Competitive Analysis of Marketing Strategies

This assignment provides a comprehensive analysis of competitive marketing strategies, including the application of human resource management policies within marketing organizations. It also explores the impact of business and marketing strategy implementation. The document references various studies and research papers on topics such as digital marketing in Sri Lanka's hospitality industry, outsourcing to convert fixed costs into variable costs, and the role of social media in retail network operations and marketing.

Marketing Plan

Table of Contents
Executive summary..........................................................................................................................1
Main body........................................................................................................................................1
Summary of business and the products........................................................................................1
Competitive analysis and current situation..................................................................................1
Strategic position statement and business model canvas.............................................................3
Overall marketing budget. .........................................................................................................6
Marketing operations...................................................................................................................9
Conclusion ....................................................................................................................................10
REFERENCES..............................................................................................................................11

Executive summary
Marketing plan is a strategy that organization make for upcoming year. These prepared
plan help in performing business in a systematic manner. Marketing plans help the companies in
setting up goals and objectives effectively and efficiently (Melchiorre and Johnson, 2017).
Before making a plan by organization, it is monitored and measured in all situations and
condition of marketplace for gathering information after that an effective plan is made to
improve business growth and maximize the profits. Plan included about advertisements for
promotion and target market and audience. This report included the summary of business and
their services since it was based on the hospitality industry. Competitive analysis included for
knows about market situation and competition. This analysis has main purpose to knows and
evaluate about competitors that present in market and provide same services.
Main body
Summary of business and the products.
Hilton hotel is a Hospitality industry that provide many types of services like lodging,
food and drink services, event plan and accommodation (Punchihewa, Gunawardena and Silva,
2017). Hilton hotel founded in 1919 by Conrad Hilton. Is headquarter located in McLean
Virginia in United states. Area served by this hotel at global level because it has 570 location
with hotels in 85 countries. it provide services for all types of customers because many different
types of people take services and Many services provides by this hotel to tourist and peoples who
visit and wants to stay. Services like spa, bar, restaurant at reasonable rates. Hilton hotel and
resort is largest hotel brand in world and all types f rooms like premium, deluxe and super deluxe
available in this hotel so different types of people take different services from this organization.
Competitive analysis and current situation.
Competitive analysis is a strategy and tool that Hilton use for measure and monitor
competition level in market. Through this strategy organization easily analysis performance of
competitors that present in market with same services and than compare top their own
performance. That means all strength and weakness compare with other competitors because
these things helps in improve performance and make better from them. After analysis and gather
information it make and prepare effective plan for increase profitability. Its competitor is JW
Marriott and many other hotels that come in market and provide services for attract customers
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through effective advertisement and promotion. For analysis of competitors in market so
organization use and follow following steps :-
Identifying direct and indirect competitors :- It is a beginning step for evaluation and
through this step Hilton hotel analyze all their competitors who compete directly and indirectly.
It includes all similar organization that they provide same services but all are different so some
organization give cheap cost services for attract to customers and satisfy same needs
(Ramanathan, Ramanathan and Zhang, 2016). Hilton evaluate all competitors and gather
information about their strength and weakness.
Competitor analysis criteria for market research :- After gather all data and
information Hilton conclude and study to all data and search their main competitor who create
barrier in improve and increase profit. Porter five forces model helps in analyze about situation
of competition and analyze Hilton competitive environment. This model includes five forces that
helps in evaluate strategy of company and profitability of organization in market. Following five
forces includes in this model:-
Competition in the industry :- This force means that number of competitors and ability of Hilton
to beat to them. If more and large numbers of competitors present in market with same services
and same size so Hilton power reduce. The Hilton Worldwide competes with other premium
hospitality chains like Hyatt Regency, Marriott, Sheraton and Westin group therefore it has
become imperative for the company to achieve competitive advantage and increase market share
by using adequate marketing plan and strategies. Suppliers and buyers are also important for
organization because if they deal in systematic manner at lower price so Hilton easily grow in
market and beat to competition. In low competition situation Hilton can charge high prices and
make profit.
Potential of new entrants in industry :- Hilton's power reduce through increase in competitors in
market that means new entrants increase day by day so its power reduces. With the use of
suitable marketing plan and extensive market research Hilton Hotels can achieve an edge over
the new entrants and become a market leader. If less time and money available with Hilton so
new entrants easily make place in market and reduce power profit (Jambulingam, Joshi and
Kathuria, 2018). If organization has strong barriers so it easily stop to new entrants and change
high price to customers for services and increase profit.
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Power of suppliers :- This force shows that suppliers affected to business of Hilton because cost
of services and products increase through input of suppliers and they increase cost of materials
and if one organization not accept products and material according to suppliers cost so supplier
switch one company to another. If organization has many numbers of suppliers so it purchase
material on reasonable cost. The Hilton Group allocate raw materials from more than 4000
suppliers globally in order to obtain different raw materials at right time and at right price. Also,
the Hotel company ensures supplier diversity programs in order to allocate unique and good
quality raw materials at competitive prices thus maximizing their profitability(Zakaria, 2018).
Power of customers :- Customer has huge power because they always want better services and
products at reasonable and cheap prices. Through increase competitors customers get many
option for purchase services. If Hilton increase heir prices of products and services so customers
start to take services from other organization who provide same services so this things increase
more competition. Power of suppliers totally depend on numbers of customers, power of
purchasing of each customer and organization ability in making new potential customers so all
these things helps in beat to competition. Hilton hotels need to provide unique services at
competitive price as it can help in increasing the market share and also lead to loyal customers.
Threat of substitute products :- It is a last force of porter model and substitute products means
those other products that satisfy same needs of customers. If substitute products and services
available so organization has need to provide cheap rate services and products and close
substitute is not available so Hilton easily increase their prices of services and earn more profit.
Finding information about competitors :- After above both steps and porter model
Hilton gather information about market condition. After these steps it search about competitors
that come in future and their performance. So it easily gather all information about past current
and future through organization websites and get ideas so all these ideas and strategies helps in
make better plan from competitor and improve business as well.
Bench marking :- Through this step organization make excel sheets and make many
columns for comparison all organization. Columns like turnover, price, number of associates,
types of customers, employees , areas served and all gathered information divide according to
sheet (Liu and Tyagi, 2017). That way is very best for compare and evaluate all condition.
According to this sheet organization make plan and strategies.
3

