Comment on Strategy

ICT has an impact on business in the boom of cyber era as it can contribute to the competitiveness of organization. Buhalis (2003) explained the strategic management processes and tools which comprise of four stages: where are we now?, where do we want to go? , how do we get there? And how do we know we got there?. Those stages are in a competitive analysis for organization to explore.

As the post of starwood hotels, it shows that they use the on-line technology to customer to use new experience of Starwood cookies which is invisible pixels to obtain customers information when visiting web sites. This technology helps Starwood provide customers with a personalized on-line experience like remembering customers’ user name and password for future visits so log-in is easier and faster, customers will be provided with the appropriate frames and content etc.

As Amadeus technology strategy posted, there are the informations and facts that can be considered as the first stage of a competitive analysis as mentioned above. It shows the internal analysis of organization such as “Amadeus processed 499.5 million bookings in 2006. Online air bookings grew by 25.5% and now represent 16.2% of total air bookings. Amadeus reported revenues of €2.683 million for the year ended 2006, up by 10.9% as compared to the previous year.”

Moreover, the stage two of where do company want to go can be seen in its mission which is “To be the leading provider of IT solutions that enable success in the travel and tourism industry” which shows where the organization want to go. Then, stage three of competitive analysis is how do company get there? which is demonstrated in its three principles: partnership, Technology and global presence, and local expertise. Amadeus partners with technology, solutions and brand leaders include SAP, IBM, Microsoft, British Telecom (BT), Cisco, Unisys, Siemens, HP, AT&T and SITA and software experts such as Travelfusion, Hitch Hiker, InteRes, Trisept.

Those evidences show the effectiveness of technology strategy of Amadeus which brings the success to the organization. At country level, Amadeus maintains sales and marketing offices around the world that provide local sales, customer service and support. Today, there are 65 local Amadeus Commercial Organisations covering frontline activities in more than 215 markets.