1、1IntroductionThis report introduces the HOME INN corporate culture, goals, mission, and vision. What are the roles and responsibilities of the Board of Directors. Who are the stakeholders of the company. According to IFAS, EFAS, 5FORCE ANLYSIS and SWOT analysis on enterprise internal environment and
2、 organization.Main body1. Define the contexts of business strategy. (Outcome 1.1)HOME INN corporate strategy from the fabrics, the layout of the home to the sermons of the trilogy. Fabric: First, make sure that business models, practices and systems.HOME INN captures the market strategy of space, be
3、cause the five-star hotels are too expensive, hostel cheap, but insufficient condition, such as trip and creator of the capital tourism group have advantages in resources, home of this “seed“ fit right and germination, growth.Thus, as established in the shortcut, standardization of services and affo
4、rdable business model, and a combination of proprietary and franchise mode of asset-light-chain-store operation mode. Its goal is to become a public accommodation industry of great leaders.Second, let the teams professionalism, systematize operations.Set a clear goal, to build effective, systematic
5、organizational structure can be copied, to establish a clear, fair and open system of assessment and evaluation, strengthen management efficiency through the systems, standards, processes, thereby fostering competitiveness.HOME INN made professional entrepreneurs in this process smoothly switch make
6、s established home business model completely and effectively put into practice, lay the Foundation for the layout of the home. LayoutFirst of all, development and distribution.Once again, sinking channel layout.Finally, franchising layout. SermonHome sermon consists of four levels:2Is a standardized
7、 concept.Second is the service concept.Third, care philosophy.Four is the concept of happiness.(http:/www.sino- 2012/11/13 17: 23)HOME INN corporate cultureHome Hotels mode of drawing on a sound and mature in Europe and America, for both business and leisure travel guests such as “clean, warm“ hospi
8、tality products, advocates of “moderate living, natural free“ concept of life.HOME INN vision: to become public accommodation industry leaders of excellence!HOME INN Mission: For guests to create a clean, warm “home“. Provide a harmonious environment for employees. For the partners to build a mutual
9、ly beneficial and win-win platform. For the community to take responsibility for corporate citizenship. Creating sustainable and stable returns for shareholders.(http:/ 2012/11/13 17: 36)HOME INN goalsHOME INN and resorts currently Includes HOME INNS, MOTHAI, He Yi, three big brands has more than 14
10、00 hotels. The next 10 years, home plans will be scaled up to 5,000 hotels, to hotels and resorts of the world top three.Home will be diversified development, Delta Hotels will concentrate on hotels and mid-range hotels, within a short time will not set foot in the high-end hotel market. (http:/ 201
11、2/11/13 17: 52)HOME INN structureAntechamber clerkCompany headquarters3Hotel general manager, assistantDuty managerCatering competent CashierRoom attendant/PAGuest room supervisor, captainAccountingRestaurant waiterCook/kitchen workEngineering maintenance memberSecurity officerHOME INN core competen
12、ciesAs the core of the business model, commercial real estate is cheap mode of operation. Hotel chain industry is highly dependent on commercial real estate, the property cost is the primary factor determining single store investment payback period, and to be successful, must adopt asset-light model
13、. For the home, this is the same franchise rental direct to development.HOME INN distinctive competenciesHOME INN bloc have for small and medium business owners, motel 168 for young fashionistas, and Yi hotel for high-end business people, and actively engaged in overseas demand levels from low to hi
14、gh, and gradually form a pyramid brand structure. Home from a single brand, to multiple brands to meet customer needs at different levels, from domestic to overseas in the future, marked a Hotels Group development strategy continues to stay ahead of main rival.2. Explain the significance of stakehol
15、der analysis. (Outcome 1.2)Corporate governance refers to the relationship among these three groups (boards of directors, management, and shareholders) in determining the direction and performance of the corporation. ( Thomas L. Wheelen. (2005), Essentials of Strategic Management. Chinese peoples un
16、iversity press)HOME INN Co-Chairman Yunxin Mei has served as our director since May 2004. 4Since 2000, Mr. Mei has been the vice chairman and president of BTG responsible for the overall operations and management as well as executing BTGs mid- and long-term development plans. He also serves on the b
