Marketing Management | Assignment

MARKETING
MANAGEMENT

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
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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:
1919 Conrad Hilton buys first hotel
1925 First hotel carrying Hilton name which carry in
Dallas
1946 Hilton hotel corporation formed
1953 First European Hilton opens in Madrid
1998 Hilton spins gaming operations as Park Place
Entertainment Corporation
1999 Hilton 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
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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
position to develop more profits and revenue in the country. Hilton hotel also able to
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
new players requires more fund and investment to accomplish desired position.
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
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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:
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 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
diversification provide in UK with recent global economic recession. 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.
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 Environmental factors: Environmental elements create major impact on the business
because, hospitality industry need to follow proper protection and effectiveness to the
UK. In this consideration, Hilton Hotel has responsibility to focus on the major
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
prospects which assists to develop effectiveness at workplace and maintain more
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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
and unique characteristics, they compete in the market. 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
effective results and performances with build inclusive environment. Development
activities of the organisation also explore opportunities around global environment. Apart
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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
they are chosen extraordinary locations (Deraman, Ismail and Mostafa, 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
choice towards the business in systematic manner. This hotel began their luxury
operations from 1992 so that activities consider important role 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
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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. Food and drinks on hotel menu consider the best hospitality for their
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).
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 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.
With the help of the social media advertisement, they can also gather relevant
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
business development and consider attractiveness at workplace. With the help of
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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's loyalty through provide them effective services and maintain base of
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.
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