Marketing Hotel La Mon
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Assignment 1
Hospitality and Tourism organizations do not operate in a vacuum and as such,
must continually assess the factors which impact upon the business operations from the internal and external environment. Identify and explain the various Micro and Macro Environmental influences which exist, with examples relevant to the Hospitality and Industry and suggest what tools a Hospitality and Tourism organization might use to assess its marketing environment.
La Mon Hotel & Country Club has been chosen as the study base. In order to create the foundation on which to build SMART objectives and create effective recommendations for strategical planning, following analysis have been developed:
-PEST
-SWOT
-PORTER`S FIVE POWERS
-PORTER`S GENERIC
-BOSTON BOX
PEST Analysis
political factors:
-The incremental rise in interest rates by approximately 1% , might
have an effect on consumer buying power and also disposable
income levels within the medium and long term.
-Changes within the Industry:
Northern Ireland is the only place in Europe where night clubs cannot sell
alcohol later than 1.00am and this situation does nothing to help NIs tourism industry.
– Smoking Ban may have an affect on businesses in the future. The implications of an overall ban would have on the industry would be more so in the pub sector, hotels having a more family orientated and diverse market segment could
relish the smoke free environments.
-The Disability Discrimination Act, which was brought into effect in October 2004, is very significant also.
This is part three of the act
which means service providers may have to consider making permanent physical
adjustments to their premises.
-Also an overall decline in
global tourism has caused a major threat towards the Industry. (terrorism) – careful monitoring of our local political stability !!!
economic factors:
– Firstly the labour market is extremely stable at present with an unemployment rate of
just 5% under the EU average of 10.0% showing relative business stability in that area ( Poland 20%)..
– Economic growth will accelerate to 3.0% in 2005, whitch is extremely beneficial to the hospitality.
– Tourism figures which plays a major part on the hotel sector is also on the rise. The Northern Ireland Tourist
Board (NITB) indicate an increase of 11% in total visits to 1.935 million.
– Interest rates have risen a further 0.25% to 4.0% in February 2004, affecting the consumer spending power.
– over 20 million people in debt
– minimum wage changes will also have a great effect on businesses
in respect of labour cost.
technological factors:
– growing tendency tu use Òlive helpÒ options on websites not just simple e-mail.
-most people acknowledge that in the coming years, the Internet
will carry voice, fax, and video.
So we are at risk of losing current telephone and television revenues.
-Òanticipatory customer serviceÒtechnology
-The third generation of mobile phones
– Use of PDAs computers and WiFi technology
-free phone calls- VoIP ( Voice over Internet Protocol) is a technology that allows you to make telephone calls using a broadband Internet connection instead of a regular (or analog) phone line.Now that telephone revenue in hotels is plunging due to a continuous increase in cell phone use, hotels must find alternate solutions for guestroom connectivity. With VoIP technology implemented in telephones, guests can make long distance and international calls anytime from their room at a very low cost. This only adds to the guests comfort and overall experience at the hotel.
social factors:
The third external factors are the social issues to be assessed. The main points to consider are, lifestyle trends, demographics, consumer attitudes and opinions, consumer buying patterns, buying access and trends and law changes affecting social factors.
– weddings decline
There were 291,800 weddings in the UK in 2002 – 2 per cent more than in 2001. However, since 1973 there has been a long term decline in the number of marriages taking place.
Over the last few decades people have tended to marry later in life.
A rise in the number of people living together helps to explain the recent trend towards later marriage.
– greying nation- we should take into consideration older peopleÒs lifestyle
For instance how much time
they spend on selected activites:
– leisure activities, one mustnÒt forget
barriers to the leisure activities. These may include health and mobility problems, poor transport and lack of finance. The effect this will have on hotels and the hospitality industry as a whole will be negative in Northern Ireland due to the main spending bracket being the younger
category of 18-24.
-the healthy lifestyle
(which does not include alcohol!) might