1MARKETING OFFICER IN HOSPITALITY Executive Summery The aim of this report is to analyze the marketing mix that Hilton hotel applies to the marketing plan and strategy making. The Hilton is one of the most popular choices when it comes to luxury and comfort. In spite of that, their profit turnover has not seen much growth for the last few years. The marketing plan created here uses the aspects of 7Ps of marketing mix and applies them to targeting, segmentation and positioning, so that an effective marketing strategy can be created. With collaboration with the middle scale properties and social media marketing, Hilton hotels will be able to increase their profit exponentially within the next five years.
2MARKETING OFFICER IN HOSPITALITY Table of Contents Introduction................................................................................................................................3 Discussion..................................................................................................................................3 Business objectives of Hilton hotel........................................................................................3 Marketing objectives of Hilton hotel.....................................................................................3 Marketing mix of Hilton hotel...............................................................................................4 Marketing plan.......................................................................................................................5 SWOT................................................................................................................................5 Segmentation......................................................................................................................6 Targeting............................................................................................................................6 Positioning..........................................................................................................................6 Plan summery.....................................................................................................................6 How marketing plan meets marketing objectives..................................................................6 Comparison with other organizations....................................................................................7 Conclusion..................................................................................................................................7 References..................................................................................................................................8
3MARKETING OFFICER IN HOSPITALITY Introduction Marketing is essential activity in every organization. In order to create an effective marketing strategy a marketing plan is needed (Jung, Ineson and Green, 2013). Hilton hotels is one of the best properties in London for accommodation. The hotels provide luxury and comfortable accommodation to high end consumers. In this report, the marketing plan of Hilton hotel has been analyzed. Moreover, the marketing plan has been compared with that of the competitors to determine its effectiveness. Discussion The Hilton hotel is one of the leading hotel chains. Their marketing strategy is created keeping in focus the organizational objectives (Tran, Dauchez and Szemik, 2013). Business objectives of Hilton hotel The business objectives of Hilton hotel are: Toincreasecustomersatisfactionbyprovidingbettertrainingtothe employees. To Increase brand image and create a standard through constant monitoring and measuring. To create a completely sustainable organization in order to respond to their Corporate Social Responsibility (CSR) Marketing objectives of Hilton hotel The marketing objectives of Hilton hotel are: To enhance brand awareness among the consumers and impress upon them the work that they do.
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4MARKETING OFFICER IN HOSPITALITY To conduct market research and gather data to understand the buying behavior of the consumers so that they can attract more consumers. To enhance the stay satisfaction of the consumers. To increase profit by next 5 years by creating a larger customer base as well as maintain sustainability. Marketing mix of Hilton hotel The 7Ps of in marketing mix is constituted of Product, Place, Price, Promotion, Process, People and Physical Evidence (Reynolds 2013). These are applicable to Hilton hotel in the following manner: Product: the core product of Hilton is the hotel rooms. Facilitating products are the customer services, food and beverages, and online booking facilities. Supporting products offered are round the clock room service, free newspapers, magazines and concierge. Augmented products include loyalty membership, exterior designs, high-end restaurants and atmosphere. Place: they span around more than 100 countries and the locations that they choose for their business are prime locations (Rudežet al.2014). Price: the organization has a premium pricing approach as most of the rooms and services are highly priced. Promotion: the promotion strategy of Hilton is direct marketing and word-of mouth approach. Social media and feedback method is used. Process: the business process includes providing satisfaction. They have dedicated website for booking and tae feedbacks for better customer relation and satisfaction. People: the staffs and the management constitute people for Hilton.
