Marketing strategy - Assignment PDF

Marketing strategy

Marketing strategy
Executive summary
Hotel industry is considered as one of the important sector through which it can be easy
for the customers to satisfy their wants. It is a sector that can help the business in accomplishing
the set targets. So, for this paper the company which is selected is Hilton International Asia
Pacific Pte Ltd. Also, the focus is given on the various factors related to Pestle and Porter five
force models. Hilton International Asia Pacific Pte Ltd is considered as one of the famous
company in the competitive market.
1

Marketing strategy
Table of Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................1
Competitor’s analysis......................................................................................................................1
Dominant economic features...........................................................................................................3
Market size...................................................................................................................................3
Growth rate and life-cycle stage of industry................................................................................3
Importance of economies of scale in the purchasing, advertising and distribution.....................5
Industry segments and effects on firms, strategies, competition and profitability......................6
Market Space (External Environment)............................................................................................6
Pestle analysis..............................................................................................................................6
Porter five force model................................................................................................................7
KSFs (Competitive Success)...........................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
2

Marketing strategy
Introduction
Hilton International Asia Pacific Pte Ltd was established in 1998. It is one of the largest
companies in the hotel industry. The company is based in Singapore and the company focuses
on enhancing the overall market share in the competitive market. The aim of the company is to
attract more customers towards the services offered by the Hotel. In this paper the focus will be
given on the overall analysis of the company in the competitive market. Pestle analysis,
competitor analysis and also external factors will be taken into consideration which will help to
evaluate the overall factors prevailing in the market.
Competitor’s analysis
In context to the competitor analysis, it can be analyzed that scope of the industry is wide.
The company can easily focus on market expansion just because of the goodwill in the
competitive market.
The three competitors prevailing in the market are Marriott, Mandarin Oriental and Hyatt.
One of the competitors is Marriott in the market and it can be seen that the company offers
advantages of having good balance sheet and also good industry leadership. It can be seen that
the main focus of the company is on innovation. The process of company mainly emphasizes on
the commitment and innovation which can also maintain the total value for money (Nieves &
Diaz-Meneses, 2016).
Mandarin oriental is one of the hotels which are situated in more than 27 countries. The
company gives tough competition in the market as the focus is on creating unique design and
strong presence on the global platform.
The third competitor is Hyatt in which it can be evaluated that there are 36000 workers
who assist the company to reach the top hospitality brand on the global platform. The company
manages its activities in various formats related with hotels, resorts, ownership and also
residences. The main focus of the company is on technology which should be upgraded from
time to time so that growth can be attained. It has been seen that these are the companies which
can be the substitutes of the company. The competition level is high in the market as there are
3