Macro ...

There are many factors that might effect the business, Hard Days Night Hotel, many of which are macro. This means that they are outside of the business. They can be unpredictable and therefore it is hard for any business to protect themselves from such factors. However, it is possible that a business can benefit from macro factors.
Using the marketing concept of PESTLE I have identified some macro factors:

• Economic - a main factor is the UK's current recession. This can have 2 effects on Hard Days Night due to the fact that consumers will have less disposable income as a result of inflation rising.
  1) As Hard Days Night is a hotel at heart consumers might stay at less expensive hotels such as Premier Hotels or Holiday Inn for example. They may go for value for money instead of experience.
  2) People in the UK may decide to holiday in the UK instead of abroad. This may benefit Hard Days Night as it is unique and not just your average hotel. 
• Technology - this should of benefited Hard Days Night as improvements in technology has enabled them to have online booking, key cards and a website, as well as it should have improved communication with all stake holders of the business including customers and suppliers. 
• Legal - the legal rights for Hard Days Night to use the Beatles branding is a major factor for the success of the business, obviously.

Those are just a few factors that could effect the business, there are also micro factors but that's a whole other post... 

Posted by Hannah Grenfell