Strategic position statement and business model canvas.
The main objective of strategic positioning and marketing is to identify the customers,
their preferences and the available market. Further, it includes use of various tools and
technology to achieve customers choices, their experiences and perceptions(Werani, et.al., 2017).
Business model canvas is a format as graphical way hat shows all variables of
organization. This model canvas make strategy for development and improvement of business. It
also analyze and evaluate existing business so these things helps in increase profitability of
Hilton. This model was developed by Alexander Osterwalder and it includes nine categories.
These all categories make easy to evaluate all condition in market and improve it. Through
business canvas model every categories can improve by organization. It take clear decision and
can make new strategies and goals.
Key partners :- For every organization has need to make relationship with key partners.
New and existing organization get help from partners for run and carry business. This thing
useful in fight with competition and gather different skills and knowledge. Hilton has key
partners like suppliers of food products, suppliers of essential things, laundry and driver.
Key activities :- It is also very important for organization because knowledge and skills
of employees in Hilton helps in understand needs of customers. Many activities like problem
solving, relationship with outsiders, networking and quality service is very important for
maintain relationship. This activities helps in increase customers because if employees of
organization understand additional services and facilities and provide according to their wants so
existing customers pull many new customers.
Key resources :- Resources is basic needs for every organization because for do business
many types of resources important. Hilton use resources like human resource, physical, financial
etc. human resource useful in recruit skilled and efficient employees (Ansoff, 2019). Physical
resources all machinery and assets like laundry equipment, kitchen equipment and cleaning
equipment. Financial resources useful in every activity of business. So all these resources
important for do business and increase profit.
Value proposition :- It includes all things that useful in meet to needs of customers.
Hilton mainly focuses on quantity, price and speed of services for meet consumer needs quickly
and these things very important in beat to competition because it provide complete satisfaction
from their services.
4

