Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY..................................................................................................................................1 1. Background statement, market positioning and unique selling proportion.............................1 2. Marketing audit, outline market attractiveness and potential market growth.........................3 3. Competitor analysis of three main industry players................................................................7 4. New marketing mix actions with identify gaps in the company.............................................9 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION Marketing management is important consideration that assists to meet with desired results and outcomes with promotion. Therefore, the company able to attain their significant results with marketing activities. There are several functions and operations has been carried in the business with marketing activities that help to promote products and services (To, Martin Jr and Billy, 2015). In this context, present report based on Hilton Hotel. It is hospitality sector organisation and deal in several products and services in the world. They communicate several aims and objectives to focus on desired results and maintain effectiveness in the country. In order to gain insight information of the present report, it covers background statement, market positioning and unique selling proportion. Furthermore, it considers discussion on marketing audit, attractiveness and potential market growth as well. In addition to this, competitor analysis also undertaken of three main industry players in the country. At last new marketing mix actions determines which help to identify gaps in the business. MAIN BODY 1. Background statement, market positioning and unique selling proportion Background statement Hilton Hotel consider their operations and functions in hospitality sector so that they own, manages and franchises more than 2000 hotels in all over the nation. In addition to this, the company also dealing in international brands in different countries such as Australia, Ireland, Turkey, Hong Kong, etc. As results, this help to make systematic chain in different areas that assists to meet with the effective functioning and outcomes in the company. The organisation owned their operations and functions from 1919. As results, consider worldwide operations and functions with carry systematic work program (Leonidou, Leonidou and Aykol, 2015). With the help of innovative joint venture, the company operated successfully in different areas of the world. Hence, they consider standard products and services which help to entered with prime source of revenue. From 1940, the company owned their operations and functions in all over the world as premium so that international operations and functions will be develop to increase say to day operations (Goryushkina, Shkurkin and Yarovaya, 2016). Along with this, the chosen company also regulated their functions and operations that make more brands in all over the world. Corporation also places promotional activities which 1
emphasis on corporate travel and holiday travel as well. From 1945, the chosen enterprise travelled to Chicago so that they are able to take initiative program which made in 1940. After this, the company consider in stock listed on New York stock exchange. In addition to this, negotiations lease with new hotel which take place to consider interest in international areas. Hilton also pursued to become international developer. The largest hotel merger consider in the industry look to make innovative functions and operations in the nation (Buil, Martínez and Matute, 2016). Startle chain also established to opened with eight hotels. In the above discussion, it can be stated that effective results will be attained: 1919Conrad Hilton buys first hotel 1925First hotel carrying Hilton name which carry in Dallas 1946Hilton hotel corporation formed 1953First European Hilton opens in Madrid 1998Hilton spins gaming operations as Park Place Entertainment Corporation 1999Hilton acquires Promus Hotel Corporation Market positioning In respect to implement STP criteria, the chosen business operate their significant results to maintain their creativity and performances. With the help of budget, mid-market, luxury, upscale, etc. Hilton hotel consider their segmentation in the areas of different places. It is the best way to attain more creativity and effectiveness as well. Furthermore, target group consider with several activities such as leisure travellers, honeymooners corporates, families, extended stay, etc. (Molina-Azorín, Tarí and Pertusa-Ortega, 2015). All these consideration assists to focus on desired goals and objectives which carried to make innovative functioning. It is more systematic work performance that maintain premium and qualitative results in the business environmental. Moreover, positioning is also important consideration which maintain through take prime location and luxury things. Therefore, company able to communicate successfully and regulate with systematic work performances. Unique Selling Proportion 2