5MARKETING OFFICER IN HOSPITALITY Physical Evidence: The premises of the hotels are kept clean. Decorations add to physical evidence. Marketing plan SWOT The SWOT analysis of Hilton is: Strengths Experience Vast market scope Effective schemes for retaining customers Strong portfolio of the Properties Effective leadership Service customization Technological advancement Sustainable business method Weaknesses Overly dependent upon US market. High debts Very less market share globally Lacks flexibility due to size Opportunities International market is expanding More alliances with other subsidiaries Research and development Creating more cost-effective hotels (Ahsan, Qazi and Syed 2014) Better training for the employees Threats Terrorism Political instability Change in macroeconomic environment Ethical dilemmas Losing key talents and employees
6MARKETING OFFICER IN HOSPITALITY Segmentation ThecustomersegmentationthatHiltonhotel,Londonhasincludesthe businesspersons and the high-income groups. Due to their premium pricing strategy, only these consumers can afford them. The marketing plan focuses on bringing new customers, the middle-income groups and the leisurely travelers by developing and collaborating with the middle scale hotels. Targeting Themarketingplantargetsthepsychographicsegmentationandbehavioral segmentations as their customers. The consumers emerging now are those that want a good experience rather than cheap travelling. Positioning The Hilton has been positioned as a luxury hotel until now. With emerging customer segments, the hotel is trying to incorporate the middle-income group. The brand image of the organization is quite strong and people trust that will have a good experience (Lin 2016). Plan summery The Hiltonhotel,London willincludesocialmediamarketingand onlinetravelsite collaborations in order to attract the larger customer base (Jackson and Ahuja 2016). Online travel sites are more trusted by consumers all over the world as they provide real time updates and reviews so that consumers can make an informed choice. Social media marketing is very popular right now and Hilton hotels should utilize this trend. How marketing plan meets marketing objectives The marketing thus created will enable the organization to engage the target segment. The plan focuses on the customer satisfaction and for that, trained staffs are also needed. With better workforce and new customer possibility, the organization will be able to achieve
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7MARKETING OFFICER IN HOSPITALITY more profit within the next few years. Through constant monitoring and feedback process, they will be able to enhance the stay experience of the customers. Comparison with other organizations The greatest competitors of Hilton hotel in London is Starwood hotel and Hyatt. Both of these hotels have marketing strategy quite similar to Hilton, yet they are different. Both JW Marriot and Hyatt have different kinds of hotels depending on the location and the target customers. For metro cities, Hyatt has its Grand Hyatt hotels that scream luxury and comfort. For the middle budget consumers and leisurely travelers they have Hyatt regencies and their subsidiary hotels. Rosewood too, follows similar method (Issakova 2015). They also engage into booking many events and programs so that their property gets more exposure. Both organizations,likeHiltonensuresthattheyruntheirbusinesswithCorporateSocial responsibility by engaging the local population and gender equality. They also incorporate environmental consideration into their market plan. Hilton should develop collaborations with online travel agents and local middle priced hotels to attract larger customer base. Conclusion From the above discussion, it can be concluded that Hilton hotel has great opportunity in earning more profit turnover while affecting the society positively. Using the market plan they will be able to target the larger customer base and employ more people in their business. The social media marketing and online travel agent marketing are likely attract more customers while reducing the impact on nature.
8MARKETING OFFICER IN HOSPITALITY References Ahsan, L., Qazi, B. and Syed, S., 2014. Strategic Management of Multinational Companies: Case of Hilton. Issakova, A., 2015.Marketing Mix of the Hotel(Doctoral dissertation, Vysoká škola hotelová v Praze). Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing mix.Journal of Direct, Data and Digital Marketing Practice,17(3), pp.170-186. Jung, T.H., Ineson, E.M. and Green, E., 2013. Online social networking: Relationship marketing in UK hotels.Journal of Marketing Management,29(3-4), pp.393-420. Lin, X., 2016.Strategy analysis of a boutique and lifestyle hotel: a SWOT analysis(Doctoral dissertation, California State Polytechnic University, Pomona). Nemec Rudež, H., Sedmak, G., Vodeb, K. and Bojnec, Š., 2014. Season-oriented destination positioningforvisitorsintheMediterranean.Društvenaistraživanja:časopiszaopća društvena pitanja,23(4), pp.661-679. Reynolds,P.,2013.Hotelcompaniesandcorporateenvironmentalism.Tourism& Management Studies,9(1), pp.7-12. Tran,X.,Dauchez,C.andSzemik,A.M.,2013.Hotelbrandpersonalityandbrand quality.Journal of Vacation Marketing,19(4), pp.329-341.