Marketing Strategy and Planning

Running Head: Marketing Strategy and Planning 0
Marketing Strategy and Planning
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Marketing Strategy and Planning 1
Table of Contents
Part 1................................................................................................................................................2
Introduction......................................................................................................................................2
SWOT Analysis...........................................................................................................................2
PESTLE Analysis........................................................................................................................3
Key Issues....................................................................................................................................4
Market Analysis...............................................................................................................................5
Market Size..................................................................................................................................5
Market Structure..........................................................................................................................5
Market Trends..............................................................................................................................5
Key success factors......................................................................................................................6
Opportunities................................................................................................................................6
Part 2................................................................................................................................................6
Segmentation................................................................................................................................6
Behavioral and Psychographic Segmentation..........................................................................6
Demographic Segmentation.....................................................................................................7
Evaluation of Segments............................................................................................................7
Positioning...................................................................................................................................7
Rational of Positioning Strategy...............................................................................................7
Conclusion.......................................................................................................................................7

Marketing Strategy and Planning 2
References........................................................................................................................................9

Marketing Strategy and Planning 3
Part 1
Introduction
The Hilton Queenstown Resort & Spa includes a panoramic view of Lake Wakatipu,
right in the middle of Kawarau City. The hotel is located a ten-minute drive from Queenstown
Airports or a 20-minute drive to downtown Queenstown. In the center of Kawarau Village,
Hilton Queenstown Resort & Spa offers panoramic views of Lake Wakatipu. The hotel is 10
minutes ' drive from Queenstown Airport. Queenstown city center and 15-minutes ' water taxi
ride to the south are 20 minutes ' drive from the hotel. Kawarau Village provides a variety of
dining opportunities outside the hotel. In December 2012 Hilton launched a suite of brand-new
Lakeside Residences. The residences are large; open-plan apartment houses form one with two
bedrooms. Relax in the central living space with floor to ceiling windows and a flat Screen, iPod
dock, gaseous fireplace, dining room suite and patio. Enjoy the day in the living room. On the
stunning blue beaches of Lake Wakatipu, in front of a magnificent mountain landscape, Hilton
Queenstown Resort & Spa enjoys a spectacular location. Explore the natural resources of the
region to enjoy authentic restaurants, laid-down cafés and lively bars to the city center of
Queenstown. After the daily travels, indulge in a soothing relaxation massage before savoring
local favorites at our on-site signature restaurant and bar (Hilton Queenstown Resort & Spa,
2020).
In the following part there will be detailed analysis of the overall performance of Hilton
Queenstown Resort & Spa and the impact of external forces over the performance of the Hilton
Queenstown Resort & Spa to the certain extent.
SWOT Analysis
Strengths
 Performance Management: Hilton has one of the best performance monitoring and
assessment programs in the hospitality industry, making them one of the most technically
speaking hospitality operations. Managers and workers prefer it, as it is connected with
pay raises and promotions, training and growth, etc.

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 Excellent Employee Benefit: Hilton has a reputation for providing a variety of perks to its
temporary and regular staff, such as the Travel Program, 401(k) Retirement Plan, Hilton
Honors Program, Employee Assistance Program, Employee Buying Program, ComPsych
Guidance Program, Academic Assistance Program, Medical and Other Insurance Plans
Weakness
Since the hotel targets customers traveling either for pleasure or work, its customers that
decrease in cases where government bans on travel are imposed. It may be attributed to epidemic
outbreaks, such as bird-flu or terrorist threats. Other governments can enforce political bans on
travel. This will client figures which will have a negative effect on the hotel (Scolozzi et al.,
2014).
Opportunities
 It is one of the opportunities for the Hilton to cover mid-level affordable section
expansion that will help in covering high range of consumers in an effective as well in an
efficient manner.
 With more direct client bookings, the new ad strategy' avoid browsing around' is focused
around telling consumers that the lowest rates with Hilton hotels come from their own
pages rather than from Expedia or Booking.com.
 The increase in the number of visitors in hospitality industry helps the hotel to target
maximum number of consumers to the certain extent.
Threats
 Coronavirus highly affected the economy of New Zealand that affect overall hospitality
industry and sales of Hilton Queenstown Resort & Spa to the certain extent. The people
are not allowed to visit any other places and it will take time to recover such issue that
would affect the overall sales of Hilton Queenstown Resort & Spa.
 The threats of terrorism as well as political instability also enhance level of threat for
Hilton Queenstown Resort & Spa that would affect its overall performance to the certain
extent.

