Research On The Strategy In White Swan Group Company

Under the rapid development and intensely competitive environment of hotel industrynowadays, in order to maintain its leadership, the White Swan Group will face the problemthat how to accept the changes, breaking through the tight encirclement. It includesformulating the development strategies, determining the management model and businessmodel, adjusting the structure, integrating the resource and enhancing the core competenciesand so on. To solve these crucial problems, the group should deeply analyze the strategic andformulate the development strategies.This paper combines the theoretical research and empirical research, based on strategicmanagement theory and core ability theory to analyze the basic elements of the Group’sdevelopment strategy and the power of the hotel industrial upgrading, then to explore how tobuild a strategic model to promote industrial optimization and upgrading for the White SwanGroup.With PEST Analysis and Michael Porter’s Five Forces Model, this paper analyzes thecurrent macro-economic and the competitive industry environment, forecasting the prospectsof the development of the hotel industry, pointing out with intensified competition, theexternal environment of the White Swan Group has been changed, the competition pattern ofthe hotel industry has been reversed, that makes opportunity and threat coexist. The urgentproblems is how to use group’s own advantage to carry out the brand stretching to maintain itsleadership and competitiveness.This paper reviews the development of the White Swan Group, basing on group’sresources and capabilities to analyze the core competencies and its strengths and weaknessesby using VRIO model. After nearly30years in development, the White Swan Group hasaccumulated a lot of good resource and formed strong core ability, the opportunity outweighsthe threat, and the potential of strategic development is very great.By using the SWOT analysis method to establish the strategic objectives, strategicdirection, market position and management mode position. The strategic direction of theWhite Swan Group is to implement the goal centralized strategy, utilize brand effect andbrand chain management to focus on high class hotel customer market and outputmanagement market to high class hotel and segment the market. This research specifies theobjectives and direction for the White Swan Group on structural transformation&upgrade andachieving sustainable development. Around the strategic positioning and planning objectives, this research refers explicitlythat as a strategic support, we must strengthen and expand the Group’s main business, toimprove the management structure and organizational structure, establishing a parent-subsidiary company running institutional mechanisms, strengthening the system construction,infrastructure and brand building. Starting the flagship hotel renovation project, and speedingup high-end brand chain management to ensure that the strategy may achieve goals.