Strategic Resource Management of Hilton Malta

Strategic Resource
Management

Table Of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
1.1 Objectives for the firm and contribution of HRM in achievement of organisation objectives
......................................................................................................................................................1
1.2 Critical evaluation of the role of HRM in Hilton Malta........................................................2
2.1 Evaluation of recruitment and retention strategies of Hilton Malta......................................2
2.2 Critical assessment of techniques used to develop employees in Hilton Malta....................3
2.3 Evaluation of contribution of these techniques to ensure the engagement of employees.....3
2.4 Systematic analysis of effective strategies that HRM department must use to support the
achievement of organisational strategy........................................................................................4
1.3 Processes that Hilton Malta use for planning human resource requirement..........................4
ACTIVITY 2....................................................................................................................................5
3.1 Table to identify objectives of Hilton Malta and physical resources that are required to
ensure achievement of these objectives.......................................................................................5
3.2 Role of Physical resource management.................................................................................5
3.3 Process that company uses to plan its physical requirement.................................................6
ACTIVITY 3....................................................................................................................................7
4.1 Contribution of marketing activities towards the achievement of organizational objectives 7
4.2 Critically evaluation of marketing operations........................................................................8
4.3 Appraises of the marketing process for the purpose of developing markets.........................9
ACTIVITY 4..................................................................................................................................10
5.1 & 5.2 Importance of information management system in achieving the objectives of hotel
Hilton.........................................................................................................................................10
5.3 Uses of information systems by Organization.....................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic resource management includes employee’s development, rewarding and
attracting them so that they can retain in the organisation for long period (Bailey and et.al.,
2018). This benefits the employees and organisation as advance flexibility is seen among
employees with help of which company is able to bring competitive advantage. Present study is
based on the hotel Hilton Malta founded in the year 1919 by Conrad Hilton and is located in the
Portomaso Yacht Marina, having three restaurants, four bars, four outdoor pools etc. (About
Hilton Malta. 2019). This report will include different objectives for the firm and contribution of
HRM in achievement of organisation. It will also evaluate role of HRM and different recruitment
and retention strategies that Hilton Malta is using. Further report will assess techniques that
organisation uses for employee’s development and evaluates contribution of these techniques to
ensure engagement of employees. A systematic analysis of effective strategies on HRM
department will be done by the report and this further will include human resource plan and
process that Hilton Malta uses. Report will also identify objectives of the firm and physical
resources for achievement of these objectives. Role of physical resource management will be
evaluated and process to plan physical requirement will be appraised in the following report.
Report will further include role of marketing in supporting business strategies and will
investigate ISM contribution on achievement of objective that will end up with the processes that
firm uses to plan its IS requirements.
ACTIVITY 1
1.1 Objectives for the firm and contribution of HRM in achievement of organisation objectives
Objectives of Hilton Malta
 To provide personalised service with the help of new technology and generate maximum
revenue.
 To deliver fast, friendly and thoughtful service and add value to guest experience.
 Dealing with guest demands, problem solving and handling complaints in an effective
manner.
HRM contribution in achievement of objectives:-
 Maintain adequate staffing :- HRM plays an important role by having deep concern on
staffing of the business. They help the company by designing an effective organisational
structure in order to make the work easy for the company and its working employees. For
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the same HRM of Hotel Malta hire potential and talented employees and train them
accordingly so that company is able to achieve its objective for generating huge revenue
for the firm (Nataraja and Alamri, 2016).
 Maximize employees performance:- HR plays an important role in motivating the
employees to work hard for maximizing their performance. For the same, HR of Hotel
Malta use different motivational techniques like promotion, increased pay etc. They train
employees and assist in disciplining errant workers for their satisfactory performance.
This results in fast delivery and build friendly relationship of employees with the
customers that adds value to guest's experience.
 Ensure effective administration:- HR manager of Hotel Malta ensure that operations of
the business are going smooth and for the same inclusive data is maintained by the HRM
in order to handle the employees performance report, training and attendance records etc.
HRM also works to handle different problems and customer’s complaints so that they are
able to fulfil customer’s demand.
1.2 Critical evaluation of the role of HRM in Hilton Malta
Role of HRM in Hilton Malta is to recruit right candidates and make them trained so that
they can meet strategic goals and objectives of the business. This helps the organisation to have
strong pool of applicants that are having accurate qualification that match with the requirement
of position. It attracts an effective workforce and brings right applicant for right job. HRM also
plays an important role in training the employees by conducting different training programs, this
helps in boosting the employee’s performance so that organisation's objectives can be achieved.
