Effect of Marketing Strategies on Performance of Business: A Case Study of Hotel Hilton

This research project examines the effect of marketing strategies on the performance of Hotel Hilton. It explores the use of digital technology in marketing activities and its impact on sales and profitability. The study aims to determine the significance of marketing tactics, analyze various marketing strategies used by Hilton, and recommend suitable marketing strategies for maximizing business performance.

RESEARCH
PROJECT

Table of Contents
CHAPTER 1 ...................................................................................................................................1
1.1 Description on background of project..............................................................................1
1.2 Identification of factors which helps to process research project specification. ............2
1.3 Undertaking critical review of key references..................................................................2
1.4 Effective plan and project specification...........................................................................3
1.5 plan of implementation for research specification. .........................................................4
CHAPTER 2 ...................................................................................................................................6
2.1 INTRODUCTION............................................................................................................6
2.2 Literature review..............................................................................................................6
CHAPTER 3....................................................................................................................................8
3.1 Research methodologies...................................................................................................8
CHAPTER 4 .................................................................................................................................10
4.2 Data analysis and interpretation. ...................................................................................11
Interpretation..................................................................................................................................13
Interpretation..................................................................................................................................14
Interpretation..................................................................................................................................15
Interpretation..................................................................................................................................16
Interpretation..................................................................................................................................17
Interpretation..................................................................................................................................18
CHAPTER 5 CONCLUSION & RECOMMENDATION............................................................18
CONCLUSION..............................................................................................................................18
RECOMMENDATION.................................................................................................................19
CHAPTER 6 .................................................................................................................................19
Areas of further study ..........................................................................................................19
REFERENCE.................................................................................................................................20

Topic- To Examine the effect of Marketing strategies on performance of
business. “A case study of Hotel Hilton”.
INTRODUCTION
Digital Technology palsy significant role in relation to get success in market. It is the
specific tool which leads to have innovation in society. The technological advancement assist as
to create value in market. There are various kinds of business activities as are operation,
marketing, manager and human resource function of the firm. With the help of execution of
technology the firm is able to have smooth flow in business activities. The assignment will be
based on the marketing activities of Hotel “Hilton”. Due to technological advancement there can
be large amount of profitability as well productivity. The present report will outline activities as
are project management plans, methodologies etc. by having effective use of digital
technological advancement the firm is able to earn desire result which can promote the growth of
an enterprise (Priem, Wenzel and Koch, 2017). Thus, it can be said that it is helpful in relation to
create the brand value of firm in market. The main aim to have implementation of digital
technology in the entity is to bring improvement in marketing tactics which will promote
significant growth in firm.
CHAPTER 1
1.1 Description on background of project
Background-
The use of technology is very essential to foster growth of firm in high manner. This is
effective in order to cope up with current trends in market. With the help of execution of
technological advancement the entity is able to reach large number of customers. In this way it
can be true to said that technological advancement is helpful to bring prosperity to business
enterprise. Hotel “Hilton” is taking various initiative steps to enhance the marketing activities of
their entity so that there can be large amount of sustainability (Hunt, 2017). By analysing the
views of the customer in the market, there can be improvement in marketing function. The
manager and employees must tract the sales graph of the firm so if it is essential than corrective
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manures in relation to this is need to be taken. In order to have increment in customer retention
rate there is need to have effective operation of marketing activities (Möller and Halinen, 2018).
Aim
To examine marketing tactics on business performance to improvise sales. A case study of
Hotel Hilton”.
Objectives
 To determine the concept of market tactics and its significance.
 To examine various marketing strategies used by Hilton for brand knowingness.
 To boost marketing activities in Hilton by implementation of digital technology.
 To recommend the ways of suitable marketing strategy to “Hilton hotel” for having
maximisation in performance of business.
1.2 Identification of factors which helps to process research project specification.
Rational- The main object behind conducting this report is to throw some light on the
activities of marketing in relation to improvise performance of firm. With the help do the
technological advancement the online activities of the firm can be enhance. This will assist to
gather the attraction of customers in market (Hapsari, Stoffers and Gunawan, 2017). The online
marketing strategy will be helpful to define the offer and values of the product to the customer.
This kind of activities are helpful in relation to earn the large amount of profitability as well
productivity in market. Hence, it can be true to said f that the good sales plan will be largely
depended on the marketing activities.
1.3 Undertaking critical review of key references.
According to view of Ross and Lozano-Rojas, (2017) technological advancement will be
helpful to process marketing activities to get connect with online system. It is very essential to
improvise the marketing function so that the sales of the firm can be enhanced. Moreover, it can
be true to said that the marketing is the tool which derives the significant growth of firm in
market.
As per the view of Itani, Agnihotri and Dingus, (2017) the marketing strategy is derived as plan
of action, this will assist to firm that how this kind do activities can influence the profitability of
2

