Micro and Macro Environment Analysis in Hospitality and Tourism Industry

Marketing

Marketing
Introduction
Macro and Micro environment comes under the category of environmental scanning. It
has been examined that scope of environmental scanning is related to the global environment
evaluation. Both micro and macro analysis plays an essential role in marketing decision making
within the hospitality and tourism industry. In this sector it is important for the company to focus
on these aspects so that growth can be achieved in an effective manner. In context to macro
environment it has been analyzed that it is linked with the industries, companies, customer and
micro environment can be related to suppliers and competitors.
Micro and macro marketing implies on the businesses consider about segments with a
marketing sense and how a business society makes its decision on an aggregate basis.
So micro marketing is a strategy used to target a small segment of consumers with
specific needs they see in the market.
In micro marketing, companies will put a strong marketing effort that strongly focused on
a small group of highly targeted customers.
A business should consider about special characteristics of each segment. Micro
marketing and macro marketing encompasses what businesses consider as marketing in popular
sense.
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