In contradictory to role of HRM, recruitment and selection become very costly and time
consuming for the Hotel Malta (Collings, Wood and Szamosi, 2018). There is huge risk as
employees may or may not be loyal towards the firm. There are many companies that are hiring
the candidates as they are known people or relatives of their working staff or senior managers.
Many a times the candidate is not having suitable skills that match with the job role and this
results in poor performance of the employee. It also become difficult for the company to achieve
its objectives. Hilton Malta recruit the candidates on bases of their skills and efficiency towards
the work and they avoid such maladjustments in order to have qualified employees for the job
role.
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2.1 Evaluation of recruitment and retention strategies of Hilton Malta
Different recruitment strategies that Hilton Malta uses:-
 Hilton Malta looks for in-house talent so that they are able to hire qualified employees
within the organisation. This also send a message to employees that if they will work
hard then they too will get promotions. In this way employees get motivated towards the
work and they work hard in order to have promotions. This strategy is beneficial to Hotel
Malta as it helps the company to make their employees work effectively in order to
achieve the objectives.
 Hilton Hotel believes in innovation and they use technology for recruiting applicants. In
this way they have pool of qualified applicants but in its contradiction there may be
employees that are frauds. This strategy is beneficial as it reduce time and cost but also
have a disadvantage if selected employees is fraud(Kroezen and et.al., 2015).
Different strategies for retention that Hilton Malta uses are as follows:-
 Flexible working schedule is provided by Hilton Malta to its employees that increase
employee’s efficiency towards the work. On contradiction to this employees may become
lazy and lack of discipline can be seen. This strategies is beneficial to the company as
employees work happily and effectively. Company also take care that discipline is
maintained in the firm.
 Employees are given rewards for their good performance that motivates them to work
hard but it is been interpreted that giving rewards may bring jealous factors in other
employees. This strategy is beneficial for Hilton Malta in order to achieve the objective
of the firm as employees get motivated towards the work.
2.2 Critical assessment of techniques used to develop employees in Hilton Malta
The different techniques are as following:
 Employee training: This helps to establish basic knowledge among the employees
working in Hilton Malta that is related to tasks and can build a better understanding to
work together. On contraction to this Hilton Malta have to bear huge cost for training and
development programs.
 Effective Coaching: Hilton Malta can use this technique in order to encourage and
support behaviour of individuals. This helps the employees to bring positive change in
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them (Noe and et.al., 2017). But is interpreted that employees feel ashamed and
humiliated during this if employer scold them.
 Leadership Mentoring: The main goal of this technique is to share information to the
employees so that employees get engaged to work and can retain for long period in the
organisation. It is been interpreted that this technique may increase work pressure and
employees of Hilton hotel may not work effectively.
2.3 Evaluation of contribution of these techniques to ensure the engagement of employees
 Employee training boost up the employee’s performance as they get motivated to work
hard and make them more skilled and knowledgeable towards the work. They learn new
things and make improvement in their performance that results in employee’s
engagement as trust is developed between employees and the organisation.
 Effective coaching improves the individual performance of the employees and transforms
employee engagement. This helps to identify employee’s strength and development
opportunity that managers can use for effective task management. This develops high
potential in employees and motivates them to get engaged in tasks. This also builds an
effective relation between employees and organisation as they get engaged for the
development of the organisation.
 Leadership monitoring helps to make employees engaged in work by making them feel as
part of the team (Bailey and et.al., 2018). This helps in improvement of their performance
by building relationship and counselling them time to time.
2.4 Systematic analysis of effective strategies that HRM department must use to support the
achievement of organisational strategy
 High performance management:- In order to achieve organisational strategies HRM
department have to work on performance management of employees. Effective strategies
aim to impact on performance of organisation with respect to productivity, quality,
growth and profits. For the same rigorous recruitment and section procedure have to be
used and relevant training have to be given to employees. For high performance of the
employees, different rewards are given to employees in order to build their trust towards
the organisation (Noe and et.al., 2017).
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 High commitment management:- Organisational strategy can be achieved if management
is highly committed. For the same HR managers have to redesign the jobs and provide
flexible jobs to the employees.
 High Involvement management:- This strategy focus on employee decision making and
treating employees as partners in the enterprise. This results in better communication and
involvement of employees and employers as mutual understanding is developed.
1.3 Processes that Hilton Malta use for planning human resource requirement
Hilton Malta is using following process for planning human resource requirements: -
 Hilton Malta analyse different objectives of the firm and then accordingly follow
different HR practices in order to achieve those objectives.
