InterContinental Hotel

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Introduction
Strategy and competitive strategy – Defining strategy
Overview of competitive strategy
Evolution of competitive strategy theory

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Competitive strategy in the hotel industry in the new millennium – Practical challenges and academic studies
Competitive strategy, competitive methods, and critical success factor
Competitive methods in the international hotel industry
Continuing information technology deployment
Customer-service oriented technology (online reservation, Wireless Communication and Application, Deployment of Entertainment Technology, Self-Service Facilities, E-commerce Technology,…)
Management and decision-making support technology (CRM, Improvement of Property Management System, Database Marketing and Data Mining, Revenue Management System, Yield Management and Cost Control System,
International expansion and market occupation (Merger and acquisition, Management contract and franchise, Joint venture with strategic partner, Strategic alliance,
Stakeholder relationship management (Customer relationship management, Employee relationship management, Business partner relationship management,
Development of new product and services (New products and services deployment, Innovation in service concept, Engaging in research practice ,
Change of business structure (Spin-offs of peripheral assets, Reshaping organization structure, Naming critical personnel )
Marketing initiatives and campaigns (Special promotion programme, Co-promoting with marketing partner, Brand repositioning, Image advertising campaign, Internet marketing, Effective pricing,
Quality consistency and improvement (Investing in human assets, Property renovation, Upgrading service standards, Quality performance rewards and evaluation )
Social awareness and environmental sensation (Partnership for community development , Aid programme for regions wrecked by natural disaster, Environmental protection practice,
Summary
Conclusion and implication

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