business enterprise. Kang and Kim, (2018) Pointed out that with the help of bringing
improvement in the marketing function the sale of the firm can be enhanced.
In contrary to Kieckhäfer, Wachter and Spengler, (2017) marketing and selling these both are the
function which are highly dependent on each other. In relation to achieve the desire profitability,
it is very important to have use of various kind of resources such as are Time, human resource,
finance etc. To have effective marketing function the firm nee dot have skilled labour force so
that they are able to conduct the operation systematically.
1.4 Effective plan and project specification.
In order to measure or access the impact of business performance with the use of
marketing strategies. The term strategy is derived as plan of action. In relation to Maintain the
brand image of the firm it is very important to follow the desired structure of the report. This is
need to be done in the expertise mode as are-
Literature review- in this the effective evaluation is need to be done in order to get the one
specific conclusion. With the help of this the impact of the marketing operation can be
understood with the perspective of differed authors.
Research methodologies- This is one of the effective technique sin relation to conduct the data in
the specific manner. It is need to be undertake in relation to have idea about what kind of
approach is need to be taken (Hunt, 2017). Under this there can be identification of the data. This
is one of the specific tool which will be helpful to determine that how sampling is need to be
done.
Conclusion- in this the conclusion of overall activities is need to be taken so that research can
reach to the possible outcome (Priem, Wenzel and Koch, 2017). With the help of the summing
up of the all the point the researcher] is able to reach to the conclusion.
3

1.5 plan of implementation for research specification.
4

5

CHAPTER 2
2.1 INTRODUCTION
The quality is something which every one wants to desire for. In order to have efficient
growth in the market the firm need to make smooth operation. With the help of effective
marketing strategy the firm is able to operate its business function in the expertise mode (). The
good marketing tactic will be helpful to attract the customer in the market in large manner. This
kind do marketing activity is very helpful to promote the growth in the market in high level.
Thus, digital technology plays the essential role in order to promote the growth.
2.2 Literature review
To determine the concept of market tactics and its significance.
According to the view of Itani, Agnihotri and Dingus, (2017) states that the marketing
activities plays the essential role in relation to attract the large number of customers in market.
This is helpful in relation to attract the large number of customer in the market. In contrary to
Marketing and selling are two differed terms which will be helpful to grow activities sin market.
As per the view of Kieckhäfer, Wachter and Spengler, (2017) the marketing is the function
which promote the revenue firm. According to the view of Kang and Kim, (2018) the marketing
and selling are two differed concepts but they are dependent to each other. In addition to this
with the help of technological advancement the firm is able to enhance the selling of their
services to the customer by the adoption of online marketing activities. According to the view of
Kieckhäfer, Wachter and Spengler, (2017) the advertising, promotions, and sales etc. are helpful
yo enhance the growth of the firm.
To examine various marketing strategies used by Hilton for brand awareness.
According to the view Camilleri, (2018) of there are various kinds of marketing strategy
which will be helpful to sustain the growth of firm in market. Such strategies as are product
development, marketing development etc. Moreover, Hilton need to take initiatives in relation to
promote sale of firm by providing quality products to the customers. As per the view of Gregory,
Ngo and Karavdic, (2017) with the help of suitable marketing strategies the firm is able to get
higher amount of profitability. In addition to this, Kieckhäfer, Wachter and Spengler, (2017)
6

