marketing principles

MARKETING
PRINCIPLES

Table of Contents
Executive summary..........................................................................................................................1
Introduction......................................................................................................................................1
Company summary..........................................................................................................................1
Industry overview............................................................................................................................1
The brand’s Micro and Macro Environment...................................................................................2
Micro...........................................................................................................................................2
Macro..........................................................................................................................................2
SWOT..............................................................................................................................................3
Market Segmentation.......................................................................................................................4
Positioning.......................................................................................................................................4
New product rationale for the target market....................................................................................5
Marketing Mix strategies:................................................................................................................5
Product........................................................................................................................................5
Pricing.........................................................................................................................................5
Placement....................................................................................................................................5
Promotion mix.............................................................................................................................6
Recommendation and conclusion....................................................................................................6
REFERENCES................................................................................................................................7

Executive summary
The given report deals with the analysis done over Hilton Hotel. Mainly there are three
components of the report. The first section is the development of SWOT which reveals that the
hotel's service quotient acts as its biggest strength while it faces threat from industrial rivalry and
has opportunity to expand its business in the online world. The next section is the suggestion for
the launch of a new product for the hotel whereby the use of smart in-room technologies is
proposed to the entity. Lastly, the marketing mix of new product is shown which reveals that
Hilton will be using premium pricing for the new offering as it is helps the hotel in creating an
unimaginable and lavish experience for the customers.
Introduction
The following report is based on a popular hotel brand named Hilton Hotel. The report
includes SWOT analysis of the hotel through consideration of micro and macro factors. Further,
a new product suggestion for the brand is given. Lastly, the marketing mix has been discussed in
context of the new product that has been proposed.
Company summary
Hilton Worldwide Holdings Inc. is a well renowned and multinational organisation
functioning in the hospitality sector. This company manages as well as franchise an array of
resorts alongside hotels (Czyżewska, 2019). This hotel carries out its business operations in
Australia under the name of Hilton Sydney and has its presence in online world (web presence).
Industry overview
The hospitality industry is considered to be one of the most rapidly evolving sectors
across the global economy. As per a research conducted by Zion Market Research, it has been
determined that the global hotel market was having the value of approximately US $147.57
billion during the year 2018. It is forecast that the respective industry would yield approximately
US $211.54 billion by the end of the year 2026. This will take place at a CAGR of approximately
4.6% between 2019 and 2026 (Global Hotels Market Expected To Reach USD 211.54 Billion By
2025: Zion Market Research, 2020).
1