 Hilton Malta recruit the employees by analysing whether their skills and knowledge are
matching with the job role or not.
 After recruitment Hilton Malta forecast the demand and supply of Human resource
according to job profile. They make proper match of job description with job
specification.
 After this Hotel estimate manpower gap and then again recruit and train the respected
employees (Kroezen and et.al., 2015).
 They make respective action plan on bases of estimation of manpower gap in order to
overcome it.
 At last, HRM of Hilton Malta monitor and have control over the employees and time to
time ask their feedback related to work.
ACTIVITY 2
3.1 Table to identify objectives of Hilton Malta and physical resources that are required to
ensure achievement of these objectives
Objectives of Hilton Malta Physical resources
 To provide personalised service with
the help of new technology and
generate maximum revenue.
Wi-Fi infrastructure, Smart room keys, AV
and Digital equipment, TV lobbies, snooker
tables.
 To add value to guest experience. Outdoor games pool, spa and Jacuzzi, Parking
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garage etc.
 Dealing with guest demand Human resource, Car fleet
Hotel can manage these resources in an effective way to achieve the objective of the firm.
By providing advance Wi-Fi infrastructure, Digital equipment and TV lobbies, customers will
get attracted towards the firm services and company will be able to maximize its revenue
(Nataraja and Alamri, 2016). For adding value to guest experience Hotel can provide outdoor
games facility and also can arrange spa and Jacuzzi for their clients. This will make them
satisfied and will attract them in near future. As guest demand is to have quality of services, so
hotel have to provide human resource that that can fulfil there all time demand. Proper
transportation facility has to be provided that is possible by having effective car fleet services in
order to pick the customers from airport and drop them back for their respective destination.
3.2 Role of Physical resource management
Resources are an essential part in any business and for a hotel these are the most
important for a successful and profitable business (Taylor, Doherty and McGraw, 2015). The
hotel business requires many different resources which are required for the hotel to operate.
Within these resources the role of physical resource management is discussed in the following
points-
Physical resource management plays a crucial role in managing all the required resources
in effective and efficient manner. This ensures that all the resources are timely available
whenever the need of the resource occurs.
If these resources are available on time, then Hilton Malta may accomplish the work in
accordance with Just- In- Time theory. This theory suggest that the physical materials required
are produced before time. This can be only done if the resource management of the hotel is
effective.
Physical resource management also helps the hotel in producing the products and services
without any wastage. The role played by physical resource management here is that it helps in
analysing the need and requirement of the resources to fulfil a task. This assessment helps in
knowing the exact requirement of the resources. Then only those amount of resources are passed
on to the user of the production department. Therefore, there is no wastage of any useful
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resources. This promotes lean manufacturing within the hotel that is production of food and other
services with minimum or no wastage.
Another role played by physical resource management is that it helps in optimizing the
use of limited physical resources so that all the requirement is met effectively and efficiently.
Hilton Malta can make their physical resource management better by having proper planning and
adopting a systematic approach. Company have to adopt new technology that can reduce waste
of time and resources.
3.3 Process that company uses to plan its physical requirement
As discussed above the physical resources are of utmost importance for any company or
any business. Therefore, it is very necessary for Hilton Malta to access the requirement of all the
physical resources which are required by the hotel to run its business operations successfully
(Collings, Wood and Szamosi, 2018). For this the hotel uses three different process to plan the
requirement of the physical resources required by them. These process are discussed in the
following points-
Making a survey of resources- in this process the management team of the hotel analyses
all the physical resources which are required for the running of the hotel. Resources like superior
quality raw material for making good food, different tools and techniques, good infrastructure,
good interiors and many other.
Making and analysis- it is yet another process where the hotel checks that which
physical resources the hotel is currently having with it (Cho, Jung and Linderman, 2017). It is
necessary for the hotel to know what all resources are present and what other are required by the
hotel for effective functioning of the hotel operations.
Improvement program projects- this is another process which is used for planning the
physical requirement. Under this process the hotel plans different projects for the different
segments of the hotel for assessing the requirement of the physical resources. For instance: the
segments can be like building, equipment, sanitation, hygiene and many other related
departments within the hotel.
ACTIVITY 3
4.1 Contribution of marketing activities towards the achievement of organizational objectives
Hilton Hotel conduct various marketing activities in order to achieve its organizational
objectives. There are key marketing activities which are as follows -
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Marketing Planning — Marketing planning refers to the marketing activity through which
company is able to pre-determine about its marketing objectives and how to achieve it. To
achieve objectives, Hilton Hotel is required to prepare the plan about marketing strategies, tactics
and resources so that they can plan accordingly to achieve it. It helps hotel to choose suitable
marketing strategies and tactics according to the objectives so that they can get a way to achieve
it. It involves marketing plan which is one of the significant document prepared by the Hilton to
carried out this activity. This will help hotel to achieve its marketing objectives as in this plan,
every aspects of marketing will be done according to the achievement of the objectives so that
activities can be done accordingly.
