Marketing Strategy in Hilton Hotel

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Issue 1 Brief description of organisation and industry in which it deals................................1
Issue 2 Analysis of 5 C's of enterprise...................................................................................3
Issue 3 How does firm collect information............................................................................6
Issue 4 Development of marketing strategy...........................................................................7
Issue 5 Justify and recommend 7 p's of hotel Hilton..............................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Issue 1 Brief description of organisation and industry in which it deals....................................1
Issue 2 Analysis of 5 C's of enterprise. ......................................................................................3
Issue 3 How does firm collects information? ............................................................................6
Issue 4 Development of marketing strategy................................................................................7
Issue 5 Justify and recommend 7 p's of hotel Hilton..................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is important function which assists to conduct research, promote and selling of
products into target market. It helps to increase brand performance and offering qualitative
results to develop more sales in the business. In hospitality industry, it deals as umbrella which
covers advertisement, promotion, etc. (Mazanec, Crotts and Lu, 2015).
Present report based on the Hilton hotel which deals in hospitality sector to provide
different types of services and attract maximum number of customers. It is public sector
enterprise consider operations of accommodation, food, entertainment, etc.
In order to gain insight information of the present study, it covers organisation and its
information to communicate appropriate purpose. Brief description of industry also explained
that helps to know about work of organisation. Furthermore, marketing strategy of the enterprise
also includes which assists to create appropriate segments that are available for the chosen
enterprise.
MAIN BODY
Issue 1 Brief description of organisation and industry in which it deals
About Hilton hotel
Hilton hotel deals in worldwide operations and functions to develop more significant
advantages. In this regard, successful brand continuously develops in different market segments
such as hotels, resort, Hilton garden Inn, Hilton grand vacations, etc. Furthermore, they provide
luxury products and services in different areas of the world with full and focused services. They
undertake franchising to deal in different areas of the world in successful manner and concentrate
on brand development (Xu and Gursoy, 2015). Hilton hotel rank first in 2012 as Happiest
companies in America. Company culture and reputation continuously develop which assists to
maintain relationship with several employees.
Along with this, the chosen company deals in different locations of the world to increase
their profits and revenue. It is the first hotel which contain rating system from 1– 5 star. Along
with this, it also considered operations to manage restaurants and casinos to bringing lot of
money (Conrad Hilton Biography: The History of Hilton Hotels Corporation, 2018). Hence, it
successfully received development of the organisation to run operations in successful manner.
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About hospitality industry
With the help of several operations and functions, UK country easily develop their
national income and GDP as well. In this regard, effectiveness areis also enhanced that assists to
meet with desired level of results in a successful way. All businesses of this industry, provides
pubs, bars, nightclubs, conference management, entertainment and sporting events, etc. (Perera
and Perera, 2018). In this industry, companies recruit people to operate effective functioning
towards finance, IT human resource, customer service, etc. On the basis of staff member’s
capabilities and interest, manager focuses on their roles to perform functions and gain more
desired level results.
Value statement
In order to increase profit and revenue, Hilton hotel firstly focuses on innovation, quality
and success. Therefore, they deal to fulfil customer’s demands and requirements as per their
choice. Furthermore, Hilton hotel creates their value in following consideration:
Hospitality
Integrity
Leadership
Teamwork
Ownership
Now discipline
Orientation towards marketing of Hilton
Hilton hotel adopted production concept in which they are trying to enhance production
as per demands of customers. It is also extinct with companies to pay more and develop further
attention for their customers (Kelliher, Kearney and Harrington, 2018). The company selects this
orientation towards marketing of their operations because it increases importance towards supply
and demand of enterprise. This law considers for the product which is made by someone for
increasing effective results. This marketing orientation also develops communication with
innovative functions and operations in a succeeding manner.
