The document outlines McKinsey's 7S framework applied to incentive tourism. It discusses developing shared values around delivering superior customer experiences. The differentiation strategy focuses on special event types and execution. Key staff are management and those in operations and marketing which are crucial to strategy and success. Developing skills like creativity, originality, and competencies in service provision are emphasized. The corporate style values innovation, service expertise, quality, and being a fun place to work.

1. McKinsey’s 7 S Applied for Incentive Tourism
MIB – Group “A”
Monika Baublyte
Simon Berger
Jean-Marie Carron
Anton Mladenov
Marc Foubert
1. Develop Shared Values:
a) Mission Statement:
Deliver improved organizational value for the customer by providing superior experience with
extraordinary expertise and enhanced professional service in the field of incentives tourism.
b) Organizational Values:
 Offer a superior experience for our customers, which generates benefits for both the company
and its employees.
 Create succession management advantage for companies by sustaining effective relationships
within employees.
 To go beyond clients expectations through stimulating highly engaged event participaton.
 Unforgettable experience for our customers.
2. Identify Strategy – Differentiation
Generally, our differentiation strategy will be directed towards the type and execution of the special
events included in our service portfolio.
3. Understand System:
- To be an open-minded special event organization, which responds to new trends and
opportunities quickly in order to satisfy customer needs and expectations.

2. - As in every business enterprise all functional areas are very integrative in company strategy and
operation success, but in our specific business situation the Service Development and Marketing
areas will be with the most significant organizational contribution. In order to keep our business
successful we should have a major focus on operations.
4. Determine structure:
5. Identify Key Staff – The main focus should be directed to management. In this specific type of
business, operations and marketing areas will have a crucial significance in overall strategy and
business success.
6. Develop key skills
 Creativity
 Originality
 Imagination
 Develop Key Competences related to Service Provision
 Organizational skills
 Inventiveness
7. Create corporate style (values):
 Innovation
 Service expertise
 Quality
 Premium price
 Fun place to work
 Inspirations
 Profitability
Operations
- Event Organization and
Exectution
- Hiring Professionals for Event
Performanceand Process
Finance & Administration
- Invoicing
- Salaries
- Basic Accounting Operations
Marketing/RD
- Service Development
- Marketing Resesrach
- Marketing Strategy (Service,
Price, Promotion)