Customer relationship :- Relationship with customer is important because if relation
establish by organization strongly so business run smoothly and increase profit. Hilton do many
hings for establish good relationship with customers like continue interact with them and
understand their needs through invest in customers. After understand, it provide services
according to need of them through provide different types of services for all type of customers
(Ramanathan, Subramanian and Parrott, 2017). That thing helps in maintain relation between
customers and organization.
Channels :- Organization has need to connect with many channels for do their business
because in business many types of channels compulsory. Hilton deal with distribution, sales and
communication channels because distribution channels is use for provide services at right time
and right place. Communication channels use for interact with partners and customers. These
channels useful in share information and promote services. So customer satisfaction increase and
competition beat by organization through this category.
Customer segment :- It is also very important because segmentation of customers make
easy to business and evaluation of organization become easy. Hilton focus on segmentation and
it segment to customers according to needs and requirements and price afford etc. through this
type of bifurcation of customers organization provide customer satisfaction and make plan for
improve performance and activity does by employees in systematic manner.
Cost structure :- This structure includes fixed cost, variable cost and profit. Hilton has
know about turnover limit that it make profit (Werani, 2017). it focus on increase revenue so for
that it has to invest more capital.
Revenue streams :- It includes all revenue of organization and organization prepare this
statement. It is a part of cost structure and Hilton revenue streams is sale of services,
advertisement, licensing etc. these all above category of business canvas is important for beat to
competition and earn more profit and improve business.
Key partners
 suppliers
of food
products
 suppliers
of
Key activities
 problem
solving
 understand
needs of
customers
Value
propositions
 quantity
 price
 speed of
services
Customers
relationship
 continue
interact
 understan
d
Customer
segmentation
 needs
 requireme
nts
5

essential
things
 laundry
driver
 relationshi
p with
outsiders
 networkin
g quality
service
customers
needs
 invest in
customers
 price
afford
Key resources
 human
resource
 physical
resources
 financial
resources
Channels
 distributio
n channels
 sales
channels
 communic
ation
channels
Cost structure
 fixed cost
 variable cost
 profit
 turnover
Revenue streams
 sale of services
 advertisement
 licensing
Overall marketing budget.
Cash flow statement
Particulars
investm
ents
(In £)
Janu
ary
(In
£)
Febr
uary
(In
£)
Mar
ch
(In
£)
Apri
l
(In
£)
May
(In
£)
June
(In
£)
July
(In
£)
Aug
ust
(In
£)
Sept
emb
er
(In
£)
Octo
ber
(In
£)
Nove
mbe
r
(In
£)
Dece
mbe
r
(In
£)
6

% sale per
month
Consumers 2000 3000 3500 2500 2750 2865 3250 3360 3860 4250 4590 4800
Services
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Hote
l
room
servi
ces
Average 350 350 350 350 350 350 350 350 350 350 350 350
Total income
7000
00
1050
000
1225
000
8750
00
9625
00
1002
750
1137
500
1176
000
1351
000
1487
500
1606
500
1680
000
% sale per
month
Consumers 1500 1800 2500 2840 2950 3680 4050 4640 4850 4650 5000 5010
Services
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Rest
aura
nt
Average 180 180 180 180 180 180 180 180 180 180 180 180
Total income
2700
00
3240
00
4500
00
5112
00
5310
00
6624
00
7290
00
8352
00
8730
00
8370
00
9000
00
9018
00
Total inflows
9700
00
1374
000
1675
000
1386
200
1493
500
1665
150
1866
500
2011
200
2224
000
2324
500
2506
500
2581
800
CASH
OUTFLOW
S
machinery 4500 0 0 7300 0 0 8600 0 9200 9600 0 0
Utensils 230 280 0 0 320 360 0 0 0 0 340 360
Accommodati
on 1500 0 2000 0 1500 0 1850 1920 0 0 2500 2800
Promotion 360 360 360 360 360 360 360 360 360 360 360 360
7

