Analyse the macro and micro environments of an airline or hotel chain of your choice to identify key opportunities and threats over the next two to three years
Task: Using secondary research, analyse the macro and micro environments of an airline or hotel chain Of your choice to identify key opportunities and threats over the next two to three years.
Having established key opportunities and threats, use primary research to establish how the brand can overcome these key threats and take advantage of these key opportunities.
Based on your research and analysis write a report that includes:
A brief introduction to your chosen airline / hotel chain, its target market and other relevant market information such as market share over recent years, main competitors, etc.
An analysis of the macro-environment using the PESTLE framework
An analysis of the micro-environment using Porter’s Five Forces
Based on your secondary research, briefly explain the key opportunities and threats for your chosen airline / hotel chain over the next two to three years Based on your primary research, recommend how the brand can take advantage of the key opportunities and overcome key threats, Appendix/appendices (maximum 6 pages) that include the full details of the marketing research undertaken including, for example, primary research questionnaires, sampling methods and sample size.
Marks will be allocated as follows:
Brief introduction to your chosen airline / hotel chain, its target market and relevant market information. 5 marks
use of secondary research to analyse the macro and micro environment of your chosen airline / hotel chain clearly identifying and ex lainin ke o ortunities and threats. 10 marks
Based on the results of primary research recommend how the chosen airline / hotel chain can overcome those key threats and take advantage of those key opportunities. 10 marks
Notes:
• Consult your teacher on your chosen airline / hotel chain before beginning your assignment.
If choosing a hotel chain which is available globally, you should focus on its market in one country/geographical region. If choosing an airline you should focus on destinations in one key country / continent.
While marks are not directly allocated to the content of the appendices, thorough and comprehensive primary and secondary research should enable more detailed application and explanation that supports appropriate recommendations.
The Harvard style of referencing must be used throughout. Good answers will contain references to sources in most if not all sections.
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