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
In respect to develop effective results, Hilton Hotel consider their successful operations and functions in international and local market. In this regard, USP of the present business consider with run by an experienced management. Therefore, their effectiveness consider to focus on desired results. In addition to this, effective management of the chosen enterprise also assists to maintain their creative position in the market (Buil, Martínez and Matute, 2016). As results, they are able to maintain their growth and profitability in the market in significant manner. As results, more growth and profits will be consider to focus on desired results achievement. Along with this, brand name of the hotel is main aspect which make its unique positiontodevelopmoreprofitsandrevenueinthecountry.Hiltonhotelalsoableto communicate more creative performances that assists to attain more significant advantages as well. Building brand effectiveness is the toughest element to the business which help to focus on strategy, licensing and education. 2. Marketing audit, outline market attractiveness and potential market growth Marketing is important function to carry different activities and functions in different areas of the world. In this way, company's position optimise benefits from them. In this regard, right product must be selling in the market to attract several customers in Hilton hotel. There is wide difference between marketing and sales (Deraman, Ismail and Mostafa, 2017). Marketing people deals with contain many potential customers at workplace. Marketing people deals with market and they contain operations to make effectiveness in the business. However, marketing audit is important part which assists to accomplish desired results and outcomes at workplace. In the marketing, different activities has been promoted that help to compete with different enterprises. In this regard, following marketing audit consider in Hilton Hotel to maintain their creative position: Marketing audit In respect to consider effective results, it can be stated that Hilton Hotel need to assess their systematic work performances with Porter Five Forces model.Threat of entry (Low): In the UK threat of entry towards Hilton Hotel is low because newplayersrequiresmorefundandinvestmenttoaccomplishdesiredposition. Furthermore, hospitality industry requires more knowledge regarding market where they want to operate. As results, it reduces effectiveness and allow adopting the best strategies (Ivanova, Ivanov and Magnini, 2016). Therefore, it ensures that cost will be minimise to 3
attain profitability. Merger and acquisition consider possible way to entry into such industry where new players trades with using existing brands (To, Martin Jr and Billy, 2015).Competitive rivalry (Moderate):In the UK competitive rivalry is moderate. This is because, there are numerous and well established businesses exist that consider functions and operations in hotel industry. It is one of the major threat to Hilton which create high level of competition in the market (Deraman, Ismail and Mostafa, 2017). Most of the customers in the industry prefer to stick traditional and profitable activities that assists to meet with desired goals and objectives. However, most of the customers in industry consider competitive pricing so that they can attract customers easily.Threat of substitute products (Low): Threat of substitute products in the market is very low because there is hard to make substitute products of chosen hotel in the market. Threat exist in the industry where players able to develop distinctive services with differentiate it to make competitive results in the country (Arenoe, van der Rest and Kattuman, 2015). Competitiveness of Hilton hotel founded with its ability to fuse luxury with effective quality. Therefore, it is incomparable in all over the nation.Bargaining power of buyers (High): Bargaining power of buyer in UK is high because there are several numbers of hotels exist in the country. Customers can easily access products and services as per their choice of hotel (Deraman, Ismail and Mostafa, 2017). As results, there is wide competitiveness exist towards Hilton hotel when its services reproduces by many hotels in the UK. Bargaining power of suppliers (Low):Bargaining power of suppliers in particular consideration is low. This is because, in the country open economy allow businesses to access products and services from international market. Therefore, they are able to consider effective results with systematic work performances (Leonidou, Leonidou and Aykol, 2015). As results, it is important to give proper access with several numbers of suppliers which help to offer the best products and services to meet with quality standards and needs of customers as well. PESTLE analysis In the UK, there are several elements exist that consider impact on Hilton hotel marketing. They are as follows: 4