17、oards of several other companies, including Poly Victory Investments Limited, Viobright International Investments Ltd. and Profit Act Investment Ltd., all of which are holding companies investing in the hotel business in China.Home Inns Group firmly believes in strong corporate governance to protect
18、 the interests of our shareholders and promote responsible business practices. We are committed to ensuring that these values are reflected in everything we do. For a description of the differences with our corporate governance policies as compared to what NASDAQ requires of domestic listed companie
19、s, please follow the link on this page. (http:/phx.corporate- they advise when necessary and keep management alert. The boards of most publicly owned corporations are composed of both inside and outside directors.Inside directors (sometimes called management directors) are typically officers or exec
20、utives employed by the corporation.Outside directors may be executive of other firms but are not employees of the boards corporation. ( Thomas L. Wheelen. (2005), Essentials of Strategic Management. Chinese peoples university press)A direct interlocking directorate occurs when two firms share a dire
21、ctor or when an executive of one firm sits on the board of a second firm.An indirect interlock occurs when two corporations have directors who also serve on the board of a third firm, such as a bank. ( Thomas L. Wheelen. (2005), Essentials of Strategic Management. Chinese peoples university press)Th
22、e chief executive officer, in particular, must successfully handle two responsibilities crucial to the effective strategic management of the corporation: provide executive leadership and a strategic vision, and manage the strategic planning process.Chief Strategy OfficerMay Wu join the home Inns Hot
23、el Group, Ms Wu was a first Vice President at Schroder Investment Management. She is responsible for research and investment management fund, specializing in consumer and service sectors.Chief Financial OfficerPrior to joining Home Inns Group, Ms. Yan spent 11 years at General Electric Company (GE)
24、in both the United States and Asia, serving in a number of key roles in corporate financial management including Tax Controller of GE Energy, CFO and 5Board Director of GE Hydro Equipment Asia, Ltd., Headquarter CFO and Financial Planning and Analysis Manager of GE Energy Inspection and Repair Servi
25、ces, and Business Development Lead Program Manager of Mergers and Acquisitions of GE Energy.Chief Executive OfficerDavid Jian Sun has served as our director and chief executive officer since December 2004. Mr. Sun has over ten years of consumer industry experience. From 2003 to December 2004, Mr. Su
26、n served as a vice president of operations for B&Q (China) Ltd., a subsidiary of Kingfisher plc, the third largest home improvement retail group in the world, overseeing the operation of 15 B&Q superstores in China.(http:/phx.corporate- 2012/11/13 21: 15)Corporate responsibility to:1. Economic respo
27、nsibilities (E.g. Returns to shareholders)2. Legal responsibilities (E.g. Abide by the law)3. Ethical responsibilities (E.g. Does not violate social morality)4. Discretionary responsibilities (E.g. Donations, charity and public welfare activities)Company stakeholders Shareholders Governments Politic
28、al & social action groups Employees Customers Communities Suppliers Trade Associations3. Conduct an environmental and organizational audit of a given organization( Outcome 1.3)HOME INNInternal Factors Weight Rating Weighted ScoreStrengthsPrice 0.2 4 0.8Location 0.2 4 0.8Services 0.15 4 0.6Weaknesses
29、Health 0.15 3 0.45Facilities 0.15 4 0.6Room size 0.15 3 0.45Totals 1.00 3.7This is the Strengths and Weaknesses of using analysis of IFAS HOME INNS.6External Factors Weight Rating Weighted ScoreOpportunitiesMacro environment 0.1 4 0.4Market demand 0.1 4 0.4Tourists 0.15 3 0.6Prospect of accommodatio
30、n industry0.15 3 0.45ThreatsCompetitive 0.2 5 1Profit level is low 0.2 3 0.6Industry low barriers to entry 0.1 3 0.3Totals 1.00 2.75This is the Opportunities and Threats of using analysis of EFAS HOME INNS.Potential EntrantsIndustry CompetitorsRivalry AmongExisting FirmsOther StakeholdersSuppliersSu
31、bstitutesBuyers7Competitors of the same industry competition ability Product differentiation competition. As advocates of “moderate living, natural free“ concept of life, and strive to achieve “ effect. The cost of competition. Cost leadership strategy, creating value for customers while reducing co
32、sts, access to business value and customer value of synchronizing lifting, so as to achieve maximum effectiveness.Competitiveness of potential entrantsManagement experience in funds demand, product differentiation, and market decisions, hotels lower barriers to access and launch the appropriate. In
33、the long run, a type of Hotels Hotel-Motel will develop quickly, this will be a great future potential entrants.Threat of substitutes The market for high-end hotels. As the luxury star hotels have more rooms, average occupancy rates of the domestic level is not high, so in the hotels off-season, man
