Marketing Essentials: Hotel Hilton Case Study

This report analyzes the marketing essentials of Hotel Hilton, including the concept of marketing, current and future trends, marketing process, roles and responsibilities, and the marketing mix. It also includes a case study analysis of Hotel Hilton.

Hospitality
Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1 ...................................................................................................................................3
Marketing concept, include future and current trends.................................................................3
Overview of Marketing process...................................................................................................4
Roles and responsibility of marketing functions.........................................................................5
Influence of marketing with other functions of company............................................................6
Value and Importance of marketing............................................................................................6
Marketing Mix of Hotel Hilton and Hotel Marriott.....................................................................7
Conclusion...................................................................................................................................8
ACTIVITY 2....................................................................................................................................9
Marketing plan.............................................................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the process of advertising, promoting and selling of product to the
customers (Baker and Magnini., 2016). Companies advertise their product and services in
the market, so they can represent their product in the market. Marketing also help them
to make new customers who are interested to buy their products.
This report will take Hotel Hilton for case study because It is best hotel to define
marketing essential. This report will analyse concept of marketing. It will include future
and current trends in this industry. This report will provide different marketing process
such as digital marketing, TV advertisement etc. it will provide roles and responsibility of
the marketing function in Hotel Hilton. This report will include importance of marketing
roles in this company. Report will also provide marketing Mix and it will compare 2
different Hotels which will be Hotel Hilton and Marriott Hotel. In the end of this activity
report will provide relationship between all organizational function. Activity 2 will cover
pretension.
ACTIVITY 1
Marketing concept, include future and current trends
Marketing is the concept in which companies implement strategies to satisfy
needs and demand of the customers to maximize their profit (Bao., 2018). Marketing also
help firm to take competitive advantages in the market and company can show their
presence in the market. Marketing department of the companies try to make new
strategies, so they can be able to set relationship with target customers.
Current & future trends of marketing
There are some trends in the Marketing which is helping Hospitality industry to
grow more. It is important for the Hotel Hilton to use this trends to expand their
business in more countries. Here are current and future trends of the marketing:
Relationship Marketing
In this method Marketing team of the company focus on satisfaction of the
customers rather than their number of sales (Bojanic and Reid., 2017). Marketing team try
to make good relationship with their customers, so they can gain customers loyalty.
Once they will able to make good term with their customers than they will be permanent

customer of company. This can also help them to earn referrals because when
customers are happy with the services and product then they tell other people about it.
Industrial Marketing
Industrial Marketing is known as BIB marketing (Chandiok and Sharma., 2017). In
this marketing process one business provide their goods and services to the other
business or company. This kind of business does not provide their services to the
customers, they only provide their goods and services to other companies and make
their profit from them.
Societal Marketing
Societal marketing is the proper marketing process which holds that organization
should make marketing decisions not only just considering the needs and wants of the
customers (Chandiok and Sharma., 2017). They should look for the long term interest of
the companies.
Overview of Marketing process
There various steps which is involved in the process of marketing. It is a process
of analysing the current and future opportunities in the target market, development and
management of the efforts of marketing and also help in the selection of right market.
Market opportunities analysis
One of the first element of the marketing process is find the opportunities which
is available in the marketing. This can be related to the customers demand and their
needs. They should conduct proper marketing research related to trends, product
demand, customer behaviour etc (Dileep and Mathew., 2017). Company will collect the
data and according to the data they can develop their product. Their product should
have differentiation and their product design should be attractive.
Selection of market
It is necessary step of marketing process in which companies select the target
customers. Main purpose of the company in this process is too carefully analyse of
target market so company can choose final customers for their product. This is obvious
that company is not able to satisfy needs of the entire market so it should divide into
various market segment so company can select the best segment to meed their
opportunities.

Marketing Mix development
After implementation of companies marketing strategies, they are ready to initiate
their plaining of marketing Mix. Marketing Mix is composed with the 4 important p's
which is Price, promotion, product and place (Dinçer and Alrawadieh., 2017). Company
have to decide their price of the product which should be affordable for customers,
product are goods of the company. Promotion- company will promote their product in
the market so customers can aware about it. place – where company is taking entry.
Management of marketing Mix
This is action phase of the company where they enter the market with proper
strategy and goods.
Roles and responsibility of marketing functions
There are different roles and responsibilities of the marketing Function in Hotel
Hilton (Dixit and et.al., 2019). Marketing team of the company is responsible to introduce
their services to the customers, and they bring new customers for the Hotel Hilton.
Listening to the customers needs
It is important for the marketing team of Hotel Hilton should listen to the
customers to find their demand. It is a responsibility of marketing team to make good
relationship with them.
Track new trends and monitor competition.
Marketing team of the hotel is responsible to look for new emerging trends in the
market, so they can hotel can provide the best accommodation services to their
customers (Hassanien and Dale., 2019). They also have to track competition in the market
and their standing.
New marketing tool
Hotel Hilton's marketing team should be conscious about the new digital tools
which can help them to grow in the market, and they can gain competitive advantages.
Now there are various new marketing tools which is helping his industry to grow.
Marketing team should be aware about those tools.
Market research
Hotel Hilton is one of top hotel, and they are expanding their business positively
but there are other hotels in this industry who are giving competition to them (Loo and

