Macro & Micro Marketing Environment

Lecture
Lecture by
by
Luh
Luh Micke
Micke Anggraini
Anggraini

© Anggraini 2007 Manajemen Pemasaran Hotel

 Analysis of Macro & Micro-Environment

Why ?
MACRO

Political, MICRO
Economic, •Customers
Socio- •Competitors HOTEL
Cultural, •Suppliers
Technology,
•Distributors
Natural,
Regulatory

© Anggraini 2007
Manajemen Pemasaran Hotel
 Analysis of Micro Environment

 Customers/ Market
 Competitors
 Suppliers
 Distributors

© Anggraini 2007
Manajemen Pemasaran Hotel
 Who are your business’s Competitors?
Colonel Chicken Burger
KFC

Food & Entertainment

Prepared Food

Fast Food Restaurant

ers
u rg
a mb
H
o od
s tF
Fa
© Anggraini 2009
 Analysis of Macro Environment

 Political Environment
 Economic
 Social
 Cultural
 Technology
 Natural
 Regulatory

© Anggraini 2007
Manajemen Pemasaran Hotel
 Report of the Analysis Macro & Micro
Environment of a Hotel/ Restaurant
Work in a group of max. 4 persons

Find the brochure or website of a hotel or , the hotel

or restaurant in Jakarta or Bali

Your task is to analyse the macro and micro

environment for this hotel

Quotes some references from books, websites,

newspapers etc. to support your analysis and report

Your report must be submitted by Next week 10

March 2009, in hard copy (printed)

© Anggraini 2009
Manajemen Pemasaran Hotel
 Target Marketing

Lecture by
Luh Micke Anggraini

© Anggraini 2007 Manajemen Pemasaran Hotel

Management Levels

Top
Strategic, Long Term

Tactical, Mid Term

Middle

Operational, Short Term

Lower
 Lecture’s Objectives
To understand the strategies of
marketing
To understand the steps of target
marketing
To identify the bases of market
segmentation
To develop profiles of segmentation
To select the targeted segments
To develop positioning for targeted
segments

© Anggraini 2007 Manajemen Pemasaran Hotel

 Marketing Strategies
Mass Marketing
Product Variety
Marketing
Target Marketing

Select one or Develop product &

Identify bases for service tailored to each
market segment more target segments target segment
(Positioning & Marketing Mix)

Market Segmentation Market Targeting Market Positioning

© Anggraini 2007 Manajemen Pemasaran Hotel

 In long term, the choice of a segment
might influence refurbishment, room
design,
Dividing service
a market into options,
different facilities,
geographic price

Market Segmentation: structures,

units: nations, states,alliances and promotions
regions, countries,
etc.
cities,

A Strategic Commitment Based on demographic variables: age,

gender, family size, family life cycle,
Geographic Segmentationincome, occupation, education, religion,
race, nationality.
World Population
Demographic Segmentation Based on Social class, Life Style,
or personality characteristics

Based on consumer’s
Psychographic Segmentationknowledge, attitude, use,
response to a product

Behavioral Segmentation
Market segmentation: dividing a market into direct groups
of buyers who might require separate products or marketing mix
© Anggraini 2007 Manajemen Pemasaran Hotel
 Effective Market Segmentation
Measurability Size & Purchasing Power
Accessibility Can be served
Substantiality Profitability/ Feasibility
Actionability
Affordable/ Budget

Targeting: to evaluate Market Segments

One or more segments to enter
By size and growth
Structural attractiveness (long-run profitability)
Resources readiness to enter the segments

© Anggraini 2007 Manajemen Pemasaran Hotel

 Target Market Selection More suited for homogeneous
products & when introducing new
products (ignoring segments)
More suited for products which
Undifferentiated Marketing might for
Suitable vary in designwith
company
known products
& well
limited
resources: A larger share in one or
Differentiated Marketing more small markets

Concentrated Marketing
• Factors to be considered:
• Company resources
• Degree of product homogeneity
• Market homogeneity
• Stage of Product life cycle
• Competitor’s strategies
© Anggraini 2007 Manajemen Pemasaran Hotel
 Market Positioning
What is product position ?
How to differentiate your products?
The way the product is defined by
• Physical attributes consumers on important attributes or
• Services the place the product occupies in
consumer’s mind relative to competing
• Personnel products
• Location
• Image
Selecting the right competitive advantage
Effectively communicating & delivering the chosen
position to a carefully selected target market
Developing Unique Selling Proposition (USP)
© Anggraini 2007 Manajemen Pemasaran Hotel
 Countries with the largest populations
in 2020
China 1.22 billion
India 968 million
United States 268 million
Indonesia 210 million
Brazil 165 million
Russia 148 million
Pakistan 132 million
Japan 126 million
About ¾ of world’s population lives in developing nations.
The above data is the projection for 2020, with total 7.6 billion
(AH&LA, Marketing Hospitality Services: 1999)
© Anggraini 2007 Manajemen Pemasaran Hotel