34、y hotel discounts, lower, and other ways to attract customers, thus to some extent shunt Hotels part of the tourist. The low end of the hotel market. Social hotels, guest houses, low price to attract a large number of high income does not travel, including student groups, so as to divert a portion o
35、f the source.Bargaining power of suppliers Construction costs. In many cities by leasing factory buildings, warehouses such as home or office building to hotel construction, paying rent well below market rent. The operating cost. Hotels in many ways of implementing outsourcing better staff training
36、to professional training company to do, and the choice of an appropriate reservation center, will bring to the hotel not only more appropriate source, and its commissions may be lower.Bargaining power of buyersFor HOME INN such as home, and higher bargaining power of the customer. Of objective custo
37、mer switching costs low. Because each city has a lot of similar hotels, each differentiated between small, customers choice. Coupled with the public transport system is developed, customers to the hotel conversion time and the cost of capital is low. As companies cutting costs, tends to limit staff
38、travel. So in order not to pay, employees have had to bargain.HOME INNS SWOT analysis8W SO Tourist. Grasp the target consumer Market. Mastering macro environment. Strengthening management, swing talent, increase employee loyalty. Prevent the loss of one or two honest customers, and improve the manag
39、ement system. To prevent the brain drain. Do not blindly expand the scale.T Make use of product advantages, forming characteristic for others to emulate.To save costs and increase profits.Avoid conformity, not vicious competition. The means of competing effectively develop specialty products. Reduce
40、 the expansion and cost savings.HOME INN can choose to chain-store operation as the main mode of expansion path, establish a sense of scale, according to their own development goals, investment conditions, level of risk, as well as expansion and management level, clear through the group resource to
41、get.4. Apply strategic positioning techniques to the analysis of a given organization ( Outcome 1.4)HighPriceWestinMarriottAccor7 DaysHantingHOME INNSMotel 168 Golden Bay Hotel, GuangzhouGuangzhou Ming Han hotelGuangzhou xinhuahuaxin hotel9LowLimited Full MenuMapping Strategic Groups in the HOME INN
42、S5. Demonstrate an ability to think strategically ( Outcome 2.1)Two basic characteristics determine the sustainability of a firms distinctive competencies: durability and imitability.Durability is the rate at which a firms underlying resources and capabilities depreciate or become obsolete.Imitabili
43、ty is the rate at which a firms underlying resources and capabilities can be duplicated by others.HOME INN is a hotel chain, does not belong to the scarcity. Low threshold of the industry, technology not too high. So there are many different types of hotels. It mimics high. Because every hotel is th
44、e same. Price, decoration, equipment is different. HOME INN did not want to be imitated by others will have their own unique character, rather than on the management.HOME INN innovationAs most concerned consumers, home is the use of the consumer from the beginning 10so this platform carrier for mark
45、eting, to a broad segment of society.From our product positioning, and concern about the new traveler, is a product of our consumer focus, more traditional hotel accommodation it has become in the course of travel, outstanding rooms, prominent business people or travelers are very focused on a point
46、 we just campaigned with a clean, fast positioning them for this product.Also a process as home in marketing means above again to innovation, because traditional hotel marketing more is do some publicity, do some agreement customer of developed, as home is according to we consumer of lifestyle of ch
47、ange, and new of technology of development in community of application of universal, to on whole marketing of means for campaigned, this campaigned including uses IT, uses system network this concept, uses we business people future without network this concept, From means more to advance above the c
48、entral reservation and online booking of such a concept. Win the consumer groups agree. (http:/ 2012/11/14 16:14)HOME INN technologyHOME INN chains to meet the needs of budget hotels, outstanding management software at home and abroad based on the concentration of the elite of the hotel software, has developed its own PMS hotel management software, this software is very stable, fast, comprehensive, flexible in a connection with the central reservation system, you can achieve customer sharing, online booking, hotel management to improve service levels, stable and loyal cu
