The Impact of Technology

Chapter 4

Strategic planning is a formal planning mechanism that attempts to match organizational resources with market opportunities. The intent is to provide offerings that enhance value for the customer while increasing organizational profits. Rapid advances in technology have provided unique opportunities for the proactive organization. A good illustration of an organization harnessing the growing proliferation of technology is provided by Hampton Inn (http://www.hampton-inn.com/). At the above mentioned site Hampton Inn goes beyond the typical web site in providing a trip planner that not only gives directions for road trips within the 48 contiguous states, but also identifies the locations of all Hampton Inn properties along the way. The web site allows the browser to seek specific directions, make reservations, check rates/availability, search for Hampton Inn locations in a city of the browserís choice, and participate in a vacation contest.

This site provides a good illustration of an organization seeking opportunities to enhance customer value while enhancing profit potential.