Salaries
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
Electricity 480 480 480 480 480 480 480 480 480 480 480 480
communicatio
n 520 520 520 520 520 520 520 520 520 520 520 520
Interest on
loan
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
Total
outflows of
cash
6459
0
5864
0
6036
0
6566
0
6018
0
5872
0
6881
0
6028
0
6756
0
6796
0
6120
0
6152
0
Borrowings 280000
Net flow of
cash 300000
9054
10
1315
360
1614
640
1320
540
1433
320
1606
430
1797
690
1950
920
2156
440
2256
540
2445
300
2520
280
opening
balance 300000
3000
00
1205
410
2520
770
4135
410
5455
950
6889
270
8495
700
1029
3390
1224
4310
1440
0750
1665
7290
1910
2590
CLOSING
BALANCE 300000
1205
410
2520
770
4135
410
5455
950
6889
270
8495
700
1029
3390
1224
4310
1440
0750
1665
7290
1910
2590
2162
2870
Income statement
Particulars
Janu
ary
Febr
uary
Mar
ch
Apri
l May June July
Aug
ust
Sept
emb
er
Octo
ber
Nove
mbe
r
Dece
mbe
r
Income from sales
9700
00
1374
000
1675
000
1386
200
1493
500
1665
150
1866
500
2011
200
2224
000
2324
500
2506
500
2581
800
Less: Cost on goods
sold
3500
0
3850
0
4235
0
4658
5
5124
3.5
5636
7.85
6200
4.63
5
6820
5.09
85
7502
5.60
835
8252
8.16
9185
9078
0.98
6103
5
9985
9.08
4713
85
Gross profit 9350
00
1335
500
1632
650
1339
615
1442
256.
1608
782.
1804
495.
1942
994.
2148
974.
2241
971.
2415
719.
2481
940.
8

