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Transcript of ROTANA HOTELS
Significance of goals in planning for expansion
Rotana's vision, values and expansion plan
Relating planning to our case
Essential for decision-making
No vision results in disastrous situations - Enron, World-com
Needs to be practical, credible and continuously updated
“To be the Leading Hospitality Management Company recognized for its unique blend of world-class standards with genuine hospitality and for its truly treasured experiences provided for guests, colleagues and owners.” (Rotana, 2011)
Qualities that transform a company's vision into reality
Hire, Train and Reward
Rotana - "L is for Long-term
I is for Innovation
F is for Friendly
E is for Ethical" (Rotana, 2011)
Goal - ‘To have a property located in every country in the region’ (Rotana, 2011)
Focus - Arab hospitality and diversity
Currently - MENA, SA & Europe
Under-development - Parts of UAE, KSA, Iraq, Beirut, Bahrain, Doha, Sudan, Morocco, Libya, Oman
Mohd Zahid Mahraj Khan Omer Zai
Our opinion of Rotana’s stated
‘’ Rotana is a company offering the best of both worlds. A unique understanding of the culture and communities of the Middle East combined with the collective expertise of an executive team contributing over 35 years of international experience in the service industry.’’ ( official website, 2013)
Goal 1 - Selim El Zyr, CEO, increase the number of Rotana hotels across the Middle East to 100 over the next few years
Goal 2- Nasser Al Nowais, the Chairman also aims at having a property located in every city in the Middle East
Do they meet the characteristics of well written goals?
6 main characteristics –
Written in terms of outcomes rather than actions
Measurable and quantifiable
Clear as to a time frame
Challenging yet attainable
Communicated to all necessary organizational members
S M A R T goals
What is Planning?
Planning is the process of evaluating an organizations targets and forming a detailed, realistic plan of action for meeting those targets.
The planning process consists of :-
Setting up goals
Creating target-related tasks
Prioritizing targets and tasks
Forming a contingency plan
What this case teaches about planning ?
Rotana’s Strategic Planning Process, 100 properties plan.
Expansion plan, over 26 cities now.
Long term planning and futuristic approach.
Planning makes the base for any organizational goals to be achieved.
Rotana, A glimpse…
Established in 1992 by Nasser Al Nowais and Selim El Zyr
First operating hotel was the Beach Rotana hotel in Abu dhabi
Nael Hashweh and Imad Elias later joined the partnership
Importance of Goals in planning
Planning is the most crucial function of a manager.
Involves outlining the goals & objectives for a purpose of direction in the future.
Goals are the targets that the company desires to achieve
Plans cannot be made without goal setting
Importance of goals in Rotana’s expansion plans
“The expansion plans will see Rotana managing around 14,000 rooms across its properties by the end of 2012, and Rotana also expects a 6% occupancy rate growth next year across its portfolio of hotels in the region when compared to 2011’s figures”.
As occupancy rates increase they can invest in furnishing of more rooms
Manufacturing existing products in the room
Train and hire more staff
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SWOT analysis for Rotana