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A Case Study On Hilton Hotel - Assignment

   

Added on  2020-01-28

30 Pages6493 Words67 Views
To Identify The Impact OfMarketing Strategies On TheConsumer Satisfaction- A StudyOn Hilton Hotel

EXECUTIVE SUMMARY Research is about marketing strategy and customer satisfaction. Marketing strategiesrefers to activities which is conduct by company to promote its product and services. Customersatisfaction refers to an emotion which customer gets from consuming product and services. Inresearch it is evaluate the impact of marketing strategies on customer satisfaction. Researcher conducing survey through questionnaire to get information and to solveproblems. Copyright has been done so that information can be protected and duplication. Thecompany which taken is Hilton which is one of the biggest hotel chain world wide. Theresearcher try to find problem from questionnaire and match those information to project report.

Table of ContentsTITLE..............................................................................................................................................4INTRODUCTION...........................................................................................................................41.1 1 Formulate and record possible research project outline specifications..............................41.2 Identify the factors that contribute to the process of research project selection..................51.3 Undertake a critical review of key references.......................................................................61.4 Produce a research project specification...............................................................................8REASEARCH METHODOLOGY..................................................................................................9Introduction.................................................................................................................................9Research design...........................................................................................................................9Research approach......................................................................................................................9Research philosophy.................................................................................................................10Data collection..........................................................................................................................10Sampling...................................................................................................................................10Data analysis.............................................................................................................................111.5 Provide an appropriate plan and procedures for the agreed................................................112.1 Match resources effectively to the research question or hypothesis ..................................112.2 Undertake the proposed research investigation ..................................................................132.3 Record and collate relevant data where appropriate...........................................................153.1 Use appropriate research evaluation techniques.................................................................163.2 Interpret and analyse the results in terms of the original research specification.................173.3 Make recommendations and justify areas for further consideration...................................214.1 Use an agreed format and appropriate media to present the outcomes of the research......22CONCLUSION ............................................................................................................................23REFERENCES..............................................................................................................................24APPENDIX 1 ..................................................................................................................................1

TITLETo Identify The Impact Of Marketing Strategies On The Consumer Satisfaction- A StudyOn Hilton Hotel.INTRODUCTION1.1 1 Formulate and record possible research project outline specificationsOverviewMarketing strategy is fundamental process by which company can increase and achievecompetitive advantage. Every enterprise is engaged in marketing activities and they havedifferent strategies to grow their business. It includes short term as well as long term goals. Firmis having its different department which is engaged in these activities. Firm take long time toformulate these strategies (Solomon, 2014). It incurred both cost and time by management. It isvery important to design proper strategies so that decided aims and objectives can be achieve byan organisation. This concept can help enterprise to understand customer needs and find out theirpotential clients. According to customer enterprise implement best marketing methods. Consumer satisfaction is a marketing concept which indicated how the products andservices of company can meet customer expectations. It is very important concept in marketing.By this firm can mange its business and make strategies to met customer needs. Businessconduct regular survey to take clients feedback so that they can get an idea what costumers likeand whether current product is able to satisfy their needs or not. An organisation ensure theirgoods and services quality and provide best services to customers. Satisfaction is associate whichproduct quality, price, on time delivery, availability, safety etc. these factors has great influenceon consumers buying (Kapferer, 2012). Background of the researchThe research shows the impact of marketing strategy on costumer satisfaction. Theconcept marketing is discuss to brings customer satisfaction. Role of consumers is veryimportant for growth of an enterprise (Cronin and et. al, 2011). An organisation can achievegrowth if they serve customers in better way. Customers are king of market and they decide thesuccess and failure of a firm. With marketing strategies company can understand customersbehaviour and their needs. It help business to design and launch product and services whichmake customers happy and generate profits for firm. By these strategies more customer can be

attracted. There are different marketing strategies adopt by companies in different situation.Customer satisfaction is influence by behaviour of clients. This behaviour change time to timedue to different trends take place in market. The enterprise need to take right decision so thatthey bring more customers to buy company's goods and services.Background of the organisationHilton hotel is well known brand in hospitality business. It is global brand which operateits business in many countries. The enterprise is manage by franchise and independent operators.The brand value of Hilton is very famous. Most of the clients of this hotel are business man whotravel a lot (Nam, Ekinci and Whyatt, 2011). Hilton target customers belongs to higher class.Clients those who are willing to pay for luxury and comfort they can go for Hilton. They positionthey product as luxury with royal services. Hilton future plans are to expand their hospitalitybusiness world wide and gain competitive advantage from other hotels like Marriott, radision,holiday IIN and others. Company regular innovate its services. Hilton use T.V and localnewspaper to advertise its product. Hilton adopt different marketing strategy in differentcountries. These strategies also differ from situation. This company brings new innovation inhospitality industry and crate standard for other luxury hotel chains. 1.2 Identify the factors that contribute to the process of research project selectionFactors contribute to research projectResearch project is incomplete without research problem. Every time some problems arediscuss in research project. Problems are heart of research projects. For solve problem variable isvery important. Each research project is having hypothesis related to problems. These hypothesisgives relationship between two or more variable according to population. Problem is defined first in research problem. Researcher explore the importance ofproblem, sources of problem and by this researcher considered problem and formulate step tosolve those problems (Mohsan and et. al, 2011). Following are some of factors considered while making research process. This problemconsist of four P'S.PeopleProblemsPhenomenaProgram

To formulate research problem these steps need to be followed. Variable are those factors which can be measurable and these have more than one value.There are types of variable dependent, extraneous and independent variables. There are different type of measurement scales such as interval scale, nominal scale,ordinal scale, ratio scale has been used to sort variables. Hypothesis are the statement which provides outcome of research. This hypothesisrepresent relationship between two or or more variable. This allow researcher to addtheory so that if this hypothesis proved to be true. The null hypothesis and alternativehypothesis are two type of hypothesis. This both are very important while doing andanalysing research. 1.3 Undertake a critical review of key referencesLITERATURE REVIEWMarketing strategy According Orville and walker, (2011). Marketing strategy is plan by which firm canpursue its objectives and plan how they going to achieve its objectives. According Brodrechtova,(2013). explains that marketing strategy is guideline which help enterprise to allocate itsresources properly, relates to its environment and achieve its corporate objectives. This generategreat economic value and give firm competitive advantage. In other terms it helps to determinethe nature, strength, direction and interaction between marketing mix- elements. According to Oliver R.L, (2014) in marketing strategy company target its customer andsegment to whom they want to sell their products. In this they define their product, nature and itsfeatures. By this company identify its USP. This give advantage to an enterprise. Marketingstrategy combine all marketing goals and make one plan. For make good marketing strategyresearch has been conducted. So that company offer right product to its right customers. By thisenterprise can achieve maximum profits and sustain its business for longer time. Marketingstrategy is foundation of marketing plan. According to Lee, (2013) marketing strategy is mainly formulated to achieve marketingobjectives. It gives blueprint to company to attain these marketing aims. It is design afterconducting marketing research. This help organisation to allocate its scare resources effectivelyand increase sales. Role of customer satisfaction in organisation

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