Products offered by the organisation
Hilton hotel deals with dynamic business centre which considers several products and
services that are related with fitness consideration. Hence, it provides routine services to deal
with innovative products and services. On special occasions, the selected enterprise provides
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different types of offers with creative ideas and innovations. For organisation convenience, the
chosen firm offers enterprise centre, business phone service, meeting rooms, video conferencing,
Wi-Fi, etc. Furthermore, for family comfort, they provide cribs, children menu, etc. (Martinez-
Martinez, Cegarra-Navarro and Wensley, 2019). Along with this for fitness and recreation
convenience, the organisation implements fitness room, pool etc. facilities to deal with
innovative functions.
Role of brand with organisation marketing strategy
In the marketing strategy, brand plays a very important role to attract maximum number
of customers. This is because, it increases customer awareness to develop brand experience and
make strategic plans. Furthermore, in Hilton hotel people also tend to do functions as they are
familiar with it. Branding is consistent and easy to recognise so that it assists to more ease
purchasing products or services. Consequently, branding promotes recognition in large
consideration (Mazanec, Crotts and Lu, 2015).
Issue 2 Analysis of 5 C's of enterprise
5Cs consists certain elements in the chosen business which is considered in lean
manufacturing and assists to measure effectiveness in the organisation. It includes methods to
ensure that safe and clear visual management which is basically developed in the business to
gain significant advantages. Hence, it includes following elements:
 Company: In order to consider appropriate working, Hilton hotel need to assess
internal assessment with SWOT analysis. It assists to gain significant outcomes at
workplace.
Strength Weaknesses
 Hilton hotel has high brand
recognition in the market.
 Management continuously work
with innovative ideas to attract
customers to retain existing
customers.
 Business started to develop and
create market to increase revenue
 There is no much developed
network to contend with other
nations.
 Hilton hotel depends on other
proprietor’s organisation for
creating effective network.
 With the help of cutting edge, staff
members are fully aware to operate
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and customer base (Kelliher,
Kearney and Harrington, 2018).
functions with reliant and
operational rules.
Opportunities Threats
 In the Australian market, Hilton hotel
can build their innovations.
 Relationship management also
considers adequate use of basic
leadership.
 With the help of games event, selected
company can expand their operations.
 High rivalry in the market.
 New entrants
 Increasing salaries of customers
(Martinez-Martinez, Cegarra-
Navarro and Wensley, 2019).
 Customers: Hilton hotel deals with different types of customers in successful manner.
Therefore, it assists to develop significant advantages in desired way. Furthermore,
they serve to leisure travellers, honeymooners, corporates, families, etc. Apart from
this, to target student’s groups, the chosen company has issues and problems to fulfil
their demands and requirements. As a result, target group of the enterprise develops
significant advantages in a successful manner (Mazanec, Crotts and Lu, 2015). The
company targeting several customers such as adults, studentsstudent’s groups, friends
groups, teenagers, etc.
 Collaborators: They are individuals who works as to collaborates with another firms
and help them to achieve their goals and objectives. They have some part of share
interest in growth of the enterprise. To have collaborates is very essential as they help
company in discovering many un-reaped opportunities (Ramdani and et.al., 2018).
Collaborators are like suppliers, distributors and alliance that who all are very close to
customers. The Hotel Hilton also work with collaborators as they helps in inin
aspect to determine areas of its weakness. Without suppliers or distributors, a firm
cannot derive long term profitability and productivity.
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Illustration 1: 5c's Analysis
(Sources: 5 C Analysis, 2016.)
 Competitors: Hotel Hilton is global leading firm and it is essential to identify rivalries
in market in meeting the needs of customers. It is crucial to conduct this analysis as it
helps to determine present and future of business enterprise. It is activity that process
as identifying competitors, products and potential threats to enterprise (Andrews and
Shimp,2017).The). The lacking areas of enterprise can be identified and effective
steps towards it can be taken. Thus, Hotel Hilton should provide innovative and
effective services to customers to maintain long term retention. Hence, this analyse
helps the firm to focus on areas that will help to enjoy market share and optimize its
present customers. The current main competitor of firm areis as Sheldon, Morrison
etc.