states that the good marketing tactics will be helpful to will be helpful to create the brand
awareness. The firm need to hire the skilled labour workforce who needs to take various
initiatives to promote the sale in market. With the help of technological advancement they are
able to promote their firm activities with online marketing techniques. This kind of tools are
helpful in relation to aware the customer about the product and service sin market. According to
the view of Camilleri, (2018) by aware the customer about their services they are able enhancing
the market share so that the more number of customer will prefer the services of Hotel Hilton.
This kind of technique will be helpful in relation to create the smooth functioning.
To boost marketing activities in Hilton by implementation of digital technology.
According to the view of Tomczak, Reinecke and Kuss (2018) it can be said that the
digital technology is one of the effective tool which will promote the business activities in the
advance manner. As per the view of Camilleri, (2018) technological advancement is helpful to
get the desire success in market. In addition to this the digital technology will improve the
quality of products, services, communication etc. this will assist the high amount of growth in
market. According to the view of Kieckhäfer, Wachter and Spengler, (2017) digital technology
will be helpful in determining the long term growth in the market. This function assist as to
provide the information to the customer by online technique. In addition to this it can be said that
the timely information with the customer will process the function of enterprise expertly.
According to the view of Tomczak, Reinecke and Kuss (2018) this will automatically enhance
the marketing function of the firm. Hence, it can be said that this kind do the activities are
helpful in relation to promote the growth of the firm in the large manner. Without use of digital
technology the firm can promote its business activities effectively. In order to boost the sales of
the firm it is essential to generate effective operation with the help of which the function of
business enterprise can sustain in market for longer period. According to the view of Kang and
Kim, (2018) execution of digital technology works as to satisfy the desire need of customer in
market. This kind of activities will work as to enrich the revenue of firm so that Hilton can run
its operation effectively.
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CHAPTER 3
3.1 Research methodologies
There are various aims and objectives, in order to meet with the assignment this are
defined in the following manner as are-
Research philosophies- under this there can be systematic analysis of the research data
and it is need to be gathered effectively. The all things are need to be gathered specifically. With
the help of this there can be identification of the depth truth. This deals with the sources, nature
and knowledge. This kind of activities are very helpful in relation to know that what is known to
be true and what kind of activities are believed to be true (Hapsari, Stoffers and Gunawan, 2017).
There are two kinds of research philosophies as are interpretivism and positivism. Under this
kind of theory there is need to have use of qualitative methodologies which is helpful to define
the human subject methods.
Research approach- the research approach is plan and procedure which consists of
assumption to have detailed method of data collection. There are two kinds of research approach
as are deductive and inductive. Under the inductive approach there is need to have the use of
qualitative research technique ( Möller and Halinen, 2018). The deductive approach works as to
test the validity and assumption and inductive approach relates to contribute to the emergence of
new theories and generalization.
Research design- This kind of techniques is very helpful in relation to define the overall
strategy in the effective mode. There are various method of research design which is helpful in
relation to conduct research data in the specific manner. In order to take accomplish these
research study there is need to have the use of descriptive analysis. This is helpful in relation to
know data in the effectively manner. In order to implementation of technological advancement
the descriptive analysis method will be used to know overall strategy.
Data collection- There are two ways of collecting the data as are primary method and
secondary method. With the help of this the desire outcome of the assignment can be achieved.
In order to conduct the use of technology to improvise marketing function the primary method
will be used (Hapsari, Stoffers and Gunawan, 2017). This will be done on eh basis of
8

