$20 Bonus + 25% OFF
Securing Higher Grades Costing Your Pocket? Book Your Assignment at The Lowest Price Now!

Micro And Macro Environment Factors

tag 63 Downloads4 Pages / 970 Words tag Add in library Click this icon and make it bookmark in your library to refer it later. GOT IT


Discuss the micro environment factors and macro environment factors.


Sofitel hotel: overview

The main aim of the assignment is to analyze the external and internal factors that affect the market and business of Sofitel hotel in Australia. Micro environment factors include customer’s analysis, company analysis and competitor analysis while macro environment factors include analyzing the economic conditions, technology and demography of Australia that affects the business. Basically macro environment analysis is the external analysis and micro environment analysis is the internal factors that affect the business. Sofitel hotel is the only French luxury in Australia that has its branches in many cities and countries. It is a five star hotel that is located in many cities of Australia such as Brisbane, Melbourne, Sydney, and Gold coast (AccorHotels Australia, 2016). 

Micro environment factors

Customer analysis:

Sofitel hotel in Australia mainly targets luxury and high class people from not only Australia but all over the world. Since it is a five star hotel and fare of the rooms and the service are expensive normal middle class people cannot afford to stay. So the main target audience of the hotel is the high income luxury class people who are ready to spend to get high quality customer service. Sofitel hotel believes in providing high quality service to its customers so that it can create a brand trust in international market. The main target audience is the tourists from all over the world. The main customers of the hotel are luxury travelers (Hollensen, 2015).

Company overview:

Sofitel hotel is a French hotel under the Accor group of company. It is a luxury five star hotel that is spread across forty countries. All the Sofitel hotels represent French beauty and tradition. In Australia there are many branches of Sofitel hotel across cities. It has its branches spread over Brisbane, Sydney, Melbourne and City of Gold coast (Wentworth, 2016)

Competitor analysis:

The main threat of the Accor group of company or the Sofitel hotel in Australia is from its competitors. The competitors of the Sofitel group are very smart and are very famous worldwide. Some of the famous competitors of the Sofitel hotel are Starwood, Marriott, Hyatt and Hilton hotels that are at equal par with Sofitel hotel. The competitors of the Sofitel hotel compete in terms of price, service, facilities that they provide and costs. The number of competitors is on rise with new entrants constantly entering the market. The demand for spending in luxury and vacation is rising which is making the new hotels enter the market that possess a threat and competition to the already existing hotels. The competitors of Sofitel hotel are very price sensitive and quickly respond to price changes when they see that the competition is on rise (Erel et al. 2012).

Macro environment factors:  

Economic factors:

There are many economic factors that may affect the market and business for Sofitel hotel in Australia. If the government increases the luxury tax or the tax on travel in Australia then fewer tourists will visit Australia. The demand for a stay in Sofitel hotel will fall decreasing the profit. Though the economic conditions of Australia are stable still a small change in economic conditions affects the profit of the hotel. The economic factors greatly affect the demand, costs, prices and profits of the hotel. The other economic factors that may affect Sofitel hotel are mergers and acquisitions of the firm. The profit of Sofitel hotel is increasing and is expected to grow in future (Skokic et al. 2016).

Technological factors:

Technological factors are the major macro environmental factors that affect the business and the customers both. Sofitel hotel uses the technology to attract more customers from all over the world and provide good and high quality service to its customers. The Accor hotel group uses technologies such as websites for hotel booking and provides information to its customers. It also uses electronic media card or pre paid card to make the payment more convenient and easy. Basically internet and other technologies do affect the market of the hotel (Skokic et al. 2016).

Demographical and socio cultural factors:

Various socio cultural factors such as demography and lifestyle affect the business. Demographic changes such as sex, gender, age, population and lifestyle greatly affects the business. It’s not only the customers that affect matters to the hotel bit its employees also play important role.  The company believes that women and men are the heart of the strategy. Other factors such as health and culture also affect the business. If the income of the consumers falls then the demand for the luxury brand hotel will also fall (Skokic et al. 2016).

Political factors:

Political factors and government also affects the business of hotel. The Australian government supports the working of the hotel group in Australia to increase the number of tourists that visits Australia. The political stability is essential for nay business to flourish. If a country is politically unstable then the tourists will not be willing to visit the lace that will affect the profitability of the firm (Skokic et al. 2016).



AccorHotels Australia. (2016). Sofitel. [online] Available at: [Accessed 22 May 2016].

Erel, I., Julio, B., Kim, W. and Weisbach, M.S., 2012. Macroeconomic conditions and capital raising. Review of Financial Studies, 25(2), pp.341-376.

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.

McManus, L., 2013. Customer accounting and marketing performance measures in the hotel industry: Evidence from Australia. International Journal of Hospitality Management, 33, pp.140-152.

Skokic, V., Lynch, P. and Morrison, A., 2016. Hotel entrepreneurship in a turbulent environment. International Journal of Hospitality Management, 53, pp.1-11.

Wentworth, S. (2016). Luxury hotel SYDNEY - Sofitel Sydney Wentworth. [online] Available at: [Accessed 22 May 2016].


Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help. (2017). Micro And Macro Environment Factors. Retrieved from

"Micro And Macro Environment Factors." My Assignment Help, 2017,

My Assignment Help (2017) Micro And Macro Environment Factors [Online]. Available from:
[Accessed 28 May 2020].

My Assignment Help. 'Micro And Macro Environment Factors' (My Assignment Help, 2017) <> accessed 28 May 2020.

