Subject Code: CHM601
Subject Name: Contemporary Hotel Marketing
Assessment 1 Part 1. Report on The Role of a Situational Analysis in Developing a Marketing Plan.
Length 1,500 words
Assessment One Part 1.
Successful hospitality companies know the vital importance of constantly watching and adapting to the changing environment. The marketing environment offers both opportunities and threats. The marketing environment is made up of microenvironment and macroenvironment factors. The Macroenvironment are the larger societal forces that affect the entire environment and are defined as any force outside of a company’s employees, leadership, and business strategy, that can affect an organization’s performance and can be considered an external influence. All businesses are exposed to the outside world, which means decision-making by the company is influenced frequently by factors outside of its control. Companies analyse environmental forces and design strategies that will help the company avoid the threats.
Students will be required to prepare a briefing report on the role of the situational analysis of the contemporary marketing environment for hospitality organisations within Australia. This report will focus on the macro environment.
- Economic Conditions
- Society and Culture
- Political and legal
The topic of this Report
The Role of Situational Analysis in Contemporary Marketing Planning for Hospitality Organisations within Australia.
Recognising that we live a world of accelerated change: work, leisure, lifestyle, new gender and family roles, communication revolution and tougher market conditions, it is essential to be across all forces that can impact your business. Although the business has control over many aspects of its operation, external forces can have a major impact.
The External Forces that can influence an organisation’s marketing.
Forces external to an organisation but part of its immediate marketing environment. The analysis of the macro environmental factors is often structured under headings such as PESTLE, STEEPL etc. Political, Economic, Social, Technological, Legal and Environmental. PESTEL analysis – a framework or tool used by marketers to analyse and monitor the macro-environmental (external marketing environment) factors that have an impact on an organisation. The result of which, is used to identify threats and weaknesses which is used in a SWOT analysis. According to Middleton “it should be remembered that the divisions are artificial….technological changes …have economic and social effects in changing people’s behaviour. This in turn may have environmental or social impacts that require politicians to amend legislation to regulate business activity”. Remember: there are domestic uncontrollable and international
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