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Hospitality Marketing Essentials - Hilton Hotel Assignment

   

Added on  2021-02-21

11 Pages2933 Words100 Views
Hospitality Marketing Essentials

Table of ContentsINTRODUCTION...........................................................................................................................1ACTIVITY 1 ...................................................................................................................................1ACTIVITY 2....................................................................................................................................11. Business and marketing objectives .........................................................................................12. Elements of marketing mix......................................................................................................23. Achievement of marketing objectives through marketing plan...............................................34. Comparison of two hospitality companies...............................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9

INTRODUCTIONMarketing refers to the approach that emphasize on selling and buying of goods andservices into the marketplace. There are different combination of factors that affect businessoperation such as product, price, place and promotion (Kotler, Kartajaya and Setiawan, 2019). Present report will be based upon Hilton hotel & resorts. It is a global brand that providedifferent hospitality services to its customers. It was founded by Conrad Hilton in 1919 and itsheadquarter is located at McLean, Virginia, U.S.Report mainly emphasized on roles and responsibilities of marketing function. It alsoincludes business and marketing objective of the company and different elements of marketingmix. Furthermore, it will include marketing plan and comparison between differentorganization's marketing mix and tactics. ACTIVITY 1 Covered in PPTACTIVITY 21. Business and marketing objectives Hilton hotel is the global brand that provide leisure services to its customers. Businessobjective of every business is to earn maximum profit in the future. Every business is having itsstrategic and clear goals that have to be attain by any business. By using proper utilization ofresources objectives can be achieved effectively and efficiently. Business objectives of Hilton Hotel are as follows:To promote industry and to provide various aspects that help in gaining lawful rights formembers of the company. To provide uniformity in the rules and regulations under hospitality business. Providing economic benefit to its customers by using sustainable use of resources in thecompany.Its main aim is to provide quality product and best customer services that help insatisfying its needs and wants. Providing better services to customers that help in attracting more customers towards itfor increasing productivity and profit for the future. To provide standard services to customers that will be helpful in providing differentperspective to them. 1

Marketing objectives are those strategic goals that have been achieved by the companyand help in gaining various perspective for the future growth. There are different techniques thatwill help in enhancing brand image and advertising products and services in the marketplace.Hilton hotel mainly focus on SMART objectives that help in achieving business goal for thefuture course of action. By the help of different promotional activities, Hilton hotels & resortsare creating brand image and gaining competitive advantage in the market. These are made forachieving overall organizational objectives (Grabeel and et.al., 2019). For the purpose of creatingbrand image in the market, it is important for the company to offer differentiate services.Therefore, it is necessary in providing various aspect for the future course of action. So in short,Hotel Hilton's marketing objectives are as follows - Enhancing the brand image of the company Improvement in customers satisfaction Achievement of sales target by the end of the year 2019 by 5% in order to gaincompetitive advantage2. Elements of marketing mixMarketing mix refers to the approach that consist of combination of different factors thathelp in influencing business operations. It helps in creating right strategy that help inimplementation of effective tactics into business. Product:- This include services that is being provided by Hilton hotel & resorts such asaccommodation, food, room services, security, guests etc. This help in satisfying needs anddemands of customers. It is providing three levels of products such as core, facilitating andsupporting products. Core products are basic product as for Hilton hotel & resorts hotel room arethe product. On the other hand, facilitating products include customer services, restaurants etc.Supporting include 24/7 services, free newspaper etc. that is provided by Hilton hotel & resorts. Place:- It refers to the place where operational activity of business take place. It is providingonline services to consumers that help in providing comfort to consumers. As they are providingdifferent perspective that is related to convenience of people (Siguaw and Simpson, 2015). Price:- This is the most important aspect that will be taken into consideration while introducingnew product into the market. Penetration pricing strategy is adopted by Hilton hotel & resortsthat provide quality product and services in low prices for gaining larger market share. This will2

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