Political factors: In the UK, there is stable political environment assists to make proper and effective results to Hilton Hotel. In this regard, expansion will be consider which limited number of tariffs. Therefore, the selected business easily expand their functions and operations in international areas for developing and producing systematic results. Political environment in the selected business help to produce more effective work performances (Arenoe, van der Rest and Kattuman, 2015). Furthermore, more investment assists to make more effective results in the country.Economic factors: In the UK, strong and develop economy take place which create positive impact on their functions and operations. Along with this, increased level of outsourcing in the company assists to speeding up economic growth. Level of economic diversificationprovideinUKwithrecentglobaleconomicrecession.Economic environment of the country is stable so that Hilton hotel able to increase their future perspective and promote hotel growth as well. It is very important to boost and excess cash in the country so that luxuries products and services could be sold in market (Goryushkina, Shkurkin and Yarovaya, 2016).Social factors: In the UK market government initiate their operations and functions as per customer demand and requirement. As results, it assists to increase profitability and make more revenue in Hilton hotel. Customer demand and requirement change with market trends. As results, it is important to deal with health perspective to utilise environment friendly products. As per important competitive advantages, the chosen business attain their effectiveness in the company (Ivanova, Ivanov and Magnini, 2016). As per the preference of hospitality industry, the company need to make effective functioning.Technological factors: Furthermore, technology is also creates effective results. In this regard, Hilton need to focus on technological advancement that help to maintain more creativity at workplace. Furthermore, the company can promote their products and services with effective promotional activities (Molina-Azorín, Tarí and Pertusa-Ortega, 2015). With this regard, technological applications help to make success with UK's hotel industry. In this way, communication activities develop with information technology so that it create effective network and develop more systematic work performances in the business. 5
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Environmental factors: Environmental elements create major impact on the business because, hospitality industry need to follow proper protection and effectiveness to the UK.Inthisconsideration,HiltonHotelhasresponsibilitytofocusonthemajor perspective that helps to make systematic work performances and ascertain more critical results. Furthermore, they need to focus to maintain environment safety and cleaning with their products and services (Deraman, Ismail and Mostafa, 2017). As results, they are able to consider effective results in the enterprise.Legal factors:Furthermore, legal factors assists to maintain more significant advantages with follow all ethical rules and regulations to maintain safety and effectiveness at workplace. This is because, it assists to maintain effectiveness in Hilton hotel to keep security and attain desired results as well (Tsao, Hsieh and Lin, 2015). Furthermore, there are several considerations which assists to create proper functioning with effective legal factors. Market attractiveness In order to implement market attractiveness, there different attractive value exist that consider to make effective functioning. There are several reasons due to Hilton Hotel consider attractiveness with make more systematic program (Šeric, Gil-Saura and Ozretić-Došen, 2015). They are as follows: Hilton Worldwide Holding: In respect to create effective functioning, Hilton hotel develop worldwide growth to focus on performing several activities. In this way, evident from the business share price consider with effective movement and strong fundamental aspects. Price performances: In respect to attain more creative results, it has been seen that Hilton Hotel consider competitive pricing through they are able to attract customers easily. In addition to this, they are also develop their effective performances which need to maintain through undertake effectiveness at workplace (To, Martin Jr and Billy, 2015). In this consideration, effective performances will be expanded to attain more systematic and creative results.Strong growth prospects: Furthermore, Hilton Hotel also need to consider strong growth prospectswhichassiststodevelopeffectivenessatworkplaceandmaintainmore 6
