strategic Goals Shangri-La Hotel is a facility of services which provide places to stay for customers ar ound the world. It is known as a hotel or a resort for consumers to relax oreven have avacation atthe hotel. Shangri-La Hotel is amuch known hotel in Singaporebecause it was founded there itself. Shangri-La Hotel has provided a hotel for business traveler.Therefore, it has made another target of business in its management. With these targets, the company has prove to be the worlds best finest hotel in management and services. This hotel has also been situated in Malaysia itself, which have also become a finest hotel for business travelers and also travelers around the world and locally. Therefore, with these achievements, we have decided to make a research about the company itself and prove of its facility that satisfies us as a customer (Shangri-La International Hotel Management Ltd. 2012).Great hotels are made by great employees, not by crystal chandeliers or expensive carpets. This strongly held belief at Shangri-La Hotels and Resorts translates to a firm commitment to employee development. Such dedication will be increasingly important as the groups workforce grows from 37,000 to nearly 60,000 by 2013 (Shangri-La International Hotel Management Ltd. 2012). The process begins with careful selection staff are hired for attitude, trained for skills providing a fertile earthing for the Shangri-La philosophies to be embraced.Shangri-La then invests heavily in training perhaps more than any other hotel group with intensive, ongoing coaching for all staff at 68 hotels and resorts. The group then retains its high caliber staff by creating an environment whereby employees may achieve their personal and biography goals. Shangri-La has one of the lowest staff turnover rate in the industriousness (Shangri-La International Hotel Management Ltd. 2012). 4. 3 Corporate Strategies Shangri-La Care the groups defining feature is its exceptional and limber up hospitality, as defined by its philosophy Shangri-La hospitality from caring people.All staff undergoes the Shangri -La Care training platform within six months of joining the group. The create by mental act is designed to develop a reproducible Shangri-La style of service to birth a superior guest experience and build brand loyalty. Respect, courtesy, sincerity, helpfulness and lowliness are all core values of the training. Under the umbrella theme Shangri-La Care the Shangri-La Way the programme is divided into four modules Shangri-La Care 1 Shangri-La hospitality from caring people, Shangri-La Care 2 Delighting customers, Shangri-La Care 3 Recover to gain loyalty and Shangri-La Care 4 Taking ownership. The four modules of Shangri-La Care focus on the groups mission Delighting customers each and every time, part of Shangri-Las direct principles (MohdRizal 2007). Shangri-La Care is a living culture within the group, strongly back up by top management and incessantly cascaded through the organization. All hotels are take to allocate a specific figure for people training and developm ent and the hotels customary managers are responsible for ensuring the all the allocated property are spent year after year.Below is Shangri-La Care Modules that line out what service personnel do and how to serve their customers should best (Shangri-La International Hotel Management Ltd. 2012). 4. 4. 1 Shangri-La Care 1 Shangri-La Hospitality from Caring People first-year of all, addresses how to make the guests feel special and important by focusing on the five core values of Shangri-La Hospitality Respect, Humility, Courtesy, Helpfulness and Sincerity. It also imbuesthe value ofPride without Arrogance as the service stylemark (MohdRizal 2007). . 4. 2 Shangri-La Care 2 Delighting Customers Focuses on the importance of guest loyalty and how it can only be achieved by delighting the guests not just the first time but every single time. Employees must be guest obsessed, doing more for guests by going the extra mile, being malleable and neversaying no, anticipating and responding quickly, and recognizing the guests individual needs (MohdRizal 2007). 4. 4. 3 Shangri-La Care 3 Recover to Gain Loyalty richly lights the importance of recovery when a steal is made.When recovery is done well, it may be an opportunity to gain further commitment and loyalty but if there is no or poor recovery the sprightliness value of the guest is lost in addition to at least 25 others who may hear of the incident through word of mouth. The module teaches the five steps to recovery Listen, Apologize, Fix the Problem, Delight the wasted Mile and Follow Up (MohdRizal 2007). 4. 4. 4 Shangri-La Care 4Take Ownership Finally, addresses the importance of our employees taking ownership to show care for the customers, colleagues and company.The driver of ownership isSELF, which means S (Show commitment), E (Eager to take initiative), L (Lead ourselves) and F (Filled withpassion). This module attempts to create in the employees the learning ability to live in an environment that isfil l withCare forguests, Compassion for colleagues andPride in thecompany (MohdRizal 2007). 4. 0 SWOT chart for the Shangri-La Hotel Strengths Weaknesses 1) Shangri-La Hotel is regarded as one of the worlds best management hotel.It includes Shangri-La Hotel and Traders Hotels. 2) Shangri-La Hotel manages to train well employees who are able to provide snap off quality services to customers. 3) Shangri-La owns strong capital and service that helps it earn good reputation and consumer loyalty. 4) Shangri-La Hotel the uniqueness of inside design of the hotel rooms, lobby, dining cafe and state of the art facilities has been able to attract customers intention. It also has been on the luxury of facilities, which can make customers feel comfortable. ) change the existing electronic Best Practice process to ensure company-wide benchmarking where ideas with potential for international implementation are highlighted. The most precious Best Practice recognition was created and is awarded on an annual basis. 1) Senior executives approaching retirement with no clear recognizable successor. 2) Problems in recruiting employees to work at the resorts. 3) Shangri-La is very famous in Asia but not in the other continents. So it is hard to attract those customers. ) Losing market share to rivals and high overall unit costs relational to rivals 5) Unattractive compensation packages. Thus, failure to understand culture differences. Opportunities Threats 1) Relatively safe and peaceful business environment. No natural incident around the Hotel location, no riots, no terrorist attack, without violent protest or demonstration. 2) The resort hotel is located in a unique island with pulchritudinous beaches and clear water ideal for snorkeling and living activities. 3) Shangri-La has opportunities to attract more ustomers. And then it can improve its fame all around the world. 4) The income of residents continued to rise, according to Maslows theory of the level demand, when th e peoples living standards up to a authentic extent, they hope to meet spiritual needs. Hotel facilities will attract customers so the hotel consumption of the people will continue to increase. 5) Increase presences in Asia and also relaxed travel restrictions. 1) Aggressive look for activities have been carried out nearby the island recently and it has caused unduly pollution as a result. ) There are many existing and newly built island resorts in the Asia-Pacific region. 3) The competitors are strong. There are lots kinds of hotels, so Shangri-La does not have horrendous competitiveness. 4) Restrictions on travel. 5) Increase in the cost of labor and current economic situation. SWOT analysis can be defined as a critical estimation of the strengths and weaknesses, opportunities and treats in relation to the internal and environment factors affecting an entity in order to establish its condition prior to the preparation of the long term plan. In addition, strengths and weakne sses analysis involves looking for at the particular strengths and weaknesses of the organization itself and itself and its products/services range. It is an internal appraisal. An analysis of opportunities and threats is concerned with get making opportunities in the business environment and with identified threats such as falling demand, government legislation and new rival etc. Therefore it is an external appraisal. 5. 0 Reference ) Online Business Advisor, 2006, (Why is Strategic grooming important), viewed 23 February 2012, Available from http//www. onlinebusadv. com/? PAGE=171 2) David Ingram, D 2012 (Why is the Implementation of projects important to strategic prep and the Project Manager) viewed 23 February 2012, Available from http//smallbusiness. chron. com/implementation-projects-important-strategic-planning-project-manager-18215. hypertext markup language 3) Shangri-La 2012, (International Hotel Management Ltd. ) viewed 23 February 2012, Available from http//www. s hangri-la. com/en/corporate/aboutus/overview 4)