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 Changing in the taste and preference of consumers also affect the overall performance of
Hilton Queenstown Resort & Spato the certain extent. With the high level of increase in
competition and change in the taste of consumers, it would be tough for the Hilton
Queenstown Resort & Spa to cope up from the challenges that is faced by them to the
certain extent (Gürel & Tat, 2017).
PESTLE Analysis
Political Factor: The political environment in a country will make a difference to the
profitability of a organization, especially the hotel industry. Elections have an effect on the
everyday lives of the residents in the country New Zealand as well as businesses need to consider
alternatives to the political conditions of the world. Owing to the stable democratic climate, New
Zealand has received a considerable sum of foreign tourists over the years. A legislative structure
was taken by the governing Labor Party, which made the country a secure refuge for
international travelers. Current Zealand's Free Trading Legislation forbids these projects and
practices of enterprises for example it does not encourage companies to treat themselves
dishonestly and misleadingly. The provision is meant to prohibit businesses from offering an
unfair benefit to others by unethical behavior (Driver, Parsons & Fisher, 2020).
Economical Factor: New Zealand's economy is primarily focused on cooperation with
its existing and new international allies in Asia, South Korea, the USA, the European Union and
Japan. The primary economic focus is primarily on agriculture and tourism compared with other
countries in the region of New Zealand. The rate of inflation is the second economic element that
influences business growth in New Zealand. The inflation rate of the country is 0.70%, which is
one of the lowest rates of inflation in the world. In spite of the recent economic crisis in many
nations, that was a major accomplishment. The New Zealand dollar remained high among the
world's largest currencies.However, the increase of coronavirus over the world affects the overall
economy of the country at greater level. The inflation rate increases and sales of the industry
decrease (Ehlers, Caradus & Fowler, 2020).
Social Factors: The locals and foreign visitors to the city are common in New Zealand.
Customers can directly affect their perception of a product or service offered by a business. The
coming changes in customer life styles are one of the major social factors influencing the Hilton

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hotel's results. Hotels have been able to prepare, sell and take some food with them in the past. It
has improved, though, because many become mindful of the foods they consume. This means the
hotels will function to satisfy the ever-changing needs of consumers. Compared to in the world,
New Zealand is predominantly an metropolitan state with 72 percent of its people residing in
urban centers. For example, with the nation with 4.5 million inhabitants, the four major cities
with Auckland, Christchurch, Wellington, and Hamilton constitute 52 percent of the local
population (Meyerhoff et al., 2020)
Technological factors: In the hotel business, the use of technology largely relies on how
often customers are prepared to pay. Technology enables the store of valuable consumer details
for hotels and other film industry members. Recently, Queenstown hotels were required to
update their operations according to international standards to satisfy consumer demand as a
popular foreign tourist destination. Hotels also raised the need to simplify holds so that clients
can volume electronically from their backgrounds comfortably. Therefore, hotels have to expend
significant capital on online bookings and room service. The need for affordable energy also
necessitates more support for hotels in Auckland. Adopting technology in New Zealand hotels
should be a key consideration for managers, as it requires significant amounts of money (Qasim,
Oxley & McLaughlin, 2020).
Environmental Factors: Hotels and other hospitality participants around the world are
strongly questioning the industry. However, several of the hotels in the most often visited areas,
including National parks, lakes, historical landmarks, and beaches, render things much more
complicating. Furthermore, the vulnerability of hotels in capital cities to global warming and
carbon pollution was progressively recorded. Hotels such as Hilton are also subject to tougher
environmental regulations to function in NZ. Consequently, several hotels and other hospitality
sector players are likely to be costly to run under such environmental regulations. Being member
of Asia-Pacific Economic Cooperation, New Zealand also impacts Hotel Hilton activities further
under the relevant jurisdictions of the organization (Wilkinson & Wilson, 2020).
Legal Factors: Legal issues are related to and depend on the laws and regulations
enforced in New Zealand by the Hilton Queenstown Resort & Spa Hotel. This covers tax
regulations, environmental policies, equal trading guidelines, licensing laws and other business