creativity as well. With the help of desire objectives, it can be stated that company able to maintain their target market in systematic manner (Baker and Saren, 2016). Potential market growth Hiltpn Hotel continuously develop their effective results with potential market growth. They regulate strong loyalty program which created to make more systematic work performance. In addition to this, there are more than 70 million members exist that extremely valuable assets in the company. With the help of expansion strategies, the chosen business develop domestic market which consider for global presence. The chosen business consider scale, size and commercial platform to lead with brands continue to focus on growth. The company also make great progress with luxury development strategy. Hilton's brand develop to make successful results (Nieves and Segarra-Ciprés, 2015). 3. Competitor analysis of three main industry players In respect to develop effective results, it has been seen that Hilton hotel has several competitors. In this regard, dealing in same industry so that effectiveness also develop to make systematic work results. Following are certain businesses consider that create impact on the Hilton hotel: Marriott international: Marriott consider several kinds of international operations and functions to focus on customer attraction. With the help of different kinds of innovative anduniquecharacteristics,theycompeteinthemarket.Therefore,effectiveness increasing to focus on more customer attraction (Molina-Azorín, Tarí and Pertusa-Ortega, 2015). Marriott consider their diversification which are related with lodging facilities so that they able to consider more innovative functions and operations in the nation. Furthermore, they are leading in international areas so that more than 6500 properties across the 127 nations develop. As per the customer needs and requirement, it could be said that they maintain their functions and operations in the country. Along with this, they are also focused on CSR so that sustainable practices assists to measure more creative work performances in the business. They include core values and heritage so that they are able to discover successful values in the country (Hahn, Sparks and Jin, 2017). They compete with Hilton hotel because, diversity is main aspect which learn to promote effectiveresultsandperformanceswithbuildinclusiveenvironment.Development activities of the organisation also explore opportunities around global environment. Apart 7
from this, organisation consider loyalty program for their customers with set several benefits in it. Therefore, it will help to increase experience to fulfil creative results. Mainly there are luxury collection of hotels develop continuously which assists to focus on global explorer activities. With signifying new energy bod rum, edition also consider with luxury activities (Buil, Martínez and Matute, 2016). As results, they are also able to produce expansion with different hotel in Germany. They formed in 1993 to split into different businesses so that corporation consider reservation as business expansion. Starwood Hotels and resort: In order to make effective functioning, it can be stated that Starwood hotel and resort consider their operations and functions to focus on different activities. In this regard, company compete with Hilton through deals at competitive pricing. Therefore, destination also consider unique experience to each customers so that theyarechosenextraordinarylocations(Deraman,IsmailandMostafa,2017). Furthermore, customers can also access services and amenities that assists to maintain more effective results at workplace. With define new standards in the company, more than collection of hotels gives advantages. As results, it will help to share a sense and choicetowardsthebusinessinsystematicmanner.Thishotelbegantheirluxury operationsfrom 1992 so thatactivitiesconsider importantrole to make effective functioning in the market. With the help of exclusive hotels and division, expansion will be consider in systematic manner. With the help of luxury properties, the company develop their separate brand in different areas of the world. Hence, they compete to chosen industry with consider more innovative and effective consideration at workplace (Leonidou, Leonidou and Aykol, 2015). Accor Hotels:Accor hotels has brand name to develop more effective results and outcomes in systematic manner. In this regard, activities help to focus on multinational hospitality group. It is incorporated in 1947 in Paris. Nowadays, the company consider more than 4300 hotels in all over the world. Therefore, they consider innovative results with implement unique characteristics. As results, aims and objectives develop to add some strength and make global presence as well. In addition to this, the company also acquire strategic majority that stakes with some other players in UK that deals in hospitality sector (Arenoe, van der Rest and Kattuman, 2015). These brands will be acquire to develop properties across the world. Historical hotels such as Savoy also 8
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
