International Marketing Strategies for Hilton Hotel

The assignment provides a comprehensive analysis of the international marketing strategies that Hilton Hotel can adopt to explore and capture business opportunities in new markets. It discusses the key factors to consider when selecting a market and the different modes of entering a new market, including product, price, promotion, and distribution approaches.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P 1 Analysing the scope and concept of international marketing...............................................3
P 2 Explaining the rationale for it to want to market internationally
and describing the several routes to market that organisation can adopt...................................5
TASK 2............................................................................................................................................6
P 3 Evaluating the important criteria as well as selection procedure to use when
considering which
international market to enter......................................................................................................6
P4 Different market entry strategies .........................................................................................8
TASK 3..........................................................................................................................................11
P 5 presenting an overview of the main arguments in the context of global versus local
debate........................................................................................................................................11
P 6 identifying the way 4 Ps in marketing mix and promotional
distribution approach
differs in a variety of international contexts............................................................................12
TASK 4..........................................................................................................................................13
P 7 analysing the several marketing approaches.......................................................................13
P8 Comparing domestic and
international orientation
and ways to assess
competitors, outlining the
implications of each
approach...................................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
International marketing is defined as the application of marketing principles in more than
one country. It is also refers to as conducting the marketing practices or promoting goods or
services at global level. American Marketing associations has defined marketing as a procedure
which include several activities such as planning, pricing , distribution of products or services to
customers. All these Task are executed with the intention to provide information about the
services or good offered by company and for generating the brand awareness. Objective of
international marketing to create exchanges that satisfy individual as well as business objectives.
International marketing has evolved as modern concept which can be applied to the principles of
marketing at global level. International marketing is also considered to be as marketing on large
scale taking commercial benefit of international operation differences, similarities and
opportunities in order to fulfil international objective as well as goals.
The purpose of the project is to develop the understanding about the concept as well as
scope of international marketing. It also has focus on identifying the routes which can be adopted
by Hilton Hotel for entering into new market. Report will highlight some approaches related to
international marketing.
TASK 1
P 1 Analysing the scope and concept of international marketing
International marketing is recognised as modern concept according to which principles of
marketing can be applied to more than one nation. Concept of global marketing demonstrates or
indicates the performance of activities carried out within an enterprise .Idea of international
marketing helps organisation in developing the plan for promoting goods or services as well as
generation of brand awareness at international level. It also involves flow of products or services
to end consumer. In addition to there are some variables which are required to be considered by
marketing manager when planning to conduct marketing activities at global level these factors
are infrastructure , competition , marketing environment , laws , social factors , distribution
channel, geography etc. International marketing is also refers to the promotional activities
executed by transatlantic companies or across national boundaries. This marketing strategy
utilises an extension of the techniques in use in the main nation in which an organisation is
operating (Chen and et.al., 2015)
Scope

International marketing has wide scope in today's scenarios, as many of the companies
including Hilton hotel which is taking high initiatives for expanding business. It has become
essential for marketing department in every organisation to develop effective marketing
strategies or plan in order to survive in international market. In present marketing environment,
marketing strategies which are adopted by firm are not only confined within national
boundaries , it has extended to international level. Now, due to increase in globalisation ,
companies can avail various benefits by entering into new markers. International marketing has
wide scope as business entities can product or services at global level. Rise in purchasing power
and ever changing customer taste along with the help in gaining the knowledge about these taste
has changed the shape of the world altogether. There has been tremendous growth in potential
market it is required by marketing manager in Hilton hotel to identify the techniques of
marketing and develop the understanding about the market. As this activity will help firm in
formulating the appropriate strategies and marketing plan. This strategy will also help an
organisation in gaining competitive advantage in global marketing environment.
Imports- business entities purchase product from the global market for reselling in local market.
It allows an organisation to bring improvement in production and provide an opportunity to
increase profit margin.
Exports-An organisation export their finalized products to international markets or on to their
other franchises in global markets where they can sell the products to their localities for
generating high revenues as well as profits. The exports of goods or services help firm in
recovering the cost of development as well as expanding business.
Contractual agreements- when an organisation plans to expand business operation at
international level scope of international marketing exposes it to greater chances of doing a lot
more business. Business entity can form contractual agreement in terms of technical assistance ,
licensing etc.
Joint venturing- It is recognised as a collaborative association of two brands for a reasonable
period. This collaboration give birth to new business venture which works individually and
accomplish goals (Bahadir, Bharadwaj and Srivastava, 2015)