5 15 365 9015
3916
5
8308
15
0138
965
9152
8615
Operating expenses
machinery 4500 0 0 7300 0 0 8600 0 9200 9600 0 0
Utensils 230 280 0 0 320 360 0 0 0 0 340 360
Accommodation 1500 0 2000 0 1500 0 1850 1920 0 0 2500 2800
Promotion 360 360 360 360 360 360 360 360 360 360 360 360
Salaries
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
4500
0
Electricity 480 480 480 480 480 480 480 480 480 480 480 480
Telephone [phone] 520 520 520 520 520 520 520
Interest on loan
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
1200
0
Total operating
expenses
6459
0
5864
0
6036
0
6566
0
6018
0
5872
0
6881
0
6028
0
6756
0
6796
0
6120
0
6152
0
Net operating income
8704
10
1276
860
1572
290
1273
955
1382
076.
5
1550
062.
15
1735
685.
365
1882
714.
9015
2081
414.
3916
5
2174
011.
8308
15
2354
519.
0138
965
2420
420.
9152
8615
Less: Corporate tax
(30%)
6092
87
8938
02
1100
603
8917
68.5
9674
53.5
5
1085
043.
505
1214
979.
7555
1317
900.
4310
5
1456
990.
0741
55
1521
808.
2815
705
1648
163.
3097
2755
1694
294.
6407
003
Net Profit
2611
23
3830
58
4716
87
3821
86.5
4146
22.9
5
4650
18.6
45
5207
05.6
095
5648
14.4
7045
6244
24.3
1749
5
6522
03.5
4924
45
7063
55.7
0416
895
7261
26.2
7458
5845
Interpretation :-
Cash flow statement shows that revenue streams includes sale of services, advertisement
and licensing make income from accommodation and restaurants in January 270000 and in
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December 901800 because customer increase through key activities and customer relationship.
Highest cash inflow in Hilton in month of January 9700000. According to business canvas
Hilton all category is well like key partner, resources and relationship.
Through income statement revenue from sales of services highest in December 2581800.
Gross profit increasing month by month because n provide customer satisfaction systematic.
Expenses of operating related decrease month by month through canvas because business canvas
helps in make systematic plan. So in January total expenses like machinery, utensils,
accommodation, promotion, salaries and communication was 64590 and in December 61520. so
conclude of total budget shows net profit 726126 in December.
Marketing operations.
Marketing operations is a process that create, manufacture and promote services of
Hilton. The marketing operation of Hilton Hotel also includes doing extensive market research in
order to get knowledge about the target customers, their needs and wants and then developing the
product/ service accordingly. The company's strategic marketing focuses on knowing customers
better than the competitors in order to achieve the advantage (Sinclair-Maragh, 2017). This
department mainly work for creative thinking and ideas for improve business and increase profit
(Fasitta, 2017). Through marketing operations Hilton promote their services by social media,
technologies, digital platforms, internet. All information share through these sources of
promotion and advertisement and also provide offers and discounts. This department use all
promotional activities and increase their sales of services because it creates effective ideas after
evaluation and measure all market condition and situation. These things effect on organizations
market share, market condition and budget as well.
Marketing operations of Hilton make strategies and plan about promote services through many
way so it helps in increase market share of organization. Hilton make better and effective and
reputed place in market through increase their market share that means this organization does
maximum percentage of total sale in market. It increases by sales and earn revenue and profit at
particular time period. Customer satisfaction increase by Hilton through understand needs and
wants of customers and provide services according to demand. Market condition also increase of
Hilton through marketing operation that means it takes better and well place in market because it
provides better and quality services to customers in cheap rates (Olson, 2018). Market condition
meas situation of market at particular point of time. So these operations always evaluate and
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analyze all factors before entrance in market. So these things reduce risk. Budget is a important
for every organization and if organization has less budget so marketing operation department
make strategy according to budget and increase profit. All above things is interrelated and
marketing operations very important for make effective strategy and make plan about all things
like budget, research and goals etc.
Conclusion
From above study it has been summarized that hospitality business increasing day by day
and competition also increase. Organizations use tool for analyze competition in market.
Through this tool it easily measures competition level that means competitor present in market
with same services. Marketing strategy also covered in this report and strategy prepare through
business canvas model. This model is very effectively evaluate all things of organization so
marketing operations department easily make decision. So for improve business and increase
profitability in organization many things is necessary like customers' satisfaction, systematic plan
and strategies. It also concludes business budget and if business canvas and decision is
systematically prepared by organization so that things improve business and increase profit.
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REFERENCES
Books and Journals
Ansoff, H.I. et.al., 2019. Dispersed Positioning in Competitive Analysis. In Implanting Strategic
Management (pp. 183-195). Palgrave Macmillan, Cham.
Britchenko, I., Krupskyi, O., Dzhusov, O., Meshko, N. and Prytykin, A., 2019. Key sources
when formulating competitive advantages for hotel chains.
Fasitta, G., 2017. Le problematiche dell'innovazione del modello di business.
Jambulingam, T., Joshi, M.P. and Kathuria, R., 2018. COMPETITIVE ANALYSIS OF CRM
STRATEGIES USING ANALYTIC HIERARCHY PROCESS. Management
Dynamics. 18(1).
Krupskyi, O.P., Dzhusov, O., Meshko, N., Britchenko, I. and Prytykin, A., 2019. Key sources
when formulating competitive advantages for hotel chains. Turizam: međunarodni
znanstveno-stručni časopis, 67(1), pp.34-46.
Liu, Y. and Tyagi, R.K., 2017. Outsourcing to convert fixed costs into variable costs: A
competitive analysis. International Journal of Research in Marketing. 34(1). pp.252-
264.
Melchiorre, M.M. and Johnson, S.A., 2017. Finding New Ways to Reach Older Students:
Creating a Social Media Marketing Plan for Professional and Continuing Higher
Education Programs. The Journal of Continuing Higher Education. 65(2). pp.73-81.
Olson, E.M. et.al., 2018. The application of human resource management policies within the
marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.
Punchihewa, D., Gunawardena, K. and Silva, D.A.C., 2017. Digital Marketing as a Strategy of
E-Governance in Sri Lanka: Case study of Sri Lankan Hospitality Industry.
Ramanathan, R., Ramanathan, U. and Zhang, Y., 2016. Linking operations, marketing and
environmental capabilities and diversification to hotel performance: A data envelopment
analysis approach. International Journal of Production Economics. 176. pp.111-122.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management. 37(1). pp.105-123.
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