develop in different areas so that it consider the largest part to accomplish desired results in the country. It is major competitor of Hilton because, they first identify customers needs and requirement and after than they established their activities. On the basis of assessment, they develop strategies which focus on attraction of customers at workplace. In addition to this, it is also considered brand name through customers is attracted and they operate in more than 95 nations. They consider booking facilities for customers with provide them creative products and services in the business (Rahimi and Gunlu, 2016). As results, it will assist to develop target market. 4. New marketing mix actions with identify gaps in the company In order to fulfil gap to meet with Hilton desired results, it is essential to focus on the new strategy of marketing mix. It will help to maintain more creative results and performances in the company. Furthermore, there are different chains also established so that company can easily enter in new areas. They consider brand name, luxury services, etc. to focus on the resorts and develop more effective functioning in the country (Ekpo, Riley and Muñoz, 2015). Hence, following new marketing mix action consider at workplace to fulfil gap in the company:Product:In order to develop effective results, Hilton hotel consider hospitality and luxury services in different areas of the world. In this regard, they develop different kinds of products and services to attract several customers in the business. Now, they consider deluxe rooms, restaurants, bars, etc. They also serve one end solution to meet and develop event as well. Therefore, rooms are crafted with consider advance amenities and diligence.Foodanddrinksonhotelmenuconsiderthebesthospitalityfortheir customers. They consider exclusive membership which helps to receive warm welcome of customers (Ling, Don and Liang, 2015). As results, unique room facilities and décor assists to design services as per needs of customers.Price:In the Hilton Hotel, it is important to focus on high quality amenities which adopt premium pricing policies to increase scale services. The company chooses premium pricing because they want to make loyalty of customers with consider more effective results at workplace. It dedicated team for experts and researcher with pricing strategy. They consider only 4 and 5 stars services in the country and other areas of nation so that luxury activities consider important role in the business (Fraj, Matute and Melero, 2015). 9
Place: Furthermore, the chosen company consider different kinds of luxury services across the globe in more than 80 nations. Main benefit to Hilton with new marketing mix is that consider six continents with 570 properties. They open leverage properties which owned and managed with single entrepreneurs under the brand name of hotel. Global presence entails with delight and destination. Establishment of major holiday also consider nowadays so that it make easy access of travellers and business people as well. The chosen businesses consider surrounding well selected manner activities which add experience of the customers. Desirable landing also assists to create option that make systematic work performances in the business (Kimes and Wirtz, 2015).Promotion: Hilton name is known as hospitality industry so that they consider unique promotional activities that assist to deal with high crowd. They provide exclusive membership to their customers which assist to attract maximum people in the business. Well dedicated team and staff focus assists to develop marketing strategies. It help to bring new and unique indulgence in UK and other nation of the world.The Best thing which consider in the company is that they keep their operations and functions on track. Strategy also given to attain strong feedback from with promotional strategies in Hilton. Withthehelpofthesocialmediaadvertisement,theycanalsogatherrelevant information and outcomes from customers (Ivanova, Ivanov and Magnini, 2016). As results, it will focus on effectiveness and maintain more creativity at workplace.Physical evidence: Furthermore, Hilton hotel also consider great reach and presence towards their customers with its effective working properties across the globe. Group also develop their operations and functions which tied up to book and create operations on website which increases evidence in the market. In order to come towards exclusive hospitality market, they need to develop famous hotels places. As results, they are able to reach towards effective results and fill gap in the market (Rahimi and Kozak, 2017).Process: This system of Hilton hotel consider the best management activities in all over the world. In this regard, hotel chain develops processes and services that maintain consistency with reliable and effective information. In the process, it can be seen that organisation able to develop significant advantages in the market. In new areas, Hilton hotel consider qualitative material so that they can easily make on concentration on businessdevelopmentandconsiderattractivenessatworkplace.Withthehelpof 10