Marketing Research — Marketing research can be defined as the process of doing investigation
of the market where company is currently operating or where company wants to expand its
business. Hilton Hotel established in Malta do invest a lot in the marketing research in order to
maintain its sustainability in today's competitive environment (Pride and Ferrell, 2016).
Maintaining the sustainability is one of the objective in which marketing research helps hotel to
do. Like this, marketing research contributes in achievement of Hilton's organizational and
marketing objectives.
Customer Analysis — Customer analysis is the process of collecting, analysing and using the
information which is related to the customers. There are various sources through which company
is able to collect the information and use it for their purpose. Customer analysis is considered to
be one of the key marketing activity through which Hilton hotel is able to collect such data
which are as — wants & needs of customers, their perception, target audience and demographics
information etc. It helps hotel to predict the future change or buying behaviour of customers
which lead them to change their marketing and business strategies accordingly. Like this, Hotel
is easily able to sustain its customers and achieve its organizational goals (Kerin and Hartley,
2015).
4.2 Critically evaluation of marketing operations
Marketing Operations
Marketing operations is the significant aspect of marketing which involves marketing
functions, process, people, activities and technologies in order to operate the marketing
effectively and efficiently for the purpose of making it successful for the company.
Critical Evaluation of Marketing Operations carried out by Hilton Hotel
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There are various marketing operations being carry out by Hilton Hotel. These marketing
operations include -
Performance Measurement — Performance measurement refers to the process of analysing the
performance of organizational marketing according to the collected information or benchmark. It
helps hotel to increase its efficiency and productivity. The basis on which company do
measurement of their marketing performance might not be satisfying which lead to wrong
management of performance (Baker, 2016)..
Process Development — Process development is the concept of business in which company is
creating the particular chain of steps in order to perform a particular marketing activity or
function. It is a long process which include research, plan, implementation and control of
activities. Marketing process development helps Hotel to conduct all its activities in a systematic
manner which lead to creation of good working environment. Process development take a lot of
time which lead to a lot of efforts, systems, tools, techniques and resources too.
Marketing Systems and Data — Marketing systems refers to the group of elements which helps
company to work towards the common goals. Marketing Data is the information and facts which
is related to the marketing. Marketing systems and data helps Hotel to collect and analysis the
information securely & accurately which lead them to get useful information for their marketing.
If the security of systems is poor then there are any chances for the data to be got leaked (Babin
and Zikmund, 2015).
4.3 Appraises of the marketing process for the purpose of developing markets
There are 4 steps involve in the marketing process through which Hotel Hilton can create
values for their customers which is beneficial for the purpose of developing markets. These 4
steps are as follows -
Situation Analysis — For developing market in particular area, Hilton Hotel is required
to analysis the situation (environment) in which they are operating in order to get to know about
the opportunities and threats. It involves internal, external and competitive environmental
analysis. It will help them to get to know about the gaps between customer’s needs and
company's offering to satisfy it. Mitigation of these gaps will help Hotel to gain market.
Marketing Strategy — In order to gain market, Hotel is required to develop a way which
can be done with the help of marketing strategies. There are various marketing strategies through
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which It can promote their services and achieve its objectives. Achievement of objectives lead to
gain of profitability which means Hilton is gaining market shares (Churchill Jr, 2017).
Marketing Mix Decisions — After determining of strategies, Under the next step of
marketing process, Hotel takes decisions related to its marketing mix elements which are such as
— Product, Price, Place, Promotion, People, Process and Physical Evidence. These elements of
marketing mix help Hilton to gain market because the decisions and strategies related to these
are taken in the context of target market and audience. If Hotel is able to take correct and
accurate decisions related to the marketing mix, it will aid company to attract their customers
easily which will result in increasing in selling of services and markets of Hilton.
Implementation and Control — Implementation and control is the last step of marketing
process. In this step, Hilton hotel is all set to implement and monitor the outcomes of marketing
mix, strategies and decisions in order to gain customers satisfaction which will help in enhancing
the markets (Baker and Saren, 2016).
ACTIVITY 4
5.1 & 5.2 Importance of information management system in achieving the objectives of hotel
Hilton.
