Analysis of Macro and Micro Environment of HOTS Hotel

Running head: STRATEGIC BUSINESS MANAGEMENT
STRATEGIC BUSINESS MANAGEMENT
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1STRATEGIC BUSINESS MANAGEMENT
Executive summary
The purpose of the report is to analyze the macro and micro environment of HOTS hotel in order
to understand the advantages and shortcomings of the company. In order to perform the above
mentioned analysis, SWOT analysis Porter’s five forces analysis and PESTLE analysis have
been conducted. After analyzing the environment, strategies have been developed in order to
help the hotel to achieve its goals. Finally it has been concluded that with the help of the
strategies the company will be able to gain prosperity in future.

2STRATEGIC BUSINESS MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Environmental analysis................................................................................................................3
Analysis of HOTS Hotel Micro environment..........................................................................3
Analysis of HOTS Hotel Macro environment.........................................................................5
Strategic Direction for HOTS Hotel............................................................................................7
Conclusion.......................................................................................................................................8
Reference List:.................................................................................................................................9

3STRATEGIC BUSINESS MANAGEMENT
Introduction
Strategic management can be defined as the process of formulating and implementing of
the chief initiatives and goals of an organization’s top management. This process involves
consideration of resources along with detailed analysis of external and internal environments, in
which the particular organization competes (Hitt, Ireland & Hoskisson, 2012). In this report,
detailed analysis of the micro and macro environments of the HOTS hotel have been performed
along with the developing strategic direction for the organization (Avilova, Ermakov &
Gozalova, 2014). While for analyzing the Macro environment of the company, PESTLE analysis
is performed, SWOT and Porter’s five forces model have been used to understand and analyze
the micro environment of the mentioned organization.
Discussion
Environmental analysis
Environmental Analysis helps an organization to understand both internal and external
condition that has direct impact on the prosperity of the organization. Once the management of
the organization becomes aware of the external and internal factors that are affecting the growth
of the business, the managers can successfully design long term business plan to cope up with
the weaknesses and availing the opportunities of the company (Grant, 2016).
Analysis of HOTS Hotel Micro environment
Micro environmental analysis includes analysis of the external factors that has direct
impact on the sales of a specific organization (Eden & Ackermann, 2013). These factors are