Leung., 2018). Marketing team of this hotel should keep searching new markets, so they
can stay in competition.
Influence of marketing with other functions of company
Marketing department have influence and Interrelation with every activity of Hotel
Hilton. It also necessary for the marketing department to make good relationship with
other function of hotel. This can help Hotel Hilton to be successful in their business.
Relation with HRM
HR department of the Hotel Hilton provide training to the marketing team of the
Hotel, so they can increase their skills and their potential. HR manager always develop
the and increase the efficiency of the workers. Training programs make marketing team
strong so Hotel Hilton should have powerful HR department. Marketing depart also help
HRM through advertisement for the new vacancies in the Hotel, so they can bring new
employees in the department.
Relationship with finance department
Finance is basis need of every department of Hotel Hilton so these departments
can run smoothly and properly. Finance department of Hotel also provide necessary
support to the marketing department (Malik and Sharma., 2019). They provide finance to
them for advertisement and promotion of the hotel services which can them to get new
customers for company. Marketing team can save some amount from the digital
marketing and various tool so finance department can use this cash in other department
of the company.
Production department
Marketing department of the Hotel Hilton provide information related to the
customers needs and their demand (Mirehie and et.al., 2018). Product department
develop product according to the information provided by marking team which help
them to satisfy customers and marketing team fulfil their demand. Both departments are
interconnected with each other and help each other to achieve objectives of the Hotel
Hilton.
Value and Importance of marketing
Marketing has great value and importance in the success of Hotel Hilton
because this is a effective way to make good relationship with the customers so

company can gain loyalty of the customers. Marketing also help to build companies
image and their reputation in the market. Reputation of the Hotel Hilton can be build if
they are able to satisfy their customers needs (Neuninger., 2017). Without help of strong
marketing company cannot make their brand name and expand their business globally.
Marketing also used as a communication medium which can be used to inform
customers. Marketing team of the Hotel Hilton inform their customers about new offers
and services. So they use and satisfy their needs.
Marketing Mix of Hotel Hilton and Hotel Marriott
Basis Hotel Hilton Hotel Marriott
product Hotel Hilton is providing
their hospitality services in
all over the world (Sahoo.,
2017). They also organize
loyalty programs for their
regular customers ' Hilton
honors programs'. They are
also having collaboration
with online platforms,
airlines and airlines.
Hotel Marriott is one of the
famous luxury chain in the
world, and they are
providing services such as
resort, Hotels lodgings and
Hospitality management.
price Hotel Hilton is taking
different prices according to
their hotel locations. Hotels
which are situated near at
beach are more expensive
as compare to the hotels
located nearby airports.
Their room prices are start
from 5000 to 35000
according to the Indian
rupee.
Hotel Marriott charge
according to the facilities,
and they are having
different pricing strategy for
their rooms. They are
proving luxury rooms in
affordable prices.

promotion Hotel Hilton is a well-known
hotel, and they are focusing
to attract customers from all
over the world. They are
also promoting their
business through their
website.
Hotel Marriott is using video
advertisement on social
media platforms, so they
can attract customers.
Place Hotel Hilton is having
business in all over the
world. They are having
more than 5000 properties
and hotels in 103 counties.
Hotel Marriott established
their business in more than
118 counties in worldwide.
People Hotel Hilton is having
talented and skilful staff
(Slootweg and Rowson.,
2018). They provide regular
training to staff, so they can
provide quality services to
the customers.
Hotel Marriott deliver their
services to gain customers
loyalty. This companies
vision is to provide quality
services to their customers
with affordable price.
process Hotel Hilton is considered
as one of the best managed
hotel in the world. They are
having strong HR
department who bring skilful
people in their company.
Hotel Marriott concentrate
to provide quality services
to their customers.
Physical evidence Hotel Hilton have maintain
their image in the whole
world.
Building and their Resorts
are their evidence.

Conclusion
There are many Functional department in the Hotel Hilton which are
interconnected with each other. HRM is connected with the all department and HR
manger of the company provide employees in each department of the company.
Finance department work to provide cash to each department, so they can buy
resources and develop their department. Production department take information abut
the product from marketing department, money from finance department and research
information from the research department (Stalmirska, Whalley and Fallon., 2019). As it is
research department also need help of other department, so they conduct their
researches about product. They need proper team for the research they contact to the
HR department, and they recruit new people for research. They all are connected with
each other and it is important for Hotel Hilton to have strong team and strong functional
department. Company can grow if their the functions of department have good
relationship with each other. This is a only way to get success in the business.
ACTIVITY 2
Marketing plan
Executive Summery
This report has analysed marketing plan of Hotel Hilton. This plan has been
covered mission, Vision, objectives of the company to understand their business plan.
This report has covered SWOT analyses to Hotel Hilton, so they can find their Strength
weakness and opportunities. Report has also included Marketing Mix, financial planning
and monitoring & controlling.
Mission
Hotel Hilton's mission is to become a world's best hospitable company by
providing their customers best experience to their customers. They want to provide high
values to the community and their owners.
Vision
To fill world with the warmth and light of hospitality by delivering exceptional
experience to their every guest, hotel and every time.
Objectives
 To become world best hospitality providers.

