Marketing Management | Assignment
Added on 2020-12-18
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MARKETINGMANAGEMENT
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY..................................................................................................................................11. Background statement, market positioning and unique selling proportion.............................12. Marketing audit, outline market attractiveness and potential market growth.........................33. Competitor analysis of three main industry players................................................................74. New marketing mix actions with identify gaps in the company.............................................9CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONMarketing management is important consideration that assists to meet with desiredresults and outcomes with promotion. Therefore, the company able to attain their significantresults with marketing activities. There are several functions and operations has been carried inthe business with marketing activities that help to promote products and services (To, Martin Jrand Billy, 2015). In this context, present report based on Hilton Hotel. It is hospitality sectororganisation and deal in several products and services in the world. They communicate severalaims and objectives to focus on desired results and maintain effectiveness in the country. In orderto gain insight information of the present report, it covers background statement, marketpositioning and unique selling proportion. Furthermore, it considers discussion on marketingaudit, attractiveness and potential market growth as well. In addition to this, competitor analysisalso undertaken of three main industry players in the country. At last new marketing mix actionsdetermines which help to identify gaps in the business. MAIN BODY1. Background statement, market positioning and unique selling proportionBackground statementHilton Hotel consider their operations and functions in hospitality sector so that theyown, manages and franchises more than 2000 hotels in all over the nation. In addition to this, thecompany 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 thatassists to meet with the effective functioning and outcomes in the company. The organisationowned their operations and functions from 1919. As results, consider worldwide operations andfunctions with carry systematic work program (Leonidou, Leonidou and Aykol, 2015). With thehelp of innovative joint venture, the company operated successfully in different areas of theworld. Hence, they consider standard products and services which help to entered with primesource of revenue. From 1940, the company owned their operations and functions in all over theworld as premium so that international operations and functions will be develop to increase sayto day operations (Goryushkina, Shkurkin and Yarovaya, 2016). Along with this, the chosen company also regulated their functions and operations thatmake more brands in all over the world. Corporation also places promotional activities which1
emphasis on corporate travel and holiday travel as well. From 1945, the chosen enterprisetravelled to Chicago so that they are able to take initiative program which made in 1940. Afterthis, 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 theindustry look to make innovative functions and operations in the nation (Buil, Martínez andMatute, 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 hotel1925First hotel carrying Hilton name which carry inDallas1946Hilton hotel corporation formed1953First European Hilton opens in Madrid1998Hilton spins gaming operations as Park PlaceEntertainment Corporation1999Hilton acquires Promus Hotel CorporationMarket positioningIn respect to implement STP criteria, the chosen business operate their significant resultsto 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 bestway to attain more creativity and effectiveness as well. Furthermore, target group consider withseveral activities such as leisure travellers, honeymooners corporates, families, extended stay,etc. (Molina-Azorín, Tarí and Pertusa-Ortega, 2015). All these consideration assists to focus ondesired goals and objectives which carried to make innovative functioning. It is more systematicwork performance that maintain premium and qualitative results in the business environmental.Moreover, positioning is also important consideration which maintain through take primelocation and luxury things. Therefore, company able to communicate successfully and regulatewith systematic work performances. Unique Selling ProportionIn respect to develop effective results, Hilton Hotel consider their successful operationsand functions in international and local market. In this regard, USP of the present business2
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