Marketing Strategy and Planning 7
regulation. Labor talks in the country New Zealand continue, as well as the consequence will
decide the obligation of inns for its workers. (Newton, Farrelly & Sinner, 2020).
Key Issues
The two issues that Hilton Queenstown Resort & Spa is required to focus over it are
explained in the below points:
 Coronavirus is one of the diseases that create fear among the consumers at greater level.
Therefore, it is required for Hilton Queenstown Resort & Spa to focus over the marketing
strategy at higher level. They need to provide as surety that Hilton Queenstown Resort &
Spa care for their health and provide other extra services that help in coping up the fear
among the consumers to the certain extent. Furthermore, decreasing economy of the
country due to such virus could affect the overall sales of Hilton Queenstown Resort &
Spa. Therefore, it is required for Hilton Queenstown Resort & Spa to invest huge amount
in marketing planning to attract the consumers through its brand image.
 Furthermore, it is required for Hilton to focus it over the technology of the country. As
New Zealand is highly tech country. Therefore, Hilton Queenstown Resort & Spa can
take use such technology in its marketing plan that could help them to grow in the
competitive market in an effective manner. The updated technology will help the Hilton
Queenstown Resort & Spa to compete its competitors in an efficient manner.
Market Analysis
Market Size
The hospitality sector in New Zealand is already on the rise and now has about 200,000
workers, with more than 50% of the staff in the sector being the top employer amongst
restaurants and bars. Home travel and international travel, particularly from China, are the major
contributors to the New Zealand hospitality industry. The hospitality sector in New Zealand
produced total revenue of more than $11.2 billion (end-year March) in 2018. This accounts for
revenue rise of 3,6% over the past year, which in 2018 settles at a more stable point after two
years of rapid growth (9,7% between 2016 and 2017, and 8,5% between 2015 and 2016). This
rise is also a result of the stagnation in the last year in New Zealand and will continue to be

Marketing Strategy and Planning 8
constrained in the short term. For the remainder of 2018, there will be problems in the milk
market, development limitations in buildings and the unpredictable effect of government policies
(Nguyen, Haar & Smollan, 2020).
Market Structure
Hospitality may be strong and entertaining. There are also other forms of occupations–
from dealing with consumers to researching new ingredients and tastes. There are many
opportunities to develop your hospitality career, but you must be versatile and eager to know.
New Zealand has a hybrid economy focused on equality of the business. It has substantial
manufacturing and services complementing an agriculture sector which is highly productive.
Goods and services exports constitute nearly one-third of real GDP consumption (Kiefhaber,
Pavlovich & Spraul, 2018).
Market Trends
According to the Colliers International New Zealand Hotel Business Snapshot Study
2019, the tourism industry is rising in New Zealand as the number of foreign tourists hit a record
3.9 million at the end of July. Colliers have recorded an rise of 2,8 percent in statistics provided
by the tourism industry of Aotearoa (TIA) and have led to the retention of robust volumes
throughout the country in the sector (Tsui, 2020).
Key success factors
The hospitality business in New Zealand is thriving. The number of accommodation units
is large due to the good domestic economic results and rapid tourism development (2016 is 11
per cent higher than 2015, gross tourism production increases at more than 10 per cent a year). In
2016 the sales for hospitality were 7.2% higher than last year and the housing industry is rising
by more than 10 percent a year ((Room / Night). The consequence is a rather strong market for
hospitality staff. The sector would require at least 8,500 additional housing executives, 6,200
cooks, five thousand waiters and almost 2000 baristas by 2025 (Tourism Industry Association
New Zealand, 2015) on the basis of the expected rise in tourism to 2025 (projections that are
now proved conservative) (Kiefhaber, Pavlovich & Spraul, 2018).

