CHAPTER 11. Strategic Planning for Service. After reading this chapter, you should be able to:. •. Define and apply strategy as it applies to a service . operation •. Outline and apply the three main facets of strategy •. Implement four parts of a strategic service system •. Analyze the internal and external aspects of a service . organization in a SWOT Analysis •. Understand vision, mission, and statements of purpose as . they relate to © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Service Strategy. •. Strategy Defined. – Calculated plan to achieve a common, chosen . objective. . •. Calculated Plan. •. Common, Chosen. •. © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Strategy is Natural. •. Strategy is a natural way of thinking. . •. We are all programmed to think strategically about many . things in our lives. . – We have a want or a need (objective and goal) – Formal or not, we perform research and decide how . we will achieve it (plan). . – We, and others, agree to follow, support, and monitor . the plan and direction (common, chosen)Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Strategy is Important •. Creates many benefits to the organization •. Underlying premise to delivering quality guest service. . •. Every Fortune 500 company uses strategy. .Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Change Theory. •. Change Theory. – Several theories exist and organizational behavioral . professionals dedicate careers to specializing in . helping businesses succeed through transitional . periods Frozen . Thawing . Whitewater . Refreezing. .Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. SWOT Strategy. •. SWOT Analysis. – The letters of the SWOT stand for:. •. Strengths. •. Weaknesses. •. Opportunities. •. © 2013 by John Wiley & Sons, Inc. All Rights Reserved. SWOT Strategy (cont’d). •. SWOT Analysis. – Valuable tool commonly used to establish a starting . point in strategic development. . – It evaluates both internal and external attributes of a . business and is very useful for observing the big . picture also known as the macro view. . – Allows you to know where your company stands, . where the competition stands, and how the outside . variables influence your business. .Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Integration. Implementing a Service Strategy. •.
