Services Marketing: Impact of Macro and Micro Environmental Factors on Hyatt Hotel Corporation

Running head: SERVICES MARKETING
SERVICES MARKETING
Name of the student
Name of the university
Author note

1SERVICES MARKETING
Executive summary
It has been mentioned in this study that macro and micro environmental factors have significant
role in terms of driving the industrial growth. Highlighting the growth of tourism and Hospitality
industry, in this study Hyatt Hotel Corporation has been selected. Describing its market position,
four macro and micro environmental forces have been discussed. The study has shed light on
both positive and negative influences of the forces in the hospitality industry. It has been
identified that, economic growth can bring the changes on living standard. It has been mentioned
that increasing the technological opportunities creating the competition in the market. As its
result, the pressure on the organizations increases. Analyzing the micro environment it has been
identified that in case of creating the bad reputation of the company, social media can play an
influential role.

2SERVICES MARKETING
Table of contents
Introduction......................................................................................................................................4
A brief description of chosen business............................................................................................4
Discussion........................................................................................................................................5
Micro environment..........................................................................................................................5
Social media:................................................................................................................................5
Competition..................................................................................................................................5
Macro...............................................................................................................................................6
Economic environment................................................................................................................6
Technological environment..........................................................................................................7
Conclusion.......................................................................................................................................7
Recommendations............................................................................................................................7
Micro environment.......................................................................................................................7
Macro environment......................................................................................................................8
Reference list and bibliography.......................................................................................................9

3SERVICES MARKETING
Introduction
Analyzing the growth of Australian tourism and hospitality industry, it has been
identified that both the macro and micro environmental factors play the significant role in terms
of driving the industrial growth. By supporting this Basu (2017) stated that the marketing, sales
revenue and rate of profitability can be influenced both in positive and negative manner
depending on the favorable situation of micro and macro environment of an organization. The
aim of the study is to identify the two important macro and micro environmental factors, those
impacts on the business success in both the positive and negative manner. By supporting the
identified forces with literature, the challenges have been mentioned. At the end of the study, it
has provided the measurable recommendations to mitigate the challenges.
A brief description of chosen business
In this study, the hotel namely Hyatt hotel Corporation had been highlighted, which is a
five star hotel and popular in the global market for its luxury facilities. In the year 1957, the
Hyatt was established. In the current scenario, Hyatt has established its 777 properties in the 54
countries in all over the world (Hyatt.com, 2018). In the year 2017, the business revenue of the
hotel was 4.68 billion US dollar (Hyatt.com, 2018). As it is a popular hotel chain, therefore, in
different locations all over the Australia, the organization has established its business. In case of
analyzing the business size, it has been identified that the hotel chain has expanded its business
as Park Hyatt Sydney, Hyatt regency Sydney and other names in Sydney. Analyzing the products
and service of the organization, it can be said that the organization mainly targets the upper class
people as it mainly provides luxury services. There are total numbers of 9 hotels and resorts of
Hyatt hotel Corporation chain in Australia. It cannot be denied that tourism and hospitality