 Context: The analysis of context or climate is termed out as PEST analysis. It is
techniques that helps to determine macro environment. It works as to affects each
enterprise whether its working on small or big level. Thus, it stands for-
1. 1. Political- The policies, regulation of legal authorities’ affects working of an
enterprise in a huge context. It includes GST, FDI, corporations and tax imposed and
other tax levied. Thus, risk and threats of terrorism can also impact negatively and
reduce the number of visitors to hotel.
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2. Economic- In this, it can be said that economic factor widely affects functioning of
business. The crisis situation can be predicted by enterprise to shelled off loss.
3. Social- The prevalence of society and latest trends plays a significant role in
determining the choice of customers.
4. Technological- This factor plays an essential role to develop revolutionary image of
firm. The present market is competitive and to cope up with it is essential to bring
innovation approaches so that customer can be attracted towards operations. The
technical advancements will help the enterprise to satisfy needs and wants of
customers. Furthermore, hotel booking has become very sophisticated as it can be
done from anywhere in the world.
5. Legal factor- legal factor can also have huge external impact on performance of hotel
Hilton as it includes the changes in jurisdiction of Australia which might have effect
on catering industry in direct and indirect manner. Moreover, it can be said that
hospitality and catering industry often becomes part of criticism for polluting the
environment. Thus, most of tourist attractions are historical place, forest areas, beach
and hills etc.
Issue 3 How does firm collect information
The firm need to collect information about its customers and competitors to gather strong
competitive intelligence. It is a process of discovering, analysing useful information with help of
market research and intelligence etc. It is an effective tool in order to maximise profitability of
enterprise. It can be defined in following context as -
Market research- It enables the firm to make better decisions regarding long term and short
term planning by undertaking marketing reserves (Dietrich, Rundle-Thiele and Kubacki, 2017.).
this is a helpful tool in order to analyse the needs and wants of customers, current trends in
market. It assists firm to react quickly to legislative and regulatory changes in the competitive
world. It is any kind of organized factor that helps to gather information about the target market.
Thus, research is a technique and process that works to collect valuable information that aids
market for proposed products and services.
Hotel Hilton has many rivalries in market and in order to cope up with it is essential to
know about the products and services they are offering to their customers. With help of
identifying effectiveidentifying effective information it is possible to bring changes in scenario
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of enterprise. Herein, collaborators play an essential role with regard tas number of firms works
with with separate distribution channels that helps to derive long term profitability and
productivity. With help of it, weakness areas of firm can be identified and it also helps in
evaluating needsevaluating needs of firm that leads to increase brand image and that ultimately
attracts customers. In addition to it, market research works to bring long term sustainability by
maximizing market share of Hilton.
Marketing intelligence- It is techniques that helps to gather, analyse relevant information about
the firm for purpose of taking accurate and confident decision making (SWu and Li, 2018). It is
also assistive to access market entry opportunities and to formulate market development plans
and penetration strategies. It is usually firstusually first data that aids to analyse by company
about\ specific market. It can relatecan relate with the population age resides in particular areas
, and their spending habits of customers etc. It is important to keep tracking over needs and
want of customer.
The firm has many rivalries in market in this way they need to focus over target market
activities..activities. Thus, innovative services always help to attract customers. In addition to it,
basic goal of marketing intelligence is to make better and effective decision. With help of
undertaking this kind of approach it is possible to bring changes in whole scenario of firm. In
this, collaborates plays an essential role to provide information about latest trends in market.
They help to keep focus over product intelligence and that leads to improvise the quality and
performance of commodity in market.
Hence, market research and market intelligence is concept where firm tries to understand the
performance of products in which they are operating their business activities.
