Fundamentals of Strategy - Case Study 2

1. What elements contributed to the success of the sustainability concept of Scandic Hotels?
• The Scandic Hotel has many aim and visions. The most important one is to offer simple and accessible accommodation. In order to achieve it, they want to simplify their procedures, be present on the locations where people are travelling and taking care of the customer’s needs.
• They want to be more than just a hotel. They want to be an inspirational place for people, and also, be a place of meeting for those inspired people. People travelling for business or pleasure should come to Scandic Hotels. They desire that people are going to become increasingly conscious of the choices they make thanks to Scandic services.
• According to them, people should opt for Scandic because they are an economic, social and environmental organisation.
• They want to follow a sustainable development. In a first part, showing how well they manage the stakeholder’s money by creating financial value. In a second part, reducing Scandic’s environmental impact. In a third part, showing that they contribute as a member of society, in an ethical way.
• Most of those missions are relevant. It describe the path that the organisation should take. However some point are not enough clear. For instance, there is a lack of details for the reducing of the environmental impact and even more for the ethical way they want to follow. It should be even more develop than the others parts. Moreover, some point looks more like objectives than vision or mission. For instance, the part which speak about simplifying procedures or new places to be installed.

We can say that the vision is not fully worded to reflect the organisational intention.

2. Vision and mission of the company
Scandic Hotel seems to aim at being sustainable and eco-responsible in its business