Strategic Management

This report analyses and identifies the strategic issues relating to Westward Hilton owned subsidiary by Hiller Hotels. Hiller Hotels are located in Phoenix, Arizona, running a range of midscale and upscale hotels with a few restaurants. Peter Green, executive vice president of operation, was hired as a consultant by the Hiller Company. He was in charge of turning Westward Hilton around by developing a clear strategic plan and devising human resource activities to fix the problems the property was facing. Several years under Hiller's ownership since Westward Hilton was bought out of bankruptcy, capital was renovated with a clean, modern, and comfortable outlook to reposition the hotel above the competition. The gift shop and restaurant were leased independently. However, Westward was pursuing beliefs of the opposite luxurious hotel named Ritz Carlton Hotels. The purpose of this report is to evaluate the vision and mission of Westward Hilton implemented by Green. Furthermore, it will explore the threats and opportunities relating to the strategic direction of the organisation.

To meet the purpose of the report, relevant texts and journal articles in relation to strategic management were researched. Internet sites and tutorial and lecture notes from Auckland University of Technology were also investigated to explore Westward Hilton's strategic issues.

To assess Westward Hilton's successful strategy implementation, key issues will be undertaken. Analysis of Green's vision, mission statements, guiding principles and corporate strategy responsibility will be described. Moreover, strategy identification and discussion will include core levels of Westward Hilton's strategy. Industry analysis using Porter's five forces and discussion of Westward Hilton's core competencies to take competitive advantage will be followed.

Resulting from this analysis and discussion, recommendations will be made to strengthen the competitive advantage of the Westward Hilton, making decisions on whether it should be sold or not.