Marketing Management: Hilton- Kuala Lumpur Malaysia

Marketing Management
Hilton- , Kuala Lumpur Malaysia
Student’s name

MARKETING MANAGEMENT 1
Executive summary
From this report, we got to know about the business plan of the Hilton- Kuala Lumpur
Malaysia. In this, certain situational analyses are discussed likewise the demographics,
market key trends and market analysis is done. Along with this, in brief, their discussion of
strength, weaknesses, threats and the opportunities related to the Hilton business aspect which
further highlights their current situation which they are facing. Moreover, the major
discussion held on the marketing strategies also played an important role in understanding the
entire concept, which they planned and worked for. Lastly, how the planned strategies are
implemented, evaluated and controlled are viewed and action is taken upon.

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(Source: Anon, 2009)
Introduction
Hilton, Kuala Lumpur is a five-star business hotel, which is located at Jalan Stelen
Sentral, Malaysia. It is one of the parts of the hotel chain as Hilton hotel and resorts. This
particular hotel is under number 43, one of the tallest constructions in Malaysia (Anon,
2009). The opening of this hotel was in 2004, which has received more than 100 awards for
its best business services. Moreover, it provides the customers and enhances customers’
experiences at their premises. Other than this, it also provides a high quality of services such
as spa, gym, sauna and much more luxurious facilities to their customers. For all such
performances of the various activities, they have also won the various awards at the global
level for the quality of the services providing to their ultimate customers. By doing this they
not only generate the customers’ loyalty but also targets the company reputation (Anon,
2014).
Situational analysis
Hilton hotels having around 2400 hotels, resorts and vacation properties, which are
designed worldwide. Moreover additional to the corporations’ competitive advantage is the
design of different hotels that are themed based on the specific needs of the different market
segment. Hence, the future of Hilton hotels is very dependent on the alliances with Hilton
alliances, which will help in shaping the company’s growth. Other than this, Hilton hotels are

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also facing the pressing problems competing in the lodging industry, which comprise of the
economic downturn, threats of terrorisms and lastly the natural disasters (Anon, 2015).
In the situational analysis, the market demographics profile of the customers of the
Hilton highlights about the full swing services within the hotels, resort, urban, suburban areas
are covered. Moreover, in demographic terms, Hilton major focus or we can say the vast
majority to tap baby boomers generation whose age is 35 to 54 around. Moreover, mature
travelers and family vacationers are also highly involved (Bray, Roger, 2009)
Behavioral factors of a Hilton is to understand the different specific groups of the
clientele, who they are, what are their needs and preferences, from where they are coming,
what are their likes and dislikes in order to promote the business based on their needs.
Behavior varies from one another likewise, if we talk about the baby boomers generation they
pay for the luxuries and convenience. Moreover, the mature travelers look for the Hilton as
the business center, health club, and spa purposes and speed delivery of services. Lastly, the
family vacationers seek hotels to cater to the different needs of each family member (Anon,
2013).
The market needs are also one of the basic aspect, which Hilton considers by
attracting the target audiences and providing the guest with a comprehensive and leading
services. They also require the professional approach for getting their strategy right and
moving with the changing needs of the market. In this, Hilton also focuses on a niche market
and building their marketing efforts which help in improving the business with the lesser
marketing efforts (Kotabe, & Helsen, 2014).
Market trends of Hilton highlight some major shifts and their performances and
directions. Hilton had much progressed into the global business stimulated by the advanced
technology, major brands. Additionally, the major trend that is emerging in the largest cities
like New York, Los Angeles, Hong Kong, and Milan due to the increasing demand for the
services (Bray, Roger, 2009)
Market growth of Hilton, highlights, that currently it was shown a strong occupancy
at the landmark and is known for some of the best foods and the beverages offerings. Along
with this, Hilton has extended its global expansion along with the acquisition of the Hilton
international in early 2006. The company also focused on faster growth markets. On the other
hand, Hilton is expecting a strong growth opportunity for brands such as garden in, and