Hotel and Resorts in Myanmar

...

- Political: These factors determine the extent to which a government may influence the economy or a certain industry. [For example] a government may impose a new tax or duty due to which entire revenue generating structures of organizations might change. Political factors include tax policies, Fiscal policy, trade tariffs etc. that a government may levy around the fiscal year and it may affect the business environment (economic environment) to a great extent.

- Economic: These factors are determinants of an economy’s performance that directly impacts a company and have resonating long term effects. [For example] a rise in the inflation rate of any economy would affect the way companies’ price their products and services. Adding to that, it would affect the purchasing power of a consumer and change demand/supply models for that economy. Economic factors include inflation rate, interest rates, foreign exchange rates, economic growth patterns etc. It also accounts for the FDI (foreign direct investment) depending on certain specific industries who’re undergoing this analysis.

- Social: These factors scrutinize the social environment of the market, and gauge determinants like cultural trends, demographics, population analytics etc. An example for this can be buying trends for Western countries like the US where there is high demand during the Holiday season.

- Technological: These factors pertain to innovations in technology that may affect the operations of the industry and the market favorably or unfavorably. This refers to automation, research and development and the amount of technological awareness that a market possesses.

- Legal: These factors have both external and internal sides. There are certain laws that affect the business environment in a certain country while there are certain policies that companies maintain for themselves. Legal analysis takes into account both of these angles and then charts out the strategies in light of these legislations. For example, consumer laws, safety standards, labor laws etc.

- Environmental: These factors include all those that influence or are determined by the surrounding environment. This aspect of the PESTLE is crucial for certain industries particularly for example tourism, farming, agriculture etc. Factors of a business environmental analysis include but are not limited to climate, weather, geographical location, global changes in climate, environmental offsets etc.

Theoretical Framework on Hotel and resorts

Our marketing strategy‘s objective is to communicate the new unique set of services that we offer to discerning hotel guests. We intend to expand the markets of hotels of Myanmar with new products and a positive hotel experiences to all guests. Nowadays, the displays of hotel rooms and facilities on the websites(such as Booking.com, agoda.com and hotel original websites) often deceive and did not match when guests arrive at the hotel and there were always some complaints.We attempt to direct the focus of our guests to the issues of quality and value for the money as opposed to simply the bottom line costs associated with their stay. We need to know our key competitors and key selling points; restaurants, sport events, mall. We need to know what hotel needs to work on such as ADR(average daily rate), RevPar, Occupancy, overall revenue, corporate clients, group and tour, week or weekend leisure.To know our strengths, we need to know what does our hotels offer that our countries does not and how can the hotels stand from the competition.

To be successful and trending hotels in Myanmar, we are going to use and understand PESTLE analysis (political, economic, social, technology, environment and legal)

PESTEL ANALYSIS OF Hotels in Myanmar

Political

-Conflicts and civil wars in some areas

-Medium tax rates for hotel industry

Economic

-GDP affecting the hotel revenues

-middle income economy

-spending power of people

-foreign exchange rates fluctuation , high inflation rates

Social

-Different ethnic groups in Myanmar

-Young Population

-Foreigners from different countries, different traditions and religions

Technology

-online booking, mobile payments are not trending yet

-a bit behind in technology than other developing countries

Legal

-Weak employment Laws

-Low consumer rights

Environment

-No environment friendly activities yet(e.g saving freshwater)

-A lot of climate changes and global warming in Myanmar

Methodology

In this study, the methodological approach is the quantitative method. The plan to conduct the survey is by interviewing customers, especially hoteliers, business travelers and all sorts of travelers in Myanmar by means setting questionnaires through google form. There were 83 respondents for this study. All of these surveys had been made in google form and the surveys forms were sent to g-mails of UTCC Batch 4, 5 and 6 Yangon and through Facebook on May 2016.

Research Design

[pic 2][pic 3][pic 4]

[pic 5][pic 6]

[pic 7][pic 8][pic 9]

Setting questionnaire, Sampling and Data Collection for Customer Perspective on hotels

The questionnaire was designed to explore the customers’ perspective, customer satisfaction on services and their experience in hotel industry of Myanmar in regarding to theory of PESTEL analysis. Most of the questions are multiple choice questions and checkbox. The purpose of this questionnaire is to get feedbacks form customers. The data collection process has some limitations due to the time constraints and other barriers. All of the questionnaire responses are gained from emails of UTCC batch 4, 5 and