Marketing Essentials: Hotel Hilton Case Study

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.