Marketing Plan for Hilton Hotel

COMMUNICATION
MANAGEMENT IN HOSPITALITY,
EVENTS AND TOURISM

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
INTRODUCTION OF COMPANY................................................................................................1
SITUATIONAL ANALYSIS..........................................................................................................1
POSITIONING AND BRANDING, AND IDENTIFICATION OF THE TARGET AUDIENCE2
OUTLINE OF MARKETING OBJECTIVES................................................................................3
MARKETING COMMUNICATION MIX OVERVIEW..............................................................3
EXAMPLE OF A PROMOTIONAL CAMPAIGN THAT WILL MEET AT LEAST ONE OF
THE OBJECTIVES.........................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

EXECUTIVE SUMMARY
This assignment had focused upon development of marketing plan for Hilton Hotel. In order to
develop an effective marketing plan, this assignment had focused upon introduction of company,
marketing objectives, situational analysis, Positioning and branding, and identification of the
target audience, Marketing communications mix and promotional campaign.
INTRODUCTION
Marketing plan can be defined as a kind of document or business plan that helps in
outlining advertising and promotional strategy that can help in generating or reaching target
market of the organization (De Pelsmacker, Van Tilburgand Holthof, 2018). Development of
marketing plan is extremely important for an organization as it helps in promotion of their
products and services and generating awareness about their services within their target
customers. This assignment will lay emphasis upon production of marketing communication plan
for Hilton Hotel.
INTRODUCTION OF COMPANY
Hilton is a multinational organization is a multinational organization that manages
franchises of broad portfolio of hotels and resorts. Hilton was founded in 1919. They have their
hotels worldwide in more than 118 countries at approximately 6215 locations. Hilton provides
hospitality and accommodation products and services to people. All of their European operations
are managed and are based in Walford, UK. They have approximately 49 hotels in United
Kingdom.
SITUATIONAL ANALYSIS
Situational analysis is a kind of analysis of both internal and external factors of a business
in order to identify capabilities of business, analyse their business environment, potential
customers, and impact that identified factors have on business (Margariti, 2018). Situational
analysis of Hilton Hotel will be done with the help of SWOT analysis.
Strengths: It has high brand recognition as it is present in approximately 118 countries. They
have maintained excellent reputation in market for their high- quality products and services. their
strong portfolio of hotels has helped them in in developing a strong brand image. Global
presence of Hilton is another one of their main strength. Focus upon technical innovation for
improving overall experience of customers by constantly upgrading their business processes has
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