questionnaire. The secondary method can be dine with the help of book, journal etc. This is one
of the effective tool in relation to conduct the whole data in the specific manner.
Data analysis- The whole of the data is need to be collected with the help of thematic
analysis. This is helpful in relation to have the idea about all the process correctively. This is
need to be done with the help of 10 managers of Hilton. In this way the authentic information
can be gathered.
Data sampling- there are number of individual need to be selected. Under this process
there are two methods such as are probabilistic and non-probabilistic.
In the present study the probabilistic techniques will be taken with the sampling of 10 as
managers.
Ethical consideration- In this it is very important to follow all the ethical manner to
conduct research. The privacy and collected data is need to be protected from the copyright
infringements so that all data can be kept in secured manner.
Cost- It is very important to assume at the time of constructing project management plan.
The firm need to have some fund so that they are able to operate function of firm in systematic
manner. The technological advancement will be bit expensive step to improvise the tactic of
market so that sale can be enhanced. In this manner the preparation of budget is need to be done
in specific manner.
Resources- In relation to have effective project management there is need to work with
following activities as are time, finance and human resource etc. This kind of the activities are
helpful in relation to have desire outcome. To operate the function of technological advancement
the firm need to have skilled personal so that they are able to carries out business activities
effectively.
Time- under this it is essential to have deadline in each task. The researcher need to take
various effective steps in relation to accomplish desire profitability and productivity. The project
breakdown structure will be formed in order to assign specific time limit. In this the researcher
need to prepare Gantt chart, network diagram etc. This is helpful to accomplish the desire task in
timely manner.
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CHAPTER 4
Q.1 Is marketing activities is essential for increase the profitability of firm.
 Highly
 less
 Moderate
 None of them
Theme 2: Most of them thinks that technological advancement will be helpful to have smooth
marketing activities
Q.2 Do you think technological advancement will improve sales by enhancing operation of
marketing.
 Yes
 No
Theme 3: Most of individual are relay on social media activities to promote goods and services.
Q.3 What source will be helpful to aware customer about products and services.
 Social media
 Television communication
 Advertisement
 Promotion
Theme 4: the social media marking is one of important tool to attract customers.
Q.4 Is social media technique is helpful to attract customers.
 Yes
 No
Q.5 What are the challenge of implementation of digital technology.
 High cost of product
 Technological issues
 unskilled labour force
 inefficient customer knowledge
Q.6 Digital technology will promote online marketing activities, is it beneficial.
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 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
4.2 Data analysis and interpretation.
Theme 1: Most of them thinks that marketing activity is important in order to create revenue.
Q.1 Is marketing activities is essential for increase the
profitability of firm. Frequency %
Highly 6 60.00%
less 2 20.00%
Moderate 1 10.00%
None of them 1 10.00%
Total 10 100.00%
11
Highly less Moderate None of them
0
1
2
3
4
5
6
7
6
2
1 1
Frequency

Interpretation
From the above diagram it can be concluded that 6 out of 10 managers thinks that
marketing is important to enhancing the profitability of enterprise in large manner. The another
manager does not give importance to activity of marketing. Hence, it can be said that without
marketing the sales of the firm cannot be enhanced. Therefore, it is essential to have increment in
selling activity of business enterprise.
Theme 2: Most of them thinks that technological advancement will be helpful to have smooth
marketing activities.
Q.2 Do you think technological advancement will
improve sales by enhancing operation of marketing. Frequency %
Yes 6 60.00%
No 4 40.00%
Total 10 100.00%
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6
4
Yes
No

Interpretation
Based on above diagram it can be concluded that 6 out of 10 managers thinks that digital
technology will be helpful to have smooth functioning in marketing activities. The another 4 out
of 10 thinks that activities in relation to marketing can also work without it. Hence, it can be sis
that technology is essential in order to create the fastest growth.
Theme 3: Most of individual are relay on social media activities to promote goods and services.
Q.3 What source will be helpful to aware customer about
products and services. Frequency %
Social media 5 50.00%
Television communication 2 20.00%
Advertisement 2 20.00%
Promotion 1 10.00%
Total 10 100.00%
Interpretation
13
Social media Television communicationAdvertisement Promotion
0
1
2
3
4
5
6
5
2 2
1
Frequency