P 2 Explaining the rationale for it to want to market internationally and describing the several
routes to market that organisation can adopt
International marketing take place when manger in an organisation utilises a global plan
in order to effectively as well as efficiently promote goods or services at international level.
There are many reasons why global marketing is very important. It has been realised by
marketing manager in Hilton hotel that business entity have limited target market which is not at
all sufficient for increasing profit as well as sales. International marketing strategy will help an
organisation in exploring as well as capturing several business opportunities. It will also aid
business entity in rising share, fostering market growth and increasing customer base which is
very essential in terms of increasing profitability as well as achieving success. Increasing the
customer base is also crucial in terms of maintaining sustainability in high competitive global
environment. Advancement in technologies has supported firm in reaching to international
market.
In addition to this there are several factors which has forced Hilton hotel to enter into
internation market. These variables are unfavourable economic condition of nation, government
force, tough local market,high rates of tax and duties , unequal distribution of resources etc.
Some other pull forces are an entrepreneur desire to explore as well as capture more
business opportunities, chance to increase profit etc.
Several routes to market that organisation can adopt
There are many modes by utilising which Hilton hotel can easily enter into international
market. These are:
Licensing- This mode of entry into international market include franchising. In licensing route,
an organisation is charged with sum amount of money for utilisation of technology for brand
name, expertise etc. It is considered to be as an effective mode for those organisations who wants
to expand business operation at a large scale.
Strategic alliance-In this mode of entry two organisation form professional relationship with
each other in global market. This strategy provides firm an opportunity to increase its
competencies and allow firm to gain competitive advantage in global market. The other benefit
of this entry mode is that an organisation remain independent and separate. The major challenge
associated with this entry mode is that there high chances of conflicts.

Joint venture- it is recognised as equity-based .In this entry mode one company collaborate with
international organisation. The major advantage of this entry mode is that it provides firm an
ease to enter into international market and develop the understanding about same.
Exporting- There are two approaches which can be used by Hilton hotel company these are
direct as well as indirect exporting. In direct exporting method , business entity makes
commitment to market overseas on its own behalf. Opportunities generated by this entry mode is
that an organisation can have greater control over brand as well as overseas operations
(Homburg, Jozić and Kuehnl, 2015)
TASK 2
P 3 Evaluating the important criteria as well as selection procedure to use when considering
which international market to enter
There are mainly five phases involved in the International Marketing Entry Evaluation
Procedure. The purpose of the evaluation is to select the appropriate market for selling product or
services. When selecting the market for entry , it is essential for marketing manager to conduct
risk management and make contingency plan in context of volatile global markets. Marketing
manager in an organisation should consider several factors such as opportunities , challenges,
ethical as well as legal components when planning to enter into new market. Selection of suitable
market is very important in terms of achieving success and accomplishing marketing objectives.
Phase 1 – identification of nation- It is required by marketing manager in Hilton Hotel to get
the overview of the market in which business entity is planning to enter. The information about
market can be gained by various techniques such as survey , research, seeking support from
international agents , forming partnership with global companies etc.
Stage 2- Preliminary screening-in the second phase, it is essential for marketing manager in an
organisation to have serious look or overview about the market. Marketing manager in an
enterprise can use ranking techniques in which individual can rank nations on the basis of macro-
economic factors such as exchange rates, economic stability and political situation in country etc.
on the basis of these variables marketing manager can compute nature of market entry costs
Stage 3- In depth screening-If all the factors which are discussed in phase three are favourable ,
then such market or nation is considered to be as feasible in terms of expanding business. At this
phase , it is required by marketing manager to gather detail information related to the target
market. As this strategy will help marketing manager in making suitable decision. After