 To have strong and skilful workforce so Hotel Hilton can increase their growth
 To provide customers satisfaction with their quality services
 Recruitment of new employees
SWOT Analysis
Strength
 Hotel Hilton have reputation in the hospitality industry.
 they are having hotels in 103 counties which strength of this company.
 Hotel Hilton are working in this industry from more than years which shows that
their goodwill in the market.
 Technology is main source of attraction toward these hotels, which makes this
hotel best.
 More than 17000 employees are working in this company, and they all well-
trained.
Weakness
 They have reputed name in the global market, but they have only limited
shares .
 Activities and operations of the Hotel Hilton is affected by the polices of the
government because every country have different tax structure and polices.
Opportunities
 There are some potential markets where Hotel Hilton can expand their business
and achieve high profitability in their business.
 They can gain opportunities by innovating services for customers and create
better experience for them.
 They should analyse new technology trends to take competitive advantages.
 If they use pricing strategies then they can achieve high growth.
Threats
 Competition is increasing on the basis on prices.
 Some of famous brands hold markets strongly which is threat for Hotel Hilton.
 Most of the counties are suffering from economic problem and this is affecting
Hotel Hilton as well.
Marketing Mix

Product
Hotel Hilton is selling varieties of the products so customers have different
choices. Customers can select their products and services according to their demand.
They are proving higher facilities to the customers, so they are willing to pay high prices
to rent a room in the Hotel Hilton.
Price
Hotel Hilton is using pricing strategies to compete with their competitors. They
are using data of their competitors which is easily available online so it is easy to set
prices for their rooms and services.
Place
Hotel Hilton have strong hold on most of the counties. Now they are looking to
expand their business on developing county such as china. They have enough
opportunities in this market because on the basis of population this company comes in
1st position in all over the world. It will be easy for Hotel Hilton to target amount of
customers in this country.
Promotion
They are promoting their Hotel through various promotional strategies such as
newspapers, TV advertisement and Digital marketing. There teams have enough skills
to promote Hotel in various market with low budget. They are having advantages from
the websites and media coverages because they are famous Hospitality chains in the
world so media take their interview so this is free advertisement for them. Most of the
website articles use their name to gain viewers which is also a free promotion for Hotel
Hilton.
Physical evidence
Hotel Hilton is having properties in internation market which shows their physical
evidence. They have 5757 properties
People
Hotel Hilton believe to gain loyalty of the customers by providing high quality
services, so they train their employees to increase their skills and also announce
seminars and call exerts from this industry.
Process

Hotel Hilton work on the booking system so customers book their rooms and
according to them their service team clean rooms and when customers reach to the
hotel then staff member welcome their guest.
Financial plaining
There is proper financial plaining of Hotel Hilton which is divided into the salaries
of employees, Marketing campaign, training to employees. Budget of the Hotel Hilton is
1,15,000. they are recruiting 10 new employees.
Particular Amount
Total salaries of the 10 employees 50000
Marketing 50000
Training & development program 15000
Estimated cost 1,5000
Monitoring & Controlling
KPI's
KPI's is known as Key performance Indicator which is used to measure
performance of the employees. This tool will help Hotel Hilton to measures the
performance of company after implementing new marketing plan. They can see the
process and training programs which is their objective. Manager of the Hotel Hilton will
measure and if they will found any problem in the plaining and strategies then they can
develop new strategies in particular areas. There will be some areas where indicators
will be set and measure the performance by superiors of the company, so they can
monitor and control the process and plaining.
Feedback
Feedback is also a best tool to monitor the performance and control employees
after making the marketing plan for the Hotel Hilton. Superiors can use this to motivate
their employees as well. They can take feedback from the employees who are working
in the Hotel Hilton, and they will provide the suggestion to them. This information can
be used to see effect of the marketing plan how if will affect on the Hotel Hilton's
profitability and activities.

Benchmark
Benchmark is the reference which can be used to measure the performance of
the marketing process of Hotel Hilton. In the marketing plan survey, a Hotel Hilton is a
market which is established at the known elevation which used to measure
performance.
CONCLUSION
As per report has been analysed concept of marketing properly. It has been
concluded future and current trends in this the marketing such as Industrial Marketing,
Societal, Market opportunities analysis. This report has been provided different
marketing process such as Market opportunities analysis, Marketing Mix development,
Management of marketing Mix. it also has been provided roles and responsibility of the
marketing function in Hotel Hilton. This report has been included importance of
marketing roles in this company. Report have been analysed marketing Mix and it has
been compare 2 different Hotels which will be Hotel Hilton and Marriott Hotel. In the end
of this activity report has been covered relationship between all organizational function.
Activity 2 has been covered marketing plan of Hotel Hilton.

REFERENCES
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