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Opportunities
 The growth in tourism industry also enhances the opportunities in the hospitality
industry. In order to analyze the market growth of New Zealand, it has been identified
that the industry is growing every year that will provide an opportunity to the Hilton
Queenstown Resort & Spa to target high range of consumers and tourist n an effective
manner. The growth and development of tourism industry also affect the hospitality
industry of New Zealand that will provide new opportunities in an effective and efficient
manner.
 The growth of tourism and hospitality industry in New Zealand also helps in retaining the
employees to the certain extent. The growth in such industry helps in enhancing the
motivation level among the employees that could affect the overall performance of the
Hilton Queenstown Resort & Spa to the certain extent.
 Furthermore, Hilton Queenstown Resort & Spa can able to find high professionals in the
market use to the reason a growth and development of such industry attract maximum
number of people to employ and settle their career. Therefore, it will provide an option
for Hilton Queenstown Resort & Spa to select candidate for its business to the certain
extent.
Part 2
Segmentation
Behavioral and Psychographic Segmentation
The hotel created fascinating market segmentation according to its brand awareness and
information, thereby establishing a high-end group niche. This is why governments and world
dignitaries want to launch and to interact with this company. Owing to this mindset and
experience, consumer satisfaction is unchallenged. In places such as New Zealand, where the
hotel aims to pursue, few residents have officially been informed of the global prestige of the
hotel owing to a politically driven intelligence embargo. The psychographic segmentation of
socioeconomics has gone, examining a human being's personality, environment and features as
fragmenting variables. Hilton's idea of psychographic segmentation focuses on those who may

Marketing Strategy and Planning 10
wish to express their apparent high status and achievement by staying with premium prices in
five star accommodation rooms (MacDonald et al, 2019).
Demographic Segmentation
At this point of view, Hilton's client targets reflect high-income senior and middle-aged
professionals from the upper social class. Anyway, the Hilton Queens-town Resort & Spa is
mainly targeted at customers looking for the sumptuous way of life, and in a fair manner, the
company paid higher prices for its products (Jaeger et al., 2019).
Evaluation of Segments
 The behavioral segmentation involves updating consumer segmentation depending on the
advantages that consumers expect to obtain through the organization's products or future
benefits. Similarly, Hilton's actual or assumed benefits to future and current clients
include a feeling of satisfaction, a good public image and extravagance. Therefore, it help
in analyzing the overall behavior of consumers as well as number of visitors in such
country such information could be use while marketing the hotel in the market.
 The demographic market involves the life cycle process, gender, age, social status, salary
and way of life in an arrangement of variables. Demographic segment helps in
understating the spending habits of consumers as well as level of income of the
individuals. It helps in understating the spending power of the consumers. It will help in
targeting the range of consumers that is required to do by Hilton Queenstown Resort &
Spa. The overall lifestyle of the consumers and age of people identify that help in
targeting such range of consumers to the certain extent
Positioning
Hilton Queenstown Resort & Spa positioned its brand in New Zealand Hilton
Queenstown Resort & Spa adopt high price and high quality positioning strategy to target high
segment of consumers. Through targeting middle and high level income individuals as well as
government and company, the hotel can target niche range of consumers. Hilton Queenstown
Resort & Spa also provide various services to the consumers that help them to compete its
competitors to the certain extent. Furthermore, Hilton Queenstown Resort & Spa majorly target

Marketing Strategy and Planning 11
tourist and business person that will provide great business to them (Iyer, Davari, Zolfagharian &
Paswan, 2019).
Rational of Positioning Strategy
Such positioning strategy is useful due to the reason, the main motive of the Hilton
Queenstown Resort & Spa is to target niche market with quality crowd that would help in
enhancing their overall brand image in the market and they can provide quality service to its
consumers. The main motive of Hilton Queenstown Resort & Spa is to provide high quality
service at high price. Therefore, such strategy will be successful for the hotel to the certain
extent.
Conclusion
From the above analysis, it can be concluded that Hilton Queenstown Resort & Spa is
one of the leading hotel in New Zealand. The country maintains developed hospitality industry
that attracts maximum number of hotels and consumers to the certain extent. However due to
increase in the coronavirus the global market, the sale sand growth of hospitality industry is
highly affected din New Zealand. Therefore, Hilton Queenstown Resort & Spa is required to
focus over the marketing strategy at greater level. Furthermore, the Hilton Queenstown Resort &
Spa majorly target high range of people as well as niche market due to which they adopt high
price at high quality positioning strategy to grow in the market. It is required for Hilton
Queenstown Resort & Spa to focus over the growth and development of overall industry that will
help them to target maximum number of consumers and to earn maximum revenue from the
market to the certain extent.

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