completing this stage , an organisation can deal with not only micro-economic factors but also
local conditions such as marketing research in context of marketing mix.
Stage 4- Final selection-At this stage, marketing manager prepares the list of potential market.
In this phase, it is required by marketing manager to look at or review the marketing objectives.
It is essential to use several tools for analysing or measuring the intensity of competition. A final
scoring, ranking and weighting can be done on the basis of prescribed or set criteria.
Stage 5 – Direct experience- Personal experience is considered to be as crucial. It is required by
marketing manager in Hilton hotel to travel or visit at specific market place to get experience
about the culture and gain knowledge about business practices as well as laws.
Market testing is another techniques which can be used by the marketing manager in
Hilton hotel company for selection or evaluation of market. Business entity can apply this
strategy on a smaller scale by launching the product in a part of the markets. As this tactic will
help firm in getting the feedback about market.
In addition to this cost benefit analysis is considered to be as an effective framework
which will help marketing manager in making suitable decision (Cateora,2011)
Important criteria
It is important for marketing manager to clearly lay down the parameters and criteria for
evaluation. The selection of the market is done by marketing manager in Hilton hotel company
on the basis of following criterion:Low physic distance, Low cultural difference ,Low
geographical distance. In addition to this there are certain other certain standards which can be
used for selection of the market.
Measure ability- These criteria includes extend to which the size and purchasing power of
resulting segments can be measured.
Accessibility-It involves the extent to which the resulting segments can be effectively
reached
Profitability or sustainability- it includes the level of profit which the firm can gain by entering
into specific market.
Action ability- it indicates the degree up to which an enterprise can utilise the resources for
organising marketing programme.

P4 Different market entry strategies
Market entry strategy is defined as a planned techniques of delivering products or
services to new target market. Hilton hotel company has adopted the several techniques as well
as created different strategies for entering into the new market and achieve good positions.
Business entity has planned to enter into new market by developing innovative products and
delivering the additional services to the customer. Another tactics which is adopted by Hilton
hotel organisation is that firm has planned to enter into new market with low pricing strategy
which has provided firm an ease to enter into new market and helped business entity in attracting
more number of customers. Marketing manager in an enterprise needs to create contrary
marketing strategies for different global markets. Among varieties of strategies , direct exporting
id recognised as most appropriate plan for entering into international market. Some other
strategies which can be adopted by Hilton hotel company for entering into global market are:
Exporting- It is considered to be as traditional and effective form of entering as well as
operating business in global market. As per this strategy, it is required by Hilton hotel company
to make huge investment in marketing or promotional activities. As this strategy will help
business entity in generating brand awareness and gaining competitive advantage in
international environment.
Advantages:
 The major advance of implementing this strategy is that it involves less risk. It provides firm an opportunity to develop understanding about global market which can
be further utilised for formulating plans.
Disadvantages:
 Lack of control on overseas operations
 high risk of failure at early phases.
Counter Trade- it is recognised as the indirect method of exporting products or services.
Counter Trade is considered to be as modem form of barter. In this method, two separate
contracts are involved these are one for the delivery, payment for the products or services
supplied and the other for the purchase of and payment for the item imported.
Advantages:
 It enables business entity to develop professional links which could be beneficial when
entering into international market.

 Greater uncertainty on the value of the goods being traded High level of uncertainty about the quality of traded products.
Disadvantages:
 Inconsistency in terms of delivery.
 It becomes difficult for firm to set prices for goods or services.
Licensing- It is considered to be as he method of foreign operation whereby an organisation in
one country agrees to permit a company in another nation for using the manufacturing,
processing, trademark.
Advantages:
It provides business entity a chance to buy into partner exist or provision to take royalties
in stock.
Disadvantages:
This strategy requires depth as well as effective planning, interpretation as well as investigation.
Potential returns from marketing and manufacturing can get lost.
Joint Venture- It is a kind of partnership in which two investors in an organisation share
ownership as well as have control over property or business operations.
Advantages:
 This strategy allows company to share risks. Increase competencies as well as gain financial strength.
Disadvantages:
 Lack of control on management.
 High chances of conflicts between parties due to difference in views and opinions.
In addition to above tactics there are some generic strategies which can be adopted by
Hilton hotel for entering into new global market .These are:
Cost leadership strategy- This strategy is adopted by an organisation for entering into highly
competitive marketing environment. Cost leadership price strategy helps business entity in
gaining market share and achieving leadership position in global market.
Advantages:
Economies of scale is considered to be as a major advantage of implementing Cost leadership
strategy.
Disadvantages:

