Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Travel and Tourism Management (BTTM)
Course Description
:The course covers introduction to strategic management, environmental analysis, internal analysis and competitive advantage, strategy formulation and choice, strategy implementation, and strategic evaluation and control.
Course Objective
:The main objective of this course is to familiarize students with the concepts, tools, and techniques of strategic management. It aims to develop strategic thinking, analytical skills, and decision-making abilities required for managing organizations in dynamic and competitive environments. It enables students to formulate, implement, and evaluate strategies for sustainable organizational success.
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1. Introduction to Strategic Management
- Strategic management: concept, characteristics, process, and importance
- Strategic decision- making: concept, and characteristics
- Strategic direction: vision, mission, corporate values, and objectives
- Ethics, social responsibility and governance in strategic management
- Nature of strategic management in Nepalese hospitality sector.
Unit 2. Environmental Analysis
- Business environment: concept and dimensions
- Process of environmental analysis
- Techniques of environmental analysis: PESTLE analysis, scenario planning, industry analysis, competitor analysis, strategic group analysis, ETOP analysis, SWOT analysis, Analysis of environment of hospitality industry of Nepal.
Unit 3. Internal Analysis and Competitive Advantage
- Resource-based view (RBV) of strategy formulation Organizational resources and capabilities: core competencies, distinctive competencies, and competitive advantage Techniques of internal analysis: value chain analysis, benchmarking, financial analysis, and strategic advantage profile (SAP)
Unit 4. Strategy Formulation and Choice
- Strategic alternatives at corporate level (stability strategy, growth strategy, retrenchment strategy, combination strategy), business level (Porter’s competitive strategy, strategic clock- oriented market based generic strategies), functional level (marketing strategy, financial strategy, operation strategy, human resource strategy and research and development strategy)
- Strategic choice criteria: suitability, acceptability, and feasibility Directions for strategy development: market penetration, market development, product development and diversification Methods of strategy development: internal development, mergers and acquisitions, joint ventures, and strategic alliances
- Portfolio analysis: BCG matrix and GE business screen Choice of strategic options and strategy formulation in small, medium and large-scale tourism organizations in Nepal
Unit 6. Strategy Implementation
- Strategy implementation: concept and process Structure and strategy: types of organizational strategy Key elements of strategy implementation: resource allocation, strategic leadership, and organizational culture
- Managing innovation and strategic change Tactical plans for strategy implementation in tourism industry of Nepal Evaluation of feasibility on the basis of different dimensions of tourism industry of Nepal
Unit 7. Strategic Evaluation and Control
- Concept of strategic evaluation and control
- Types of strategic control
- Guidelines for proper control and evaluation
- Performance measurement
- Balanced scorecard and key performance indicators
- Strategic audit
- Strategic information systems
- Suggested Teaching Learning Activities
- Case Analysis Group Discussion
- Industry-Based Projects
- Presentations
- Strategic Planning Exercises
- Field Studies
- Research Assignments
- Term Paper
- Seminar and Guest Lectures
Suggested Readings:
Bhattacharya, S. C. Strategic management: Concepts and cases. Wheeler Publishing. Barney, J. B., & Hesterly, W. S. Strategic management and competitive advantage: Concepts and cases. Pearson. David, F. R. Strategic management: Concepts and cases. Pearson Education. Kazmi, A. Business policy and strategic management. Tata McGraw-Hill.