innovative products and services company will set different activities and tasks to maintain effectiveness (Bilgihan and Bujisic, 2015). People: Target markets also develop which is directly related to the Hilton Hotel. In this way, the chosen organisations depends and develop their worldwide operations to deal with innovative characteristics. In this way, staffs members of company maintain their customer'sloyaltythroughprovidethemeffectiveservicesandmaintainbaseof customers with effective hospitality services. Running and supporting desk consider with organise different entertainment events so that strong development program also develop systematic results (Goryushkina, Shkurkin and Yarovaya, 2016). CONCLUSION From the above report, it can be concluded that marketing management consider important role in the business success. In this consideration, advantages and disadvantages of the business development process consider to focus on profitable outcomes. Present report summarised about Hilton hotel which is one of the large hospitality industry in the UK. There are several competitors exist that provide products and services same as the chosen business. Therefore, the cited firm need to focus on innovation and creativity that help to maintain more profits and revenue earning. With the consideration of business development, enterprise needs to focus on creativity and performance increment at workplace. Furthermore, it summarised about marketing audit through it can be identify that business able to attain leadership position when they add creative activities at workplace. In order to focus on the environment audit, it can be seen that effectiveness also develops to focus on desired goals and objectives of Hilton hotel. With the help of market attractiveness, the company able to make more creativity and innovative results at workplace. It is the best way to focus on more effective and relevant outcomes in the business. At last new marketing mix strategy has been develop to focus on new opportunities and effectiveness at workplace. 11
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
REFERENCES Books and Journals Arenoe, B., van der Rest, J.P.I. and Kattuman, P., 2015. Game theoretic pricing models in hotel revenue management: An equilibrium choice-based conjoint analysis approach.Tourism Management, 51, pp.96-102. Baker, M.J. and Saren, M. eds., 2016.Marketing theory: a student text. Sage. Bilgihan, A. and Bujisic, M., 2015. The effect of website features in online relationship marketing:Acaseofonlinehotelbooking.ElectronicCommerceResearchand Applications, 14(4), pp.222-232. Buil, I., Martínez, E. and Matute, J., 2016. From internal brand management to organizational citizenshipbehaviours:Evidencefromfrontlineemployeesinthehotelindustry. Tourism Management, 57, pp.256-271. Deraman, F., Ismail, N. and Mostafa, M.I.A., 2017. Green practices in hotel industry: Factors influencing the implementation.Journal of Tourism, Hospitality & Culinary Arts, 9(2), pp.1-12. Ekpo, A.E., Riley, B.K. and Muñoz, I.I., 2015. As worlds collide: The role of marketing management in customer-to-customer interactions.Journal of Business Research, 68(1), pp.119-126. Fraj,E.,Matute,J.andMelero,I.,2015.Environmentalstrategiesandorganizational competitivenessinthehotelindustry:Theroleoflearningandinnovationas determinants of environmental success.Tourism Management, 46, pp.30-42. Goryushkina, N.Y., Shkurkin, D.V. and Yarovaya, N.S., 2016. Marketing management in the sphereofhotelandtouristservices.InternationalReviewofManagementand Marketing, 6(6S). Hahn, S.E., Sparks, B. and Jin, X., 2017. E-service Quality Management of a Hotel Website: A ScaleandImplicationsforManagement.JournalofHospitalityMarketing& Management, 26(7), pp.694-716. Ivanova, M., Ivanov, S. and Magnini, V.P. eds., 2016.The Routledge handbook of hotel chain management. Routledge. Kimes, S.E. and Wirtz, J., 2015. Revenue management: Advanced strategies and tools to enhance firm profitability.Foundations and Trends® in Marketing, 8(1), pp.1-68. 12
Leonidou, L.C., Leonidou, C.N. and Aykol, B., 2015. Dynamic capabilities driving an eco-based advantageandperformanceinglobalhotelchains:Themoderatingeffectof international strategy.Tourism Management, 50, pp.268-280. Ling, L., Dong, Y. and Liang, L., 2015. Availability management of hotel rooms under cooperationwithonlinetravelagencies.InternationalJournalofHospitality Management, 50, pp.145-152. Molina-Azorín, J.F., Tarí, J.J. and Pertusa-Ortega, E.M., 2015. The effects of quality and environmental management on competitive advantage: A mixed methods study in the hotel industry.Tourism Management, 50, pp.41-54. Nieves, J. and Segarra-Ciprés, M., 2015. Management innovation in the hotel industry.Tourism Management, 46, pp.51-58. Rahimi, R. and Gunlu, E., 2016. Implementing Customer Relationship Management (CRM) in hotel industry from organizational culture perspective: Case of a chain hotel in the UK. International Journal of Contemporary Hospitality Management, 28(1), pp.89-112. Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer satisfaction: The case of a budget hotel chain.Journal of Travel & Tourism Marketing, 34(1), pp.40-51. Šeric,M.,Gil-Saura,I.andOzretić-Došen,Đ.,2015.Insightsonintegratedmarketing communications: implementation and impact in hotel companies.International Journal of Contemporary Hospitality Management, 27(5), pp.958-979. To, W.M., Martin Jr, E.F. and Billy, T.W., 2015. Effect of management commitment to internal marketingonemployeeworkattitude.InternationalJournalofHospitality Management, 45, pp.14-21. Tsao, W.C., Hsieh, M.T. and Lin, T.M., 2015. Compliance with eWOM: The influence of hotel reviewsonbookingintentionfromtheperspectiveofconsumerconformity. International Journal of Hospitality Management, 46, pp.99-111. 13