 Technology modification in an industry might be so fast that an organisation is not able
to financially cope with ever new purchases of instruments,
business entity is more concerned about lowering costs might ignore the necessity to
make the essential changes in the field of marketing.
Differentiation strategy-As per this strategy , it is required by Hilton hotel company to develop
as well as introduce innovative products or offers additional services to customer. As this activity
will help firm in attracting more number of customers as well as differentiating itself from that of
competitors.
Advantages:
 The major advantages of adopting this strategy is that firm can charge high prices for the
products.
Disadvantages:
 There are high risk due to customers not be willing to pay extra money to obtain the
unique features which an organisation is trying to build its strategy around
Focus strategies- This specific strategy can be implemented along with differentiation strategies.
By utilising as well as implementing this strategy an organisation mainly concentrates on few
target markets (Doole, Lowe, Kenyon and Phillips,2016)
Advantages:
It increases the chance of organisational success.
Business entity can charge extra price from customers.
Disadvantages:
the limited demand available within a niche can generate problems
TASK 3
P 5 presenting an overview of the main arguments in the context of global versus local debate
The debate on the topic global versus local marketing has sparked since few decades. As
per the Levitt (1983) who is recognised as founder of standardization approach in marketing had
argument with other authors related to the homogenisation of consumer markets. Levitt has

stated that there are only few goods which can be easily standardised in international market.
Whereas , Kottler (1984) who is the founder of several marketing approaches argues that local
marketing strategies can not be used by firm for promoting brands, goods or services at global
level. As the behaviour of customers varies based on the culture or trend prevailing in nation. It
is required by marketing manager in an organisation who wants to expand business at
international level to travel through diverse cultures that go along with unexpected rules.
Marketing manager in an enterprise need to understand the differences in local as well
international market (Fletcher and Crawford, 2014)
The set perplexity of worldwide marketing is the selection between selling the same
trade good across all boundaries and the execution of local marketing strategies in order to react
to location or territorial differences. An international good can also contain value as the local
product which is very in terms of getting the brand recognition in global market. There is
marketing theory which is recognised as contingency approach states that there is no appropriate
technique or method which can be applied to all situation which takes place in business.
The major difference between both is that international marketing activities taken place
outside the national boundaries. On the other hand,m, domestic promotional activities takes place
within the national boundaries.
Some issuers which is generally faced by an organisation in context of global marketing
is potential scope. It is required by marketing manager in Hilton hotel organisation to develop the
understanding about new culture as well as linguistic values. As this strategy will assist business
entity in providing high value as well as good experience to customers.
Some authors have an argument on topic related to the fact that Markets that were
restricted to the local market, only a few years ago, are now dominated by international
businesses. It has also been stated by few authors that success of international institution is
supported by the success of national, which emerged from national or domestic organisation. As
per the view of Keegan, et al. (2002) who has stated that business entity which fails to face
challenges in successful manner might have to face difficulty in surviving in international
environment.
It is required by marketing manager in Hilton hotel organisation to development
understanding about suitable marketing approaches .As this strategy will aid business entity in
eliminating costly errors. According to the opinion of (Kutschker, Schmid, 2011)whole

marketing concepts are important for the organisational globalization strategy and structure
(Lehmann and Winer, 2008)
P 6 identifying the way 4 Ps in marketing mix and promotional distribution approach differs in a
variety of international contexts
There is a significant difference between level of standardisation as well as adaption of
the several components in marketing mix.
Global marketing mix
Product: The global companies in order to cater or fulfil the demand of their customers , trade
product or services as per the basic concepts of marketing. In context of internationals
marketing , there are several issues as well as challenges might be faced by an organisation such
as difference in cultural background, levels of income , purchasing habits of shoppers etc. In
context of Hilton hotel company, it is required by an organisation to become more accustomed of
their product and marketing mix strategy. As this tactic will assist businesses entity in fulfilling
the needs per demands of customers and providing high level of satisfaction to clients. On the
other hand, the procedure of adapting the merchandise to national markets does little more than
add to the total cost of producing the goods and weakens the brand on the international scale.
Price : Pricing is considered to be as a very difficult task especially at international level. It is
very much crucial for manager in Hilton hotel to consider several factors such as fixed or
variable cost, target customers , competition when deciding the prices for goods or services. In
context of global the internet has created further challenges as customers can view global prices
and purchase items from around the world. Emergence of internet has increased the level of
competition and with it pricing pressures on global companies. Global companies set prices as
per demand for goods or services. On the other hand, international companies set price as per the
economic situation of the country.
Place :This factor or component has significant importance in marketing mix. This constituent
include distributing a service or a good to consumer on the right time at right place. On the other
hand, distribution system or procedure in context of national markets is considerer to be a long
chain in which the goods move from the manufacturer to the wholesaler and to the retailers or
directly to the customers. Whereas, in terms of overseas market more parties involved as the