Issue 4 Development of marketing strategy
The term marketing strategy can be derived as to frame proper plan of action that helps to
define vision, mission and goals of enterprise. It helps to derive sales by developing strategic
marketing. It can be done with help of bettbest brand in market. Thus, strategies of marketing
hashave been presented in below context as -
Target market- It is process that works to break market into segments and concentrating its
efforts toefforts to satisfy needs and desires of products and services offering to customers
(Samani and et.al., 2017). Hotel Hilton can select the target market by analysing age group of
individuals, income of consumer, understands lifestyle of consumers, gender and social status
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etc. After, knowing target market It is important to conduct value proposition in following
manner as are-
Who is ideal customer-
The medium and senior age professionals belongs to high level of income and those individual
who perceives high status. This enterprise provides luxury services to its customer so that they
cncan enjoy their leisure moments.
Value offered by firm-
Hotel Hilton adopts premium pricing strategy with help of targettingtargeting potential customer
in market.
Segmentation- It is a process that works to divide market potentials into group, segments and
differed characteristics. Thus, it has been presented in below context as -
 Geographical segmentation- This process involves targeting specific consumer
groups as per geographic locations (Felix, Rauschnabel and Hinsch, 2017). Hilton
mainly focuses on building hotel on locations and that must be popular with target
customer segment.
 Demographical segmentation- There are set of demographic market segmentations
inclusive of stage, age, income, social class and lifestyle etc. As per this perspective,
Hilton targets customer segment that represents medium and senior age professionals
with high level of income. Moreover, quoted firm mainly targets individuals that
pursues luxury lifestyle.
 Psycho-graphic segmentation- It is helpful term as it examines how an individual
think, behaves, using personality, lifestyle and values as segmenting variables (Nagle
and Müller, 2017). Hotel Hilton targets ambitious individuals who acts as to express
perceived high status and achievement by staying in rooms offered by hotel at
premium prices.
 Benefits segmentation- It involves executing marketing segmentation on basis of
benefits customer aims to consume products and services offered by company. Thus,
firm work to perceive benefits offered by Hilton to potential and existing customers.
Positioning- It is marketing strategy that aims to occupy a distinct position as compared to other
brand name in mind of customers (Chen and Huang, 2017). To set the brand in mind of target
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audience. It is one of regular marketing activity and strategy. If once brand is
positionedpositioned, then it is typical to reposition it without destroying firm’s creditability.
Thus, hotel Hilton brings innovative products and services and it helps to position brand in mind
of target audience.
Issue 5 Justify and recommend 7 p's of hotel Hilton.
It is marketing mix tool that helps to enhance the strength of firm on basis of place, price
product, promotion, physical evidence, process and people etc. it can be done in following
manner as -
Product- The cited firm has a chain of hotel with variety of rooms, restaurants and bars. Hilton
has covered the global and it is perfect stop to conduct business meetings, parties and events. Its
room are facilitated with modern diligence and advanced amenities. The firm should bring
innovative services with use of technology so that customers can enjoy their leisure moments. It
is recommended that the quoted firm should bring advanced facilities as smart room key
services, easy check in procedures to attract customers in market (Salwa and Sudarsan, 2018).
Place- The location of hotel should have surrounding with beach sides, peace, calmness so it can
attract customers in market. (Naya, 2013) . Currently, they are operating in 85 countries. Thus,
they need to select their surroundings in a well selected manner that add to experience of the
customers.
Price- It can be divided into broad categories as matrix, economy, premium, penetration and
skimming. Thus, Hotel Hilton usingHilton uses premium pricing strategy, as they have targeted
potential customers in market. Thus, this hotel provides high quality of amenities and it adopts
higher prices. Therefore, it attracts only potential customers in market.
Promotion- This activity can be taken into place with help of promoting their business activities
by tools like advertising, direct marketing, social media and television approach etc (Ramdani
and et.al., 2018). It is recommended that cited firm should adopt techniques that can attract wide
range of customers in market. With help of Facebook, Twitter and other social media sites, they
can approachcan approach to maximum customers and promotional activities can be proceeded
effectively. It is one of attractive technique that helps to gather the attraction of individuals in
market. With help of unique promotion activities, it is possible to gather attraction of customers.
