WYNDHAM

WORLDWIDE

Adopts a Stakeholder
Orientation Marketing
Strategy

Agenda
2

History of Wyndham Worldwide

Mission
SWOT Analysis
Assumption and missing information
Problem Statement
Alternatives and evaluation
Control and evaluation

History of Wyndham
Worldwide

1981 Wyndham hotel corporation

- Founded by Trammel Crow.
- Mergers, Acquisitions, and reputation of
inconsistency.
- Global powerhouse in the lodging, timeshare, and
rental
industry.
2005 Redesign the iconic Wyndham Brands.
-Michael Graves,designer
-Build brand images for each branded-Hotel chain
Expand globally through adaptable hotel branding.
- Connect with local environment.
- Offer more travel lodging options.

MISSION & CULTURE

MISSION
6

We are the global

leader in travel
accommodations
welcoming
our
guests to iconic
brands
and
vacation
destinations
through
our
signatureCount
On Me! Service.

Who are we?

Who are our customers?
What is our operating
philosophy?
What are our competitive
advantages?
What are our
responsabilities with
respect to being a good
steward of our human,
financial and
environmental resources?
Is to narrow
Not customer focused

CULTURE
7

Wyndham Worldwide strives to become

the widely-recognized service leader in
the hospitality industry. We have a
service-oriented culture in which each
associate strives to be responsive, be
respectful and deliver great experiences
to our customers, guests, partners and
communities as well as to each other.

SWOT

1.
2.
3.
4.
5.

STRENGTHS
Nationwide Franchise
Coverage.
Brand recognition.
New brand Designs.
Franchise Business model
introduce lower financial
risk.
Wyndham philosophy
(programs) improved the
brand image and service
quality.

OPPORTUNITIES
1. Reputation of ethical and
socially responsible.
2. Expansion in emerging
markets.
3. Grow over the coming
years despite recession,
because slowly
strengthening U.S
economy increases in

1.
2.
3.
4.

WEAKNESSES
Low Brand recognition.
Early marketing
inconsistencies.
Brands in different life
stages.
Lack of Brand awareness.

THREATS
1. Low Brand recognition
was a major challenge
because Wyndham
operated in the high
segments.
2. Four large competitors.
3. Franchise hotel move to
competitors.

Financial Performance
10

A simple-to-read slide (or two) with how the

company is performing against its competitors
(remember this is the industry section)
Use industry benchmarks
Can get information from company reports or
Reuters, Google Finance, etc.
Dont overwhelm them with numbers only put
numbers in that youll speak about and that
matter to the challenge
Use graphs and charts to bring order and
increase readability

11

COMPANY ANALYSIS

This Section
12

The company analysis section should show where the

company is setup to meet the challenge and where
theyre not.
Use standard industry analysis frameworks that
apply to your situation (SWOT, product life cycle,
value chain, resources and capabilities, financial
ratios, Ansoff Matrix, etc.)
Use also charts, graphs and quotes
Ive included some examples on the next few slides
of frameworks you could use, but there are many
many more. Use what makes sense for the case
youre doing.
Again, delete this slide for your actual work

Key Success Factors

13

This is a simple framework from the book Contemporary

Strategy Analysis by Robert M. Grant. You dont need to use it,
but its one way to show key success factors in the problem
youre solving.
The data in the cells are example only to illustrate how the
framework can be used. Replace the information for your own
case.
CUSTOMERS WANT

COMPETITION
PROVIDES

KEY SUCCESS
FACTORS

Feature

How other
competitors are
fulfilling feature

What needs to be
place for that feature
to happen

Smartphones at
reasonable prices

Partner with carriers

to offset handset
costs

Carrier deals in
multiple markets

Products that are

easy to use

Good Interface /
touchscreen

User testing, UX
professionals,

SWOT
14

Favourable

Unfavourable

Interna
l

Strengths
Internal company
strength

Weaknesses
An internal company
weakness

Extern
al

Opportunities
An industry
opportunity that the
company can take
advantage of

Threats
An industry trend that the
company cant take
advantage of
An industry trend that could
threaten the company

15

ALTERNATIVES (OPTIONS)

This section
16

The alternatives section should demonstrate you

did your homework. You looked at three (always
three!) possible solutions and you picked the best
one.
Alternatives should follow the mutually exclusive
and collectively exhaustive (MECE) principle.
Always list the solution that you came up with third,
as it will then be top of mind when you present
your implementation plan.

17

Key Issues / Decision

Criteria

Recap the key challenge

List additional key issues that fall under this
challenge
The key issues become your decision criteria
(otherwise youre not solving the issues)

Option #1: Name of option

18

A brief description of what this option is.

Pros

Key issue this option solves

Cons
What key issues it doesnt solve
What gaps the company has in its ability to
execute on this option

Option #2: Name of option

19

A brief description of what this option is.

Pros

Key issue this option solves

Another key issue it solves

Cons
What key issues it doesnt solve
What gaps the company has in its ability to
execute on this option

Option #3: Name of option

20

A brief description of what this option is. This option will be the
same as the solution you presented at the beginning of your
presentation
Pros

Key issue this option solves

As this is option #3, it should be your recommendation. It should

also have more pros than cons. If it doesnt, maybe youve
picked the wrong solution.
Cons
What key issues it doesnt solve
What gaps the company has in its ability to execute on this option

Key Issues and Related Solutions

21

A chart with checkmarks shows at-a-glace which

option best solves the key issues / decision criteria.
Key
issue
/decision
criteria #1

Key
issue
/decision
criteria #2

Option #1:
title

Option #2:
title

Option #3:
title

Key issue
/decision
criteria #3

Key
issue
/decisio
n
criteria
#4

Timing in
Market Entry
Key issue
/decision
criteria #5

Recommendation
22

Option #3, addressed most of the key issues and

solves the problem of X.

23

IMPLEMENTATION

This section
24

The implementation section should cover:

Risks to your plan and also plans to mitigate
those risks
High level timeline to implement the plan
A communications priority plan. I use a matrix,
but you dont need to. So long as you show which
groups youre going to keep informed of your
plan and how much effort it will take.
Delete this slide in your actual presentation

Risks & Mitigation

25

List the challenges that would prevent the

company from successfully executing your
proposed solution
List risk mitigation strategies for every challenge.
Dont skip obvious risks if you dont have a way
to mitigate the risk, itll make it seem like you
missed the obvious. Think of a way you could
mitigate every risk, even if that means the
mitigation plan is further research and study to
understand how to overcome it.
Dont list superfluous risks just ones that matter.

Implementation Timeline
SHORT
TERM
Phase I:
Project to
complete

Requirements to
complete
project

MEDIUM

LONG

Phase II:
Project to
complete

Phase III:
Project to
complete

Requirements to
complete project

Requirements
to complete
project

2015-2020

Strategic
goals
achieved,
analyze,
revisit