The ever blooming industry of hospitality has the major contribution of introduction of IT
in this sector to the economy of the developing and developed nation (Cassidy, 2016). There are
tremendous changes since last 20 years with innovative technologies which has set up the
various benchmark.
Technology has played sustainable role in having the achievement of the growth in the
hotel industry. The hotel Hilton will establish the in organization management system which will
help in achieving the growth and objective.
With the implementation of the technology in the hotel Hilton, the company is getting
help in decision-making process. With the use of the management information system, the hotel
can prepare themselves for taking the decision regarding the upcoming endeavour. This will
help the hotel to achieve the objective in dealing with guest demands, problem solving and
handling complaints in effective manner (Laudon and Laudon, 2015).
The computer based system leads to have effective and swift services to customer. This
helps in providing the real time information to company employees and customer. Due to this the
10

objective of to deliver fast, friendly and thoughtful service and add value to guest experience.
The objective can be accomplished by providing better and effective way to customer.
The another advantage of the implementation of management information in analysing
and managing control to have better integrated and formulated information and data. With the
help of this there can be control in managerial process and enable the activities. Due to this the
company has the advantage of achieving the success in accomplishing the objective of providing
maximum satisfaction to consumer along with increase in generation of revenue.
The role of the management information plays both positive hand, negative impact on the
growth process of the company. The hotel has implemented the tools are expensive and complex
in nature of understanding so the it may turn out to be exceeding the budget of the hotel. On the
other had due to implementation of the software can shorten the lead time taken for the analysing
of information and reduce the cost of ancillary services to the greater extent (Laudon and
Laudon, 2016).
With implementation of the software in the system of hotel will help in heavy the easy
access of the customers in booking of hotel via in alien booking in hotels. On the other hand,
there is need of a lot of training and development among the employees to deal with new
implementation of technology at the starting stage as to is very complex to understand.
The role of the management information system turns to be effective in having the proper
analysis of the data quality issues and the security issues in the hotel along with achieving the
total data base management of the potential customer and employees details.
5.3 Uses of information systems by Organization
Various information systems are being used by the Hilton Hotel for the purpose of
sharing data within the organization securely and safety. This information's management system
the company want to implement in company as to have effective and smooth operations of
business.
The implementation of Hotel Management Software System that will help in achieving
the objectives of hotel Hilton. Hilton Hotel will use these software systems in their business
system in order to provide accessibility in the functioning of various organization functions. It
depends upon the budget, size and management layers of the hotel (Walsham, 2015). This will
help in maintaining the coordination among the different department.
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The next will the implementation of management system information system which can
analyse the complex data into simpler form and help in decision-making. Decisions Support
System is computer program system application which helps hotel to analysis its complex data
and present it to the person in a simple form so that they can take decisions without any
problems. It is very useful for the Hilton as it helps them to ensure about the smoothly operations
of the business.
There is the need for coordination among planning and sales department in term of
manufacturing, distribution, intellectual property and hospitality accommodation service
management. Hilton will establish Properly Management System or Hotel Operating System
specially design for the hospitality units. This system is being used by Hilton hotel in the term of
It basically deals with the co-ordination between the sales and planning activities of the staff of
the hotel (Dwivedi and et.al., 2015).
The implementation of Management Information System can be defined as a computer system
which include the combination of software and hardware. It is considered to be the one of the
most fashionable information system which can be by the Hilton Hotel. This information system
collects data from various sources, analysis of the collected data and prepare the report for the
purpose of providing aid in the decision-making which must be taken by the management team
of the Hilton.
CONCLUSION
The strategic management helps in employees development, rewarding and retaining
them for the longer period to achieve the greater success in the organization. The company use
different recruitment and section method to hire the employee so different skill and coordinate
with the completion in the market environment. The company pays more focus in establishing
healthy relationship between the employer and employee as to have better decision-making along
with employee performance appraisal in the company. There is the requirement of the various
physical resources as to accomplish the objective in the Hilton. Physical resource management
plays a crucial role in managing all the required resources in effective and efficient manner. This
ensures that all the resources are timely available whenever the need of the resource occurs. The
company Hilton Hotel conduct various marketing activities in order to achieve its organizational
objectives. The company will perform various of market planning, research, and customer
analysis to gain the competitive advantage in the market. The company will try to have the
12

performance evaluation along with process resource allocation and product development. The
company would implement management information system which implementation of
management information in analysing and managing control to have better integrated and
formulated information and data.
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Online
About Hilton Malta. 2019. [Online]. Available. Through:
<https://www3.hilton.com/en/hotels/malta/hilton-malta-MLAHITW/index.html>