Based on above diagram it can be concluded that 5 out of 10 managers thinks that marketing is
one of the effective tool in relation to enhance the profitability of enterprise. The 2 out of 10
thinks that Television communication is good method to promote good and services. Another 2
out of 10 individual thinks that advertisement will be helpful to promote services. Hence, it can
be true to said that Marketing is one of the important tool in order to enhancing the growth of
enterprise in large manner.
Theme 4: The social media marking is one of important tool to attract customers.
Q.4 Is social media technique is helpful to attract
customers. Frequency %
Yes 7 70.00%
No 3 30.00%
Total 10 100.00%
Interpretation
14
Yes No
0
1
2
3
4
5
6
7
8
7
3
Frequency

Based on above diagram it can be conduced that 7 out of 10 managers thinks that social
media marketing is helpful in relation to attract large number of customers. The 3 of them are not
in favour of this marketing activities, Thus, it can be said that social media is important to attract
customers.
Theme 5: The high cost factor is one of major issue in relation to implementation of digital
technology.
Q.5 What are the challenge of implementation of digital
technology. Frequency %
High cost of product 6 60.00%
Technological issues 2 20.00%
unskilled labor force 1 10.00%
inefficient customer knowledge 1 10.00%
Total 10 100.00%
Interpretation
15
6 2
1
1
High cost of product
Technological issues
unskilled labour force
inefficient customer knowledge

Based on above diagram it can be concluded as the issue in relation to implementation of
digital technology is cost related problem. The 6 out of 10 managers are in favour that it can
affect the working of enterprise in large manner. The another are having issues in relation to
unskilled labour force, inefficient customer knowledge etc. this can affect the working of
enterprise in large manner. Thus, it can be said that implementation of digital technology will be
helpful to create sustain growth of firm in market.
Theme 6: Most of individual thinks that digital technology is helpful in order to promote online
marketing.
Q.6 Digital technology will promote online marketing
activities, is it beneficial. Frequency %
Strongly agree 4 40.00%
Agree 2 20.00%
Neutral 1 10.00%
Disagree 1 10.00%
Strongly disagree 2 20.00%
Total 10 100.00%
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Interpretation
Based on above diagram it can be concluded that 4 out of 10 thinks that digital
technology will promote online marketing activities. 2 out of them are not agreed, 1 is neutral
and another are disagreed. Hence, it can be said that digital technology will be helpful to promote
online marketing activities.
CHAPTER 5 CONCLUSION & RECOMMENDATION
CONCLUSION
Based on the above report it can be concluded that digital technology palsy significant
role in relation to get success in market. It is the specific tool which leads to have innovation in
society. The technological advancement assist as to create value in market. With the help of
execution of technology the firm is able to have smooth flow in business activities. The present
report has covered the various activities as are project management plans, literature review
methodologies etc. by having effective use of digital technological advancement the firm is able
to earn desire result which can promote the growth of an enterprise. Thus, it can be said that it is
17
Strongly agree Agree Neutral Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
4
2
1 1
2 Frequency

helpful in relation to create the brand value of firm in market. This kind of the activities are
assistive in relation to enhancing the growth of market.
RECOMMENDATION
1. Hilton needs to take initiative which will be helpful to promote growth of firm in market
by adoption of suitable marketing strategies.
2. The firm need to operate effective operation so that they can able to have increment in
profitability of firm.
3. By implementing the quality in product and services they can sustain the brand image in
market.
4. The technological advancement as having online selling of product and services will be
helpful in relation to attract the more number of customer in market.
5. The marketing activities of Hilton need to be effective so that there can be use of the best
strategy with the help of which performance of business can be improved.
CHAPTER 6
Areas of further study
The present study is based on marketing activities of the hotel Hilton. In this it is
essential to process the activities of firm effectively so that firm can achieve its desire targets.
With the help of implementation of digital technology the firm can enlarge its marketing
operations. In future the Human resource's operation will be taken. This kind of activities are
helpful in relation to promote the growth of firm.
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Gabler, Wiesbaden.
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products' market diffusion–the case of electric vehicles. Journal of Cleaner Production.
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Möller, K. and Halinen, A., 2018. IMP thinking and IMM: Co-creating value for business
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