Environmental Analysis for Park Hyatt Melbourne

Contemporary Hotel
Marketing

Environmental Analysis
This means analysing the environment in which organisation is operating and factors
affecting the organisation. Environment of organisation consist of different factors in which
organisation operates (Meredith and et.al., 2016). There are two types of environment for Park
Hyatt Melbourne that are external and internal environment.
External Environment
This environment exists outside organisation and affect operations and activities of the
organisation. Factors of this environment are-
Pestle analysis
Political
Policies and practices of government
and their effect on the operations
and success of the company
Reduction in corporate taxes is from
27.5% to 26% is helpful for
dealing with impact of Covid-19
Decrease in travel due to travel
restriction has reduced travel to
99% and this subsequently
affected occupancy rate in Park
Hyatt Melbourne
 Government policy for supporting
organisations for wages to
workers is also suitable for Park
Hyatt Melbourne
Economic
Interest rates, consumer price index,
exchange rates are some of the are
some of the elements of this factor
Recession has significantly affected
financial soundness of organisations
Due to present times productivity of
organisations has highly reduced
In relation with employment of
spending millennial it has increased
from 5.1% to 10%
Social
Due to social distancing and impact of
disease perception of people have
changed
People in present times are getting more
social media savvy and this is why
they are more likely to socialise
through such mediums than meeting
Technological
Increasing use of technology and
virtual meetings is also likely to
affect demand of MICE services
and this affect business to Part
Hyatt Melbourne
This also involve readiness of Park
Hyatt Melbourne to be ready to
accept payments technically and
adopt to contactless payment
methods
Preparation of Park Hyatt to maintain
hygiene of high level is also part
of this factor
Legal
Discrimination and equality laws for
everyone involves unbiased
treatment for everyone
Laws for health and safety and this also
involved ban for operating Park
Hyatt Melbourne
Environmental
Non-functioning of Park Hyatt has
caused reduction is different types of
waste and also reduced pollution
Maintaining environmental safety and
contribution in environmental
sustainability is also part of this
environment
Customers are also attracting towards
the organisations maintaining
environmental safety and
sustainability

Social and Cultural
Competitive Analysis
Competition is another important factor in external environment of the Park Hyatt
Melbourne (Gonçalves, 2018). Competition refers to those organisations who are also trying to
get share in the profit and revenue of the industry. Concerned with competitors of Park Hyatt
Melbourne it can be considered that its competitors are other 5 Star category hotels operating in
Melbourne city. Some of the competitors of Park Hyatt Melbourne are The Langham Melbourne,
Grand Hyatt Melbourne, Sheraton Melbourne Hotel and some others (Gutiérrez-Martínez, and
Duhamel, 2019). These are some of the competitors and in relation with the city in which Park
Hyatt Melbourne is operating it is capital city and second most populous city in Australia and
this is the reason that hospitality industry of Melbourne city involves significant number of
competitors with all kinds of organisations providing hospitality services.

Features Grand Hyatt,
Melbourne
The Westin,
Melbourne
Marriott,
Melbourne
Intercontinental,
Melbourne
Rooms &
Loyalty
Program
550 rooms
Trip advisor
ranking-42
260 rooms
Trip advisor
ranking- 10
166 rooms
Trip advisor
ranking- 17
253 rooms
Trip advisor ranking-
64
Restaurants
Collins Kitchen
Ru-co
Lobby Lounge
Bistro Bar
Allegro
Restaurant
The Lobby
Lounge
Room Service
The Essence
Elements Lounge
& Bar
Country Bred on
Lonsdale
Rooms Service 24
Hours
Bluestone Wine
Lounge
Market Lane Bar
Alluvial Restaurant
Merchant
Hotel
Facilities
Indoor Heated
Pool
Italian Marble
Bathrooms
15 Innovative
Meeting Rooms
Wellness Center
Lap Pool
Westin workout
Fitness Studio
10 Event Rooms
Fitness Center
Indoor heated
saltwater pool
11 Meeting Rooms
Private Limousine
Doctor on call
Local
Attractions
Longrain
National Gallery of
Victoria
Bourke Street Mall
Eureka Skydeck 88
The Lyall Spa
Albert Park Golf
Course
St Kilda Beach
Sea Life
Aquarium
Chinatown
Melbourne
Museum
Federation Square
Shine of
Remembrance
Victorian arts
center
Chinatown
Melbourne Museum
Federation Square
Shine of
Remembrance
Victorian arts center