Report on Marketing in Hospitality

Running Head: Hospitality - Marketing in Hospitality
Hospitality -
Marketing in
Hospitality

Hospitality - Marketing in Hospitality 1
Contents
Introduction......................................................................................................................................3
Overview of the company............................................................................................................4
Marketing concept...........................................................................................................................4
Goals and objective..........................................................................................................................5
Objective......................................................................................................................................5
Vision and mission......................................................................................................................5
Values..........................................................................................................................................6
Marketing environment...................................................................................................................6
SWOT analysis............................................................................................................................6
Microenvironment.......................................................................................................................7
Macro Environment.....................................................................................................................9
Consumer markets.........................................................................................................................11
Factors affecting the consumer behavior...................................................................................11
Customer decision-making process...........................................................................................12
Marketing Segmentation................................................................................................................13
Geographic segmentation..........................................................................................................14
Demographic segmentation.......................................................................................................14
Psychographic segmentation.....................................................................................................14
Marketing Mix...............................................................................................................................15

Hospitality - Marketing in Hospitality 2
Pricing strategy..............................................................................................................................17
Implementation of the marketing plan...........................................................................................18
Conclusion.....................................................................................................................................21
References......................................................................................................................................22

Hospitality - Marketing in Hospitality 3
Introduction
The report talks about the marketing concept on the hospitality industry. The hospitality industry
is a broad category of the fields that include the fast food chains, restaurants and the other food
and beverage hotels. The report is based on Hilton Hotel UK; the corporation is having leading
hospitality chains. The company currently consist of more than 3,500 hotels across the world in
more than 103 countries and territories.
The report shows the marketing environment that affects the working of the company along with
that it consists of the consumer market. It consists of the decision-making process and consumer
behavior factors. The marketing segmentation and the pricing strategy are discussed along with
marketing mix that helps the company in making right strategy.

Hospitality - Marketing in Hospitality 4
Overview of the company
Hilton Hotel UK is one of the largest and the fastest growing hospitality companies in the world
who is having the more than 5,100 properties with more than 838,000 rooms in approximately
103 countries and territories. This brand is a most recognized brand in the world and also
consists of Hilton Hotels and Resorts brand. In total 69 members of the company enrolled in the
award-winning customer loyalty program (Hilton, 2017). The company is having many outlets in
the UK, especially in London.
Marketing concept
The marketing concept is the philosophy that the firm makes use of to analyze the needs of their
customers and according to this requirement of the customers, the decision is taken by the
companies. According to Philip Kotler, marketing management is a managerial and social
process with the help of which the individuals or firms take what they need or want through
generating, offering, exchanging products of value with each other (Srivastava, 2011). Kolter
said that marketing concepts are the philosophies used by the Hilton organizations to guide their
marketing efforts. The author says that the core concept of the marketing includes the need, want
and demand along with products, value, cost and satisfaction (Pahwa, 2017).
 Need- the need is the state of being deprived of some basic satisfaction which includes
clothing, safety, food, and shelter.
 Want- Want is the desire for the specific satisfier of need.
 Demand- When the want of the particular product convert into the ability and willingness
to buy the product.

Hospitality - Marketing in Hospitality 5
 Products- Product can be service or particular think that helps the company in satisfying
the need and want of the customers.
 Value- the decision of the purchase of the product is depended on the value/cost
satisfaction delivered by product/offering. Value is products capacity to fulfill the needs
and wants according to the customer expectations or estimations (Srivastava, 2011).
According to AMA's the concept of marketing is the activity, set of processes for delivering,
communicating and exchanging offers that have value for the clients, customers, partners and the
society at large. AMA’s says it is a way to analyze and evaluate the customer needs and
expectations with the help of the framework. American Marketing Association defines a
marketing management as the process of executing and planning the conception of pricing,
promotion, distribution of serviced and ideas to create exchanges that satisfy individual and
organizational goals.
Goals and objective
Objective
Each and every company works with the objective, Hilton hotel also has an objective to provide
the exceptional experiences to the customers which help the company to improve the market
share. The company has an objective to expand the business across the world and to grow in the
industry of hospitality.
Vision and mission
The vision of the Hilton Hotel is to fill the earth with the light and warmth of hospitality by
delivering exceptional experiences to every guest in every hotel and every time. The mission of