Marketing Hotel La Mon

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 NI's 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