goods need to be distributed around a foreign market. It is very much essential for marketing
manager in Hilton hotel to get the knowledge about distribution chains before entering into new
market.
Promotion::In context of international marketing context, business entities can adapt or
standardise their promotional strategy and message. On the other hand , many companies
formulate or adopt the promotional strategies which is the best suitable to domestic market. The
another difference been marketing tools or techniques used by the companies for promoting
brand , good ore services. In context of international companies business entities uses advance
technology and internet for communicating with customers and informing them about products.
On the other hand , global companies utilises social media sites for reaching to the wide number
of customers.
It is required by the marketing manager in Hilton Hotel to conduct PESTLE analysis
Before designing promotional activity for a foreign market (Sintonen, Tarkiainen and Sundqvist,
2016)
TASK 4
P 7 analysing the several marketing approaches
Every organisation require appropriate framework for their international marketing which
can help firm in fostering growth in both new and existing markets.
There are mainly two approaches which are related to the marketing at international level. These
are centralised as well as decentralised concept.
Centralised approach to international marketing – according to this approach of marketing,
marketing manager at companies headquarter has authority to maker major decision related to
promoting goods or services. They are the people who are accountable for formulating as well as
implementing marketing plan. Centralised approach to international marketing is based on the
assumption or belief that marketing department is highly competent and has experience working
with global markets
If marketing manager in Hilton Hotel is planning to adopt this approach is required to identify
appropriate strategy or techniques for developing in-house marketing capabilities as well as
scalable procedures.
Decentralised approach to international marketing- As per this concept an organisation need
to rely on sales office. It is required by Hilton hotel to localized

their products in order to sell them in other markets. Decentralised approach to international
marketing emphasizes on supporting as well as motivating he local marketing staff .If marketing
manager in Hilton hotel is planning to adopt this approach , then organisation ned to concentrate
on building close working relationships with other multinational companies operating in name
industry (Obaji,2011)
P8 Comparing domestic and international orientation and ways to assess competitors, outlining
the implications of each approach.
In context of international companies, business entities adopts market orientation
approaches. As per this concept an organisation develops s coordinated behaviours towards the
different functions which are conducted for gathering information related to customer ,
competitors and market. In context of international companies, the accumulated information is
disseminated across the organization and a response is designed as well as enforced in
accordance with the information gathered. On the other hand , domestic companies or
organisation adopt international market orientation which includes wider promotional
activities .International market orientation concept emphasizes on analysing the needs of
customers in overseas market , competition , as well as on the other variable which have
significant influence on business performance of multinational companies. This approach
adopted by domestic or localised organisation intends to improve the external as well as internal
flow of information in such a manner that an organisation can recognise changes in its global
environment more quickly and implement its actions for fulfilling the need of market
(Kazemzadeh, Behzadian, Aghdasi and Albadvi,2009)
CONCLUSION
It has been concluded from the project that international marketing has wide scope. An
organisation by adopting the international marketing strategy can explore as well as capture
several business opportunities. Report has highlighted the few factors with are required to be
considered by the marketing manager in Hilton hotel when selecting the market for selling
products or services. Assignment has clearly defined the way product, price, pricing and
promotional distribution approach differs in a variety of international contexts.
Project has also suggested the several modes as well as strategies which can be used by
Hilton Hotel for entering into new market.

REFERENCES
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