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Microenvironment

In: Business and Management

Submitted By NurSarina
Words 1439
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1.0 Actors of Micro Environment
Company Name: Sheraton Subang Hotel 1.1 Competitors:

* Empire Hotel Subang (http://www.empirehotel.com.my/) * Holiday Villa Hotel & Resorts http://www.empirehotel.com.my/) * Dorsett Grand Subang (http://www.dorsetthotels.com/) * Sunway Hotels and Resorts (http://www.sunwayhotels.com/) * Traders Hotel Kuala Lumpur (www.shangri-la.com/kualalumpur/traders/) * Shangri La Hotel Kuala Lumpur (www.shangri-la.com/) * Fraser Place Kuala Lumpur (kualalumpur.frasershospitality.com/) * Mandarin oriental Kuala Lumpur (www.mandarinoriental.com) * The Royale Chulan Kuala Lumpur (www.theroyalechulan.com/)
1.2 Suppliers: * Catercomm Sdn Bhd * Table Top * Bedroom Range * Bathroom Range * Fine China * Table Clothes * Accessories * International Tradepoint Consultancy Company Sdn Bhd * Hotel Furniture * Hotel Bedding * Student accommodation furniture * Hotel outdoor furniture * Office furniture * Hotel restaurant furniture * Hotel Wallpaper * Natural Handmade Hotel Guest Amenities * Hotel Soaps

1.3 Intermediaries: * Travel Agency Malaysia (Travel Agency) * Agoda.com: Smarter Hotel Booking (Online Booking for hotels) * Malaysia Transportation (Transportation Company) *
1.4 Customers: * Family * Business travellers * People from different states * Tourist * Business people who has convention in the hotel
1.5 Public * Maybank (Financial Public) * Facebook (Media Public) * Edelman Malaysia (Government public)

2.0. Macro Environment

Macro Environment | Hotel Industry | 2.1 Demographic Change“The increase will lead Malaysia to become an ageing population in 2021 when the population aged 65 years and over reach 7.1 per cent,” according to the Statistics Department’s web site (malaymailonline 2015). | The high life expectancy and increasing number of elderly, will enhance the growth in the tourism industry. This is because most elderly people would rather spend their retirement pension travelling the world. This will cause a booming in the industry provided they are not travelling backpacking style. | 2.2 Economic ChangeThis paper estimates tourism demand in Malaysiabased on the key economic factors like income, price, exchangerate, consumer price index, distance, population and economiccrisis using a modified Gravity model (Hafiz M & Fauzi M 2010) | As a comparison to other countries in the world, tourism industry can be concluded as an important sector for the Malaysian economy. The tourism industry has been distinguished as the second largest foreign exchange earning sector and helped to strengthen the economy. Economic crisis will negatively affect the tourism demand from the ASEAN countries but positively correlated with the western and other continents. | 2.3 Natural ChangeThe Ninth Malaysia, The major focus was to enhance Malaysia as a famous tourism destination in the world while promoting domestic tourism. The plan have been undertaken to coordinate in tourism resources and develop tourism infrastructure. (Hossain MA, Siwar1 BC & Ismail1 SM 2013). | The Malaysian government has taken action into improving our tourism industry. These improvements are done to attract the private sector investment for the growth of tourism industry, to develop the quality of tourism services including improve the direction and coordination of the tourism activities and to improve the diversification of tourism products and activities and to give emphasize on ecotourism, agro tourism, culture and heritage tourism, home stay program and thematic events. | 2.4 Political ChangeEPP 10: Establishing Malaysia as a leading business tourism destination: This project will increase the business tourism from five percent to eight percent by 2020. In this period business tourists’ arrival will be reached in 2.9 million. The expected impact of this project by 2020 will be RM3.9 billion in GNI and 16,700 additional jobs (Md. Anowar Hossain Bhuiyan1,2, Chamhuri Siwar1 & Shaharuddin Mohamad Ismail1 2013). | The Malaysian government are slowly starting to take tourism industry more seriously which influenced a significant rise in investment into the industry. This will also intrigue more foreigners to come and visit Malaysia. Furthermore, this will also increase more job opportunities for not only the local but also for foreigners as they will no longer have to participate in minimum wage jobs. |

