Hilton Hotel Marketing Strategy

This assignment examines Hilton Hotel's marketing practices, emphasizing ethical considerations and social responsibility. It analyzes the PESTLE (Political, Economic, Social, Technological, Legal, Environmental) factors impacting the hospitality industry and identifies strengths, weaknesses, opportunities, and threats facing Hilton. The assignment also explores market segmentation strategies and proposes a marketing plan for a new service, 'Pick and Drop,' targeting diverse customer groups.

Introduction
Services industry does relies on the
customers on a way wider scale than any other
sector. The major companies belonging to this
sector includes hospitality, travel and tourism,
leisure, etc. For the present undertaking the
organisation selected for marketing of the newly
developed services is "Hilton Hotel". It is UK
based global brand having full-services with
impelling brand image due to 98 years of
experience in the sector. There are around 600
places where the services by the entity can be
availed.
HOSPITALTY MARKETING: Hilton
Hotel
Marketing Environment
Marketing is that section of an organisation which relies on both internal and external factors. The
internal influence are because of the people engaged in the procedure, other departments of the
entity, business cultures, etc. However, factors external to the companies that influence the
promotional activities covers customers, competitors, etc.
Strengths Weaknesses
Reliable employees.
Impelling services to customers as per their
requirements.
Existing in different countries where political
and economic conditions are not stable.
Opportunities Threats
Developing effective services to attract
consumers.
Conducting promotional campaigns.
Intense competition in the hospitality sector.
Compliance with strict laws can lower sales.
Ethics and social responsibility
It is essential for the Hilton Hotel to
maintain ethics and social responsibilities while
performing marketing practices. In this order they
should pay attention on the sustainable
development of the entity with optimum harm to
the environment. Also, ethics of all customers
Core Concepts of Hospitality Marketing:
Marketing of a business is comprised of various activities that are
planned to increase the sales of organisation along with creating
brand image. The basic function of it is to identify the customer
needs and demands so that effective products and services can be
produced to satisfy them. This action will assists Hilton Hotel in
increasing the business value by gaining customer satisfaction.
The requirements for a marketing plan covers growth strategy,
market segmentation, ethics and social responsibilities,
marketing philosophies, etc.
PESTLE
 Political- Stable political conditions.
 Economical- Effective GDP and growth rate of country.
 Social- Societal influence increase travel and tourism
sector.
 Technological- Entity has to match the digital
advancements.
 Legal- Strict laws are framed for the hospitality sector
that may harm sales.
 Economical- Hilton should ensure sustainable
development.
Consumer Markets
The organization has always aimed on the creation of personalised services that can fulfil the
needs and demands of diversified consumers. There are various factors on which the consumer
markets are based, either they be age, gender, interest, geography, etc.
Market Segmentation
Market segmentation plays a crucial role in developing effective products and services. In
this, customers are clubbed together in different groups depending upon different factors such as
geography, demography, interest, etc. The newly developed service "Pick and Drop" will be given to
all customers coming via any transportation mode and at any port.
REFERENCES
Hair Jr, J.F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education Australia.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson.
Perreault Jr, W., Cannon, J. and McCarthy, E.J., 2013. Basic marketing. McGraw-Hill Higher
Education.