This firm also provides exclusive membership so that they can focus over marketing strategies.
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People- To maintain its loyalty it is essential to provide well and effective services to customers.
In this it can be said that, running support desk, customer service, organizing differed
entertainment events for customers are some strong base for success of hotel Hilton.
Process- Due to reliable process and maintained supply chain management will help to minimize
the operating costs of enterprise. The flow of processes and services to the customers of Hilton
group is consistent. This firm maximises the revenue resulting from maintaining its market
leading position.
Physical evidence- Hilton group of hotel has tied up with many hotel booking chains and it
helps to increase its evidences in market. This group is among the market leaders but it still has
to face competition in hospitality sector. It is among one of best hotels in the world.
CONCLUSION
From the above report it has been summarized that marketing is terms that uses to create,
keep and satisfy the customers. It is one of primer component of business management
Itmanagement. It is crucial terms to put its major consideration over market orientation and
wants of customers. The present report is based on business activities of Hotel Hilton. Thus,
report has covered the various things as to build effective marketing strategy. In this assignment,
following things are covered as are focused as are 5 C’s, segmentation, targeting, positioning,
market research and market intelligence etc. In addition to it, main aim of firm is to focus on
customers so that brand image of the enterprise can be developed.
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REFERENCES
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Kelliher, F., Kearney, A. and Harrington, D., 2018. Managing innovation in the hospitality micro
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drivers of environmental sustainability and business performance in the hospitality sector.
Tourism Management. 70. pp.381-389.
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Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more
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Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
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values: An item-response theoretical approach applying Hofstede's cultural dimensions in
a single nation. Tourism Management. 48. pp.299-304.
Xu, X. and Gursoy, D., 2015. A conceptual framework of sustainable hospitality supply chain
management. Journal of Hospitality Marketing & Management. 24(3). pp.229-259.
Perera, G.R. and Perera, I., 2018. Influence of Social Media Marketing on the Brand Image of
Organizations in the Hospitality Industry of Sri Lanka. In Media Influence:
Breakthroughs in Research and Practice (pp. 371-383). IGI Global.
Kelliher, F., Kearney, A. and Harrington, D., 2018. Managing innovation in the hospitality micro
firm: A framework for sensing, seizing and reconfiguring dynamic capabilities.
Hospitality & Society. 8(2). pp.159-178.
Martinez-Martinez, A., Cegarra-Navarro, J.G. and Wensley, A., 2019. Knowledge agents as
drivers of environmental sustainability and business performance in the hospitality sector.
Tourism Management. 70. pp.381-389.
Salwa, C.H. and Sudarsan, N., 2018. Conceptual Framework for Marketing Strategy in the
Context of Small Business: A Review. IJAME.
Ramdani, D and et.al., 2018. Business Growth Strategy: Collaboration-Literature
Review. Sustainable Collaboration in Business, Technology, Information and Innovation
(SCBTII).
Chen, P.S. and Huang, P.C., 2017, May. Marketing Innovation: A New Informative
Communication Case for Skull and Palate-Craniofacial Implants. In Proceedings of the
1st International Conference on Medical and Health Informatics 2017. ACM.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research. 70. pp.118-126.
Samani, F.S and et.al., 2017. INVESTIGATING THE RELATIONSHIP BETWEEN
MARKETING MIX ELEMENTS (7PS) AND IRANIAN EFL LEARNERS’CHOICE
OF LANGUGAE INSTITUTIONS. European Journal of Foreign Language Teaching.
12

Dietrich, T., Rundle-Thiele, S. and Kubacki, K., 2017. Segmentation in Social Marketing .
Singapore: Springer.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce: A stimulus-organism-response perspective. Internet Research. 28(1). pp.74-
104.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
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