3.0 Market Research Plan
3.1 Research Question 1. If there were more and different type of facilities that consist of different activities, will that encourage our guest to stay longer? 2. How satisfies are our guests with our services? 3. What will happen to our sales if we have more promotion for our rooms?
3.2 Research Objective
Last year, the organization has experienced a decline in their sales and wishes to find out the how and why. Therefore, this market research is conducting to investigate to why that happened.
Research question 1 allow us to collect information from our guests regarding their desired activity to do while staying in our hotel, in hope they would prolong their stay. This type of research conducted is called an exploratory research. Our goal is to precisely formulate problems, clear concepts, gain insights, eliminate impractical ideas and form hypotheses then exploratory research is used.
Research question 2 will allow our guest to give us feedbacks and comment on our services based on their honest opinion and experiences. This is what we call, descriptive research. It is used to explain, monitor and test hypotheses created by our Human Resources department to help them find accurate answers
Lastly, for question 3, we used causal research is to find cause and effect relationship of variables. In this case, the research is conducted find the relationship between our total sales and our room price. Causal research uses field and laboratory experimentation techniques to achieve its goals. This research is used by us mainly to predict and test hypotheses.

3.2 Sources of Data
However, in order to have a better analysis, an additional data or in this case, a secondary data is needed to enhance the reliability and trustworthy of the sources. This can be found via the searching through the internet, searching for journals and newspaper articles, books etc. These sources are said to be more reliable because an investigation was conducted before these sources are being release. Rather than normal website, their data is normally said to be bias as their information’s are based on one’s opinion.
3.4 Research Approach An appropriate approach to this research would be a survey. It is easy to conduct and because surveys generally consist of less than 20 questions and they’re straight to the point questions, chosen candidates will not spend too much time thinking and will spend a few minutes just answering the questions. Another approach would be through experimental approach. The human resources and board of directors can come up with a promotional price for a period of time and see if more customers would be willing to spend that much money to stay at our hotel. Maybe then, we can start revaluate our room prices.
3.5 Contact Methods
The chosen sampling plan would be at random. The targeted audience would be middle and upper class people. An estimation of 500 people. The respondent are chosen in reference to being previous customers. It can be done through email, Facebook or even face to face. This contact method is be conducted face to face. This is to ensure that they answer right away and we could have immediate excess to the answers. However, there are both pros and cons to this contact method. For example, email survey are relatively inexpensive, consistent questions and large number of respondent can be included. However, there are some advantages to this method such as low response rate, junk mail syndrome and impersonal nature.
3.6 Research Instrument

. | | | | Please take a moment to rate our services. Thank you for giving us an opportunity to serve you and an opportunity to serve better. | | | | | | | | | | | | | Excellent | Good | Average | Below average | Poor | N/A | Menu Variety | | | | | | | | | Value for price paid | | | | | | | | | Efficiency of service | | | | | | | | | Quality of service | | | | | | | | | Quality of food | | | | | | | | | Quality of beverage | | | | | | | | | | | | | | | | Excellent | Good | Average | Below average | Poor | N/A | Overall, how would you rate our staff's hospitality? (Friendliness, courtesy, responsiveness) | | | | | | | | | Overall, how would you rate our resort's public areas? | | | | | | | | | Overall, how would you rate the value for the price paid? | | | | | | | | | Overall, how would you rate the resort's ability to provide a relaxing atmosphere? | | | | | | | | | | | | | | | | | Excellent | Good | Average | Below average | Poor | N/A | Interior design of the hotel | | | | | | | | | Cleanliness of the hotel | | | | | | | | | Condition of rooms | | | | | | | | | Housekeeping services and effectiveness | | | | | | | | | Heating/cooling within the room | | | | | | | | | | | | |

Reference List
Malay Mail Online. (2015, Feb 26). Population to hit 30 million this week, Statistics Department. Malay Mail Online website: http://www.themalaymailonline.com/
Hanafiah M.H.M & Harun M.F.M (2010). International Journal of Trade, Economics and Finance. Tourism Demand in Malaysia: A cross-sectional pool time-series analysis, 1(2).
Bhuiyan M A H, Siwar C & Ismail S M (2013). Canadian Centre of Science and Education. Tourism Development in Malaysia from the Perspective of Development Plans 9(().

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