My Assignment Help. Micro And Macro Environment Factors [Internet]. My Assignment Help. 2017 [cited 28 May 2020]. Available from:

For years now, is providing affordable essay help to millions of students worldwide. Our essay assistance services have helped us in assisting students with even the toughest essay assignments. We take pride in the fact that we cater the best assistance to search terms like help me with my essay. We offer affordable services in the fastest way possible. For our fast delivering services, students trust us with their urgent essay assignment needs. Two of our most popular essay writing services are maths essay help and English essay help.

Latest Management Samples

SRR782 Research Methodology

Download : 0 | Pages : 10
  • Course Code: SRR782
  • University: Deakin Business School
  • Country: Australia

Answer: Title: Reduction Of Construction Wastes During Construction Work Of Large Scale Projects In Developing Countries Section 1: Annotated Bibliography Miquel Casals, Núria Forcada, Marcel Macarulla, Analysis of the implementation of effective waste management practices in construction projects and sites, December 2014, Volume 93, 38 “Current waste generation rates are still below predicted levels, and the infrastru...

Read More arrow

BUS708 Statistics And Data Analysis For Proportions Of Agent Lodgement

Download : 0 | Pages : 4
  • Course Code: BUS708
  • University: Kings Own Institute
  • Country: Australia

Answer: Lodgement classification: The frequencies of agent lodgement is found by the excel formula:  “=COUNTIF(C2:C1001, "=1")”. The frequencies of self lodgement is found as: “=COUNTIF(C2:C1001, "=2")”. Proportions are counted by each count/total frequency. By clicking “Insert”, then “Pie”, pie chart is generated. The axes, borders are decorated by right clicking “Format chart area&r...

Read More arrow

MG4101 Operations Strategy 2

Download : 0 | Pages : 10
  • Course Code: MG4101
  • University: University Of Central Lancashire
  • Country: United Kingdom

Answer: Introduction  The report helps in analysing the different kind of business activities along with analysis of the service delivery along with manufacturing process of the Sky Plc Company. Proper identification of the different strategies will help in improving the different processes of manufacturing as well. Proper discussion is essential in nature wherein it has helped in making the organization successful or not successful in n...

Read More arrow

IB829 Innovation & Creativity In Organisations

Download : 0 | Pages : 14
  • Course Code: IB829
  • University: University Of Warwick
  • Country: Australia

Answer: Introduction Pepsi Company is among the largest manufacturer of snack and crisp with very high annual sales. The company is also known for its manufacture of carbonated drinks. However, Pepsi Company is not only known for the products it manufactures but also for their methods of production. The company is very creative and innovative in their activities where the company invented various brands of sale instead of selling one particul...

Read More arrow

ACC 203 Financial Accounting For Constructive And Legit Responsibilities

Download : 0 | Pages : 6

Answer: Dear Christopher, We are extremely happy to see that you have remembered us and that is why we would like to show our gratefulness in response to the mail that you have sent to us. We cannot express our joy to see that that you have written to us and we assure you to provide you with the best solution that is available. With those possibly the best solutions it will become easy for you to make the right choice and that also in an appr...

Read More arrow

Save Time & improve Grade

Just share Requriment and get customize Solution.

We will use e-mail only for:

arrow Communication regarding your orders

arrow To send you invoices, and other billing info

arrow To provide you with information of offers and other benefits




Overall Rating



Our Amazing Features


On Time Delivery

Our writers make sure that all orders are submitted, prior to the deadline.


Plagiarism Free Work

Using reliable plagiarism detection software, only provide customized 100 percent original papers.


24 X 7 Live Help

Feel free to contact our assignment writing services any time via phone, email or live chat.


Services For All Subjects

Our writers can provide you professional writing assistance on any subject at any level.


Best Price Guarantee

Our best price guarantee ensures that the features we offer cannot be matched by any of the competitors.

Our Experts

Assignment writing guide
student rating student rating student rating student rating student rating 5/5

752 Order Completed

100% Response Time

Hugh Cleave

Masters in Human Resource Management (MMgt, HRM)

Wellington, New Zealand

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

265 Order Completed

97% Response Time

Ken Campbell

MSc in Electrical Engineering

Wellington, New Zealand

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

453 Order Completed

98% Response Time

Howard Asuncion

LLM in Criminal Law

London, United Kingdom

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

2632 Order Completed

100% Response Time

Albert Ambrosio

MSc in Nursing

London, United Kingdom

Hire Me

FREE Tools


Plagiarism Checker

Get all your documents checked for plagiarism or duplicacy with us.


Essay Typer

Get different kinds of essays typed in minutes with clicks.


GPA Calculator

Calculate your semester grades and cumulative GPa with our GPA Calculator.


Chemical Equation Balancer

Balance any chemical equation in minutes just by entering the formula.


Word Counter & Page Calculator

Calculate the number of words and number of pages of all your academic documents.

Refer Just 5 Friends to Earn More than $2000

Check your estimated earning as per your ability




Your Approx Earning

Live Review

Our Mission Client Satisfaction

i am really disapointed and i don't know how you guys became no. 1 but please guys if you eargarly want to help doing assignment then you guys have to chose the better experts. if you go through my order assignment and give 5 mins to read then you wi...


User Id: 434718 - 28 May 2020


student rating student rating student rating student rating student rating



User Id: 419181 - 28 May 2020


student rating student rating student rating student rating student rating

Very happy with the work performed. Web development assignment well constructed. I recommend the website. You won\'t retreat it.


User Id: 278516 - 28 May 2020


student rating student rating student rating student rating student rating

Excellent WORK, very informative, right to the point and comprehensive. really the assignment made by expert


User Id: 377058 - 28 May 2020


student rating student rating student rating student rating student rating
callback request mobile
Have any Query?